Data breaches: why tourism must secure its entire supply chain [ABO]


La taille d'un acteur ne dit rien de sa sécurité. Elle dit seulement l'ampleur de ce qu'il expose - DepositPhotos.com, sdecoret

Hurtigruten


This summer, France experienced data leaks. And tourism, for its part, sells trust.

While the sector rode its peak activity, the country lived another high season. About fifty data breaches confirmed by their own victims in August alone, according to the tally kept by FrenchBreaches as of August 23.

The Directorate-General for Public Finances, with more than 670,000 taxpayers exposed via an internal tool linked to impots.gouv.fr, then more than two million property owners via cadastral data.

The Ministry of National Education, 43 gigabytes. SFR and its 2.1 million accounts. Intermarché drive, 1.7 million. The Civil Protection, 525 000 profiles, including minor volunteers. Inserm, Santé publique France, Bloctel, the Hospices Civils de Lyon, the national dog and cat identification file, the French Handball Federation.

You may notice there is no tour operator, no hotel chain, no travel agency, nor incoming operator. That is precisely why you should read this list.

Because what Summer 2026 has brought back on the table is not a sector issue. It is a matter of trust, and trust is the raw material of your trade, far ahead of mine.

I am going to do something unusual in these pages: speak very little about tourism, and a lot about the resilience of a company when it takes a hit.



Size has never been a guarantee, and summer just proved it

Look at who has been touched. The State, that is, the organization with the largest budgets, the biggest workforce, and a dedicated national agency.

A telecom operator, meaning a company whose core business is the network. A major retailer. Three months earlier, in May, it had been Pierre & Vacances-Center Parcs, Belambra and Gîtes de France within 72 hours, i.e., the most established players in the French hospitality sector.

Read on this: Three breaches in three days: why tourism will have to prove its security

It follows, then, that the uncomfortable conclusion is warranted: the size of a player does not say anything about its security. It only reveals the extent of what it exposes.

When you pick a booking engine, a channel manager, a CRM, or a payment provider, assuming that a large supplier is automatically a reliable one is a mental shortcut, not an analysis.

Our brain equates notoriety with reliability because it is energy-efficient, and because it relieves us of making an uncomfortable decision. Attackers know this reflex better than we do and live on it.


Find all of Christophe Mazzola’s articles by clicking this link.


You are not always the target. You are sometimes the path

The biggest August case did not involve any big brand. It targets BlgCloud, a French publisher of an ERP used by dealers, rental companies, and distributors of agricultural and construction equipment.

The attacker claims access to around 159 client environments out of the 230 the platform supports; the publisher acknowledged the intrusion on August 8 and only confirms thirteen. Whatever the number, thirteen companies have since reported a breach related to this incident, for a total of 185 gigabytes. None of them were hacked. They were affected.

The CNIL’s annual report, published in May, quantifies this mechanism with brutal clarity. The authority received 17,802 data-violation notifications in 2025. It removed 11,635 from its trend statistics because they all stemmed from the compromise of two software publishers and cascaded down from their clients.

Two providers alone accounted for two-thirds of that year’s notifications.

In tourism, the Gîtes de France breach went through the servers of its IT service provider, not through its own.

And you must read this mechanism in both directions. If a compromised provider exposes its clients, a small organization that is compromised exposes those it serves.

Your access key to a major tour operator’s system, your partner access to a reservation hub, your email account authenticated with a client that treats your messages as legitimate: all of this is worth far more to an attacker than your own customer base.

Your small size is not protection. In a highly interconnected ecosystem like yours, it is a commercial argument for the attacker aiming higher.


What protects has never been front-page news


Polite paranoia

I sign off my statements with a phrase that sometimes brings a smile: politely paranoid. This isn’t a posture of mistrust toward people, which would be intolerable in a hospitality role. It is the refusal to grant default trust, and the habit of verifying it without becoming insufferable.

It means asking your providers the questions you wish your own clients would ask you:

– where are my data hosted?

– how many of your employees can read them?

– within what timeframe will you notify me in case of an incident, and by what channel?

– when was your last penetration test, and what were the results?

– what happens to my data the day I leave?

These questions require no technical expertise. They merely require accepting a moment of awkwardness in a business relationship, which is often the real obstacle.


Restoring trust is not announced, it is demonstrated

Trust is not rebuilt by a reassuring press release, and certainly not by the line heard all summer that no banking data is involved. It is rebuilt through verifiable actions.

The first is what you do not hold. A reservation history going back to 1995, as seen with Gîtes de France, is not an asset; it becomes a liability. Each year kept unused is another year offered to whoever might come in. A deletion policy is a security measure, not a legal formality.

The second is your ability to speak quickly and accurately. The 72 hours of the GDPR are not a communication objective; they are the window in which your client decides whether to keep trusting you. The CNIL, which issued 487 million euros in fines in 2025 and sanctioned for the first time a subcontractor on par with a data controller, has announced it will tighten its checks in 2026 on large databases. Silence now costs both sides.

The third is the most profitable, and no one is exploiting it. Make security a business argument. Tourism knows how to market an environmental standard, a quality label, a service certification. It does not yet know how to tell a client, or a principal, what it does with their data and why it does it better than a competitor. Yet this is the only realm where trust can be rebuilt faster than it is lost.

The regulatory calendar, however, will not help you. The NIS2 directive should have been transposed in France by October 17, 2024; the Resilience bill was adopted by the Senate in March 2025 and is still awaiting passage in the Assembly, now hoped for September.

On July 8, the European Commission referred France to the Court of Justice of the European Union, seeking daily fines. And once the text is approved, entities will have three years to comply.

Do not wait for that timetable, because it is not the one that will compel you. Your real deadline is the next security questionnaire your biggest client will send you. Article 21 of NIS2 requires every regulated entity to secure its supply chain, meaning it will audit you, whether you fall within the text or not.

The market will regulate before the legislator, and it already is doing so.

The day an op operator tender includes a serious security annex rather than a checkbox, the sector will have stopped outsourcing trust to parties it does not evaluate.

Until then, trust will continue to be misplaced at that exact spot where no one watches: at the neighboring service provider.


Who is Christophe Mazzola?


Photo : Christophe Mazzola

Christophe Mazzola is a cybersecurity expert, founder of the Cyber Academy and head of the GRC practice at Cresco Cybersecurity.

His objective: make cybersecurity accessible to everyone.

A speaker, author, and CISO, he supports companies and institutions with a pragmatic approach to digital security, at the crossroads of leadership, pedagogy, and digital sovereignty.

Cultural Travel: The Voyage Companies Revive the Terra Incognita Brand [ABO]


Les Compagnies du Voyage font renaître la marque Terra Incognita - Capture écran

Hurtigruten


After revitalizing Adventure and Volcanoes, Les Compagnies du Voyage continues its development with the revival of Terra Incognita.

