For properties wishing to attract a high-contribution clientele from international markets, using a network of specialised commercial representation offices is a wise strategy. This approach allows you to benefit from a network of experts who understand not only the specifics of the different market segments, but also the best practices for effectively reaching these customers. Whether it's for the business segment (individuals or groups for MICE), top-of-the-range leisure, or distribution via alternative sales channels, such a network offers a multitude of advantages, which we will explore below.
1. Targeted Expertise for Each Market Segment
A network of specialised representative offices is distinguished by its ability to segment different markets and propose strategies tailored to each type of customer. For example, a hotel looking to attract business travellers will not implement the same marketing actions as a property looking to appeal to high-end leisure travellers. Here's how this type of service can meet the specific needs of each segment:
Individual and group business customers (MICE): Business travelers are above all looking for fast, efficient and personalized service. A network of sales representation offices enables hotels to position themselves with major companies and access professional networks that are often difficult to penetrate without a well-established intermediary. What's more, when it comes to MICE (Meetings, Incentives, Conferences, and Exhibitions), managing business groups and events requires well-honed logistics, which these experts master perfectly. Thanks to a network of experts, hotels can maximize their presence in distant markets and at key trade shows.
High-end leisure customers: These travelers seek unique experiences, personalized service and luxury accommodations. A network of specialized representative offices can help hotels position themselves with luxury travel agencies, specialized tour operators and high-end booking platforms. They can also facilitate partnerships with luxury brands to offer exclusive packages, an essential approach to attracting high-value customers.
Distribution via alternative and complementary channels: Hotel distribution has become increasingly complex with the multiplicity of online booking platforms. For establishments wishing to diversify their sales channels beyond traditional OTAs (Online Travel Agencies), a network of experts can identify alternative channels that enable them to reach new market segments. This could include specialized platforms for luxury travel, partnerships with concierge companies, exclusive offers via private clubs or any other relevant market niche.
2. Direct Access to International Markets
Another key advantage of using a sales office network is the access it offers to international markets, which are often difficult to penetrate without a local presence or specific expertise. It's a good idea to approach networks with a global presence and offices in many countries, giving hotels access to customers in strategic regions such as Europe, Asia, the Middle East and Latin America.
These offices have in-depth knowledge of local trends, cultural expectations and the particularities of different market segments. For example, a high-end Asian customer may be looking for a very different experience from an American customer. The role of a representative office is therefore to ensure that the hotel offers something that resonates with each type of customer.
3. Marketing Expertise and a Multichannel Approach
Another major advantage of a network of representative offices lies in its mastery of modern marketing tools and its ability to develop multi-channel strategies. To attract high-end international customers, it's not enough to be present on traditional platforms. It's essential to implement targeted campaigns, public relations initiatives, exclusive events and cutting-edge digital communications.
Digital marketing: With the evolution of technology and the growing use of social networks, online visibility is crucial to attracting international clientele. A network of specialized representative offices can help hotels create impactful digital campaigns, from search engine advertising to influencer campaigns on Instagram or LinkedIn, to personalized newsletters.
Public relations and events: Organizing exclusive events for opinion leaders, bloggers, influencers and celebrities can also help a hotel gain notoriety in international markets. The network of experts can not only organize these events, but also guarantee targeted media coverage.
4. Better Management of Relationships with Intermediaries
Another crucial advantage of working with a network of representative offices is managing relationships with intermediaries such as travel agencies, tour operators and MICE agencies. Thanks to their network, these offices give hotels access to exclusive partnerships with major players in the tourism sector, making it easier to promote their establishments in key markets. In addition, these intermediaries enable hotels to offer tailor-made packages, including complementary experiences such as private tours, or VIP access to events.
5. Travel Trends for 2023-2024 in the French Market
The post-pandemic period has seen significant changes in travel habits, both in terms of business and leisure travel. In 2023 and 2024, several key trends are emerging in the French market, both for travel to France and internationally:
Business travel and MICE: With the rise of telecommuting and virtual meetings, business travel experienced a momentary decline but is gradually recovering. However, there is increased demand for more focused meetings, high-quality face-to-face events, and team-building experiences. Companies are now looking for venues offering a unique setting, with modern technological facilities and personalized services. What's more, MICE is turning towards more eco-responsible events, a trend that is becoming unavoidable.
Individual tourist travel: French travelers now favor longer, more immersive stays, and often in less-visited destinations. The emphasis is on authenticity, well-being and sustainability. In addition, there is a growing demand for tailor-made experiences, from private cultural tours to wellness retreats and gastronomic adventures.
Group travel: Group tourism, although affected by the pandemic, is making a strong comeback, particularly for cultural tours and cruises. Groups are looking for unique experiences, often in atypical destinations, with a strong cultural and environmental dimension.
International travel: The French continue to favour long-haul destinations, particularly in Asia, North America and Africa. However, proximity to Europe and intra-European travel facilities are also encouraging more frequent stays in neighboring countries, with strong demand for Mediterranean sun destinations, as well as urban getaways and nature vacations.
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