Market Trends

🏖 France, July 2025: National hotel occupancy rose by 2.3 points to 73.2%, but daily rates fell by 8%. Upscale hotels experienced a 5.7-point occupancy boost. The French Riviera hosted 55% international guests, with Americans spending €170 daily. Paris saw a 5.3-point occupancy rise due to American and Asian tourists. Provinces saw RevPAR grow: Normandy +12.6%, Brittany +9.2%. Cities like Paris and Lille faced -14.6% RevPAR declines due to heatwaves over 40°C, redirecting tourists to cooler destinations like Strasbourg and Rouen.

🏖️ In July 2025, Eurostat noted a rise in bookings via seasonal rental platforms, continuing from 2024. European hotels faced a 2.3% decline in RevPAR compared to July 2024, with a notable 5.4% drop in the economy segment due to a 4% decrease in average daily rates. Spain's RevPAR grew by 3.3%, while Greece led with a 15.4% increase, despite occupancy challenges. Italy and Portugal saw declines, with Italy's RevPAR dropping by 5.4%.

🍽 Saladplate, the official content hub for Informa Markets' Hospitality, Food, and Beverage portfolio, offers insights and trends in the industry. It provides weekly news, a monthly newsletter, and a bi-monthly e-magazine. The platform connects users to over 10,000 brands and products, alongside updates from more than 35 international trade events. It's a key resource for staying informed and connected in the hospitality sector.

📱 Born 1997-2012, Gen Z (ages 13-28) are tech-savvy, valuing authentic experiences over luxury. They favor boutique hotels, sustainability, and social responsibility. With 37 million Gen Z on TikTok, 32 million on Instagram, and 49.5 million on Snapchat, social media drives their travel decisions. 75% use phones for purchases. They demand fast service, personalization, and eco-friendly practices. Mews' mobile-first hotel solutions cater to these expectations, emphasizing digital convenience, instant service, and unique experiences.

🌎 Multi-day tours generated US$89 billion globally across 10,000 operators in 2019, reports Arival. By mid-2025, some operators are matching or exceeding pre-pandemic revenues. The market grew at a rate of 26.6% annually over the past three years, reaching $12.1 billion in 2024. Arival identified 50+ OTAs focusing on multi-day tours, releasing a detailed guide categorizing them into package tours, custom trips, and specialty experiences. The guide advises on commission models, typically 15-20%.

🏖 Based on 2024 surveys from the U.S., U.K., France, and Germany, Phocuswright's 2025 report analyzes travel destination choices. It examines how U.S. and European preferences differ, the impact of digital tools across ages and regions, and motivations like price, scenery, and rest. It identifies traveler segments seeking new versus familiar places. Phocuswright offers unlimited access to travel research, ensuring your strategy stays competitive. Get insights and guide your team with tailored analyst support.

🌍 In 2025, European travelers plan more international leisure and business trips than in 2024, despite economic and geopolitical challenges. Total travel gross bookings rose 6% in 2024 to €347 billion, with a projected increase to €415 billion by 2028. Online bookings grew 11%, reaching €236 billion in 2024, with penetration expected to rise from 68% in 2024 to 74% by 2028. Sustainability and digital efficiency, including AI advancements, are priorities amidst moderate growth and overtourism issues in places like Barcelona and Venice.

💻 U.S., U.K., France, and Germany travelers rely on OTAs and search engines to choose destinations, with the U.S. preferring search (38%) and Germany OTAs (37%). Regional differences show Northeast U.S. travelers favor review sites, while the West uses OTAs and Google Maps equally. Generationally, Millennials and younger rely heavily on digital tools, unlike Gen X and older. Brands must adapt strategies to these patterns for effective engagement, as digital influence varies.