Jean-Christophe Guérin, the group’s President, already knew Terra Incognita from its original history.

The brand had been created at the end of the 1990s within the Atalante universe, then put to sleep in 2010. Guérin learns at the end of 2025 that it was still owned by the original group.

« If you do nothing with it, I’m interested. I’d be willing to take it back. I might have a project », he says.

Without a clearly defined idea at the outset, the conflict in the Middle East that erupted in late February accelerates its implementation. With an objective: to fidéliser the clientele on other types of travel.



Cultural journeys through experiences

<img src=”https://www.tourmag.com/my/tourmag/site/version2020/regie-video/pixel.png” width=”1″ height=”1″ style=”border:0px” id=”debloquage_article_abonnement”>With Vie Sauvage, a specialist in nature and wildlife travel, Fika Voyages for walking, cycling and train journeys, and Aventure et Volcans around the discovery of volcanoes, the group already had a strong positioning in adventure and discovery travel.

However, to keep this clientele engaged, Jean-Christophe Guérin needed a new string to his bow: « For the last two years, we have noticed that the people who travel with us and are very satisfied do not necessarily want their next project to be a nature trip. For many, it’s more of a cultural journey » he explains.

« Terra Incognita takes a place somewhat in mirror of what Vie Sauvage does in tailor-made fashion, in a more cultural dimension », the leader continues.

This cultural dimension, Les Compagnies du Voyage want to develop through discoveries, but also through experiences.

The brand will thus be able to offer a meeting with an artisan who exceptionally hosts travelers, a dinner at private homes sharing a passion, an immersion in an artistic universe or access to experiences that are hard to find in traditional tourist circuits.

« Each of us has our own Terra Incognita, he emphasizes. « Because we do bespoke travel, we want to start from what the client shares with us, from their desires and imagination, to then build the itinerary. This is how we want to launch the project. »


Terra Incognita: around fifteen destinations


Jean-Christophe Guérin - Les Compagnies du Voyage

Some experiences may be offered only once or twice a year, depending on the availability of people or the events involved.

Terra Incognita could also construct trips around festivals or events with a cultural, artistic or religious dimension. Small-group departures are also contemplated when the experience itself justifies sharing the journey with other participants or with an expert.

These collective departures should however remain minority, around 5 to 10% of the offer. Around fifteen destinations should form the initial base of the offering, with a presence in Europe, in Asia, in India and in Oceania. But the principle is to be able to respond to a much broader demand.

« This can also be in France. » adds the leader. The tour operator intends to rely on the know-how of the current teams: « 50% of the employees have knowledge that goes beyond the scope of the current brands. »

The group will also rely on independent consultants and specialists capable of intervening on specific topics.


The full Terra Incognita site is set to launch in the autumn. In the meantime, the brand is already developing its universe around a dream box, designed as an entryway to travel.

In some cases, Terra Incognita may even push the element of surprise further, letting the traveler discover their program progressively, or even at departure.

« We take the brief and let them discover their trip, either at the airport, or day by day, as it unfolds », describes Jean-Christophe Guérin.

An approach that echoes the notion of a journey into unknown land

Nathalie Bueno: The Complementarity with Contrastes Voyages Is a Breath of Fresh Air [ABO]


Le groupe Contrastes rachète les parts de François-Xavier de Boüard - Crédit photo : NB

Hurtigruten


Having helped shape tourism of yesterday and today, the baby-boomer generation is gradually edging toward retirement.

This postwar generation, which witnessed the explosive growth of travel, built thousands of clubs and businesses and now accounts for about 22% of the French population.

At Selectour, leaders aged 60 and above make up 25% of the workforce, and more importantly, they want to sell. With retirement comes the question of what lies ahead for their enterprises.

François-Xavier (de Bouärd, ed.) turned 70 this summer, and he welcomed his ninth grandchild. The question of the company’s capital future was now on the table.

There were two options. The first was that I take over Secrets de Voyages on my own, or that I partner with someone.


On a personal level, I favored a partnership, provided I could sense a real alignment with potential buyers, share values—both human and professional—and a common vision.

We had two meetings, one with Contrastes and another with another organization
“, recounts Nathalie Bueno, chief executive officer of Secrets de Voyages.



Secrets de Voyages and Contrastes: it all started with a word whispered by… a receptive operator!

In both personal and professional life, every story or twist can be sparked by a single encounter. This is the case with the purchase of François-Xavier de Bouärd’s shares, the president of Secrets de Voyages.

A decade after taking over the tour operator, the leader was seeking an exit route to enjoy a well-deserved entrepreneurial retirement, following a long and fruitful career.

And the proposal came through an unexpected channel—via a supplier.

Our Asia-based receptive partner, who also collaborates with Contrastes, met the leaders a few weeks ago.

They told him that the group wanted to broaden its influence a bit. They are well established in the south of France, but the segment of very high-contribution clients is largely centered in Paris.

They were looking for a company with a strong reputation, positioned in ultra-luxury, and with autonomous leadership. So our receptive partner suggested Secrets de Voyages
“, explains the CEO with a smile.

Then, after a discussion, the obvious path became clear. The future of the concierge business would follow in the footsteps of Contrastes, a company generating 7 million euros in revenue across diverse areas such as tailor-made travel, golf-focused stays, and event organization.


Secrets de Voyages: “we were still quite alone in our corner”


Secrets de Voyages : développer sa clientèle, affréter et lancer de nouvelles brochures grâce à son rapprochement avec le groupe Constrastes - Crédit photos : Contrastes
This rapprochement should not eclipse Secrets de Voyages; it should elevate it.

It’s fantastic news, because it means I will never be alone again, and that’s wonderful.

Not that I was really alone, as François-Xavier was there, and this entrepreneurial venture has been an extraordinary opportunity. Yet, even with two people at the helm, we were still operating in isolation.

If we had the freedom to act and the agility of a small organization, the trade-off was that we were limited by our financial and human resources.

To move to the next level, there were not fifty options. We needed to equip ourselves with additional means and competencies.

Since Contrastes is multidisciplinary, we will be able to meet all the demands of our clientele
“, says Nathalie Bueno, delighted to remain in her role after the share purchase.

The small team will now be able to respond to all the wishes of its travelers, whether they are on the far side of the world, on a golf green, or organizing a team meeting in southern France, and also beyond.

To read: The luxury, Secrets de Voyages edition

It remains to be seen how this complementarity will work on a daily basis.

This complementarity is, to me, a breath of fresh air. A company capable of renewing itself, expanding its scope, and growing the skills and knowledge of its members can only be a win for all involved.

