Thomas

📝 Booking.com modifies its review system effective January 1st, giving more weight to recent reviews and accounting for lower volumes during off-peak seasons. Customer ratings influence over 77% of booking decisions. The new system aims for more equitable, contemporary scores, countering the disproportionate effect of negative reviews received during low seasons. The change reflects the importance of fresh, realistic reviews in the competitive reservation market and Booking's commitment to authenticity, as only genuine customers can leave reviews.

⚡ ???? Google launches a test in Belgium, affecting online travel search results following the Digital Market Act (DMA) application in Europe. The test reintroduces the "10 blue links" display method for search results, reminiscent of early 2000 web navigation. This change, considered a potential self-sabotage or demonstration of DMA's flawed aspects by some, could significantly impact user experience and visibility for tourism professionals. The test also includes Germany and Estonia and removes features like maps and hotel results, reverting to a basic list of links, mainly OTAs. The test aims to address Google's dominance and could lead to a 30% decrease in direct booking clicks for hotels, as emphasized by Accor's CEO Sébastien Bazin. The European Union, which has been scrutinizing Google's compliance with DMA, awaits the outcomes of this demonstration, which may not lead to a peaceful resolution.

📖 La loi renforçant la régulation des meublés de tourisme publiée le 21 novembre au Journal Officiel pourrait voir une révision fiscale spécifique pour les gîtes et chambres d'hôtes. Un conseiller de la ministre à l'économie touristique, Marina Ferrari, a évoqué un respect pour l'abattement différencié débattu par les parlementaires. Une réunion est prévue le 2 décembre pour discuter d'un possible retour de l'abattement de 71% pour ces hébergements. Les propriétaires pourraient devoir passer au régime du "réel" et tenir une comptabilité détaillée pour justifier leurs dépenses. La loi, qui s'appliquera dès 2026, suscite préoccupations sur l'équité fiscale et les changements majeurs sont incertains malgré des raisons économiques valables.

🏖 In 2023, the McKinsey report reveals a shift in tourism, with travelers choosing destinations based on in-place experiences. The experiential market is valued at $1 trillion with a projected growth of over 14% by 2025. However, only 53% of experience bookings are made online compared to 77% for airlines, 61% for hotels, and up to 89% for short-term rentals. Despite its potential, the market's digitalization lags behind, affecting the attractiveness and emergence of tourism destinations. Operators of tourist "experiences" and promoting entities are partly responsible for this digital shortfall. Yet, 63% of travelers decide on destinations for their experience offerings, indicating the vital role of online visibility for local experiences.

🎁 Last year, gift cards in France saw an 8% growth, reaching €8 billion, with the country ranking 3rd in Europe for gift card sales volume. Experts predict a 14% increase this year. Digital gift cards are projected to grow by over 16% in 2024, with global spending nearing $740 billion. Average gift card value is around €190 as of 2023. Experiential gift cards are trending, offering services instead of material items, believed to increase happiness by 7%.

📱 Digital adoption surges with customers increasingly using digital channels to find businesses, check prices, read reviews, and make secure reservations. By 2025, this trend is expected to accelerate. Only 21% of leisure professionals are considered fully digitized according to PhocusWright. The leisure industry reservations online increased from 75.8% in 2017 to 82.2% in 2018, with direct sales in the US leisure sector jumping from 32% in 2019 to 75% in 2023. However, 40% of global operators still lacked a modern booking system in 2024. The leisure industry seeks to slow price hikes in 2025 after a daunting 2024 season. In 2025, it's crucial for businesses to integrate digital tools for on-site customer experience improvements, use responsive websites with real-time booking engines, connect to online travel agencies (OTAs), and ensure mobile compatibility, given 80% of high-season bookings are last-minute and made on mobile devices. Google My Business and mobile payments like ApplePay and GooglePay are becoming essential. Google's "Things To Do" enables direct, real-time booking information, which is free for businesses.

💸 Kantar's yearly study reveals that "GenZ" travelers abandon bookings due to reservation system issues 70% of the time, while "baby-boomers" do so at 28%. Millenials (28-43 years) show less tolerance at 61%, compared to "GenX" (44-59 years) at 47%, and "Radio Babies" (79-96 years) at just 13%. Security concerns lead abandonment reasons (22%), followed by payment issues (19%), and slow loading times (16%). Booking a "standard" room is the initial choice for 46% of travelers, 33% consider an upgrade, 14% a "Deluxe" room, 4% an "Executive", and 3% a suite. Loyalty trends show an increase to 24% from 15% two years ago. Top extras include breakfast (47%), room descriptions and sizes (30%), preferred views (28%), and late checkouts or early check-ins (24%). However, 13% of travelers are against paying for extras. In terms of pricing, 65% accept peak period rate adjustments, with French travelers being more tolerant at 58%. Lastly, 37% of French travelers cite "value for money" as the main reason for hotel return visits.

💰 Le 14 novembre, la Commission européenne a nommé Booking "contrôleur d'accès" selon le Digital Markets Act (DMA), influençant la stratégie tarifaire des hébergeurs européens. Booking s'engage à ne pas augmenter ses commissions ou retirer des offres en représailles à des prix différents sur d'autres canaux. Selon HOTREC, 40% des hôtels dénoncent des sous-cotations d'OTAs, et 44% des hôtels sont affectés par le "multi-sourcing". Booking représente 71% des réservations des hôtels européens. Skift Research prévoit que d'ici 2030, les réservations directes surpasseront celles des OTAs.