American F1 Fever Fuels Monaco's Luxury Boom as SBM Delivers Record-Breaking Year

 

The growing American fascination with Formula 1 is rapidly reshaping Monaco’s tourism landscape, and few companies are benefiting more than the Principality’s hospitality giant, the Monte-Carlo Société des Bains de Mer.

 

Fresh from a Formula 1 weekend that once again transformed Monaco into the centre of the sporting and luxury world, SBM has announced the strongest financial performance in its history.

The group generated a record €861.6 million in revenue during the 2025/2026 financial year, representing a 12 percent increase over the previous year and highlighting the continued global appeal of Monaco’s high-end tourism and entertainment sector.

 

For a business such as ours that serves a predominantly North American audience, the figures are hardly surprising. Formula 1’s explosive growth in the United States has brought a new generation of affluent American visitors to Monaco, many of whom are discovering the Principality for the first time through the sport. That trend is now becoming visible across hotels, casinos, restaurants and luxury experiences throughout SBM’s portfolio.

 

Speaking during the presentation of the annual results, SBM President-Delegate Stéphane Valeri described the year as a historic milestone for the group. Growth was recorded across every division, from hospitality and gaming to real estate and dining, reflecting strong demand throughout Monaco’s luxury sector.

 

One of the most notable developments is the changing profile of SBM’s clientele. North American visitors, alongside guests from the Middle East, have emerged as some of the group’s most important customers.

At the same time, the average age of visitors continues to decline, indicating that Monaco is attracting a younger and more internationally diverse luxury audience than in previous decades.

 

Formula 1 remains a major driver behind this evolution. While financial regulations limited detailed discussion of the most recent Monaco Grand Prix, Valeri confirmed that the event delivered exceptional results across SBM’s operations. According to the group, revenues during Grand Prix weekend can reach six or seven times normal daily levels.

 

The increasing presence of wealthy American visitors has been particularly significant. Formula 1’s expansion under the ownership of Liberty Media has dramatically broadened the sport’s appeal in the United States, transforming races such as Monaco into must-attend events for a growing number of high-net-worth travellers.

 

SBM’s hotel division generated €443.1 million in revenue, an increase of 11 percent. Higher room rates, combined with renovations at the legendary Hôtel Hermitage Monte-Carlo and the Monte-Carlo Bay Hotel & Resort, contributed significantly to the gains. Food and beverage operations also enjoyed a strong year, boosted by new concepts including the Cédric Grolet Monte-Carlo tea room and the continued success of Marlow at Mareterra.

 

The casino business delivered the most dramatic growth. Revenue climbed 20 percent to €259.6 million, driven by increased gaming activity, stronger table game performance and higher slot machine volumes. Meanwhile, SBM’s property portfolio continued to generate reliable returns, with rental revenues rising to €156.5 million and residential occupancy remaining close to full capacity.

 

Operating profit reached €86.6 million while net profit increased to €112.9 million. The group closed the financial year with a strong balance sheet, including net positive cash reserves of €158.8 million and shareholder equity approaching €1.7 billion.

 

Investment also remained a priority. SBM spent nearly €177 million on development and renovation projects, including upgrades to its flagship hotels and work on the Monte-Carlo One project in Courchevel. New openings continue to strengthen the group’s offering, including Gustave at Hôtel Hermitage, while the return of La Vigie under chef Simone Zanoni and the refurbishment of La Rascasse are expected to further enhance Monaco’s appeal.

 

The figures paint a clear picture of a destination that continues to evolve. While Monaco’s reputation has long been built on European glamour, the latest results suggest the Principality is increasingly becoming a playground for a younger, more international and notably more American luxury clientele.

As Formula 1’s popularity continues to soar across North America, Monaco appears well positioned to remain one of the sport’s most coveted destinations—and one of its biggest financial winners.