For the coming years, we want to truly enjoy our time within Secrets de Voyages
“, Nathalie Bueno tells us.


Secrets de Voyages: expanding its client base, chartering, and launching new brochures

The company remains fully autonomous and becomes one of the group’s strong brands.

We enjoy a modest reputation, at least in B2B. Moreover, our model is mixed, unlike Contrastes, which operates only B2C.

Our ambition is to restart growth in the Paris region and to expand our client base there. Having a larger team to lean on will allow us to go on the offensive.

I want to publish magazines and brochures tailored for our clients, including a publication dedicated to women, another on luxury train cruises and on exceptional ships we could charter. Fifty percent of our sales happen outside brochures, so a good portion starts from a clean page.

Conversely, technologically, we have a bit of an advance and also a strong ground contracting with many hotels. We will therefore assist Olivier de Nicola and Jean-François Fréméry’s teams on these points, while they will help us with air travel and other internal applications.

The idea is to combine the best of both worlds
“, elaborates Nathalie Bueno.

The chief executive runs a team of five, serving nearly 700 clients per year.

Secrets de Voyages defines itself as a concierge service, guiding its travelers in every detail, able to open doors to the finest Swiss watch maisons, to deliver highly specific sun creams by air, or to deploy a banner on a Venice bridge for a marriage proposal.

Agency Manager: “The State Took One-Third of My Earnings Until Retirement!” [ABO]


Une vie bien remplie est aussi un gage de contribution pour nos finances publiques, le principal coût étant lié à l’arrêt de l’activité et à la transmission - Photos : Bertrand Sampeur et DepositPhotos.com, AndreyPopov

Hurtigruten


Iris was born in Andalusia to a Spanish father who is an architect and a French mother who works as a midwife. The second of three siblings, her older brother Jason is two years her senior.

In the year following her birth, her family decides to settle in France, in the beautiful city of Lyon, after a professional opportunity opens up for both parents.

It is in this splendid city, nourished by two rivers, that Iris grows up in a lovely apartment perched on the slopes of Croix-Rousse, within a close-knit and happy family.

During her childhood, the young girl naturally remains under her parents’ care. Until she turns 18, her needs are limited to basic necessities and a few leisure activities.

Based on an average annual consumption budget of 9,600 euros for 18 years, Iris thus paid 18,904 euros in VAT to the State on her consumption.

Once she becomes an adult, she decides to become a travel agent, her parents having passed on to her a taste for discovering civilizations and foreign cultures.

It is then that she chooses to pursue quality education at a business school renowned for its programs in Aix-en-Provence (I will not name it, but you will recognize it!). Coupled with an MBA, it is a total of five years of study that follow, giving her a solid foundation for her future career.

In order to relieve her parents financially, Iris works during school holidays, earning income that is exempt from tax and allowing her to have more financial ease. However, no social assistance is granted to her. Therefore, like every student, every cost is accounted for.



Studies… to the profession of travel advisor

During these 5 years, her budget rises considerably and averages 2,800 euros per month, covered by her parents for 2,000 euros and 800 euros from her additional income.

It must be admitted that Iris already begins to travel, which weighs a bit on her budget but reinforces her in her professional choice.

During this five-year period, Iris has contributed 14,750 euros not indexed to the State in VAT on her consumption.

With her MBA in hand, the young woman begins to look for work and sends her résumé to cities near airports to better organize her own trips.

This is how she is selected by a tour operator in Annemac—oops, Annecy. A great position for her, being near Geneva and Lyon airports, which offers her many departure options.

It is in this company that Iris truly moves from theory to practice (even though she has already completed internships and occasional assignments while learning). Placed in a wonderful team, she discovers all aspects of the job over five years.

With a net monthly income of 2,200 euros that she spends entirely in her living expenses, she triggers her first income tax payment of 1,800 euros per year (9,000 euros over the period) and allows the State to recover 7,600 euros in VAT on the products of her consumption.

It is at this moment in her life that Iris decides to embark on creating a travel agency.


Starting a travel agency: VAT, income tax and corporate tax

After searching for the ideal place to establish herself, Iris decides to set up her travel agency in Old Nice, where it is so pleasant to stroll before dining on a typically southern dish.

At the age of 28, the young business owner has very little savings, with all her budget going toward travel! She therefore seeks family and friends’ help, installation-assistance platforms, and, of course, a bank.

Having gathered the necessary funds, she launches the creation ex nihilo with taking a lease on a local, its fitting out, and she creates a pretty agency in Mediterranean tones after obtaining registration with Atout France, her financial guarantee, her management and invoicing tools, her website, etc.

And thus, from the age of 28 to 65, Iris will manage her agency with the ups and downs of fortune: global geopolitical crises, epidemics, staff management, IT issues, etc., but also her sources of enchantment, such as discovering new destinations with her referenced TOs, meeting clients, sharing experiences, etc.

The average income level for Iris during this period hovers around 2,800 euros net with occasional bonuses, bringing her total average net income over this period to 4,000 euros.

During her career, Iris will have enabled the State to collect 118,000 euros of VAT on her consumption as well as 228,000 euros of income tax.

Her company did not pay much corporate tax, except in the early years to build up working capital and repay loans, amounting to 40,000 euros.


Selling her agency… at what price?

In the meantime, Iris has met the person with whom she will have the chance to conceive Anaé, her only daughter, who today shares her love of travel without it having become a professional pursuit.

Unfortunately, that romantic partnership did not last, leading to a separation after 15 years of life together.

At 65, Iris ultimately decides to sell her travel agency for a substantial 300,000 euros. Benefiting from retirement-exemption provisions, she is taxed on this amount only for social contributions, at 18.6%, thereby escaping income tax of 12.8%.

The amount due to the State for her sale thus stands at 55,800 euros, leaving her with a disposable sum of 244,200 euros.

Owns her apartment, Iris then goes to her notary to plan its transmission to her only daughter Anaé, and to obtain a calculation of inheritance tax in case of death.

She informs him of her assets:

a principal residence apartment valued at 380,000 euros and fully paid for after many years of loan repayments on a 20-year mortgage ;

520,000 euros in cash resulting from the sale of her business, savings (220,000 euros) and her parents’ inheritance (60,000 euros).

The notary informs her that she is entitled to only a 100,000 euro allowance for calculating inheritance tax, bringing the burden to 182,961 euros!

Thus stands Iris’s life-and-economy balance sheet:


Gérant d'agence : "L'Etat a pris un tiers de mes gains jusqu’à ma retraite !" [ABO]


Daniel Borja, expert-comptable et commissaire aux comptes

Terra Australia: Behind the Scenes of a Premium Bespoke Specialist [ABO]


La Coupe du monde de rugby 2027 va concentrer l'attention du marché français sur l'Australie. L'occasion, pour le sur-mesure premium français, de démontrer ce que l'humain peut encore apporter face à un événement de masse - Photo : Sébastien Cros, WeTravelAustralia™

Hurtigruten


On the French market, Australia-focused incoming operators form a diverse landscape with complementary positions.

