Thomas, auteur/autrice sur Le 10 Minutes Hôtelier - Page 14 sur 58

6 min

Multipliez vos moyens de paiement pour accroître vos conversions

💳 Sen Zhuang et Parker Zhao ont étudié l'impact des options de paiement sur les taux de conversion, révélant que proposer divers moyens de paiement lors du processus de paiement final augmente la conversion et les revenus. L'offre de paiements locaux, portefeuilles numériques comme Apple Pay ou Google Pay, et prélèvements bancaires peut mener à +7% de conversion et +12% de revenus. Sites proposant Apple Pay ont vu +22,3% de conversion et +22,5% de revenus; WeChat Pay a donné +13% de conversion et +14% de revenus; Revolut Pay a mené à +3% de conversion et +13% de revenus. Amazon a un taux de conversion moyen de 9,58%, tandis que Booking pourrait atteindre 2,2% et Airbnb varie de 0,4% à 2,2%.

4 min

3% des avis de voyage déjà rédigés par l’IA !

🔍 According to "The Transparency Company," 3% of online reviews were AI-generated in 2024, with a monthly increase of 80% since June 2023. TripAdvisor removed 3 million fake reviews in 2024, with over half written by property owners and staff. France's "Polygraphe," launched in June 2023, targets fake reviews. Signs of AI-generated reviews include lack of specific anecdotes, grammatical perfection, and unusual length. The "Coalition For Trusted Reviews" is combating fake reviews, with Europe's Omnibus Directive (2022) imposing fines up to €300,000 and 2 years imprisonment for noncompliance.

5 min

Instagram: ce que vous devez faire avant cet été !

📸 Instagram posts by tourist accommodations have become predictable, showcasing perfect beds and natural light, but lacking engagement and bookings. In 2025, the value lies in authentic human experiences over perfect aesthetics. Content should feature local culture, staff stories, and user-generated content, fostering authentic engagement. The Plaza Athénée is France's most-followed hotel on Instagram with 253,000 followers. Authentic videos can convince 86% of consumers to purchase, and 75% prefer video reviews from users. TikTok and Instagram encourage genuine interactions, and AI should support, not replace, real experiences. Content must be surprising, inspiring, and emotional to encourage sharing and action.

4 min

Ces étoiles qui rapportent de l’or

📝 65% of travelers read 5 to 10 reviews before booking accommodation, while 36% read more than 10. Customer Alliance's study shows a 5-10% revenue increase for businesses effectively managing reviews. Freshness and volume of reviews significantly impact 37% and 32% of travelers, respectively. Key factors in rental reviews include cleanliness (73%), location quality (54%), bedding comfort (42%), noise level (29%), and bathroom quality (28%). Ratings influence booking decisions: 5% book only 5-star accommodations, 28% don't book below 4.5, and 47% prefer 4.0 and up. A well-rated property can justify a 5-10% price increase for 45% of travelers. Responses to customer reviews sway 68% of travelers, with 87% influenced by the nature of the response. However, 32% will immediately look elsewhere after a single bad review. Positive reviews account for 48% of all feedback, while only 10% are due to issues. With summer 2025 bookings approaching, maximizing and managing reviews is crucial for revenue growth and competitive differentiation.

4 min

Vos emails peu qualifiés ne rapportent pas ce qu’ils devraient !

💰 European hoteliers are underperforming in direct marketing database creation, according to Revinate's annual report. Analysis included 2.4 billion emails, 24 million reviews, 5.9 million calls and texts, and scanned customer files. Globally, hotel databases average 71% qualified emails and 55% valid phone numbers. In Europe, these rates drop to 34% for emails and remain 55% for phone numbers. European hotels' dependence on OTAs leads to a higher rate of "masked" emails at 34%, compared to 12% in the US. In the US, a qualified email contact is valued at $12.07 and a phone number at $12, while in Europe, these figures fall to $5.89 and $3, respectively. A well-qualified US database of 1000 contacts could be worth an additional $12,000 compared to $5,890 in Europe. US campaigns with good databases can generate $1,317 in bookings, while European campaigns peak at $583.

4 min

Google déploie les alertes de prix hôteliers cette semaine

🛫 Google launched a global price tracking feature for hotels on Monday, allowing users to receive alerts for price changes at specific hotels via desktop and mobile. This service notifies travelers when hotel prices drop, and it includes personalized options like dates, filters, and hotel features. The European lobbying group TravelTech-Eu criticizes Google for favoring its services in search results. Google argues that European constraints will harm businesses and consumers, hinder innovation, and decrease product quality.

5 min

La réputation des repas “pris sur place” toujours en question

🍔 A study on the UK market found that 50% of hotel guests eat outside or order food delivery. Satisfaction rates were 86% for hotel stays but only 68% for food and beverage quality, with 38% of diners influenced by online reviews. Room service frustrations included high costs (35%), limited choice (26%), cold food delivery (25%), and dirty dishes left behind (23%). Online menu publication with photos could encourage 43% of guests to dine in-hotel, while 46% would appreciate the option to reserve meals online at the time of room booking, especially with a discount. In the US, two-thirds of hotel guests use food delivery services, citing high costs and poor quality perception of hotel food, leading some hotels to subcontract room service to companies like Doordash and Grubhub.

5 min

Chiffres clés Booking 2024

Et oui, comme tous les ans, en début d’année, Booking publie son rapport annule et comme tous les ans depuis maintenant 9 ans, je vous propose une extraction des indicateurs…

6 min

Remplir votre hébergement à 4 semaines de Pâques !

📆 In anticipation of Easter holidays in 2025, accommodation providers in France are advised to attract last-minute local and regional guests by offering convincing deals within three hours by car, avoiding transportation costs, which have risen significantly. Upselling strategies like themed packages and unique experiences are encouraged. Private sales are suggested as an exclusive and timely marketing tool, possibly extending beyond Easter for revenue and bookings. Payment options like "3 times without interest" match traveler preferences, improving cash flow for providers while offering affordability to customers. Expedia, Airbnb, and Booking.com have adopted this payment method, appealing to the trend of spreading travel expenses over several months. 🐣

2 min

Dès maintenant, valorisez vos expériences !

💰 Amadeus study indicates 63% of travelers would pay more for unique experiences, potentially increasing revenue by an average of 8% per client through upsell opportunities. Quality-price ratio remains top priority for 62% of first-time visitors, with 73% willing to return or recommend if satisfied. While 12% of French travelers favor automated check-ins, 54% prefer a warm, human welcome. Offering cultural and leisure recommendations can attract 37% of potential clients, and 60% are interested in virtually exploring establishments and destinations. Such services could boost annual revenue by approximately €5,300 per room.

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