Tendance du marché

🌍 Londres, destination internationale, accueille des millions de visiteurs annuellement pour des événements variés, impactant positivement l'hôtellerie et la restauration. En 2023, environ 20,3 millions de visiteurs avec nuitées ont été recensés par l'Office for National Statistics, approchant les niveaux d'avant la pandémie.

🏕 Pitchup, a global leader in outdoor accommodation bookings, saw a 46% increase in 2024 reservations in France compared to the previous year. Top 5 French destinations by bookings were Nord-Pas-de-Calais, Pays de la Loire, Brittany, Rhône-Alpes, and Provence-Alpes-Côte d’Azur. Regions with the highest growth were Picardy (+85%), Corsica (+83%), Île-de-France (+47%), Franche-Comté (+44%), and Provence-Alpes-Côte d’Azur again (+34%), highlighting the popularity of preserved natural spaces.

🍴 Les Halles METRO have released a new white paper titled "Tendances Restauration 2025," highlighting major trends in the restaurant sector. Key trends include health & well-being with superfoods and anti-stress ingredients, sustainability practices such as zero waste and local products, and enriched customer experiences with shared dishes and innovative concepts. The white paper is designed as a strategic tool for restaurateurs to navigate future challenges and opportunities.

📝 Over half of French consumers consider customer reviews the top criterion for choosing a company. Reviews influence buying decisions, with 92% consulting them and a minimum online rating of 4/5 required to gain trust from 70% of French users. To collect reviews, businesses can use QR codes or send Google review links via SMS or email. Regular collection of recent reviews, a global rating over 4/5, and a significant number of reviews are crucial. Key performance indicators include response rates to surveys, frequency of review collection, overall rating, and volume of client reviews. Tools like Guest Suite can help manage reviews, ensuring authenticity as per AFNOR NF Service standards and automating posting across platforms like Google My Business, TripAdvisor, and Pages Jaunes.

🏖️ The Brazil welcomed a record 6.6 million international tourists in 2024, which was a 12.6% increase from 2023. Argentineans led the influx, followed by Americans and Chileans. December 2024 alone saw 690,200 visitors, up 11.1% from December 2023. The numbers, released by the Ministry of Tourism, Embratur, and the Federal Police on January 7, mark 2024 as Brazil's best year for international tourism since records began in 1995.

🏚 During the Christmas holidays in Marseille, there was a variety of activities for both residents and visitors. Despite being winter, the city saw an increase in tourism, including affinity tourism and a preference for furnished rentals. Hotel occupancy rates also rose slightly. The Office of Tourism recorded that 56.4% of visitors were French, a slight increase, and 43.6% were foreign, a slight decrease. Most French visitors came from Ile de France, AURA, and Occitanie, while the top foreign nationalities were German, Italian, and Belgian/Spanish. Activity sales in Marseille experienced a 49% increase in online reservations and a 162% increase in total sales (web + counter) compared to the same period in 2023, with a significant surge in last-minute sales at the counter, especially for the City pass (+400%).

🏖️ Costa del Sol closed 2024 with a tourism increase and is gearing up for 2025 with cultural, natural, wellness, and culinary experiences. Notably, the region saw a more balanced seasonality, with higher visitor numbers in spring and fall, and continued summer popularity. This shift reflects a growing demand for more authentic, less crowded experiences, a trend expected to strengthen in 2025.

📍 LINKEUS and Comité Régional de Tourisme Provence-Alpes-Côte d’Azur to unite in early 2025 aiming for economic efficiency and creating new synergies for leisure and business tourism, and professional events (MICE). The tourism industry contributes 13% to regional GDP and accounts for 10% of jobs. LINKEUS, with over 250 members, predominantly comprises 90% SMEs generating €1.3 billion in annual turnover and employs over 10,000 staff, handling over 300 professional event projects annually.

💡 On June 6, 1944, during World War II, 156,000 Allied troops landed in Normandy in Operation Overlord. 80 years later, record numbers commemorate D-Day, with 1 million visitors, 65% foreigners, flocking to Calvados in the first week of June 2024, including 28% Americans.