Tendance du marché

🏖️ IHG Hotels & Resorts capitalizes on China's tourism surge, surpassing 2019 levels, by expanding investments and planning sustained growth by 2025. IHG, celebrating its 50th anniversary in Greater China in 2025, boasts 13 brands with over 1,300 hotels operating or in development across 200+ Chinese cities. New iconic hotels will enhance traveler experiences with premium services. The luxury brand Atwell Suites will debut in Hangzhou, Shenzhen, and Shanghai next year, introducing a unique "territorial home" concept.

📝 Study conducted from February 24 to March 7, 2025, by Protourisme involving 1,087 representative French individuals and 2,100 intending to vacation in 2024. After record travel years in 2022 and 2023, 2025 sees a decline in French vacation departures by 1 point to 62% for stays of 4 nights or more, compared to 63% in 2024, 65% in 2023, and 67% in 2022. Parisian travel rates near 80%, with 2/3 of large city residents vacationing versus 60% from smaller towns. Only 51% of French people will stay in paid accommodation in 2025, down from over 55% in the previous two years.

🏡 In New York, 75.5% of new luxury hotels will be independent, with upscale hotel rates rising significantly. 78% of future rooms will be in Upscale, Upper Upscale, and Luxury categories, highlighting the city's premium positioning. Of new hotel openings, 72% will be branded, and 28% will be independent unbranded establishments.

🏥 Les Roches and Glion Institut de Hautes Études ranked 2nd and 6th globally in hospitality in the QS World University Rankings by Subject 2025. Sommet Education, their parent group, solidifies its position as a global leader in hospitality education. Les Roches stands out with a 96.1/100 employer reputation score, focusing on industry-driven and innovative programs. Glion boasts a 96.4/100 employer reputation, specializing in luxury management education with a blend of academic excellence and professional immersion. CEO Benoît-Etienne Domenget highlights their commitment to academic excellence and industry leadership.

📝 Understanding consumer buying behavior is key in marketing and digital communication strategies. It is influenced by psychological, social, economic factors, and digital environment evolution. Online shopping habits have changed, with social media being a major influence channel. Sustainability and hyper-personalization of offers are emerging as significant consumer concerns. There are four types of buying behaviors: routine, complex, impulsive, and to reduce cognitive dissonance. Methods to analyze these behaviors include satisfaction surveys and examining online customer reviews. Tools like Guest Suite offer multi-channel satisfaction surveys, automated customer review responses, and semantic analysis using artificial intelligence to identify buying motivations and enhance customer satisfaction strategies.

🎬 Ciné-tourisme, or set-jetting, is gaining popularity as a trend influenced by Netflix, HBO, Disney+, and Prime. Destinations and hotels are leveraging this for international tourism appeal, especially with the release of the new season of "The White Lotus". Expedia identified the trend in 2023, emphasizing its significance in travel.

🔒 In 2024, cybersecurity startups raised €12.6 billion, a 29% increase from 2023. France led Europe with €342 million in funding, despite a decrease of €113 million from the previous year. The U.S. dominated with €10.3 billion (86%) of the investments. France's notable rounds included Chaps Vision at €86 million, Zama with €67 million, Filigran at €33.8 million, and Yeswehack at €26 million. 60% of French funding rounds involved domestic funds.

🏖️ Dubaï welcomed 18.72 million international visitors in 2024, a 9% increase from 17.15 million in 2023. Western Europe was the top source market, contributing 20% of the visitors with a significant 14% growth from 2023. These figures align with Dubai's Economic Agenda D33 aiming to double the city's economy by 2033. The record tourism year is attributed to strategic local and international partnerships, innovative global campaigns, and major events.

📊 Identifying customer types is vital for businesses to tailor marketing strategies, improve customer experience, and enhance commercial efficiency. Using demographic, geographic, psychographic, and behavioral criteria, companies can segment their market and customize communication. There are 9 main customer types: loyal, disgruntled, disappointed, indecisive, ambassador, demanding, negotiator, impulsive, and occasional. Adapting to these profiles can lead to long-term success through personalized interactions, trust-building, and operational efficiency. Guest Suite offers tools for competitive analysis, customer satisfaction analysis, and semantic analysis to better understand and serve diverse customer segments.

🏖️ France's seniors, 19 million strong (27.7% of the population), averaging 6.2 trips annually, with 58% favoring short stays and 53% opting for longer ones, persist in traveling despite the pandemic and inflation. Although 33% travel less and 20% ceased traveling, mainly due to budget constraints from inflation (44%), they still completed trips in the past two years (70%). The Alliance France Tourisme, with IPSOS' study, underscores the necessity for tourism adaptation to senior needs and promotes off-season travel.