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📌 L'automatisation du marketing en hôtellerie permet d'automatiser les activités récurrentes liées à la communication, d'améliorer l'expérience client et potentiellement augmenter les revenus. Utilisant des logiciels comme Zak de WuBook, les hôtels peuvent segmenter les contacts, planifier la communication, suivre les données et automatiser l'envoi de messages. Les avantages incluent le gain de temps pour le personnel et la personnalisation du service client. Zac intègre des fonctionnalités d'automatisation telles que la création de modèles de communication multilingues avec ChatGPT, l'utilisation d'un CRM interne et l'historique des e-mails pour une gestion optimisée.

💰 Vanessa Heydorff, Directrice générale France de Booking.com, highlighted the company's resilience and growth. Booking.com saw a 35% increase in booked nights compared to 2019, reaching a milestone of one billion booked nights in 2023. The company supports hoteliers with "connected travel" and revenue optimization solutions.

📑 On December 9, UMIH and the INFA Foundation signed a new partnership framework agreement to enhance the attractiveness of the hotel and restaurant sector. The partnership aims to: valorize diverse professional careers, develop innovative training programs tailored to company needs, facilitate the integration of youth and job seekers, and promote continuous training. Jean-Baptiste Maurin, DG of INFA, and Eric Abihssira, Vice President of UMIH, reaffirmed their commitment to bringing practical, sustainable solutions and innovative training to the evolving industry.

🏠 Korner, founded two years ago and launched in October 2024, operates six hotels with a decentralized management model, planning to expand to 40 hotels by 2030 and raise funds in 2025. Tested4You, started in 2019, shifted to a B2B model, offering verified consumer video reviews, and aims to lead in this space in 2025 after joining the CES Las Vegas. GreenGo, after raising 3 million euros, targets international growth and recognition as a sustainable accommodation leader, also launching a search engine for eco-friendly stays in France. Luniwave, part of France Tourisme Tech, outfits 7 B&B Hotels with water-saving tech and anticipates a rewards program for eco-conscious guests, following a 1 million euro funding round in September 2024 with another planned for 2025. FullSoon, created in 2022, leverages AI to cut food waste in restaurants and offers solutions to reduce carbon footprints, working with chains like McDonald's and backed by investors including Accor.

📝 88% of consumers are more inclined to choose a business if the owner responds to all reviews, positive or negative. In the digital era, 80% would switch brands after just one bad experience, while 74% of loyal customers would do the same if expectations are not met. Approximately 73% would stop doing business after three poor customer service experiences. Personalized customer interactions are crucial, with over 80% preferring businesses that provide personalized experiences and nearly 70% switching brands due to a lack of personalization. On average, businesses lose 23%-30% of customers annually due to lackluster customer retention. Responding to positive reviews can lower acquisition costs, as gaining a new customer is up to 7 times more expensive than keeping an existing one. Improving customer retention by 5% can boost profits by 25%-95%. Existing customers are 50% more likely to try new offerings and spend 31% more compared to new prospects. Guest Suite offers tools for effective review management and has integrated AI in February 2023 to automate responses, aiming to enhance the overall client experience and increase response rates.

🏨 Mama Shelter will open a new 153-room hotel near Disneyland Paris in 2028, spanning 6,000 m², managed by Ennismore after signing with KNSA Hospitality. The KNSA Hospitality group, owning seven Mama Shelter hotels, expands its European lifestyle hospitality footprint. The Val d’Europe hotel will feature two public restaurants, including a rooftop dining area.

🏨 Hostaway, with clients in over 90 countries, secured a $365 million strategic investment led by General Atlantic with PSG Equity participation. This follows a $175 million funding in 2023 and is the company's largest to date. The investment will support international expansion, product development, and AI initiatives, making General Atlantic and PSG Equity significant minority shareholders.

🏨 At the Hospitality Asset Forum, Adrien Lanotte led a roundtable where hotel operators and investors discussed investment strategies. Jean-Marc Pahlon from Extendam emphasized an unchanged 15-year investment strategy, focusing on acquiring hotel properties across Europe, averaging two per month (about 30-35 hotels/year). By 2025, they anticipate more acquisitions outside France. Ideal assets include existing hotels with 100-250 rooms and a balanced mix of business and leisure guests. Value creation includes operational optimization and ownership of property walls to avoid landlord-tenant conflicts, maintaining stable performance amidst inflation and rising interest rates. They are also adapting to new hotel formats to meet evolving needs.

🏨 OYO acquired G6 Hospitality, franchisor of Motel 6 and Studio 6, for $525 million from Blackstone Real Estate, aiming to add 150+ hotels by 2025. OYO will maintain brand identity and honor existing franchise agreements, while enhancing customer experience with technological innovations utilizing their 300 tech experts.

🏩 On December 9, the UMIH's Vice-President Eric Abihssira and the President of the Fondation Infa, Christian Laine, signed a convention to strengthen collaboration in the hotel and restaurant industry. Goals include enhancing job appeal, developing innovative training programs, facilitating integration of youth and job seekers, and promoting continuous learning, addressing unprecedented recruitment challenges. This national agreement marks a significant step in a collaborative effort to offer concrete, sustainable solutions and support the sector's evolving needs.