The tailor-made travel market in France

The tailor-made travel market represents one of the fastest growing segments within the global travel industry, driven by the growing demand for personalized, high-quality experiences. Modern travelers are seeking tailor-made solutions that address specific needs, such as exclusive itineraries, highly personalized services, and unique stays,

The French language travel market is valued at 300 million euros. Although the global language travel market was hit hard by the COVID-19 pandemic in 2020, with an estimated 80% decline. English is the main language of interest, fuelling a market largely dominated by the UK, USA, Canada and emerging destinations such as Malta. The French market generated sales of 300 million euros, mainly in the 10-25 age bracket. The market remains highly fragmented. Three-quarters of the market is focused on improving English language skills. Between 300,000 and 350,000 young people take part in language courses, 10-30% of whom are over 30. These language stays often last from two to four weeks. Around 80% of professional participants have their language stay financed by their company . Local authorities and associations also step in to facilitate these educational trips for students, depending on family income. There is a growing trend towards last-minute online bookings, which account for between 3

As of 2020, the language travel market experienced a significant decline due to the Covid-19 pandemic, with the UK's market size dropping by approximately £590 million compared to the previous year. The number of international students attending language courses in the UK plummeted by 79%, with over 50% of the industry's staff being seasonal employees who were largely impacted, as more than 4,420 were released from their duties. Despite the challenges, industry participants, like British language centres, expressed optimism for a market recovery, with 42% anticipating a rebound in 2023. The pandemic also highlighted the growing importance of digital language learning platforms, with Babbel as a key player, as the demand for online alternatives surged. Furthermore, the study revealed a shift towards more professional and work-experience-inclusive language programs, as seen in Kaplan English International's new offers. The South of England, especially London, continued to attract the maj