Julia Luczak-Rougeaux

📊 In 2025, key marketing trends identified by Google include the resurgence of Marketing Mix Modeling (MMM) for more precise, real-time performance analysis. The rise of intelligent agents will simplify complex workflow management by leveraging multimodal systems. The proliferation of shoppable videos in social commerce allows for direct purchases from video content. Google also emphasizes the importance of mindful marketing, which focuses on simplifying experiences for consumers, and the increasing role of AI in driving meaningful interactions in mobile apps. Ethical marketing, with its focus on sustainability, responsible AI use, and inclusivity in advertising, is expected to build consumer trust and loyalty.

💳 Since January 1, 2025, SNCF no longer accepts physical Chèques-Vacances. Chèque-Vacances Connect is a 100% digital payment solution offered by ANCV, allowing tourism and leisure professionals to accept dematerialized payments online or in-person. The system provides simplified cashing, automatic refunds within five working days, and increased visibility for businesses. Integration into e-commerce sites requires membership in the Chèque-Vacances network, service activation within 24 hours, and technical implementation with payment intermediaries. For clients, payment involves selecting Chèque-Vacances Connect, validation through their app, and immediate payment confirmation.

🏖️ By January 13, 2025, the Paris Tourist Office will no longer have any physical reception centers. Director since 2018, Corinne Menegaux aims to reinvent visitor reception by improving territorial coverage and accelerating digital transition due to changing traveler behavior and budget constraints. The office plans to develop a network of labeled partners including 50 information points across Paris, integrating hotels and post offices, and boost digital tools with a focus on mobile apps, personalized recommendations, and local expertise.

📈 HBX's "Travel Trends 2025" study reveals that consumers are willing to spend 67% more for a product if it offers a better shopping experience. The trend of hyper-personalization in travel, emphasized by Salesloft's Rebby John at MarketHub 2024, is driven by advancements in AI. The study highlights the importance of tailored advertising campaigns even before the purchase phase. Despite AI's role in creating dynamic ads, 90% of Europeans find AI-based product recommendations unhelpful, according to Statista. Personalization extends beyond marketing, with 92% of consumers in a November 2024 Statista survey willing to exchange personal data for discounts or coupons.

✈ Amadeus is developing Nevio, a new Passenger Service System (PSS) designed to enhance customization of offers and modernize airline interactions. Bertrand Poey, Division Head at Amadeus, indicates Nevio adopts "Offer and Order" concepts initiated by IATA for flexible, dynamic architecture. It incorporates AI and dynamic pricing to create tailored offers. Finnair, after testing Nevio on 70 routes, saw a 3% revenue increase. The transformation to Nevio from Amadeus's current PSS, Altea, will coexist for 10-15 years, with airlines like Finnair, Saudi Airways, and British Airways already moving towards it.

🎭 Museum Connections, the international trade show for museum equipment and enhancement, returns on January 14-15, 2025, marking its 29th edition. The main theme is immersion, focusing on immersive technology solutions such as virtual reality (VR), immersive exhibitions from the Touring pavilion, and the JeDI pavilion dedicated to immersion. The event features new areas like the Culture Business Forum and tackles issues like AI advancement, with live translation in 42 languages via AI, conversations with artworks through AI, and sustainable development. Startups in the cultural sector now present more mature, market-adapted solutions. Attendees can register for a free salon invitation through a provided link.

🚗 In France, toll barriers are being replaced by free-flow toll systems, eliminating the need to stop for payment. This system automates fee calculation via gantries with cameras that read license plates. Payments can be made online, at physical points of sale, or via telepayment badges. Users have 72 hours to pay before fines are issued, starting at €90 and increasing to €375 after two months. The A79, A13, A14, and A4's Boulay diffuser are current project areas. The free-flow tolling aims to reduce accidents, save up to 30 minutes on a 2.5-hour trip, and cut down on 9.5 million liters of annual fuel consumption on the A13 and A14, with a positive environmental impact. Data collected for payment are GDPR compliant and deleted after necessary retention periods.