Tendance du marché

🏨 HOTREC's 2023 report shows Booking.com dominates online hotel bookings with 71% in Europe, slightly less in France at 68.1%. Expedia group maintains a 14.4% share, similar to 2013. HRS plummeted from 16.6% in 2013 to 4.6% in 2023. Smaller hotels show greater OTA dependency, with 27% relying on them for at least 30% of bookings. Surprisingly, 43% of hoteliers do not differentiate pricing between their site and OTAs, and 27% lack a channel manager. Google Hotel Direct is a primary focus for 80% of proactive hoteliers, while TripAdvisor's hotelier presence dropped from 71% to 49% between 2013 and 2023. Direct bookings via hotel websites doubled from 2013 to 2023, but OTA shares also nearly doubled, mainly at the expense of tour operators and local tourism organizations. In France, OTA bookings increased from 27.6% to 32.6%, while direct site bookings rose from 11% to 16%. Email/fax bookings are now just 0.3%, and tourist office referrals decreased from 1.7% to 0.2%. Digital transformation is essential for hoteliers to improve direct revenue and reduce OTA dominance.

🏨 The hotel customer journey is critical for distinguishing from competitors, involving stages influencing client perception and satisfaction. The article discusses approaches to attract travelers and enhance their experience, stressing the importance of online presence and digital marketing strategies (SEO, SEA, Metasearch). Key stages include desire and information gathering, where tools like Google, social media, and blogs are used; pre-booking choices; the reservation process; pre-stay anticipation; the stay experience; and the post-departure relationship, including feedback and loyalty programs. "Objectif Hôtel" offers personalized support for business development.

🏅 Franck Delvau, president of the Union des métiers et des industries de l’hôtellerie in Île-de-France, highlighted that over 50% of Olympic tickets were purchased by locals, impacting hotel stays. SNCF train ticket prices rose faster than inflation, affecting tourists’ budgets. A compensation scheme will be proposed for verified losses due to the Olympics, potentially funded by the Ministry of the Interior or the Ministry of Transport. Businesses within Olympic red zones may face operational challenges, impacting various services from refueling to emergency repairs.

📚 In June 2023-June 2024, eight publications were selected by a committee of experts for recognition. The 2023 edition awarded Clément Odé and Noémie Calais for "Plutôt Nourrir" (Tana Editions/Nouveaux Récits). The 2023 jury, comprising seven members, including Eric Frechon and François-Régis Gaudry, will meet at ROZÓ (Marcq-en-Baroeul - 59) in September to elect a winner. Additionally, the Lycéen Hotelier Prize, in its second year in partnership with five Lille academies, will announce a laureate from a select list.

🏖️ Logis Hôtels reports a 12% revenue increase from July 5 to September 1, with the summer basket average up by 8% and an average price increase of 5% for a similar stay duration. Mountain destinations like the Pyrenees (+86%), Southern Alps (+34%), and Grand Est (+22%) are more popular. International tourists' attendance is up, with notable surges during the Olympics (Dutch +60%, Germans +48%, Brits +32%, Belgians +11%). Bookings made 120 days in advance have risen by 17%. However, July bookings remain flat compared to 2023, excluding the first week (+18%). Karim Soleilhavoup, Logis Hôtels' director, notes a distinct client type: long-haul tourists, particularly Americans, favoring charming and unique French hotels.

💰 On July 5, 2024, Jean-Christophe Carsenac, President of UMIH 81, and Vice-President Séverine Fraysse presented a check for €2,406.75 to Sylvie Lavigne, Principal of the Lycée Hôtelier de Mazamet. The funds were raised at a gala evening following UMIH 81's General Assembly on April 29, 2024, featuring a wine casino and a gourmet menu served by partner chefs, teachers, and students. The proceeds will support projects at the school.

🍣 Philippe Etchebest explores Japanese culinary scene, meeting sumo wrestlers in Tokyo to offer île flottante, producing traditional soy sauce on Shodoshima with Yamaroku family, fishing with ikejime expert Junichi Fujimoto, and learning sushi art at Junji Akase's "Akakichi." In Kyoto, he discovers wagashis by Toru Ota and meets monk Tango in Fukuroi, embracing Shojin Ryori vegetarian cuisine. His journey deeply influences his culinary perspective. "Un Chef au Bout du Monde: Japon" airs July 17 at 22:55 on M6.

🏖️ Millennials and Gen Z are reviving guided tours with 42% and 40% respectively booking last year, and 81% and 80% being motivated to try one. In 2023, 94% of those who went on a tour plan to repeat the experience. Preference lies in food-focused tours (53% overall interest, peaking at 63% for Gen Y and 65% for Gen Z). Popular tour types include walking (34%), bus/boat (27%), famous landmarks (31%), museums (22%), and small or private groups (49%). Guides are valued for competence (74%), reliability (62%), and friendliness (52%).

La satisfaction client est cruciale pour la croissance d'une entreprise, et l'utilisation de questionnaires de satisfaction ainsi que l'analyse de leurs résultats sont essentielles. Des outils comme Typeform, Google Forms et SurveyMonkey aident à créér des sondages en ligne, dont l'analyse qualitative et quantitative permet d'améliorer l'offre et la stratégie d'une entreprise. Des logiciels spécialisés peuvent faciliter l'analyse des données, et des indicateurs clés de performance (KPI) comme le CSAT, le NPS et le CES quantifient la satisfaction client. Guest Suite propose de gérer la satisfaction client et la réputation en ligne grâce à un accompagnement personnalisé et sans engagement initial.

🏖️ In Morbihan, Brittany, the journey begins with an exotic touch in Lorient, created in 1666 by the Compagnie des Indes. Travelers can stay at the newly renovated Domaine de Locguénolé, a Relais & Châteaux. A road trip includes a visit to the ria d'Étel, tasting local oysters, and exploring Erdeven’s menhirs, an alternative to the crowded Carnac. Plouharnel marks the entrance to Quiberon Bay, with nearby Belle-Île-en-Mer.