Rooted in the French Alps—with the internationally known resorts of Alpe d’Huez, La Grave, and Les Deux Alpes—the SATA Group is reinventing the mountain experience for both summer and winter.
In 1959, local professionals and private investors hoping to develop the mountain area of Alpe d’Huez came together to support tourist development projects and bolster alpine activities. With the addition of two new destinations in its area of operations, the company has now become the SATA Group, which aims to promote its mountain area in France, as well as around the globe.
“From glaciers to alpine villages, mountaineering to skiing for beginners, mountain biking to hiking, and from high-performance sport competitions to peaceful contemplation, the mountains’ multiple facets are represented, and everyone will find what they are looking for,” says Fabrice Boutet, general manager for the SATA Group.
SATA Group manages three destinations, each one offering its own vision of the mountain. Les Deux Alpes, with its highest peak at 3,600 meters, is the training grounds for several national ski and snowboard teams from around the world. La Grave is a protected and untamed environment. Its unique model is used as a reference for many other freeride skiing locals.
Lastly, Alpe d’Huez, a well-known resort that attracts high-end clientele, has been featured on European Best Destinations’ list of “Best European Ski Resorts” two years in a row. It is home to several international events, such as the Tour de France and the Tomorrowland Winter electronic music festival.
“The arrival of the Tomorrowland festival is, above all, a human encounter between teams seeking to innovate and provoke the unexpected: a music festival in a magical setting with the best DJs in the world, mixing in exceptional surroundings and offering an unprecedented experience for over 25,000 festivalgoers, from over 110 countries, in a breathtaking natural décor,” Boutet explains. “Thanks to this festival, we are proud to have Alpe d’Huez front of mind in new markets, like China, Brazil, [and the] Middle East.”
SATA hopes to continue to grow and expand in this way, while still providing a one-of-a-kind experience that is accessible to everyone in every season. With that in mind, SATA also recently decided to join IAAPA.
“Innovation is at the heart of our DNA, and although we are mountain professionals, we share a number of common goals with the attractions industry: visitor journey, experiences proposed in our resorts, entertainment, and hospitality,” Boutet says. “It is important for us to exchange with industry leaders in order to create unparalleled experiences and continue reinventing ourselves.”
