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🏆 Alliance France Tourisme and MKG presented the 2024 tourism report in a press conference. Highlights include major events such as the Olympics, influencing traffic at Aéroports de Paris with a 3.6% increase over the first 11 months and a peak in August (+4.7% for ADP and +4% for SNCF Voyageurs) due to the Games and French departures. Overall, a slightly positive but uneven year for French tourism across different regions and periods.

📊 By the end of 2024, significant changes have been observed among local businesses, with a focus on evolving for 2025. Super apps are poised to enter the European market, offering an integrated platform for search, online ordering, payment, and customer review management. The use of AI has become more prominent, with 9 out of 10 people in France considering it reassuring when businesses respond to reviews, according to an IFOP study for Guest Suite. AI is expected to be increasingly utilized for responding to customer reviews and handling voice reviews. Businesses are encouraged to leverage hyper-localization and ultra-personalization through geo-targeted campaigns and dynamic content. Voice search optimization and advanced AI assistants are becoming essential in the digital landscape. Regulatory changes, such as the Digital Markets Act (DMA) since March, emphasize transparency in review management and data protection. Google remains a key player in local marketing, with the importance of maintaining an optimized Google Business Profile (GBP). Preparing for upcoming trends, investing in the right tools, and proactive market engagement is crucial for businesses to remain competitive and visible.

🏦 Lamington Group, led by the Godwin family founders, adds Merzak Kaddour and Robert Ryan as non-executive directors alongside Ufi Ibrahim in 2023. Specializing in hospitality, finance, real estate, and sustainability, the board focuses on sustainable growth and innovation, including room2, a hybrid of apartments and hotel services. The group, now B Corp certified, plans expansion with new sites in York and Manchester, supported by the strategic governance of the new board members.

📊 In 2025, key marketing trends identified by Google include the resurgence of Marketing Mix Modeling (MMM) for more precise, real-time performance analysis. The rise of intelligent agents will simplify complex workflow management by leveraging multimodal systems. The proliferation of shoppable videos in social commerce allows for direct purchases from video content. Google also emphasizes the importance of mindful marketing, which focuses on simplifying experiences for consumers, and the increasing role of AI in driving meaningful interactions in mobile apps. Ethical marketing, with its focus on sustainability, responsible AI use, and inclusivity in advertising, is expected to build consumer trust and loyalty.

🎭 Yves Delhommeau, managing director of the Grévin Museum since 2016, with a background in hospitality, geography, and economics from the Sorbonne, began his career in the restaurant industry. He first entered the leisure park world with France Miniature, then aided the creation of Compagnie des Alpes' leisure branch, integrating sites like Parc Astérix, Futuroscope, and Walibi into the museum's network.

🏡 The Luxury Collection, part of Marriott International's portfolio with over 30 hotel brands, announced Casa Brera, a Luxury Collection Hotel, Milan, opened in autumn, joining the brand in January 2025. Located in Milan's heart at Piazzetta Bossi, close to Teatro alla Scala and Brera, managed by Giuseppe Losciale. The 101 rooms and 15 suites designed by Patricia Urquiola reflect Milanese culture with touches of walnut, Fior di Pesco marble, brass, and etched glass. Michelin-starred chef Andrea Berton leads the culinary direction, and Michelin-starred Japanese chef Haruo Ichikawa oversees Odachi restaurant.

🏕️ Alexandra Borchio Fontimp reelected as President of Côte d’Azur France Tourisme at the beginning of 2025. During her first term, the region overcame challenges from the COVID crisis, climate issues, and other crises. The Olympic year 2024 brought major events like the Tour de France and the Olympics, boosting tourism with 11.5 million visitors, 54% international. Hotel and residence occupancy reached 66%, up 1 point from 2023. Annual hotel and residence nights hit 13 million, the highest in over a decade.

📈 In France, the Mastercard Economics Institute forecasts a 0.8% increase in real GDP for 2025 compared to 2024 and a 0.8% rise in consumer spending from the previous year. Consumer price inflation is expected to see a notable increase of 1.8% over 2024. A spending gap of 4.8 percentage points was noted in 2024 favoring mass-market stores over luxury boutiques, a trend predicted to continue in 2025. Globally, a 3.2% economic growth is anticipated for 2025, slightly up from 3.1% in 2024, despite Europe's strict fiscal policy and trade uncertainties, aided by a looser monetary policy and strong consumption.

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🌍 In 2024, searches for "all inclusive" spiked by +60% compared to 2023. Economic uncertainties and tensions, including the anticipation of the Trump presidency, urged travelers towards offers with no "bad surprises," valuing transparency over price. The U.S. competition authority's decision to ban hidden fees post-reservation further reflects the shift towards all-inclusive packages. Demand for clarity in pricing extends beyond resorts to include even rural accommodations, with consumers increasingly frustrated by seemingly affordable offers that balloon in cost due to "mandatory" options. ????