The summer of 2026 ends with a broadly positive overall assessment for several operators of holiday villages and clubs, but with wide disparities depending on the destinations.
The results remain mixed depending on the models. MMV, a specialist in mountain clubs, reports a 5% increase in revenue on a like-for-like basis and an average occupancy rate of 83% in July-August.
Belambra reports a 7% rise in its revenue and a 4.5% increase in the number of guests, welcoming 150,000 vacationers.
Conversely, the tourism residences monitored by the FNRT (Pierre & Vacances, Goélia, Odalys…) show an occupancy rate of 52.6% for the season, down 1.2 points compared with 2025.
The results remain mixed depending on the models. MMV, a specialist in mountain clubs, reports a 5% increase in revenue on a like-for-like basis and an average occupancy rate of 83% in July-August.
Belambra reports a 7% rise in its revenue and a 4.5% increase in the number of guests, welcoming 150,000 vacationers.
Conversely, the tourism residences monitored by the FNRT (Pierre & Vacances, Goélia, Odalys…) show an occupancy rate of 52.6% for the season, down 1.2 points compared with 2025.
Weather reshuffles the deck; the mountains confirm their summer status
The main development of the summer concerns the weight of weather in departure decisions. Episodes of extreme heat have not only squeezed sales at certain times but also encouraged vacationers to alter their destination.
At Miléade, the Mediterranean remained stable compared with 2025, while Atlantic and Channel destinations rose by 5%. The mountains show, by contrast, a 20% growth. Its occupancy rate reaches 78% during the summer and nearly 90% in August.
Odalys also observes a six-point rise in mountain occupancy and a six-point increase in Brittany. Belambra records, on its side, a 13% increase in revenue in its mountain clubs, with occupancy rates close to 100% in the last week of August.
Normandy is among the regions that benefited from VVF, with an announced volume growth of 6 to 8%. VVF’s CEO, Stéphan Le Bihan, estimates that nearly 20% of customers made their decisions in the five last days, depending in particular on the evolution of the weather. About 10% changed destination to seek more coolness.
« The market has split in two », notes Stéphan Le Bihan, while also mentioning the impact of purchasing power on departures.
For MMV, this cooling effect is not new. According to Sylvie Joly, Deputy Chief Executive « holidaymakers are in search of nature and vacations more oriented toward the outdoors. »
At Miléade, the Mediterranean remained stable compared with 2025, while Atlantic and Channel destinations rose by 5%. The mountains show, by contrast, a 20% growth. Its occupancy rate reaches 78% during the summer and nearly 90% in August.
Odalys also observes a six-point rise in mountain occupancy and a six-point increase in Brittany. Belambra records, on its side, a 13% increase in revenue in its mountain clubs, with occupancy rates close to 100% in the last week of August.
Normandy is among the regions that benefited from VVF, with an announced volume growth of 6 to 8%. VVF’s CEO, Stéphan Le Bihan, estimates that nearly 20% of customers made their decisions in the five last days, depending in particular on the evolution of the weather. About 10% changed destination to seek more coolness.
« The market has split in two », notes Stéphan Le Bihan, while also mentioning the impact of purchasing power on departures.
For MMV, this cooling effect is not new. According to Sylvie Joly, Deputy Chief Executive « holidaymakers are in search of nature and vacations more oriented toward the outdoors. »
Last-minute deals and short getaways: trade-offs quicken
another common trend among operators: customers retain a strong willingness to travel, but adapt the format of their holidays more.
At MMV, the share of short stays rises by 10 points and bookings made less than ten days before arrival are up. VVF also notes an acceleration of short stays, while Odalys records a three-point increase in their share of revenue.
Last-minute remains particularly visible this summer. Belambra, for example, recorded, at the end of July, 60 bookings for same-day arrivals. At Vacances Bleues, heat waves caused temporary sales stoppages before rapid resumption toward destinations deemed more suitable to climatic conditions.
The phenomenon, however, is not solely about the weather. Purchasing power also drives families to arbitrate between duration, level of services and destination. VVF estimates about 8% as the decrease in customers for rentals that match the tightest budgets. For households with more leeway, the stay can be maintained but with more integrated services to better manage the budget.
At Miléade, the Mediterranean remains the primary destination despite the trade-offs: it still accounts for 56% of summer revenue. The mountains, cheaper by 30 to 40% depending on the operator on certain destinations, also allow reaching clienteles for whom budget is a decisive factor.
At MMV, the share of short stays rises by 10 points and bookings made less than ten days before arrival are up. VVF also notes an acceleration of short stays, while Odalys records a three-point increase in their share of revenue.
Last-minute remains particularly visible this summer. Belambra, for example, recorded, at the end of July, 60 bookings for same-day arrivals. At Vacances Bleues, heat waves caused temporary sales stoppages before rapid resumption toward destinations deemed more suitable to climatic conditions.
The phenomenon, however, is not solely about the weather. Purchasing power also drives families to arbitrate between duration, level of services and destination. VVF estimates about 8% as the decrease in customers for rentals that match the tightest budgets. For households with more leeway, the stay can be maintained but with more integrated services to better manage the budget.
At Miléade, the Mediterranean remains the primary destination despite the trade-offs: it still accounts for 56% of summer revenue. The mountains, cheaper by 30 to 40% depending on the operator on certain destinations, also allow reaching clienteles for whom budget is a decisive factor.
September Gains Ground and Holidays Fragment
The development of short stays is also a growing trend. Vacations are less systematically centered on one single week and can now be spread across several destinations.
VVF notably observes the development of itinerary-hopping, with French people chaining two or three destinations during the same summer. The stay can combine several formats of accommodation and several operators, depending on the activities sought.
This evolution also changes the calendar. The off-season is increasingly seen as a period for postponement, especially for clientele who can choose their dates more freely.
At Odalys, mountain nights thus rise by 28% in September. The FNRT also notes a slight increase in the coastline and an approximate 1.5-point rise in the mountain occupancy rate for the month. A portion of the senior clientele also seems to shift their stays from June to September.
Vacances Bleues observes the same trend, with September sales that have greatly accelerated since the end of August. The operator notes in particular that there are more couples and families without school constraints choosing to travel after the summer to avoid the peak heat and benefit from less crowded periods.
« Last-minute, it’s really becoming the norm », sums up Jérôme Vyar, CEO of Vacances Bleues, who also notes a tendency to multiply short getaways rather than concentrating vacations on a single departure.
VVF notably observes the development of itinerary-hopping, with French people chaining two or three destinations during the same summer. The stay can combine several formats of accommodation and several operators, depending on the activities sought.
This evolution also changes the calendar. The off-season is increasingly seen as a period for postponement, especially for clientele who can choose their dates more freely.
At Odalys, mountain nights thus rise by 28% in September. The FNRT also notes a slight increase in the coastline and an approximate 1.5-point rise in the mountain occupancy rate for the month. A portion of the senior clientele also seems to shift their stays from June to September.
Vacances Bleues observes the same trend, with September sales that have greatly accelerated since the end of August. The operator notes in particular that there are more couples and families without school constraints choosing to travel after the summer to avoid the peak heat and benefit from less crowded periods.
« Last-minute, it’s really becoming the norm », sums up Jérôme Vyar, CEO of Vacances Bleues, who also notes a tendency to multiply short getaways rather than concentrating vacations on a single departure.
