What Les Hôtels JARO does

Les Hôtels JARO is the operating brand of Les Immeubles Jacques Robitaille inc., a privately held, family-owned Québec hotel and hospitality group founded in the early 1970s and consolidated under the JARO brand in 2003. The company operates seven hotels across the Québec City metropolitan area — Palace Royal (Old Québec), Hôtel Plaza Québec (Sainte-Foy), L'Hôtel Québec (Sainte-Foy), Hôtel Québec Inn (near the airport), Hôtel MUST (near Jean-Lesage Airport), Hôtel Lindbergh (Laurier Boulevard), and Auberge Québec (Sainte-Foy) — supported by four themed restaurants (Beffroi Steakhouse, Ginger Resto-Bar, Les Palmes, 10Vagues Resto-Bar), two bars, an in-house amusement centre (Carade Factory) at Hôtel MUST, and 54 function rooms for events up to 700 guests. Its signature differentiators are indoor tropical gardens with real vegetation, pools, and water games present at multiple properties, plus a 100% Quebec-owned, all-female-led (the three Robitaille sisters) operating posture used as a regional brand asset.

The business model is asset-heavy and direct-to-consumer. The primary revenue stream is hotel room bookings, supplemented by F&B, events and banquets, bundled packages with local attractions (Aquarium du Québec, Montmorency Falls, Carie Factory), gift cards, parking and ancillary fees (crib rental, high-speed Wi-Fi, lost-item recovery). Distribution is centered on hotelsjaro.com, a toll-free reservation centre established in 2003, walk-in bookings, and a corporate-rate program for companies whose employees stay 20+ nights annually; direct booking is actively incentivized via a best-price guarantee and the three-tier Xperience JARO loyalty program. Underlying technology is conventional third-party hospitality tooling — Reseze for PMS/booking, LibroReserve for restaurant reservations, Facebook/Meta and Revenate for retargeting — with no proprietary platform or AI/ML capabilities described.

The company targets a diversified customer base spanning families, couples on romantic getaways, business and corporate travelers, federal-government and military personnel, and pet owners, with no single concentrated customer segment. It serves only the Québec City region (no international footprint) and employs more than 650 people across the portfolio.

Name

Les Hôtels JARO

Legal name

Les Immeubles Jacques Robitaille inc.

Website

https://hotelsjaro.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Les Hôtels JARO is a privately held, family-owned Québec City hotel group operating seven hotels, four themed restaurants, two bars, and an on-site amusement centre under a single JARO brand, serving families, couples, business travelers, and government clients across the Québec City region with direct-booking and a tiered loyalty program.

Ownership category

akta.pro rank

Product category

Hotel Accommodations

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)

SIC

Hotels & Motels (7011), Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Business & Corporate Full-Service Hotels (THAGAAAE)

akta.pro secondary industries

Large-Scale Headquarters Convention Hotels (THAGALAH), Hotel & Resort Restaurants (THAFACAH), Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC)

Keywords

• Hotel accommodations
• Hotel chain operations
• Event venues
• Restaurant services
• Family entertainment

Headquarters

HQ city

Clarke City

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Hotel Room Revenue: The primary revenue stream is hotel room bookings across 7 properties. Rooms are booked directly via the company's website, phone reservation centre, or third-party platforms. Pricing starts from approximately $76 CAD per night for packages.
2. Food and Beverage: Four on-site restaurants generate food and beverage revenue: Beffroi Steakhouse (Palace Royal), Ginger Resto-Bar (Hôtel Plaza Québec), Les Palmes (Hôtel Québec Inn), and 10Vagues Resto-Bar (L'Hôtel Québec). Two bars — Le Diesel Bar (Hôtel Québec Inn) and Le 10Vagues — also contribute. Reservations are accepted via phone, in person, and online through libroreserve.com.
3. Events and Function Rooms: Revenue is generated from hosting events, weddings, conferences, and banquets across 54 versatile function rooms with capacities up to 700 people. The company offers custom event planning services, catering menus, and themed celebrations.
4. Packages and Promotions: Bundled stay-and-activity packages (e.g., Aquarium package, Carie Factory package, Montmorency Falls package, Stay Park & Jet) generate incremental revenue by combining accommodation with local attractions and services.
5. Gift Cards: The company sells physical and electronic JARO gift cards, available for purchase online and at hotel front desks.
6. Ancillary Services: Additional revenue streams include lost item recovery fees ($20 plus tax plus delivery charges), EV charging stations (usage-based fees), wired/wireless internet (free standard or paid high-speed), baby crib rental ($15 per night plus tax), parking fees (free at most hotels; $26 per day at Palace Royal), and dry cleaning services.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Les Hôtels JARO operates a portfolio of seven distinct hotel properties across the Québec City region, complemented by four on-site restaurants, two bars, and a family amusement centre (Arcade Carie Factory). The company delivers overnight accommodations, food and beverage service, event and conference hosting across 54 function rooms, and bundled stay-and-activity packages targeting leisure, family, romantic, and business travelers. Ancillary services include corporate rate agreements, a loyalty program (Xperience JARO), gift cards, EV charging, and parking.

