Working in Market - France

DISTRIBUTION SYSTEM

Traditional retail agents remain important in France; however, consumers are increasingly using online channels for bookings, including long haul travellers who are visiting for extended periods of time. The online environment plays a key role in France for destination selection and planning. Internet users are seeking the best prices and innovative services. 

Wholesalers

Commission level: 15% - 25%

• There are two major distribution channels for Australian products in the French market.
• Wholesalers sell their products through travel agencies (mainly chains, franchise systems and co-ops, and a few independents).
• Direct sellers who use their own retail offices and partner agencies and online as their distribution channel.
• French travellers to Australia aged under 35 years old (youth target) predominantly book online purchasing just a flight and some ground content. French travellers over 40 years old and honeymooners would rather book more complex travel via traditional channels.
• There are approximately 60 tour operators selling Australia in France, with 15 producing dedicated Australia or combined Australia, New Zealand and South Pacific programs. The major traditional wholesalers selling Australia include Asia Voyages, Australie Tours by Premium Travel, Visiteurs, Naar and Voyamar.
• The number of direct sellers has increased in the French market with eleven of the key players focusing on direct sales to the consumer. Key direct sellers include: Australie à la carte, TUI, Voyageurs du Monde, Comptoirs, Les Maisons du Voyage, Monde Authentique, Cercle des Voyages, Rêves d’Australie, Route des Voyages, Faré Voyage and Meltour. There are also pure players (companies that focus on one particular product, service or platform) such as Evaneos, Worldia and Sydney Facile.

Retail agents

Commission level: 10% - 14%

• There are 4,800 travel agencies and 28,000 travel agents in France. The main retail agency networks in France are Selectour (including Afat Voyages), Tourcom, Havas (including Carlson Wagonlit Travel), Manor, TUI France, E. Leclerc Voyages and Carrefour Voyages. Retail agencies are quite powerful in France, controlling the distribution of tour operator brochures.

Online

Commission level: 12% - 18%

The major French online agents are:

• Booking.com
• Oui.sncf
• Odigeo (e-Dreams/Opodo)
• Lastminute.com

Aussie Specialists

• The Aussie Specialist Program (ASP) is the primary platform for Tourism Australia to train and develop front line travel sellers to best sell Australia.
• There are over 700 qualified Aussie Specialists in France. This includes 35 ‘Premier Aussie Specialists’, recognised with Premier status for their extensive knowledge of the destination, commitment to selling Australia and ongoing learning via the Aussie Specialist Program.

Inbound Tour Operators

Commission level: 20% - 30%

• Inbound tour operators form a key part of the distribution chain in France, linked with French wholesalers who run Australian programs. Key ITOs in the French Market include AOT/ATS, JCM, Across Australia/Goway, Terra Australia, Antipodes Travel and Pan Pacific.

Trends

Distribution

• The total trip spend on leisure travel to Australia by French travellers was AUD$530 million in 2023, growing by 133% compared to 2022, while the average trip spend was AUD$4,060, growing by 38% compared to 2022 (Source: IVS 2023).
  
• Young consumers, especially Working Holiday Makers, are increasingly booking direct with airlines and product.
• The French Online Travel Agency (OTA) market remains somewhat fragmented, with global, regional and local players each maintaining a significant share. A newcomer to the market is Evaneos. Evaneos is a digital platform that connects travellers directly to a selected community of local travel agents around the globe to tailor unique individual trips.
• Inbound tour operators increasingly have teams located in France (which allows more reactivity and flexibility) and they tend to go direct to travel agents, associating with platforms in direct contact with travellers.

Planning and purchasing travel

• Of the passengers who book parts of their Australian holiday online, the three most popular items booked were international airfares (80 per cent), visas (54 per cent), and accommodation (46 per cent).
• Traditional retail agencies remain an important channel for long haul, complex destinations such as Australia. Retail agents also remain a vital source of information, alongside travel books and guides.

Special interest

• Working holidays is a specialist segment in France. Key agencies include Cercle des Vacances.
• Luxury is a high-yielding market for Australia. This type of long-haul travel is booked primarily through traditional booking channels. Key operators selling HYT to Australia include Voyageurs du Monde, Australie à la Carte, Maison du voyage, ASIA and Australie Tours.

Planning a visit to market

Top tips for sales calls

• Make sure you know the product and positioning of a tour operator before meeting with them. Product managers expect your products to be in line with what their clients require.
• The French travel trade are amenable to receiving USB sticks containing brochures, collateral and pictures. They will highly value information in French language.
• An average sales call with a product manager should last between 45 to 60 minutes.
• The best time for sales calls is January to April and October to early December.
• The key market centres to visit are Paris and Lyon. Although the French travel industry is highly concentrated in Paris, some key tour operators are located in other French cities (e.g. Nantes). Those operators shouldn’t be ignored, and your sales call will be appreciated.
• For more general information on sales calls and planning a visit to market, please see Tourism Australia’s Tourism Export Toolkit.