these new profiles that shake the market

Despite the health crisis, the signals for tourism investment in France remain green, according to the latest barometer released by Ancoris. According to an economic development firm that specializes in discovering and developing business placement projects in France, the market is even booming. Compared to the previous year, the firm was able to see a 14% increase in installations. Meanwhile, the number of abandoned or shelved projects has fallen by 40%. “In the first half of 2021, we noted that the health crisis did not affect the number of tourism projects, but the nature of the projects,” the firm clarifies. At the beginning of 2022, we confirm this observation: Ancoris has found just as many projects in 2021 as it did in 2020, especially innovative, hybrid and disruptive projects. 2021 confirms investor confidence in the tourism sector. »

Hybrid projects

And Ancoris takes a front row seat to witness the development of a new proposal in France. “The big novelty of this second semester is the emergence of particularly hybrid projects that break existing codes and open up to residents through projects that become ‘living places’, including an ‘ultra-local’ offering that combines housing, food, workspace, shop local products and places dedicated to residents (association premises, medical office, utilities, etc.), explains Ankoris.

New projects, new profiles? It would seem, indeed. “We are increasingly seeing the emergence of what we call “large growth customers,” says Guillaume Gady. According to him, these are groups of a regional scale, which are starting to have two or three places to accommodate. And an example is Evi Hob, a concept developed by Frank Le Roux and his team that aims to revive small hotels away from big cities.

“A company like Evi Hob ​​is symptomatic of a trend that is starting to take off,” Guillaume Gady analyzes. We see more and more projects with somewhat similar concepts, very connected with the territories, with the land, to the point that the revitalization of the territories is an integral part of their commercial content. »

“This is what we call large growth accounts, for which we have created an additional class of investors, in addition to large accounts and independent entrepreneurs,” continues Guillaume Gady. There is a real modulation of the investment market with this new class of investors, which stands out strongly, who carry concepts related to customer expectations, with the aim of duplicating or multiplying their model across multiple regions or territories. “New investors, not yet known to the general public, who are therefore willing to break the codes by offering meaningful experience with high value-added projects tailored to new client expectations,” Ancoris list. This new class of investors represents over 15% of the projects discovered by the Ancoris tourism team.

CSR acceleration

For territories that want to attract these new profiles, it will be necessary to adapt in order to develop their offer and their tourist attraction. “In view of the evolution of these projects (hybrid hotels, eco-tourism zones, mixed projects, green hotels, unusual… (…) it seems necessary that the territories deepen their knowledge of the available land with the aim of Ankoris notes: “Their studies are aimed, first of all, on land suitable for use and development, conducive to obtaining easy leisure housing (small houses, eco-houses, cabins) or the construction of hybrid hotels that combine innovative accommodation and high-quality ancillary services (personal development, entertainment or sports, slow tourism, experiences, well-being), respect for the environment and geographic attachment,” or farmland, for example, notes Ankoris.

Another major trend these new profiles often find themselves in is: “42% of projects discovered in 2021 are part of a strong environmental approach,” notes Guillaume Gady. We are seeing a real acceleration,” he insists. To support professionals, Ancoris has created its own CSR indicators. “The territories also have increasingly strong expectations on this issue, they want impact projects to be created that take into account the connections with the territory and local residents. Especially for anything that will be a source of supply, this is very important. (…) The idea is that this project fits perfectly into the environment, deciphers Guillaume Gady. It is great for the territories to deal with project leaders who want to invest, create jobs and want to create a strong mutually understanding relationship with the territory and life in its ecosystem. These are people who fell in love with it, this territory, and therefore remain there. »

The amounts invested are also significant: in 2021, 35% of projects were in the range of EUR 500,000 to EUR 1 million, 26% were between EUR 1 and 3 million, and 18% even exceeded EUR 3 million, up 2% from before. 2020.

* Data for 2020 and 2021 obtained from processing 329 location projects throughout France, from more than 3,000 incoming contacts discovered and processed by the Ancoris tourism team in approximately fifteen search missions carried out in 2020 and 2021 for various territories (regions , departments). , EPCI) exclusively in the tourism sector.

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