Product overview

Les Hôtels JARO operates a portfolio of 7 hotels in Québec City ranging from budget-friendly (Auberge Québec) to luxury (Palace Royal). The properties share signature tropical indoor gardens and pools as brand differentiators. Four restaurants (Beffroi Steakhouse, Ginger Resto-Bar, Les Palmes, 10Vagues Resto-Bar) serve distinctive cuisines from fine dining to tropical gastronomy. Ancillary offerings include Carie Factory family entertainment centre, the Xperience JARO loyalty program with 3 tiers, JARO gift cards, corporate rate agreements, and event services with 54 function rooms. The portfolio spans family-focused properties (L'Hôtel Québec, Hôtel MUST), romantic getaways (Palace Royal, Hôtel Plaza Québec), exotic tropical escapes (Hôtel Québec Inn), and convenient airport proximity options (Hôtel MUST).

Differentiator

Problem solved

Functional benefit

Brands

• Xperience JARO: Loyalty program offering discounts, rewards, free nights, and exclusive privileges across all JARO hotels and restaurants.

Products and services

• Palace Royal Luxury hotel located in the heart of Old Québec featuring a tropical garden, central hot tub, and indoor pool as brand trademarks, with Victorian-inspired decor and a castle-like facade. Targeted at leisure travelers and event guests.
• Hôtel Plaza Québec Hotel in the new business and shopping district of Sainte-Foy combining luxury with contemporary architecture, featuring a tropical indoor garden, pool, and the on-site Ginger Resto-Bar restaurant. Targeted at business and romantic getaway travelers.
• L'Hôtel Québec Family-vacation destination hotel featuring a tropical indoor garden, water games, a seven-story playground, and the on-site 10Vagues Resto-Bar. Positioned as 'the ultimate family-vacation destination' in the Québec City region.
• Hôtel Québec Inn Tropical-themed hotel near the airport featuring palm trees, an indoor tropical garden with river and waterfall, the on-site Les Palmes tropical restaurant, and Le Bar Diesel. Marketed as 'the most exotic destination in Québec City' and supports the Stay Park & Jet airport package.
• Hôtel MUST Modern 4-star hotel with 179 rooms located near Jean-Lesage Québec City Airport. Features a rooftop indoor pool with panoramic views and direct access to the Carie Factory amusement centre. Supports the Stay Park & Jet airport package.
• Hôtel Lindbergh Hotel on Laurier Boulevard featuring an atrium design, glass ceiling, and serene atmosphere celebrating aviator Charles Lindbergh. Offers complimentary continental breakfast and tranquil accommodations.
• Auberge Québec Budget-friendly inn in the Sainte-Foy district near shopping centers, Laval University, and local attractions. Offers simple accommodations with free outdoor parking and access to Avis/Budget car rental services on-site.
• Beffroi Steakhouse Fine dining steakhouse at Palace Royal featuring aged meats cooked over maple charcoal, an extensive wine cellar, and elegant ambiance for grill and seafood lovers. Accepts reservations via libroreserve.com.
• Ginger Resto-Bar Modern international cuisine restaurant at Hôtel Plaza Québec with an exclusive cocktail menu, glamorous decor, and frequent musical performances. Accepts reservations via libroreserve.com.
• Les Palmes Tropical gastronomic restaurant at Hôtel Québec Inn featuring Caribbean-flavoured cuisine, exotic garden setting, live entertainment, and extensive wine selection. Accepts reservations via libroreserve.com.
• 10Vagues Resto-Bar Maritime-themed restaurant at L'Hôtel Québec with large windows overlooking the interior garden. Known for fresh ingredients, generous portions, and a children's menu. Accepts reservations via its own website (10vagues.com).
• Arcade Carie Factory Indoor family amusement centre located within Hôtel MUST, featuring indoor sliding, a 4D ride, a ball park, over 45 arcade games, and a candy store. Bundled with accommodation packages and supports Leucan charity donations.
• Xperience JARO Loyalty Program Free three-tier loyalty program (Plus, Premium, Optimum) offering discounts on lodging, restaurant rewards, late departures, free nights, complimentary high-speed internet, and exclusive member benefits across all 7 JARO hotels and 4 restaurants.
• JARO Gift Cards Physical and electronic JARO gift cards available for purchase across the JARO portfolio, usable at hotels, restaurants, and the Carie Factory. E-gift cards available at hotelsjaro.achatdecartescadeaux.com.
• Corporate Rate Agreements Corporate accommodation program offering preferred rates, fast booking service, complimentary high-speed internet, and company rebates for businesses whose employees stay at least 20 nights per year at JARO hotels. Contact: [email protected].
• Event & Conference Services

Quantifiable outcome

• Hotels accommodate events for up to 700 people across 54 versatile function rooms
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

Nine partnerships are on record, tiered minor and core.

