Media. The EBRA Group wants to become a major player in mountain information and services

The EBRA Group, which owns nine regional dailies in eastern France (including Dauphiné Libéré and Le Progrès) is continuing to diversify. After the acquisition, last March, of Humanoid (publisher of the online media Frandroid, Numerama and Madmoizelle), announces today that it is joining forces with the National Union of French Ski Instructors (SNMSF) representing 230 ESF and 17,000 instructors to grow the “My stay in the mountains” website (, the new online version of which is unveiled today.

Together, they want to make this marketplace developed 5 years ago by the ESF and accessible as a white label on many tourist office sites, a portal which aims to become the most comprehensive all-season national mountain offer in information, services and reservations.

Facilitate the customer journey

“Customers trust us, including in the digital offer. This ”marketplace” encourages all public and private players in mountain tourism to display a readable offer, without markup. It is in the image of the accessible, welcoming, fair, safe mountain and for this winter, it is enriched with a quality editorial offer to promote the mountain destination”, welcomes Eric Brèche, the president of the National Union of French ski instructors (SNMSF).

This portal is intended to facilitate the customer journey for booking stays in the mountains by allowing the most complete and exhaustive offer on the market to book, on the same site and in just a few clicks, accommodation and services such as ESF ski lessons, exclusivity for this site, equipment rental, transport with a multimodal door-to-door offer…

Now with comprehensive and quality information. Recognized for its editorial know-how in this universe, the Dauphiné Libéré is joining the “My stay in the mountains” adventure to add exclusive content to the services and promote the territories and mountain tourism by making it accessible to the general public.

“Eric Brèche appealed to us to give a new dimension to this great initiative by enriching it with editorial content. A site for the territory made by local people with mountain stakeholders” explains Christophe Victor, general manager of the Dauphiné Libéré who sees in this association for the press group EBRA and for the Dauphiné Libéré an opportunity for diversification.

A dedicated editorial staff for exclusive content

The portal already offers, in terms of accommodation, more than 150,000 solutions in hotels, holiday residences, furnished accommodation, etc., in nearly 200 French ski resorts. For rentals, it federates more than 400 stores, both major national chains and independents. In a market that is becoming very competitive with international players like Google Travel, Airbnb or national players like Alentours or Decathlon Travel, the ESF and EBRA, two expert players in the mountain environment are joining forces to defend the local model. A short circuit with prices identical to those in the resort with just technical and administrative costs and lower commission rates than on other mountain stay sites.

“In terms of editorial content, four journalists with a mountain profile, brought together in a dedicated editorial department, are now in charge of producing exclusive articles, an editorial department that can rely on other journalistic resources closer to the mountains. According to the reports, they will address all the themes related to the mountains. We will therefore talk about destinations, activities, experiences to do with family or friends, but also gastronomy, ski equipment, innovation, environment, economy…” confides Laurent Davier, journalist at Dauphiné Libéré, deputy editor-in-chief of mountain magazines ( Ski Chrono, Outlines) and editorial pilot of this project which includes a ”Direct montagne” news feed and a mountain weather report.

A very ambitious project

The SNMSF and EBRA, brought together in the joint venture Média Massifs Français (MMF) which now heads “My stay in the mountains” (majority owned by the EBRA Group/Le Dauphiné Libéré) are aiming, in 5 years, for a figure of business of €40 million.

“My stay in the, which will be able to accommodate advertising, will be hosted on all the websites of the group’s newspapers. It will therefore benefit from the strike force of the EBRA Group and will be offered to other media in the press. regional or national daily newspaper”, breathes Christophe Victor. Every day, the websites and mobile applications of the 9 press titles of the press group, a subsidiary of Crédit Mutuel, attract 14 million visitors! What offer a beautiful exhibition to the actors of the mountain.

Media. The EBRA Group wants to become a major player in mountain information and services