Each month, the Hôtel West End**** highlights one of its team members through a series of questions, offering insight into their role and what motivates them in their daily work. Today, the hotel introduces Caroline Bergen, Commercial Director of the 3A Hotels Collection.

Could you introduce yourself and tell us about your role within the 3A Hotels group?

My name is Caroline Bergen, and I am the Commercial Director of the 3A Hotels Collection. In Nice, the group brings together several iconic establishments: Hôtel Beau Rivage, Plage Beau Rivage, Hôtel Aston La Scala, Résidence Aston La Scala, and Hôtel West End. We also manage a Mercure hotel located near Versailles.

My role is structured around two main areas. On the one hand, business development: I manage and nurture our existing client network while actively working to acquire new partners. On the other hand, I oversee a broader marketing dimension, focusing on the group’s brand image, establishing partnerships, and implementing communication initiatives in collaboration with our press agency, AZ Nice.

What do you find most rewarding about your job?

No two days are alike, and that is precisely what I love about it. I am deeply passionate about the combination of strategy, human connection, and emotion. Designing commercial strategies that have a tangible impact on the group’s performance, while showcasing the identity and soul of each of our hotels, is incredibly stimulating.

Hospitality is, above all, a human adventure. Understanding guest expectations, anticipating market trends, building lasting partnerships, and guiding teams toward a shared objective are key drivers for me. Each property has its own uniqueness, and this diversity makes my daily work especially enriching.

How do you collaborate with the teams at the different hotels?

My role involves a great deal of mobility. Beyond emails and phone calls, I am very often on-site. Having been part of the group for several years, relationships have developed naturally, and collaboration today is very smooth and seamless.

What advice would you give to a new team member?

Work with passion. We are in the service industry—you have to genuinely enjoy working with people, be attentive to others, and find satisfaction in creating positive experiences. Without that, it simply doesn’t work.

In your opinion, what is the 3A Hotels group’s greatest strength for travelers?

Without hesitation, its diversity. Our establishments are very different from one another, whether in terms of location, atmosphere, or services. I like to think that whatever our guests’ needs or desires may be, we always have a suitable answer.

What is your favorite place at the Hôtel West End, and why?

The view from the Deluxe rooms on the 6th floor. Standing on the balcony, time seems to stand still—you feel suspended between sky and sea. It is simply a magical moment.

What sets the Hôtel West End apart from the group’s other properties?

Its location, of course, with its exceptional sea view, but also its history. It was the first hotel built on the Promenade des Anglais and has preserved all the charm of the Belle Époque. Staying at the Hôtel West End is like taking a true journey back in time, filled with glamour and elegance.

Do you have a particularly memorable experience within the group that you would like to share?

There are so many! We operate like one big family, and we have shared countless moments together—both professional and personal.

What advice would you give guests to make the most of their stay in Nice?

I would first and foremost advise them to take the time to embrace the city’s rhythm. Wander through the narrow streets of Old Nice, admire a sunrise or sunset from the Promenade des Anglais, and savor the local gastronomy… Nice is full of hidden gems, and it would truly be a shame not to enjoy them to the fullest.