One of the Portes du Soleil’s top boutique hotels, situated in the oldest building in the ski resort of Morzine, in the French Alps, has rebranded revealing a name change and renovation plans set to increase the hotel’s guest capacity by 25%. This strategic milestone signifies a new era for the hotel’s staff and guests, and brings a new wave of luxury to one of Morzine’s most iconic landmarks.
The new brand and name, ‘Hotel Coutettaz’, takes a step into the future whilst honouring the building’s rich 250-year history and original title ‘Mas de la Coutettaz’. Designed with the guest in mind, a reimagination of the guest experience fuses heritage, contemporary style and premium service ensuring a brand that resonates with the next generation of Alpine travellers. Incorporating all digital and physical touchpoints (signage, staff uniforms and digital platforms) the rebrand comes ahead of a large renovation project, set to generate extra bedrooms and convert the attic into an attractive, flexible and dynamic space for all kinds of gatherings.
The hotel, which is also a sought-after wedding venue in summer, will go from 11 to 14 rooms, reaching a potential capacity for 32 guests. The planned expansion reflects the ongoing demand for luxury accommodation amongst global travellers looking to ski and enjoy summer holidays in the mountains, as well as wedding couples seeking destination weddings in the French Alps. The hotel has a growing international client base, with increasing guest numbers from European countries, Canada and the United States.
Owner of the hotel since 1993, Dorrien Ricardo says: “The old brand and name ‘The Farmhouse’ reflected the business’ client base at the time in the early ’90s, which was predominantly British skiers. Since then we have grown into a unique luxury property for international guests, including skiers, mountain enthusiasts and wedding couples from across the globe, and the new Hotel Coutettaz name and brand reflects this shift.’’
Nestled inside Morzine’s oldest building and deeply connected to the town’s history, Hotel Coutettaz offers an authentic experience, different to the design chalets and apartments in development across ski areas in the French Alps. Its history dates back to a time long before tourists discovered Morzine when the town owed much of its development to slate mining. Antoine Plagnat, a wealthy mining figure of the time, built the impressive manor house in 1771 with commanding views over the valley and using local materials, including slate from his own mines. With just three owners since its construction, the preserved features of the hotel, including the slate roof and floor, dark wooden beams and quirky features of the bedrooms, hold the key to its charm and identity.
As hotel manager James explains: ‘Our guest experience is rooted in authenticity and designed for the discerning Alpine traveller who values deep experiences that leave lasting memories long after checking out. The mountains are becoming a place where people come to recharge their batteries, connect with nature and disconnect from everyday life. Hotel Coutettaz invites guests to step back from the world into a wonderfully stylish and authentic space, from which they can experience all the mountains have to offer. ’
The focus on meaningful experiences continues at the table, with food a key priority for many skiers. Guests can expect modern European dishes prepared with the finest local ingredients — from Alpine game and freshwater fish to seasonal, foraged produce — all served with care, creativity, and a sense of place.
Morzine is a gateway to the vast Portes du Soleil ski area — one of the largest in the world — offering seamless access to over 600 km of pistes spanning France and Switzerland. Hotel Coutettaz is ideally located just a stone’s throw from the slopes, making it a perfect base for guests eager to explore the mountains.
Renovation work is planned in stages during the hotel’s spring and autumn inter-season over a two year period. Hotel Coutettaz will continue to operate under its usual opening periods: mid-December to mid-April in the winter, and mid-June to mid-September for summer guests and weddings. Opening to skiers for the upcoming season on 12th December 2025.
