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Synthèse
As of 2020, the travel agency and tour operator market in France was significantly impacted by the COVID-19 pandemic, with government interventions such as Order No. 2020-315 allowing the issuance of credit notes for cancelled trips to protect professionals in the sector. Despite this, the industry has observed persistent trends including a movement towards tailor-made, authentic travel experiences, with environmental sustainability becoming an increasingly important factor. The market has also seen a notable shift toward online booking, with many French individuals preferring to plan and book their trips directly on websites, corresponding with the rise of digital travel agencies. This digitization is echoed in the growing importance of intermediaries between clients and local actors for personalized trips. Market concentration continues, with key players like Voyageurs du Monde leading the market. The trend for domestic travel within France surged in popularity, particularly as international travel restrictions were in place, causing a temporary focus shift for tour operators traditionally specializing in foreign destinations.
Emerging Preferences and Growth in the French Tourism Market
In recent years, the French tourism market has exhibited steady growth, particularly among travel agencies and tour operators. Travel agencies, categorized under the NAF code 79.11Z, saw consistent growth, with their market revenue increasing by approximately 22.9%, culminating in a turnover of just under 5.5 billion euros. Similarly, tour operators, under NAF code 79.12Z, experienced a peak in their turnover, subsequently witnessing a slight decline to reach a turnover of approximately 8 billion euros in 2019, impacted by various disruptive events. Tour operators in that period had serviced over 6 million customers, marking a 7% increase compared to the previous year.
However, when examining packaged tours specifically, there was a slight decline in customer numbers to around 3.8 million, with a corresponding business volume of about 4.3 billion euros. Conversely, dry services, such as transport, accommodation, and vehicle hire, experienced significant growth, with the number of customers surging by roughly 28%, and business volume increasing by about 34%, reaching around 735 million euros. This indicates a shift toward more individualized services over traditional package tours. Interestingly, the French market demonstrates a preference for domestic travel over international destinations. Companies generally catered to a domestic clientele, with a significant proportion of their turnover coming from clients residing within France.
When it came to specific holiday trends, regions such as New Aquitaine, Auvergne-Rhône-Alpes, and Occitanie were the most visited, with each welcoming between 20 and 24 million French tourist trips in 2017. French travelers showed a penchant for longer stays, with an average length equating to about two weeks, and were willing to budget slightly more than the general European average for their summer holidays, spending close to 2,000 euros.
A key trend among the French reflects a desire for unique and personalized travel experiences. This is evidenced by the increasing interest in tailor-made holidays, especially among the younger generations, who prioritize unique cultural and environmental experiences. The rising trend in customization has seen a 39% increase, reflecting an inclination to move away from mass tourism and towards unique, bespoke travel experiences.
The evolving structure of the market, increased digital engagement, and a movement towards responsible tourism suggest that the French market is modernizing.
Navigating the Landscape of Tailor-Made Travel: Key Players in the Market
The world of tailor-made travel is ever-evolving, with each player bringing a unique flavor to the bouquet of personalized vacation experiences. Diverse and dynamic, this segment of the tourism sector features both longstanding experts and digital innovators who strive to craft journeys as unique as their clientele.
- Travelers seeking customized adventures find solace in the offerings of traditional specialists like Voyageurs du Monde, Le Monde à La Carte, and Les Maisons du Voyage. These companies have built their reputations on fostering deep, personable client relationships and creating ultra-personalized tour packages that tailor to the finest specifics of traveler preferences.
- Meanwhile, online-only specialists have blazed trails on the digital front, using their tech-savvy capabilities and comparatively lower overheads to streamline travel planning. Marco Vasco and Evaneos are prime examples, leading the online charge with platforms that cut down planning time and service costs, thereby enhancing customer convenience and satisfaction.
- Generalist players like TUI and Kuoni France offer a broad spectrum of travel packages, providing an array of choices to tourists who prefer a one-stop-shop for their holiday needs. Their capacious catalogs include destinations across the globe, catering to a wide range of tastes from the luxury indulgent to the budget-conscious wanderer.
- The digital domain has its own titans: Booking, Airbnb, and Google. These tech giants have extended their reach beyond their specialty offerings like accommodations, flights, and rentals, delving into the world of tours, activities, and unique local experiences.