Across Australia, a historic operator founded in Sydney and now owned by the Canadian Goway group since 2023, is today led by John Feenaghty, Managing Director.

JCM Destination Australia, established in 1998 by Jean-Christophe Merlant and present in Sydney, Cairns and Auckland, has repositioned itself on the MICE (Meetings, Incentives, Conferences, Events) segment and group operations, with a multilingual Francophone team.

Terra Australia, a relatively newer outfit, positions itself in premium tailor-made travel at a measured volume, exclusively B2B Francophone.

AOT Inbound is represented in France by Gary Paterson, General Manager Global Sales and Marketing, and Pan Pacific Travel by Sandra Feustel.

Among this diversity of approaches, Terra Australia embodies a singular stance: to refuse volume in order to preserve flexibility, to invest in long-term human relationships with Australian partners, and to defend a premium tailor-made approach rooted in field knowledge.

A perspective that deserves focus, at a moment when artificial intelligence is reshaping the production chains of tourism.



Premium tailor-made is not what you think


Le sur-mesure premium australien se concentre sur l'expérience - Photo : Sébastien Cros, WeTravelAustralia™

The first misconception to debunk: Australian premium tailor-made travel is not simply a sequence of five-star lodges.

For me, premium FIT is about focusing on the experience, not just the five-star accommodations“, says Alexandre El-Habouz, France head of Terra Australia.

When you return from a trip, you don’t remember where you slept. You remember the moments, the instants, the energies you perceived.

So premium tailor-made is not, for Terra, about the category of lodging, but a strategic stance: putting the human at the heart of the journey, and designing each itinerary as a precise answer to a unique profile. “What we seek for our clients is that they come back with experiences that have made them evolve in the way they travel“, adds Christophe Napierai, cofounder of Terra Australia. “You come back from your trip a little different.


The Terra model and its singularity


Les deux dirigeants de Terra Australia, Christophe Napierai et Alexandre El-Habouz, sur le terrain - Photo : Sébastien Cros, WeTravelAustralia™

Terra Australia asserts a distinctive stance in the French market: a small, self-assured structure, 100% Francophone B2B, with a team split between France and Australia to ensure proximity to partner agencies. “Our size is our strength“, explains Alexandre El-Habouz.

We cannot promise volume to an Australian partner. So we are obliged to build a relationship with them. This flexibility allows us to work with suppliers that other incoming operators cannot offer, sometimes because they are too small, sometimes because they do not want the classic inbound model.

The example: a Pinnacles hotelier who refused major operators due to slow payments. “We pay immediately. It is this flexibility that allows us to work with very small structures.

This philosophy translates on the distribution side into an intentional targeting: Terra works primarily with the Selectour network, and with smaller, more confidential outfits like Les Ateliers du Voyage, Continents Insolites or Amplitudes. “We will rather focus on small agencies that have a very strong relationship with their clients, a very loyal clientele. Our aim is not to push volume for its own sake. We love offering beautiful journeys, Australia as we love it.

Also read: How is Australia really sold in 2026?


The on-the-ground selection method

On the method side, it is Christophe Napierai who details the invisible work behind each program. “The first thing is that everything stems from our on-the-ground recognitions.

We spend every year time in Australia to discover new providers, new hotels, and new experiences. We invest heavily in the field.


The Australian Tourism Exchange (ATE), the major annual B2B meeting for Australian tourism, complements this setup. “ATE helps to create links, to maintain human relationships, and not just exchanges of booking emails.

The 2026 edition in Adelaide, in May last year, allowed Terra to multiply supplier meetings over four intense days.

Another essential filter: the eco-responsible dimension. “We ask all our providers to adhere to an eco-responsible charter.” A stance that resonates directly with Tourism Australia’s Green is Our Gold strategy recently launched. “We are completely aligned. Our objective is that travellers stay longer in Australia, that they are not rushed. Time is what matters most.


AI in tailor-made travel: the human frontier


By 2027, the Rugby World Cup will focus the French market’s attention on Australia. “It’s going to be a huge event“, anticipates Christophe Napierai. “We have agreements to have the possibility to resell tickets, so we are ready.

This is an opportunity for French premium tailor-made travel to demonstrate what humans can still contribute in the face of a mass event. And to begin preparing the next air season now, in a routing landscape undergoing a major reconfiguration.


Sébastien Cros


Sébastien Cros - Photo : SC

Sébastien Cros is an independent journalist and photographer based in Australia, and founder of WeTravelAustralia™.

After twenty-five years in the Australian tourism industry, notably as Managing Director of Across Australia (Goway group), he now dedicates his writing to editorial narratives focused on the destination, at the intersection of storytelling, photography, and on-the-ground perspective.

Longreach: Why This Outback Gateway Still Eludes French Travelers [ABO]


A Long, Quiet River: the Thomson River

Dernières lumières sur la Thomson River, au fil de l’eau avec Outback Aussie Tours. Photo : © Sébastien Cros / WeTravelAustralia™

Hurtigruten


The light wanes over the Thomson River.

The water lies still, almost motionless. The sky mirrors itself on its surface in a deep orange hue. At the helm of the boat, Mick watches the horizon with the smile of someone who knows exactly where he stands.

« If this is a job, don’t tell anyone I’m being paid. That’s to say how good it is. »

The line draws a laugh, but it also sums up the strength of Longreach. Here, the experience rests not only on the beauty of the landscape. It depends on how this landscape is told, on the pace the guide sets, on the stories that connect the river, the stockmen, the roads, and the Outback communities.

Savannah has been guiding for about fifteen years, and Mick accompanies the Drover’s Sunset Cruise offered by Outback Aussie Tours. The boat glides slowly along the Thomson River as the heat eases. The water becomes smooth, almost glassy. Later will come the dinner under the stars and Smithy’s Outback Dinner & Show.

On paper, it’s a cruise followed by a meal and a show.

In practice, the experience becomes something else: a first reading of the country.

“Storytelling is very important.” “It allows linking facts and figures to a story. Visitors understand better and their trip gains more meaning.”

This sentence could sum up the entire potential of Longreach.


An Accessible Gateway to Queensland’s Outback

Longreach is situated in the Queensland Outback, to the west of Brisbane. The town is accessible in several ways, which is a real commercial boon for travel professionals.

By car, it slots into a major road trip starting from Brisbane, crossing inland Queensland. The journey takes time, but it lets you watch urban areas fade away gradually, then farmland, before the vast plains and distances of the Outback become truly present.

