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MARKET OVERVIEW

1.1 Definition and presentation

Tourism is one of the largest sectors in France, accounting for around 7% of the national GDP, or 160 billion euros in turnover for the sector each year.

Although very important in size, the sector has not escaped disruption from new players. While bed and breakfasts had already represented a threat to the hotel industry, the latter is now forced to renew its strategy facing the rise of applications such as Airbnb.

A bed and breakfast is defined as a furnished room in the home of an inhabitant who receives tourists for one or more nights in exchange for a fee. Unlike a lodge, it is not a rental, equipped with a kitchen and a living room.

While the number of guest rooms is now high, the owners are tending to become more professional and to offer stays with ever greater added value (close to wine estates, in the heart of forests...). In addition to this, additional services (meals...) have been added, which has led to an increase in prices over the last few years.

More than ever, owners need to be present on online booking platforms in order to gain visibility while taking advantage of regulatory changes, which may or may not be favorable to them.

1.2 Domestic market

At the end of **** there were more than **,*** bed and breakfast establishments in France. Comparatively, there were only **,*** tourist hotels, proof of the ease of establishing a bed and breakfast in the sector. [***]

On the other hand, these **,*** establishments had only **,*** beds (***), compared with almost *.* million beds for tourist hotels.

Bed ...

DEMAND ANALYSIS

2.1 Profile of bed and breakfast guests

The data collected by Guest & Strategy, a consultancy firm specialising in tourism, covering the year ****, make it possible to establish the general profile of the bed and breakfast clientele.

This is primarily a French clientele, in **% of cases, with foreign clients representing a minority. The latter does not represent the larger ...

2.2 Destinations for French and international tourists in France

The French are the most numerous tourists in France. They alone will account for ***.* million stays in **** (***). [***] 

Distribution of tourism between the five most visited regions according to the origin and destination of French tourists France, ****, millions of trips Source: ****

While French tourists from the Île-de-France and Auvergne-Rhône-Alpes regions are ...

2.3 Customers now looking for an "experience"

Today's shopping experience tends to evolve from the consumer's point of view. Consumers are increasingly looking for an experience. "Creative tourism" is a new form of cultural tourism, which no longer seeks only to know, but also to do. [***]

This is reflected more globally in the willingness of customers to have ...

MARKET STRUCTURE

3.1 Bed and breakfast rooms are not substitutes for other types of accommodation

B&Bs are primarily tourist accommodation and therefore compete with other types of accommodation such as traditional hotels or rental accommodation.

The analysis of Guest & Strategy reveals, however, that the average length of stay in guest rooms is one to two nights, which is more in line with the behaviour of ...

3.2 Booking platforms slightly neglected by the B&Bs

While online bookings account for a large proportion of reservations of tourist accomodation (***), they are not as important for bed and breakfast establishments. [***]

Most of B&B bookings are made directly with the owner (***) and then through specialised directories. A significant proportion comes from the websites of labels'.

Institutional channels and ...

ANALYSIS OF THE OFFER

4.1 The traditional accommodation service

Bed and breakfast establishments must comply with certain rules. Located in the home where the owner lives, they must have access to a shower/bath and a toilet, directly or indirectly. Moreover, breakfast must be included in the price of the night. [***]

Apart from these few rules, the offer varies greatly ...

4.2 Supplementary benefits

The additional services allow the guest rooms to distinguish themselves from each other and to offer accommodation at a higher price.

It can be a more global capacity than other accommodation, or a more pleasant setting with more attractive facilities (***).

Source: ****

Some guest rooms also offer cultural activities or wine tastings ...

4.3 Upgrading of the offer

Over the last few years, bed and breakfast rooms have become more and more attractive with additional services for the guests. [***]

The prices charged by the owners have increased and are around ** to ** euros per night for * people, compared to **.* euros in ****.

To deal with increasing competition, investment by owners has ...

REGULATIONS

5.1 Set of general rules

The DGE (***) presents the rules governing bed and breakfast establishments in France, which are subject to special regulations, different from those for hotels, for example. Some of the rules that govern B&B establishments are the following:

Located in the house or apartment of the inhabitant, the rental includes one night's ...

5.2 The steps to create a guest room

It is essential for owners who want to start their guest room to declare their activity in the town hall, in the commune of the residence concerned. [***]

From the moment the activity of renting guest rooms is carried out in a usual manner, the owners must register with the Trade and ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • La Bretonnière
  • Les Botterêts
  • La Sauvageonne
  • Mineral Lodge
  • Le Clos des Cyprès

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