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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.

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.

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.

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