The plane offers the quickest option, with routes from Brisbane. The train, meanwhile, turns the journey into an experience: the Spirit of the Outback links Brisbane to Longreach in about twenty-six hours. For more than a day, the coastal Queensland gradually recedes in favor of small towns, pastoral lands, and the big open spaces of the interior.

So the traveler can choose air efficiency, the freedom of self-drive, or the deliberately slow pace of rail.

Longreach thus offers a first encounter with the Outback without immediately imposing a trek on isolated tracks, days of autonomy, or complicated technical preparation. The town has accommodations, structured attractions, guided experiences, and an identity strong enough to justify a two- or three-night stay, or even longer.

This is not a watered-down version of the Outback.

It is a readable gateway.


Qantas, from Double Sunrise to Project Sunrise


À Longreach, le Qantas Founders Museum raconte l’histoire de la compagnie née dans l’Outback australien. À la tombée du jour, le Boeing 747 prend une tout autre dimension sous les lumières du musée.Photo : © Sébastien Cros / WeTravelAustralia™

In Longreach, distance is first narrated through aviation.

The Qantas Founders Museum recalls that the airline, which has become one of Australia’s international symbols, was born in this isolated corner of Queensland. Here, a plane was not yet a premium product or a means of linking the world’s major capitals. It represented a tangible answer to the vastness of the land.

One of the museum’s most fascinating stories concerns the Double Sunrise flights.

During World War II, after Singapore fell to Japan, Qantas operated five Catalina flying boats between Perth and Ceylon, today Sri Lanka. These modified aircraft carried military and government officials, mail, and sensitive documents across zones watched by Japanese forces.

The journey averaged nearly twenty-eight hours without a stopover. Passengers witnessed two sunrises during the same voyage, hence the service’s name.

More than eighty years later, Qantas has revived this history to christen its most ambitious project: Project Sunrise.

The airline is preparing nonstop connections between Australia’s east coast, London, and New York, operated by Airbus A350-1000ULR. At the time of our visit to Longreach, the aircraft’s endurance testing had just reached a new milestone with flights from Toulouse to Melbourne.

In a museum at the heart of the Outback, the past and the future of Australian aviation converge. The Catalinas kept a fragile link between isolated Australia and the rest of the world. The future A350s aim to remove the last layovers between Sydney, London, and New York. The challenge remains the same: conquering distance. Longreach thus allows telling Qantas’s current affairs from the very place where its legend began.


The Stockman’s Hall of Fame, Where Actions Come Alive Again


À Longreach, le Stockman veille. Une figure emblématique de ces hommes et femmes qui ont façonné l’Outback australien, à cheval et au rythme du bush.© Sébastien Cros / WeTravelAustralia™

A short distance away, the Australian Stockman’s Hall of Fame tells another way of inhabiting this immensity.

In the outdoor arena, heritage isn’t kept behind glass.

A stockman rides in on horseback, jokes with the audience, snaps his whip, and explains each gesture. The working horse must not only be fast or powerful; it must be calm, attentive, capable of waiting for instruction, and trusted by its rider.

The whip cracks within a few centimeters of its ears and eyes. The animal hardly stirs.

The demonstration then reveals its real nature: less a performance than a relationship.

The Australian stockwhip is explained in detail as well. Unlike the bullwhip popularized by Indiana Jones, it consists of two distinct parts: the handle, once called the stock, and the long leather thong. The crack is produced by a simple cord at its tip, when energy concentrated along the whip generates a small sonic bang.

The show draws laughter, but it also conveys a know-how.

Then Juddy enters the arena.

His horse has belonged to him since he was nine months old. They have trained, traveled, and performed together across the country.

“Every stockman will tell you he meets an exceptional horse in his life. This one is mine. He’s my best friend on this planet.”

At that moment, the bush myth ceases to be mere image.

It becomes a bond.


The Women, Silent Heroines of the Outback

Kelly then joins the show and shifts the gaze.

The Hall of Fame bears the name of the stockmen, but Outback history has never been written only on horseback.

When men left for weeks, months, sometimes longer, the women stayed to hold the property. They raised and educated the children, grew food, tended to the cattle, prepared meals, made and repaired clothing, often without electricity and in nearly total isolation.

“It was a long, lonely, and hard life, and we must acknowledge it,” recalls Kelly.

Her husband acknowledges it too: even within the Hall of Fame, Outback women do not always receive all the space they deserve.

Yet they were among the true silent heroines of the country’s expansion.

This sequence adds an essential nuance to the traditional Australian pioneer narrative. Behind the image of the solitary stockman lay women capable of maintaining a home, a family, and sometimes an entire station during long spells of absence.


Sleep at the Heart of History, or Under the Stars


A Destination Already Major for Australians

Ron, at Saltbush Retreat, sums up the Longreach paradox.

For the domestic market, the destination is well known. Australians traveling across the country in caravans or motorhomes know Longreach and naturally include it in their major inland itineraries, alongside Broome or Alice Springs.

International visitors are starting to find their way here as well. Ron notes some American and Canadian visitors, some Japanese, but also an increasing number of independent Chinese travelers, often arriving from Brisbane with a rental car.

The French, however, remain almost invisible.

This isn’t an official statistic. But the testimony says a lot.

Longreach and its Outback lack neither experiences, nor accommodations, nor access. What it lacks is still visibility in French itineraries.


Why Longreach Can Reassure the French Traveler


Sur les pistes de l’Outback Queensland, quelque part entre l’horizon et la prochaine étape.© Sébastien Cros / WeTravelAustralia™

The Outback is a dream, but it can also be intimidating. The distances, the tracks, the heat, and the scarcity of services can deter travelers who don’t want to embark on a complex adventure alone. Longreach helps to cross that initial barrier. Air access greatly reduces time constraints. The train turns distance into an experience. The car enables incorporating the town into a longer inland Queensland road trip. Once there, the traveler benefits from a structured offering, bookable products, several levels of accommodation, and guides capable of giving meaning to what is discovered. The destination can thus be presented in different ways: as an air extension from Brisbane; as the centerpiece of a train journey with the Spirit of the Outback; or as a major stop on a road trip through the Queensland Outback. In all cases, it offers a first encounter with inland Australia that remains deeply authentic without requiring expedition-level preparation.


Another Queensland to Reveal


Mick Clarke à la barre, sur la Thomson River au couchant, Longreach. Photo : © Sébastien Cros / WeTravelAustralia™

For the French market, Queensland remains mainly associated with the Great Barrier Reef, the Whitsundays, tropical beaches, and the coast. Longreach offers another reading of the state. A Queensland of dry light, pastoral lands, starry nights, and small communities far from the capitals. A territory where the relationship to time shifts. “When you come to the Outback, you enter the true heart of Australia,” says Mick. “People say hello in the street, come to shake your hand. You find less of that on the coast or in the cities, where everyone is very busy. Here, the pace is slower, gentler.” This human dimension is probably the hardest argument to make in a brochure. Yet it is what most clearly distinguishes the experience.


