Thomas, auteur/autrice sur Le 10 Minutes Hôtelier - Page 28 sur 63

3 min

Maîtrisez les subtilités du « revenue management »

📅 "Revenue management", originating from the 1960s by British Airways staff, revolutionized the airline industry's financial success. In the 1980s, it was deemed the most important development for the airline industry over three decades. The Marriott group, initially with 100,000 rooms, grew to 1.6 million rooms through its application. Elloha's founder and CEO Bruno Delmas emphasizes the need for revenue management strategies, especially in the increasingly competitive digital tourism market. Elloha offers a free online training course, including 6 chapters, 32 videos, 12 detailed demonstrations, quizzes, self-assessments, and a certification with a coach.

3 min

Le paddle et le kayak, rois des activités en vacances !

🏄 Paddleboarding and kayaking are the top vacation activities, favored by nearly 49% of travelers globally. For 59% of travelers, activities are deemed "essential," as reported by Arival's study. Outdoor activities are particularly popular among travelers under 55 years old, accounting for 80% of this demographic. On average, in 2023, travelers booked 4 activities during their vacations, up from 3.5 in 2019. Cycling follows closely in popularity with 48% participation, a significant increase from 34% in 2019. Reservations for activities are increasingly being made last-minute, within hours to less than a week in advance, by 58% of customers.

5 min

13 Milliards $ dépensés par les OTAs en marketing en 2023 !

💰 En 2023, les OTA (Booking, Expedia, Airbnb) ont augmenté leurs investissements publicitaires de 30%. Booking et Expedia accaparent 85% des liens sponsorisés sur Google, engloutissant une part significative des 13 milliards $ de dépenses publicitaires globales. Le marketing représente 44% et 52% des dépenses totales de Booking et Expedia respectivement. Avec le modèle "Marchand" prédominant chez Booking (54% des réservations en 2023, contre 44% en 2022 et 15% en 2014), les OTAs prennent une part supplémentaire via des frais financiers. En 2023, Booking a dépensé 4,5% de ses réservations brutes en publicité et 1,1% en remises directes aux clients, totalisant 1,7 milliards $ de remises, contre 337 millions $ en 2019. Les hôtels européens dépendent à hauteur de 28% d'OTAs pour 30-49% de leurs revenus, tandis que 20% dépendent à plus de 50%.

4 min

45% des voyageurs confrontés aux bugs lors de réservations mobiles

🛫 45% of travelers encounter significant bugs when trying to book via mobile on tourism professionals' websites. 55% abandon the reservation if the mobile process is longer and more complicated than on a desktop. Despite being the most visited sector via mobile, booking experiences are lacking except for major airlines, railways, and hotels. Quantum Metric's study reveals a clear gap between smartphone use and mobile commerce conversions. Notably, 43% report booking site bugs and 25% cite security concerns. One-third of all travel bookings are now mobile, doubling since 2019. An optimal reservation experience across devices, including diverse payment options and an anti-abandonment system, is crucial for high conversion rates. Solutions are readily available for businesses of all sizes with minimal setup time and cost.

5 min

Serez-vous vraiment « pet-friendly » en 2024 ?

🐶 Pet-friendly tourism markets vary, with 17-40% of accommodations accepting pets across different regions. Home-To-Go noted a 59.39% increase in pet-friendly rental searches within a year, while Booking.com found that 55% of respondents rank pets as important as a child, and 49% would pay more for pet-accepting accommodations. France saw a 10-15% adoption increase post-first lockdown, with 8,000 out of 18,500 hotels being pet-friendly, charging an average of 5-40 euros per night for pets.

5 min

Airbnb note aussi un ralentissement cet été

🏠 Airbnb's revenue growth slowed to +11% in Q2 2024 compared to +18% in Q3 2023, while EBITDA increased by +9% versus +15% in the previous year. Despite a significant slowdown in the summer of 2024, Paris saw a doubling of reservations from Q2. MKG Consulting reports that accommodation prices in June rose by +2.3% from 2023 and soared by +16.7% from 2022, with an average of €146.9 per night. Airbnb's strategy includes heavier marketing investment, focusing on its "Icons" vertical, and surpassing 8 million listings after removing 200,000 that didn't meet standards. The platform aims to professionalize individual hosts and adjust pricing to market demand.

5 min

Grise mine pour le mois de juillet même pour Booking

🌁 Juillet 2024 en France, à l'exception de l'Ile de France avec les JO, a connu une baisse historique de fréquentation touristique avec des reculs jusqu'à 14% par rapport à 2023. Les prix des hébergements et nuitées restent élevés, malgré une inflation persistante post-crise ukrainienne. Les "3 fois sans frais" ont vu une hausse triplée pour les hébergements en France. Booking a rapporté une croissance plus faible des nuitées réservées de 7% au lieu de 9% pour le deuxième trimestre et prévoit seulement 3% pour l'été. Le nombre d'offres de courte durée chez Booking a augmenté de 11%, atteignant 66% du volume d'Airbnb.

3 min

Le « pacte d’action » de Gabriel Attal confirme le coup de rabot à la niche fiscale !

📊 Gabriel Attal, representing the incumbent government, announced a "pact of action" aimed at aligning short-stay rental taxation with long-term rental taxation, confirming a legislative intent held by various political groups excluding the extremes. The Annaïg Le Meur report, made public yesterday, suggests significant cuts in tax benefits for short-term furnished rentals. The measures included in the pact could lead to the end of the fiscal niche for short-term rentals, indicating an impending policy change post-2024.

5 min

Tomberez-vous sous le coup de la « persuasion algorithmique » de Booking ?

🏨 En France, depuis la loi Macron de 2015 et à partir du 1er juillet, Booking permet une disparité tarifaire en Europe, libérant les hôteliers de la parité des prix avec d'autres OTAs. Selon HOTREC, 43% des hôteliers européens maintiennent les mêmes tarifs sur leur site et sur les OTAs, 27% le font occasionnellement, et 16% le font souvent ou toute l'année. Booking détient 71% des réservations d'hôtels européens. Les hôtels qui manipulent les inventaires sur Booking pourraient subir des sanctions algorithmiques, avec une chute dans les résultats de recherche et une remontée coûteuse.

5 min

Les leçons à retenir de l’aérien

✈️ Travelport's study reveals that in the aviation sector, flight offer choices increased from 500 to 10,000 between 2010 and 2024, causing travelers to go from viewing an average of 38 sites before booking in 2013 to 277 pages in 2024. A significant 56% find the choices more complex, and 58% feel overwhelmed. The trend of Direct To Consumer (DTC) has been prevalent, with airlines and hotels encouraging direct bookings over OTAs. Despite the abundance of choices, 42% of travelers don't find offers personalized to their needs. The growing preference for direct booking is linked to a perception of better protection in case of changes or cancellations, which 50% of air travelers consider crucial.

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