- TripAdvisor Experiences, Travel Local, and Airbnb Experiences are carving out niches within the digital tourism space, offering convenience and variety at the click of a button.
- Lastly, Asia, the tour operator previously specializing in Asian destinations, and Lidl Travel demonstrate the market's adaptive nature. Asia's pivot to French domestic tourism and Lidl Travel's significant increase in local offerings speak to the agility needed in the face of fluctuating travel trends and external impacts such as global health crises.
In the tapestry of the tailor-made travel market, these main players each weave their thread, contributing to a vibrant, rich, and intricate industry that continuously adapts to the calls of modern adventurers and the rhythms of global change.
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Détail du contenu
Informations
- Nombre de pages : 30 pages
- Format : Version digitale et PDF
- Dernière mise à jour : 26/11/2021
Sommaire et extraits
1 Market overview
1.1 Scope of the study
The custom-made journey is a sub-segment of the tourism sector that is defined by the possibility for the traveller to build his stay "à la carte". The players offering tailor-made trips act as an intermediary between the end customer and the local partners, and therefore design unique trips that meet the expectations of each individual.
Traditionally, a distinction is made between:
- the tour operators who design tourist stays in the form of "packages" that combine the services of several suppliers (airlines, hoteliers, restaurateurs, leisure providers, etc.),
- the travel agencies who market tourist stays.
However, the distinction between these two professions is becoming increasingly blurred. In addition to the above, some travel agencies organize the trips they market themselves and some tour operators are taking advantage of the development of online sales and going directly to the end customer. [INSEE]. We are witnessing a strong concentration of the sector, making the distinction even more obsolete. The various players, more or less specialized, are increasingly interchangeable, and try to distinguish themselves through digital offers more comprehensive and environmentally friendly.
The sector is experiencing a strong dynamism in Europe as well as in France, fuelled by a desire to customize trips. This is the result of a desire to move away from mass tourism. Travel agencies and tour operators generated a turnover of around 170 billion in 2016 in Europe. The activity of French travel agencies and tour operators, meanwhile, is among the most dynamic in Europe behind Germany, the United Kingdom and Spain, with a turnover of 13.3 billion euros in 2019.
1.2 The European market is booming
Turnover of travel agencies and tour operators EU (***), ****-****, billion euros Source: ****
The turnover of travel agencies and tour operators increased overall over the period. This growth is mainly due to the dynamism of the activity of travel agencies and tour operators in the United Kingdom, in Germany and in Spain, whose ...
1.3 The French market
Turnover (***) of travel agencies and tour operators France, ****-****, billion euros
The activities of travel agencies are grouped under the NAF code **.**Z. It includes the activities of agencies principally engaged in the sale, at wholesale or retail level, of travel services, tour packages, transport and accommodation. From the turnover provided ...
1.4 Tourism and Covid
French tourists
Covid has a significant impact on the daily life of the French. However, in June ****, a large majority of French people were planning to go on holiday, mainly in France. [***]
Travel agencies and tour operators
The entire industry has suffered from the consequences of Covid-**, starting with the border ...
1.5 Leaders mondiaux du tourisme en ligne
Booking.com est le site web de voyage et de tourisme le plus visité au monde en juillet ****, attirant près de ***,*M de visites mensuelles. En deuxième position, tripadvisor.com a reçu ***,* millions de visites au cours de la même période. Airbnb.com a également obtenu ...
2 Analysis of the demand
2.1 Travel agency and tour operator customers
Breakdown of turnover of the travel agencies and tour operators sector by type of customer France, ****, % of revenue Source: ****
The main customers of travel agencies and tour operators were companies in ****: they generated **% of the turnover in ****. This was followed by individuals, who accounted for **% of the turnover of travel agencies ...
2.2 Typical holidays of the French
French summer holiday habits
France was the country with the highest holidaymaker rate in Europe in ****: **% of respondents intended to take a summer break, knowing that the European average is **%. [***]
The holiday patterns were relatively traditional. Indeed, the vast majority are considering staying in France : despite a * percentage point drop compared ...