• Avis/BudgetminorChannel Partner/ Reseller/ DistributorAvis/Budget provides car rental services to guests of Auberge Québec. The service is available on-site or by contacting the company directly. This is a standard hospitality ancillary partnership.
• RevenateminorGTM or Marketing PartnerRevenate is JARO's advertising partner used for retargeting/marketing purposes. The company shares browsing behavior data (cookies, pixels) with Revenate to deliver targeted display ads to website visitors on other websites.
• Facebook / MetaminorGTM or Marketing PartnerFacebook (Meta) is JARO's retargeting and social media advertising partner. Browsing behavior data from hotelsjaro.com is shared with Facebook for targeted advertising and retargeting campaigns across the Facebook ecosystem.
• ECOPRODUCTSminorOthersJARO Hotels use ECOPRODUCTS coffee cups that are 100% biodegradable and certified COMPOST by BPI (Biodegradable Products Institute). These cups replace standard disposable coffee cups across all JARO properties as part of the company's ecological commitments.
• Quebec-Cite.com (Québec City Tourism)minorStrategic or Co-development PartnerJARO Hotels partners with Québec City's official tourism website (quebec-cite.com) to offer carbon offset information to guests. A link on the JARO website directs guests to Quebec-Cite's carbon footprint offset tool, aligning with JARO's ecological commitments.
• Leucan FoundationcoreOthersLeucan is a charitable foundation supporting families of children diagnosed with cancer. JARO Hotels participates in Leucan's annual September 'Shine Bright in Gold' campaign by illuminating hotels in gold, accepting donations during online bookings and Carie Factory ticket purchases, and hosting fundraising events. This is a multi-year community partnership with prominent brand association.
• Aquarium du Québec / SEPAQminorStrategic or Co-development PartnerJARO Hotels partners with the Aquarium du Québec (operated by SEPAQ) through the JARO Aquarium Package, bundling hotel accommodation with aquarium admission tickets. Tickets are picked up at the hotel front desk upon check-in.
• Carie Factory (Arcade Carie Factory)minorStrategic or Co-development PartnerThe Arcade Carie Factory amusement centre is owned by Les Immeubles Jacques Robitaille Inc. and located within Hôtel MUST. It offers indoor sliding, a 4D ride, ball park, over 45 arcade games, and candy. JARO packages bundle hotel stays with Carie Factory admission, and donations to Leucan can be made when purchasing Carie Factory tickets online.
• Location Écho Sports / Cyclo-ServicesminorOthersJARO's winter activities blog references these local equipment rental companies for fatbike tours during winter stays. They are recommended as local partners for guided winter cycling experiences near Québec City.

Scale indicators7 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Delta Hotels by Marriott Québec: National-chain full-service hotel under Marriott's Delta brand, serving business and leisure travelers in Québec City. Comparable on full-service positioning but part of a broader global portfolio with a global loyalty program (Bonvoy).
• Hilton Québec: Large full-service Hilton-branded hotel in downtown Québec City with convention facilities. Competes with Palace Royal and Hôtel Plaza Québec for conferences, weddings, and corporate stays while benefiting from Hilton's global loyalty and distribution.
• Best Western Plus City Centre Québec: Mid-scale chain hotel in downtown Québec City. Comparable to Hôtel Plaza Québec and Palace Royal on location and amenities, but operates within Best Western's broader national distribution and loyalty system.

Direct peers

• Hôtel PUR Québec: Boutique-style hotel in downtown Québec City offering contemporary full-service accommodations. Competes with Palace Royal and Hôtel Plaza Québec for design-oriented leisure and business travelers in the same urban market.
• Hôtel Le Concorde Québec: Full-service Québec City hotel located on Place George V / Grande Allée. Overlaps with JARO properties on full-service amenities, event hosting, and corporate travel demand in the same city.
• Hôtel Château Laurier Québec: Full-service downtown Québec City hotel with convention and event facilities. Competes directly with Palace Royal and Hôtel Plaza Québec for business, conference, and leisure stays in the same urban catchment.
• Hôtel Classique: Mid-scale full-service hotel in the Sainte-Foy district of Québec City. Direct competitor to Hôtel Plaza Québec, L'Hôtel Québec, and Hôtel Lindbergh within the same submarket.
• Fairmont Le Château Frontenac: Iconic luxury hotel in Old Québec and the dominant full-service competitor in the same downtown/Vieux-Québec micro-market as Palace Royal. Highly comparable on guest experience, event capacity, and luxury positioning.

Regional players

• Hôtel Alt Québec: Modern Canadian boutique hotel in the Sainte-Foy district of Québec City. Comparable design-led positioning to Hôtel MUST and competes for similar contemporary-leisure and corporate travelers in the same submarket.
• Germain Hôtels: Canadian-owned boutique hotel chain with Québec City properties (Hôtel Le Germain Québec). Comparable on family-owned Canadian heritage, design-forward positioning, and direct booking emphasis, though distributed across multiple Canadian cities rather than concentrated in Québec.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/HotelsJARO
• Facebookfacebook.com/hotelsjaro?rf=127555693946406
• LinkedInlinkedin.com/company/les-h-tels-jaro
• Instagraminstagram.com/leshotelsjaro
• TikToktiktok.com/@hotelsjaro

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Les Hôtels JARO