An Opportunity for 2027

The 2027 Rugby World Cup could offer an extra chance to introduce inland Australia to the French. Longreach will not be an automatic extension of the host cities. Yet the event will draw travelers who want to make the most of their time in the country by discovering something beyond the big coastal cities and icons. The Brisbane–Longreach air link makes extending feasible, provided one anticipates availability, seasonality, and length of stay. For agencies, the challenge is not to force Longreach into every program, but to identify the right profiles: travelers curious about Australian history, train enthusiasts, families, repeaters, clients drawn to the bush but still hesitant about the most remote itineraries, or premium travelers seeking a comfortable starlit immersion. When I asked Mick what color would best represent the Outback if he could choose just one, he watches the light descend on the Thomson River. “Burnt orange.” Orange brûlé. The color of the sky and the water that evening. The dust raised by the wagons. The earth glimpsed by the first aircraft. Longreach may not need more embellishment. It simply needs to be told as a whole.

Sébastien Cros
Sébastien Cros is an independent journalist based in Australia, founder of WeTravelAustralia™.

Spain, Thailand, AI, Mexico: Global Tourism News Roundup [ABO]


La revue de presse internationale de la semaine - Depositphotos.com Auteur serezniy

TAP Air Portugal


From the week’s press review dated August 31, 2026:

Spain: Europe’s leading destination for overnight stays in the first half of the year

Thailand: visa-free stays reduced to 30 days

The battle for Chinese tourists now unfolds in AI responses

Istanbul: hair transplant tourism is now focusing on the experience

Mexico accelerates its hotel expansion

Ryanair trims its ambitions amid soaring fuel prices

Southwest Airlines accelerates its premium shift

Odd! Cruises: long-haul travel scales up



Spain: Europe’s leading destination for overnight stays in the first half of 2026


L’Espagne, première destination d’Europe en terme de nuitées sur les six premiers mois de 2026. @depositphotos/halfpoint

Spain tops the European ranking for tourist overnight stays in the first six months of 2026, just ahead of Italy, according to Eurostat data.

The European Union logged 1.321 billion overnight stays between January and June. The data also measure the dynamics of domestic and international visitors by country.

A note: hosteltur.com


Thailand: visa-free stays reduced to 30 days


À compter du 15 septembre 2026, la Thaïlande réduira à 30 jours la durée des séjours sans visa pour les ressortissants de 60 pays, dont la France. @depositphotos/empty_vectorist

From September 15, 2026, Thailand will cut visa-free stays from 60 days to 30 days for nationals of 60 countries, including France.

The measure aims to curb abuses of the scheme and visa runs. Land entries will also be limited to two per year for most of the affected countries.

Source: bangkokpost.com


The battle for Chinese tourists now plays out in AI responses


Le référencement dans les réponses de l’IA, nouveau défi des acteurs du tourisme pour séduire la clientèle chinoise. @depositphotos/encrier

A study conducted on five major Chinese chatbots shows that AI could profoundly reshape the competition between destinations. The challenge is no longer merely to be chosen by the traveler, but to be cited by AI in its initial selection.

For tourism offices, airlines, hotels and agencies, a new challenge thus emerges: to optimize their visibility with AI so as not to disappear from the “shortlists” generated before the traveler even starts their search.

More information on the site skift.com


Mexico accelerates its hotel expansion


Ryanair trims its ambitions amid soaring fuel prices


Ryanais revoit ses objectifs de trafic 2027 à la baisse. @depositphotos/route66

Ryanair lowers its 2027 traffic target from 216 million passengers to 214 million and will broadly maintain capacity this winter to limit losses.

The airline, whose 80% of fuel needs are hedged through March 2027, warns that the sustained rise in oil could weaken less-protected competitors and lead to a noticeable increase in European fares.

More information can be found on the Reuters website


Southwest Airlines accelerates its premium shift


Southwest Airlines inaugurera ses premiers salons premium fin 2027. @depositphotos/jhansen2

Southwest Airlines will open its first premium lounges by the end of 2027, with at least 11 deployments planned.

Linked to a new premium credit card, these lounges illustrate the carrier’s pivot as it seeks to attract a more affluent clientele and gradually distance itself from its historic low-cost model.

Read on nytimes.com


Odd! Cruises: long-haul travel scales up


371 jours, 220 ports, 62 pays : la plus longue croisière du monde part de Rome. @depositphotos/NANCYPAUWELSPHOTO

The Regatta kicks off a record-breaking 371-day cruise, with 220 port calls in 62 countries, offered at around €65,700 per person.

An ultra-premium product offered by Explorations by Norwegian that illustrates the growth of long-duration cruises and new offerings targeting a high-spending clientele.

An article from euronews.com

Greece Trip: Non-Conforming Services and Price Discrepancies – Should the Agency Pay? [ABO]


Séjour en Grèce : prestations non conformes et écarts de prix, l’agence doit-elle payer ? - Depositphotos.com  Auteur martinm303

TAP Air Portugal


Two travelers referred the Mediation after a trip to Greece organized by a travel agency. They believed that several services provided did not correspond either to the announced descriptions or to the price they had paid before departure. They were seeking a refund of €2,700.

The trip included several legs through the Cyclades. Upon arrival, the travelers noted various non-conformities: a room in Santorini they deemed different from the one shown at the time of booking, a hotel in Paros that did not match the advertised description, and a discrepancy between the price of certain services charged by the agency and the amount shown on the documents provided on site.

They notably found that the amount paid for their accommodation in Sifnos was higher than the price shown on the establishment’s bill.

The same observation was made for the boat crossings, whose rate actually paid to the companies was much lower than the amount billed within the framework of the trip.

The agency had proposed a first commercial gesture of 235 € to compensate for some differences noted during the stay, an offer the travelers had refused, deeming this amount insufficient.



Ce que disent les textes :

On the legal front, the Mediation notes that Article L. 211-16 of the Tourism Code places full liability on the seller of a package tour for the proper execution of the contracted services.

When the services do not conform to what was agreed, the professional must remedy them or, failing that, compensate the traveler.

Moreover, the case file elements do not call into question the price agreed at booking. However, they highlight a significant gap between the sums paid to the agency and the actual cost of certain services, notably the Sifnos accommodation and the maritime crossings.


Ce que préconise la Médiation Tourisme et Voyage :

In the interest of fairness, the Mediation considers it justified to retain half of these price differences, while taking into account the commercial gesture already offered by the agency.