2.3 The French are looking for originality
A desire to break away from standardized travel
The standardization of travel has gone hand in hand with the democratization of tourism. However, although mass tourism remains a reality in its own right, niche and high-end travel is becoming increasingly popular. Indeed, the French are increasingly looking for destinations less frequented ...
2.4 Online booking is gaining ground
Channels used for destination selection Europe, ****, % of respondents Source: ****
When choosing a destination, Europeans use both online and physical channels. However, when it comes to choosing accommodation, they prefer the Internet.
Reservation of stays France, ****, % of respondents Source: ****
A large proportion of French people prefer to plan their trip themselves and ...
2.5 Seasonal demand
Turnover from package tours by geographical area and season France, ****, thousands of euros Source: ****
Demand varies according to the season. This difference is felt in terms of turnover, but especially in the number of customers. Package travel generated a turnover of €*.* billion for *.* million customers in summer ****, compared to €*.* billion for ...
3 Market structure
3.1 Diverse players: specialists, generalists, and digital giants
Various players are involved in the market
Traditional specialist players such as Voyageurs du Monde, Le Monde à La Carte and Les Maisons du Voyage. These Companies focus on customer relations and ultra-personalized offers. Specialized Internet-only players, such as Marco Vasco or Evaneos, which rely heavily on digital tools and lower fixed ...
3.2 Core business: products and distribution channels
Breakdown of sales of travel agencies and tour operators by type of activity France, ****, % of revenue Source: ****
More than two thirds of the sector's turnover is generated by the design of trips: these trips are sold in equal parts to other companies or directly to the final customer. **% of the turnover ...
3.3 A concentration movement
Number of travel agencies and tour operators France, ****-****, number of establishments Source: ****
The number of travel agencies and tour operators has declined steadily over the past few years: while there were **** travel agencies and tour operators combined in ****, there are only **** in ****. This decline is also verified in the number ...
3.4 Uneven distribution across the country
Distribution of travel agencies and tour operators on the territory France, ****, number of establishments by region Source: ****
The establishments are largely concentrated in Île-de-France: **% of travel agencies and **% of tour operators are located in Île-de-France.
4 Analysis of the offer
4.1 Intermediaries between the client and local actors
Source: ****
Companies offering tailor-made trips serve as intermediary. The agencies work with different partners: hotels, pensions, bed & breakfast, etc.
The most important costs are incurred in the destination countries, hence the importance of having local partners (***), the price charged for all the services being very close to the cost price.
The ...
4.2 A responsible industry
Industry players are developing strategies for reducing greenhouse gas emissions, offsetting carbon and actively participating in the ecological transition.
The ATR label (***) brings together companies claiming to offset their CO* emissions **% from ****, then ***% from ****, through climate solidarity projects.
Since ****, the ATR label has brought together companies that offer travel that respects ...
4.3 An evolving offer
The travel agency business has changed enormously in recent years: although they sell fewer airline tickets, they are still very popular for cruises, honeymoons and tailor-made trips. They reassure travellers about their choice of destination and guarantee follow-up and after-sales service in the event of a problem. We are witnessing a ...
5 Regulation
5.1 Regulations
According to the article ** of the law of ** July **** (***), a tourist package is the service :
Resulting from the prior combination of at least two transactions relating respectively to transport, accommodation or other tourist services not ancillary to transport or accommodation and accounting for a significant proportion of the package ; Exceeding twenty-four ...
5.2 The impact of the coronavirus
Following the coronavirus crisis, the government introduced the order no. ****-*** of ** March **** the purpose of this ordinance is to protect travel professionals who are forced to cancel trips, or who are forced to cancel by their customers. The order allows travel agents who are unable to make a refund immediately ...
6 Positioning of the actors
6.2 Segmentation
- Voyageurs du Monde Groupe
- NG Travel
- Evaneos
- Tripactions
- Chilowé
- Worldia
- TravelPerk
- Comptoir des Voyages
- Marcovasco
- Cercle des Vacances
- La Route des Voyages
- Navan
- Les Maisons du Voyage
- Amplitudes
- Odysway
- Grand Angle
- Promoséjours
- Terres de charme
- Akaoka
- Quartier libre
- Sensations du Monde
- Selectour Affaires
- Tirawa
Liste des graphiques
- Chiffre d'affaires (HT) des activités des agences de voyage et voyagistes
- Répartition du chiffre d'affaires du secteur des activités des agences de voyages et des voyagistes par type de clientèle
- Top des villes que les Français rêvent de visiter
- Destination des touristes pour l'été 2021
- Destination des touristes pour l'été 2021
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Dernières actualités
Voyage : Evaneos espère devenir la plaque tournante du tourisme durable - 12/10/2023
- Evaneos a été fondée en 2009.
