Thomas, auteur/autrice sur Le 10 Minutes Hôtelier - Page 17 sur 63

4 min

Les OTAs seraient profitables sauf pour les « petits » hôtels … américains.

📊 Cornell University researchers analyzed the profitability of multi-channel distribution in the hospitality industry, studying 644 U.S. hotels. The study, applicable to the 110,000 hotels across the U.S., suggests that using Online Travel Agencies (OTAs) can be beneficial for hoteliers, particularly larger ones, with a 99% reliability rate for the sample. However, the impact differs by hotel category; luxury and mid-range hotels see positive effects, while economy hotels may suffer due to commission costs. The U.S. hotel market, dominated by chains (90% of the sample), contrasts with Europe's landscape of independent hotels. Relevant regulatory changes in Europe, like the ban on rate parity clauses, could impact the online distribution profitability differently. Direct booking costs for hoteliers are approximately 4-4.5%, significantly lower than the average 25% OTA commissions.

7 min

Les 6 clés pour maîtriser la distribution multi-canal de vos offres de loisirs

💰 Leisure professionals question the necessity of OTAs for maximizing visibility and revenue. By listing on platforms like Google Activities, GetYourGuide, and Viator (TripAdvisor), they can increase their catchment area without fixed costs. OTAs function as search engines, improving visibility and ranking with more bookings, creating a virtuous cycle. Strategies include optimizing listings with strategic keywords, detailed descriptions, captivating visuals, and positive reviews to improve ranking and conversions, ultimately leading to more customers, both tourists and locals.

2 min

CM on The Beach : L’événement incontournable du content marketing touristique revient à Toulon !

🌊 CM on The Beach will take place on May 14-15, 2025, in Toulon, France. It's the 5th edition of France's sole event dedicated to content marketing in tourism. Originating in 2017, it has grown in popularity, previously hosted by Cannes, Saint-Raphaël, and Mandelieu-La Napoule. The event offers over 50 practical sessions over two days, targeting tourism professionals like tourist offices, hotels, camping providers, and freelancers. Highlights include AI workshops, "Interview-Vérité," "Speech on The Beach," and the e-reputation awards evening. Networking opportunities abound in a relaxed atmosphere.

CM on The Beach : L’événement incontournable du content marketing touristique revient à Toulon !

Les 14 et 15 mai 2025, Toulon accueillera la 5ème édition de CM on The Beach, le seul événement en France entièrement dédié au content marketing dans le tourisme. Et…

5 min

Les marques ont-elles encore de l’intérêt ? L’exemple de Gîtes de France

🏠 Gîtes de France celebrated 70 years in 2024 and added 7,000 new properties, joining nearly 55,000 owners, 84% of whom are in rural areas. Despite a trend of properties leaving the network in recent years to avoid commissions and leverage digital platforms like Airbnb, Booking, and Expedia, the network has adapted to allow property owners to choose their solutions and maintain autonomy while still benefiting from the brand. Although Google Trends shows a decline in the "Gîtes de France" brand search interest, the term "gite" remains strong, indicating sustained interest in this type of accommodation. Gîtes de France has managed to retain appeal among owners and remains a favorite brand in France, even as it competes with OTAs and maintains a significant online presence with 43% of bookings through its websites and local centers.

4 min

La guerre commerciale affecte-t-elle déjà l’économie du tourisme ?

🛫 Increased tariffs and strict border controls in the US have led to a tense travel climate, with reports of intense checks on Canadian and European travelers. Since Donald Trump's presidency began in January, France and European foreign ministries have updated travel advisories, and the German Foreign Affairs Ministry warns that visas or entrance exemptions do not guarantee entry. Accor Hotels in the US has seen a 25% booking drop from the previous year, and travel searches from France to the US have decreased by 20% to 26%, notably to cities like New York, Los Angeles, and San Francisco. Meanwhile, US tourism to Europe declines by 3% for conferences and 4% for business tourism, partly offset by increased Canadian visitors to Europe. In the face of economic uncertainties, travel insurance sales, including IMG's "Cancel for Any Reason" product, surged by 20% in early 2025. Despite market instabilities affecting online travel agencies, Airbnb maintains growth prospects, expecting an average revenue increase of 11% between 2026 and 2034.

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.

Input your search keywords and press Enter.