Research Insights Dominant domestic French brands drive supplier-direct online sales

Dominant domestic French brands drive supplier-direct online sales

May 2023
Phocuswright Research

France's worsening economic climate is negatively impacting the travel market forecast, prompting the French government to step up its support of the country's travel industry with a €1.9 billion "Destination France" strategic plan to revitalize French tourism through long-term investment in sustainable infrastructure.

However, there are bright spots in travel distribution dynamics, with online penetration of France's travel market continuing a steady ascent, driven by the efforts of both suppliers and intermediaries to boost digital transactions through online and mobile channels. According to Phocuswright’s latest travel research report France Travel Market Report 2022-2026, supplier-direct online channels accounted for 37% of travel gross bookings in 2022, well ahead of OTAs, which held a 14% share (see figure below). Every French travel supplier segment boasts at least one major domestic brand with the budget, resources and digital expertise to drive supplier-direct online sales.

Despite being overshadowed by large travel suppliers, OTA gross bookings still rose substantially in 2022, thanks largely to the return of foreign tourists to France.

Phocuswright Chart: France Total Gross Bookings Share By Channel
(Click image to view a larger version.)

This report provides a comprehensive view of the France travel market, including detailed market sizing and projections, distribution trends, analysis of major travel segments, key developments and more.

Other reports in the Europe Travel Market Report 2022-2026 series (available now or publishing soon):

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