- L'entreprise met en relation ses clients avec 600 agences partenaires.
- Evaneos prélève une commission sur les ventes légèrement inférieure à 15 %.
- L'entreprise prévoit d'enregistrer un volume d'affaires supérieur à 200 millions d'euros en 2023.
- Depuis 2019, les voyages au Mozambique ont été multipliés par deux, tout comme les pays baltes ou le Nicaragua.
- Evaneos est déjà présente hors de France en Espagne, en Italie, en Allemagne, et aux Pays-Bas et prévoit d'accélérer son développement sur ces marchés.
WORLDIA : 25 millions d'euros pour réinventer le voyage sur mesure - 11/05/2023
- Levée de fonds de 25 millions d'euros pour Worldia.
- Première levée de fonds en 2019.
- Trois nouveaux investisseurs majeurs : Crédit Mutuel Innovation, Banque des Territoires (Caisse des Dépôts) et FrenchFounders.
- Investisseurs historiques : Red River West, CapHorn et RAISE Ventures.
- Worldia, fondée en 2013, spécialisée dans les voyages sur mesure.
- Collaboration avec 2 000 à 2 500 agences en France sur un total de 4 000.
- Prévision de couvrir 70% des agences françaises dans les 12 à 18 mois à venir.
- Partenariats avec des acteurs du e-commerce tels que Veepee et Cdiscount.
- Collaboration avec des prestataires finaux comme compagnies hôtelières, aériennes et entreprises de location de voitures.
- Expansion internationale déjà en cours en Allemagne, Belgique et Espagne.
- Tests concluants aux États-Unis, Royaume-Uni et Pays-Bas.
- Accélération du déploiement en Europe et en Amérique du Nord.
- Ambition de viser un chiffre d'affaires d'un milliard d'euros dans les années à venir.
- Renforcement de la connectivité avec des partenaires tiers et développement de nouvelles fonctionnalités alimentées par l'intelligence artificielle.
Voyageurs du Monde : une forte reprise en 2022 qui se poursuivra en 2023 - 19/04/2023
- Chiffre d'affaires en 2022: 497,3 millions d'euros
- Croissance du chiffre d'affaires en 2022 par rapport à 2019: 2%
- Part du chiffre d'affaires réalisée à l'international en 2022: 32%
- Résultat net en 2022: 29,9 millions d'euros
- Perte en 2021: 0,3 million d'euros
- Bénéfice en 2019: 20,3 millions d'euros
Lionel Habasque met Terres d'Aventure en marche - 27/03/2023
- Avec quinze marques - dont Terres d'Aventure, Comptoir des Voyages, Nomade Aventure ou Allibert Trekking -, le groupe emploie 1,500 personnes pour 430 millions d'euros de chiffre d'affaires en 2022
- - 487 millions d'euros de chiffre d'affaires avant la pandémie
- - Terre d'Aventure - 24 % taux de croissance - 160 salariés
Tripactions: La start-up vient de boucler une levée de fonds de 300 millions de dollars qui la valorise 9,2 milliards - 06/01/2023
- TripActions, un spécialiste du voyage d’affaires vient de boucler une levée de fonds de 304 millions $
- Valorisation 9,2 milliards de dollars
- 8800 clients
- Un des atouts de la solution est une interface utilisateur simplifiée avec un traitement numérisé et automatisé des notes de frais
Le spécialiste du voyage d’affaires TripActions décolle - 28/11/2022
- Spécialiste du voyage d’affaires
- levée de fonds de 304 millions de dollars
- Valorisation : 9,2 milliards de dollars (1,4 milliards$ en 2020)
- 8800 clients
- Interface utilisateur simplifiée avec un traitement numérisé et automatisé des notes de frais
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