Tendance du marché

🏠 In 2024, France welcomed 100 million international visitors with revenues of €71 billion, up 12% from 2023, bolstered by the Olympics and major events like Notre-Dame's reopening. Reims saw 16 million visitors, a 1% increase from 2023, including 4.5 million international tourists, rising by 5%. Top visitor nationalities were Germans, Dutch, British, and Americans.

🏖️ Gîtes de France®, a specialist in local accommodations, reports stable bookings for Spring 2025 compared to 2024, with a national occupancy rate of 65%. Occupancy peaks are expected in the second and third weeks of the holidays. Specific weekly occupancy rates are as follows: 62% (April 5-12), 69% (April 12-19), 68% (April 19-26), and 60% (April 26-May 3). The top 5 most popular destinations are Côte-d’Or (75%), Loir-et-Cher (73%), Pyrénées-Atlantiques (72%), Seine-Maritime (72%), and Maine-et-Loire (72%).

💸 A study by Adyen and OpinionWay shows 84% of French dislike foreign transaction fees, 62% trust single-use bank cards for security, and 52% prefer cash payments abroad to avoid fees. Over half (52%) of French travelers choose cash, valuing it over potential savings from last-minute deals, as 60% plan vacations in advance.

🏂 Skiers spent on average €29 per meal this winter, a 6% increase compared to last year's €27. Over one-third of tables left tips, with a record €124 in Savoie. The season's highest bill was €3800 in Savoie. Client satisfaction rated 4.5/5. Average time at restaurant: 1h24. Spending varied by altitude, with the highest average in Savoie (€34), followed by Haute-Savoie (€31), and Isère.

📝 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.

🏖 Oney, a consumer finance bank and leader in France for installment payments, partners with VVF (Villages Vacances Familles), a leader in associative tourism, to make vacations accessible to all. VVF customers can now pay in 3 or 4 installments without fees using a credit card for all types of stays including nature, sport, club, essential, residence, and camping, at destinations like the sea, mountains, countryside, or snow. This solution is available on the VVF website. The partnership, supporting the travel and tourism sector, aligns with a context where French consumers are very budget-conscious, with a study in February 2025 indicating 79% of consumers will make more careful choices regarding leisure purchases to optimize their budget.

🏨 Radisson Hotel Group aims to add over 37,000 rooms globally with new signings, strengthening its European market presence. In the most successful year 2024, the group reached a milestone in hotel openings and signings. Key European cities for expansion include Barcelona, Madrid, London, Paris, Berlin, Rome, Milan, Zurich, Amsterdam, Athens, Mykonos, Santorini, the Canary Islands, Cortina, and Sardinia. Partnerships include Porsche Design Tower in Stuttgart and Manchester City Football Club. In 2025, Radisson Collection Hotel in Berlin reopened.

📌 90% of French internet users consult Google listings to learn about a business before purchasing a product or service. In 2023, IFOP reported that 9 out of 10 French people consider customer reviews as their number one choice criterion for businesses. However, only 60% of real estate businesses display customer reviews on their Google My Business profiles. Customer reviews significantly affect local visibility on search results, exemplified by monthly searches for "Real Estate Agency Nantes" reaching approximately 2,000. The top three agencies in Google's Local Pack possess numerous positive reviews, influencing their ranking. Guest Suite offers a comprehensive e-reputation solution for real estate, automating satisfaction survey delivery, and distributing feedback across key platforms. Over 10,000 points of sale trust Guest Suite for online reputation management.

🏨 Marriott International aims to double its Four Points Flex by Sheraton portfolio in Europe by 2026, with a current count of 25 hotels and over 2,700 rooms across countries like Denmark, Turkey, the UK, Italy, and Germany. The mid-range brand, launched in the EMEA region in September 2023, is eyeing expansion to more than 50 properties in Europe, catering to mid-range travelers with essentials like comfortable rooms, free Wi-Fi, breakfast, and local design elements.

💰 53% of French consumers aim for unforgettable experiences by 2025, with travel and tourism topping their spending priorities. 29% plan to spend over €1000 on travel-related experiences this year. Gen Z is on board, with 49% planning to tick off at least two bucket list items in 2025. Popular desires include outdoor activities (71%) and culinary explorations (69%), motivated by the creation of unique memories and sharing moments with loved ones.