At the end of its analysis, it therefore recommends the payment of an additional compensation of €277.96, to be added to the €235 already proposed, in order to amicably settle the dispute.


Find all the practical cases from the Tourism and Travel Mediation by clicking HERE.


Why Choose a Cruise Over a Land Tour? [ABO]


Vacances en circuit ou en croisière ? Comment choisir ? A moins de combiner les deux... - DepositPhotos.com, lsantilli

TAP Air Portugal


Recently, friends took their first cruise. They found it enjoyable, albeit somewhat “frustrating”.

This isn’t for us,” they explained, mentioning that they did not have enough time on land during the various port calls. “Too short, too fast.” I can understand them.

Cruises are ideal when you are seeking a stress-free trip to multiple destinations, because they allow visiting several places without unpacking your suitcases and offer an all-inclusive budget (meals/housing included).

On the other hand, land tours are preferable if you seek deeper immersion, greater flexibility, and better control of your schedule and pace.

In both cases, the idea remains to be able to discover as much as possible and to multiply experiences. We are talking here about travels where the purpose, the reason, is not the destination, but the journey itself.



The Vacation Club Detour: A Choice That Must Be Well-Targeted

I take the opportunity to open a parentheses because, ashore, you also find the vacation club.

In this specific case, the client will look at both the destination and what is included: activities (which can be very expensive), meals, restaurants, drinks, pool access, wifi, etc. Often, they will stay in the same place and keep the same room. A considerable advantage that is also found on cruises.

About the creation of Club Med, what a beautiful Franco-Belgian boast it is! I must underscore it… and mention the cruise ship Club Med 2, a successful blend of cruising and club living. Yes, yes, it is a cruise ship. Sorry, I’m too purist to call it “a sailing ship.” The importance of words. End of the digression.

Thus, unless your client prefers changing hotels several times and packing and unpacking every day or every other day, advise them to opt for a cruise rather than a land tour for a single destination (remote and magical) such as French Polynesia.

In the end, it will be truly cheaper to choose a cruise departing from Papeete than to visit several islands and stay in beautiful hotels, traveling by plane. Especially since the price of meals and drinks in high-end hotels on these islands is relatively expensive, this must be taken into account.


Find all of Frédéric Jansen’s chronicles by clicking here.


Land tour vs cruise: why not combine them?

Another possible option: combine a land tour and a cruise.

I have known luxury cruise lines that ventured into this territory… but be careful, it is a sensitive topic! It is indeed difficult to find qualified staff (and for the francophone niche, guides who speak good French) and trustworthy agencies around the world. It takes time and requires serious support and preparation.

Likewise, the scouting – when there is any, since it costs money – is usually done by one or two people. Yet, in all the places visited later as well as in the restaurants, imagine 50 or 100 people doing the same thing. This preparation, this study, is essential.

As for the escort profession (on a land tour and thus also as a pre-cruise option), while it is certainly pleasing, it can also be quite challenging. Adaptation, being available 24/7, short nights, unforeseen events…

And if the pre-cruise does not go well, I can assure you that, from boarding, passengers will let the crew, the ship’s management… and the other passengers know. “Welcome on board!” A good start to the cruise.

Nevertheless, I would recommend offering it in this order: a land tour first and then a cruise. It is preferable. The main argument being that the cruise will be more restful after days spent on land.

“The best way to travel is to discover the land by the sea,” is that not so, Mr. de Kersauson? Keep his phrase in mind.



Australia / New Zealand

For such distant journeys, a combination is essential. Far too many clients think they can visit these destinations in 15 days.

My recommendation : Opt for three weeks or more. Otherwise, it’s frustrating.


Japan

Japan is also about the interior, its mountains, its villages and its hidden onsen. Hence the combination.


Vietnam

The same reasons as Japan.


Caribbean

Really? A pre-cruise in the Caribbean? Isn’t the cruise enough? Here is my explanation and guidance. Martinique and Guadeloupe are indeed islands, but they are large and cannot be explored in a single port call.

My recommendation : A few days on these islands, one after another, or even combined. How can you miss Les Saintes (south of Guadeloupe)? Will you really skip the moment to sing Voulzy on Marie-Galante? Smiles. You must take the time. France, in its broad sense, is beautiful, all of France!

And if you want to surprise, there are still paradise corners in the Caribbean. Take Tobago, a gem further south, located to the north of its larger neighboring island, Trinidad. A bit further north, the Grenadines.

Some lesser-known islands such as Canouan, Mayreau, Bequia (with a stop at Mac’s for its famous lobster pizza), Carriacou. The pre-cruise becomes synonymous with luxury, rest, paradise, adventure… And the locals, who are slowly but surely recovering from Hurricane Beryl that affected them a couple of years ago, are so charming and welcoming.


The Mediterranean

Rome, Venice, Naples, Barcelona, Palma de Mallorca, Marseille, Nice, Dubrovnik, Athens… and I’m forgetting others, deserve these few days of pre-cruise, as there is so much to see, so much to live!


Finally, cruising isn’t only about destinations: there are onboard activities, that multicultural side with passengers and even crew members, different languages, etc. What a richness!


What are the advantages and disadvantages of cruise vacations?

I say it and repeat it: the cruise world comprises so many different products that you have to target carefully.

Cruises (as we imagine them) are ideal for families, multigenerational groups, first-time travelers, couples, and those seeking relaxation. With the option, or not, to visit, ashore, sites, towns and villages of interest.

Advantages : unpack once, visit several places (usually one port of call per day), easily plan your program thanks especially to the ship’s daily journal, enjoy onboard entertainment.

Disadvantages : indeed you must cope with limited time in each port, less flexibility due to excursion schedules, meals, and excursions’ timing… and potential hidden costs (excursions, beverages, Wi-Fi, etc.).


What are the advantages and disadvantages of land travel?

A land journey is ideal for backpacking adventurers, for culture enthusiasts, and for those who want to stay longer in one place.

Advantages : deep cultural immersion, flexible itineraries, more spacious accommodations, and the freedom to set your own pace.

Disadvantages : greater logistical planning when not using a tour operator, higher costs for meals and transport, but also the time (lost?) spent in transit.



Frédéric Jansen - Photo Studio Digital PhotoShop

Frédéric Jansen est un consultant d’origine belge et avant d’avoir récemment officié à terre pendant 7 ans comme Global Brand Ambassador pour une compagnie française, il a été directeur de croisière durant 20 ans pour 9 compagnies de croisières, à bord de 20 navires différents.

Organisateur et accompagnateur de voyages extrêmes pour une clientèle haut de gamme, il a voyagé dans le monde entier avec une passion pour les langues, les rencontres avec les populations et les cultures locales.

