Preference Archives - Com Namibia

le groupe Hôtels & Préférence signe une année record, Zoland Resort photo by Hotel & preference

TAP Air Portugal

A subsidiary of the Louvre Group and the Jin Jiang International holding, Hôtels & Préférence consolidates its business model around independent four- and five-star properties.

The brand relies on a portfolio of 150 properties representing over 13,500 rooms spread across 19 countries, including its variations Unique Boutique Hôtels and the five-star TemptingPlaces Collection lifestyle lineup launched at the end of 2025.

Operationally, the chain maintains its premium pricing indicators with an average nightly rate held at €230 and an average booking basket of €430.

International Deployment and Strengthening of Leadership Teams

To support this phase of growth, the organization has strengthened its executive framework with the appointment of Arnaud Boivent to the position of Commercial & Development Director.

The network has also expanded its geographic footprint by inaugurating its first representation for the Middle East and North Africa (MENA) region in Dubai, under the leadership of Adil Jabrayilov, followed by a Bangkok office entrusted to Jean-Christophe Moreaux to steer development in Asian markets.

The group’s commercial ecosystem is also enriched by joining the loyalty program “I Want”, a scheme bringing together 36 million members aimed at generating direct booking flows to affiliated properties.

Portfolio Expansion with 16 New Franchised Addresses

The network has welcomed 16 new properties in recent months under the Hôtels & Préférence and Unique Boutique Hôtels brands.

Among these additions are the Château de Noirieux in the Loir Valley, France, the Palais d’Akwa in Côte d’Ivoire, the Hôtel Maison St. Charles in New Orleans, United States, as well as the wine-tourism complex Schuchmann Wines Chateau Villas & Spa in Georgia.

The expansion is also confirmed in the Chinese market with the arrival of two hotel sanctuaries located on UNESCO-listed sites: the Zuowang Hotel on Qingcheng Mountain and the Zoland Resort on Mount Emei.

Hôtel ou location de courte durée : l'arbitrage des Français dépend massivement des prix, Despositphotos.com

Dream Yacht

Face au durcissement de la réglementation sur les meublés touristiques, près des deux tiers des utilisateurs se disent prêts à modifier leurs habitudes de consommation en cas de hausse des prix des locations.

Cette étude publiée par Catella démontre que la fidélité des Français aux plateformes de courte durée est loin d’être acquise, ouvrant la voie à un retour vers l’hôtellerie traditionnelle.

En cas d’augmentation des tarifs des meublés de tourisme, 34 % des sondés affirment qu’ils se tourneraient directement vers l’hôtel, tandis que 29 % adapteraient leur choix selon les situations.

Only 10% would stay loyal to the rental regardless of price level. This volatility is even more marked among CSP+ (74 %) and in regions with strong tourist pressure, such as the Southeast, where 71 % of respondents are considering an hotel alternative.

Cette tendance pourrait s’accélérer sous l’effet du nouveau cadre législatif, notamment la loi Le Meur, qui réduit les avantages fiscaux des meublés touristiques et renforce le pouvoir de régulation des municipalités.

À Paris, les premiers effets se font déjà sentir : les annonces sont passées d’un pic de 79 000 à l’été 2024 à une stabilisation autour de 54 000 en octobre 2025 selon l’APUR, ce qui pourrait mécaniquement pousser les prix de la location à la hausse.

The price factor, the primary obstacle to accessing hotel establishments

The survey also reveals a massive renunciation of hotels, affecting one in two French people.

This phenomenon is particularly pronounced in the Paris region (59 %) and peaks at 70 % among young professionals aged 25 to 34. For 32 % of all respondents (43 % of those aged 25-34), the tariff constitutes the main barrier to entry.

This renunciation translates into trade-offs directly linked to the broader constraints on purchasing power and housing rather than a disinterest in the traditional hotel model.

Public opinion is also favorable to a better structuring of the market. Nearly half of French people (46 %) express the desire to see the regulation of short-term furnished rentals tightened.

The expectations are particularly homogeneous in the Southwest (50 %), Southeast (50 %) and Northeast (49 %). The economic stake is sizeable, since these furnished rentals generate, for instance, 585 million euros in revenue outside the hotel circuit in Paris, where they represent 3.5 % of the residential stock.

Towards a hybridization of hotel offerings to capture new usages

The hotel is now perceived as an opportunistic and pragmatic choice. Guests use it for short stays (33%), for price-driven opportunities (32%) or for the quality of included services (28%).

Expectations vary by generation: those over 55 prioritize brevity of stay (39%), while the 25-34 age group targets price competitiveness (40%) or the lack of availability of alternative rentals (24%).

This shift in behavior opens opportunities for the development of hybrid structures capable of combining traditional lodging, coworking and long-stay stays. This versatility responds to a growing acceptance of mixed audiences.

Indeed, 46 % of respondents believe that the cohabitation between business travelers and leisure travelers has no negative impact on their experience, and 13 % consider it even an asset for the vitality of the establishments. This stance is even stronger among the youth and in Île-de-France, sending a clear signal to investors for the creation of multifunctional hotel assets.