Tendance du marché

📍 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.

💵 In 2024, Switzerland saw a 15% increase in corporate bankruptcies with 11,506 cases, surpassing pre-Covid levels. Over-indebtedness, affecting 18% of businesses, was the leading cause. The hospitality industry accounted for 11% of bankruptcies, ranking third after construction at 22% and business services at 18%. Meanwhile, the Valais region remained resilient, also noted for high business creation rates. A record 52,970 new businesses were registered, many in services, despite a bankruptcy law reform in January 2025 potentially worsening the situation.

💡 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.

🌎 Le tourisme en Europe du Sud est menacé par le changement climatique, avec des incidences comme des vagues de chaleur et des sécheresses provoquant des incendies de forêt en Grèce, Espagne, Italie. Ces phénomènes perturbent l'industrie touristique, secteur clé pour l'économie locale. L'OMT dans son édition 2020 de International Tourism Highlights souligne l'importance du tourisme pour la croissance et l'emploi en Europe.

🏠 On December 19, Machefert Group, with 30 years in luxury hospitality, entered negotiations with a major global American investment fund to redefine its debt and fund development for three years. Despite debts, Machefert had a healthy cash flow with a 2024 revenue of €41 million. The 2025 outlook seems positive, especially with the upcoming Paris Olympics. The group boasts prestigious assets in France and Marrakech and successful new hospitality concepts such as La Bonne Chambre and Rehab speakeasy. CEO Kévin Machefert emphasizes resilience and innovation for future growth, with plans to open two new establishments and renovate five hotels by 2025.

🌎 Amsterdam, a leading European destination, sees tourism and hotel sectors flourish, especially during spring and summer. Key events like Liberation Day, Pride Amsterdam, and Grachtenfestival boost hotel performance with increased occupancy rates, Average Daily Rate (ADR), and Revenue per Available Room (RevPAR). With 9.16 million visitors and strong transport connectivity, Amsterdam showcases resilience and dynamic appeal to both leisure and business travelers.

🏠 On December 4, Accor revealed a new study titled "The major wellness trends of 2025 according to Accor," where Emlyn Brown, Wellness Executive, noted a shift in consumer behavior by 2025. The study highlights eight major trends, predicting a move away from fads and biohacking towards scientifically-backed practices. It emphasizes transformative experiences in sports and nature, and the importance of cognitive health for consumers aged 25 to 75. Trends also indicate a rise in the popularity of Reformer Pilates and functional "wellness drinks," especially among Generation Z, as substitutes for alcoholic beverages.

📝 The article emphasizes the effectiveness of satisfaction surveys for collecting customer feedback to evaluate services and products. It highlights the importance of feedback management in shaping business strategies. Guest Suite offers free access to a satisfaction survey template and stresses the value of client comments for service improvement. The article outlines 13 example questions, including socio-demographic queries and product/service feedback, to enhance customer satisfaction and brand visibility. Tips for creating concise surveys and avoiding bad practices are provided, along with the necessity of analyzing collected data using key performance indicators (KPIs) such as CSAT, NPS, and CES. The article suggests qualitative and quantitative studies to understand trends and improve offerings. Guest Suite also provides tools to create custom surveys and analyze responses.

🏨 IHG Hotels & Resorts has partnered with Grape Hospitality to add five new hotels to its European portfolio, introducing 810 rooms across France, Spain, and Italy under brands like Voco, Hotel Indigo, and Crowne Plaza. In Spain, Voco Madrid Centre Retiro debuts as the first Voco hotel with 193 rooms near Madrid's Retiro Park. France welcomes the 100-room Hotel Indigo Bordeaux in the Chartrons district, the third Hotel Indigo property in the country. Italy's Hotel Indigo Florence offers 160 rooms close to Santa Maria Novella station.

🏡 The Palmaroga Hotel Asuncion, housed in a 1901 historic building, originally the seat of the Superior Court of Justice, joined the Tapestry Collection by Hilton, maintaining its neoclassical architecture with Spanish modernist inspiration. The hotel offers 107 comfortable rooms, including multi-level suites and a large presidential suite, plus amenities like an inner courtyard, fitness center, and rooftop pool. Tapestry Collection by Hilton aims to double its presence in the region, planning 10 additional hotels in the next four years. By the end of 2024, Hilton will introduce the Delfins Beach Resort Bonaire, marking its first hotel on the Caribbean island.