Il est sur le point de publier son premier ouvrage « Journal de Bord d’un Directeur de Croisière » (en deux versions, française et anglaise), où il retrace ses anecdotes de voyage les plus incroyables.

Il a également participé récemment à plusieurs émissions : Héros avec Faustine Bollaert (RTL) ; Legend avec Guillaume Pley (YouTube) et NRJ Belgique avec Mike.


The 18–40 Market: A Highly Heterogeneous Core Target Audience [ABO]


Selon une récente étude VVF et Ifop sur les vacanciers âgés de 18 à 40 ans, le modèle des vacances reproduites à l’identique de génération en génération s'effrite au profit d'un choix plus identitaire - DepositPhotos.com, NewAfrica

Costa Rica


A brief look back at the history of tourism reminds us quickly that the first paid holidays granted to workers produced images that became iconic in holiday iconography.

On a bicycle, in beach attire, attempting awkward strokes, picnicking along lake shores… the earliest vacationers did not rush toward distant destinations, nor even toward close ones.

Most spent their free time not as they « could » but as they « knew » how to do it.

For the occupation of “vacations” by leisure activities and, in particular, travel, a know-how and above all a culture is required, which would only develop later, after World War II, with the emergence of mass destinations equipped to host mass tourism!

Read on this subject: Edgar Morin: toward a time of increasingly complex leisure

To such an extent that 600,000 reduced-fare train tickets were sold in 1936 and 1.8 million the following year! In a country inhabited by around 40 million people.



Youth studied: a question of the era

To return to the mythology of paid vacations in France, note that photos and documentary films from the Popular Front era show vacationers who were rather young.

How old were they? They were obviously part of the active population, hence over 14 years old.

Were they really considered young? Of course. But they were mainly “young adults,” already fathers or mothers, employees, workers, more or less educated… most of whom had little culture or experience of leisure time.

Times changed and compulsory education being set at 18, yesterday’s youths are not those of today.

Moreover, as marketing has entered our habits, consumer-behavior studies of vacationers increasingly dissect many population segments to target them more effectively. Children, adolescents, families, seniors, women, solo travelers, very high incomes, city dwellers, etc.: the list is long.

Thus, VVF in partnership with Ifop revealed a study on the 18 – 40 age segment that provides some quantitative and qualitative elements not to be neglected, though far from exhaustive. They poorly reflect the obvious differences between the 15 – 24 and the 18 – 34-year-olds traditionally used by study institutes.

Between a 25-year-old, single, employed and a 40-year-old family man with two young children, the differences are dizzying and clearly show up in their vacation consumption.

On one side, you can be a young startup entrepreneur, comfortably paid, teleworking from the other side of the world and making generous use of your credit card and last-minute flights, despite the appearance of an eternal backpacker, backpack on your back and multiple screens.

On the other, you’ll have a dad building sandcastles with two little ones or a single mother struggling to take care of her children.


Generations: qualitative segmentation that works

It is also worth noting that the generation-based segmentation, which is far more qualitative, enjoys great prominence.

Generations X, Y, and especially Z have captured popular imagination. Everyone, almost, knows that Gen Z, currently aged 15 to 29, must be watched closely since they anticipate the behaviors of tomorrow.

Yet one must know how to segment them from their dominant attitudes:

– engaged

– pragmatic

– hedonistic

– ultra-connected

– creative…

And that is still not enough, since Publicis Media, for example, proposes a slightly different and more operational segmentation, based on the dominant personality traits of Gen Z and their consumption:

– the militants (impact and values)

– the shrewd (prices and promotions)

– the explorers (experiences and trends)

– the creators (influence and content)

– the ambitious (success and status)

– the securitarians (savings and stability).


“The Silent Rift in Vacations Among 18-40s”

In this labyrinth that we will revisit, set up by marketers, what does the Ifop/VVF study, which sought to learn more about vacationers aged 18 to 40, tell us?

First observation, according to this study: the majority of 18-40-year-olds treat themselves to at least one trip per year. But, for 38% of them, it is a single trip and mainly in summer. This does not mean that spring vacations are not beginning to emerge. On the contrary, 16% of those who travel do so, while 11% opt for weekends!

Fragmented, the “new departures” are undeniably linked to new working times and their new organizations, especially teleworking and the reduction of working time.

But budget remains the main concern this year, more than others: 86% worry about it and 55% see it as the main influencer on their vacation choices. With costs in mind: accommodation for 66% of respondents, especially the older ones.




Nature, yes! But ecology… meh!

Other noteworthy observations: 53% of young people imagine future vacations that are more environmentally responsible, but only 6% of respondents currently place environmental concerns as the main trigger for their vacation choices in light of the cost-of-living pressure.

And yet, returning to roots and nature constitutes the most widely supported projection for 62% of them… but in 20 years! A convenient way to excuse their current practices and, in particular, their urge to travel far!

Finally, it seems interesting to note that the model of vacations reproduced identically from generation to generation is eroding in favor of a more identity-driven choice. People no longer depart as they did in childhood.

It must be said that today’s offer is not only massive, but diverse, accessible and fully integrated into consumption. The urge for disruption is therefore enormous. Henceforth, “92% of young adults perceive at least one change in their way of traveling compared to their parents, with the destination becoming the main marker of this generational rupture.”

“A strong symbol of this emancipation, one in two French people (50%) aged 18 to 40 categorically rejects the idea of an imposed family tradition and does not wish to perpetuate their parents’ vacation rituals”!

Yet! Considering the number of young people who enjoy sharing their vacations with their parents to benefit from their lifestyle, financial help, and ability to take care of grandchildren, there would still be a lot to say on this topic!

There would be as much to say about differences between generational behaviors and ages or even about subjective ages…


The holiday village: an unbeatable model for families

In the face of these changes, the study highlights a very strong attachment to the holiday village model: 40% of respondents say they mainly choose this type of accommodation, far ahead of hotels (9%).

The holiday village reaches the same cumulative level as rental and camping combined.

This success rests on several strong expectations: the simplicity of organization, comfort, sociability and suitability for family stays.

The study thus reveals two major vacation models:

– an experiential and autonomous model, driven by rentals and camping;

– a more structured, reassuring, and family-oriented model embodied by the holiday village.



Josette Sicsic - DR

Journalist, consultant, lecturer, Josette Sicsic has been observing the world’s changes for over 25 years to analyze their consequences for the tourism sector.

After having developed the Touriscopie journal for more than 20 years, she remains at the front lines of current events where she decodes the present to forecast the future. On the site www.tourmag.com, Futuroscopie section, she publishes several times a week forward-looking and analytical articles.

Contact: 06 14 47 99 04

Email: [email protected]