Tendance du marché

🏖 Oney, a consumer finance bank and leader in France for installment payments, partners with VVF (Villages Vacances Familles), a leader in associative tourism, to make vacations accessible to all. VVF customers can now pay in 3 or 4 installments without fees using a credit card for all types of stays including nature, sport, club, essential, residence, and camping, at destinations like the sea, mountains, countryside, or snow. This solution is available on the VVF website. The partnership, supporting the travel and tourism sector, aligns with a context where French consumers are very budget-conscious, with a study in February 2025 indicating 79% of consumers will make more careful choices regarding leisure purchases to optimize their budget.

🏨 Radisson Hotel Group aims to add over 37,000 rooms globally with new signings, strengthening its European market presence. In the most successful year 2024, the group reached a milestone in hotel openings and signings. Key European cities for expansion include Barcelona, Madrid, London, Paris, Berlin, Rome, Milan, Zurich, Amsterdam, Athens, Mykonos, Santorini, the Canary Islands, Cortina, and Sardinia. Partnerships include Porsche Design Tower in Stuttgart and Manchester City Football Club. In 2025, Radisson Collection Hotel in Berlin reopened.

📌 90% of French internet users consult Google listings to learn about a business before purchasing a product or service. In 2023, IFOP reported that 9 out of 10 French people consider customer reviews as their number one choice criterion for businesses. However, only 60% of real estate businesses display customer reviews on their Google My Business profiles. Customer reviews significantly affect local visibility on search results, exemplified by monthly searches for "Real Estate Agency Nantes" reaching approximately 2,000. The top three agencies in Google's Local Pack possess numerous positive reviews, influencing their ranking. Guest Suite offers a comprehensive e-reputation solution for real estate, automating satisfaction survey delivery, and distributing feedback across key platforms. Over 10,000 points of sale trust Guest Suite for online reputation management.

🏨 Marriott International aims to double its Four Points Flex by Sheraton portfolio in Europe by 2026, with a current count of 25 hotels and over 2,700 rooms across countries like Denmark, Turkey, the UK, Italy, and Germany. The mid-range brand, launched in the EMEA region in September 2023, is eyeing expansion to more than 50 properties in Europe, catering to mid-range travelers with essentials like comfortable rooms, free Wi-Fi, breakfast, and local design elements.

💰 53% of French consumers aim for unforgettable experiences by 2025, with travel and tourism topping their spending priorities. 29% plan to spend over €1000 on travel-related experiences this year. Gen Z is on board, with 49% planning to tick off at least two bucket list items in 2025. Popular desires include outdoor activities (71%) and culinary explorations (69%), motivated by the creation of unique memories and sharing moments with loved ones.

🏨 Eternam and LBO France signed the sale of three 4-star hotel business funds in early March. These hotels, located in Strasbourg, Nice, and Toulouse, saw their Ebitda growth exceed 100% after optimization efforts since being structured by Eternam in 2017 for private investors. The operational management by Honotel will continue under the new owner, LBO France's real estate fund. The portfolio's strong cash generation and value-creation potential in dynamic regional metropolises were highlighted.

🏨 Accor's loyalty program, ALL, launched in 2019, recently hit a milestone of 100 million members. This figure is seen as a symbol of strength according to Alix Boulnois, the General Director of Business, Digital & Tech at Accor. Hotel groups have been competing for decades through loyalty programs that offer points, free stays, and experiences to win customer loyalty in a market with fierce competition and rapidly changing consumer habits.

🏦 Royal Hainaut Spa & Resort Hotel, a historic 18th-century establishment in Valenciennes, France, joins the luxury independent hotel group Hôtels & Préférence, expanding the group's portfolio. Hôtels & Préférence, celebrating 25 years, now encompasses over 150 properties in 19 countries with more than 13,500 rooms. The Royal Hainaut, a Monument Historique since 1945, exemplifies the merger of historic charm and modern luxury, enhancing guests' experiences in the region.

🏦 Tourism Economics predicts a 5% drop in foreign traveler entries to the US following Trump's presidency. A survey by NYC.fr and Ifop, involving 1000 French individuals, indicates a historic decline in the US image due to Trump's decisions on tariffs, the Ukraine war, and corporate DEI politics - suggesting the current boycott of US brands by the French may not be a transient emotional reaction.

🏖️ The UK tourism sector is struggling, with the World Travel & Tourism Council (WTTC) highlighting challenges. The industry generated £280 billion and supported over 4.1 million jobs in 2024, but faces stagnation and decline due to high taxes and lack of investment. Global tourism growth is forecasted at 3.7% annually over the next decade, but the UK's growth is set to be among Europe's lowest. Challenges include higher national insurance contributions, above-average VAT, increased air transport taxes, the lack of tax-free shopping since 2021, and potential new hotel taxes deterring investment and harming employment. VisitBritain is also underfunded compared to European counterparts. An Electronic Travel Authorisation for Europeans, costing 12 euros, will be introduced on April 2, 2025.