Working in Market - France

Distribution system

The market structure is stable, with the top five distributors handling about a third of air ticket sales to Australia. A few specialised agencies dominate Australian travel packages, highlighting the destination’s appeal and the need for expert service. 

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); and direct sellers who use their own retail offices 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 and independent travel agencies producing their own offers 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, Naar, Visiteurs. 
• The number of direct sellers has increased in the French market with key players focusing on direct sales to the consumer. Key direct sellers include: Australie à la carte, Voyageurs du Monde, Comptoirs des voyages, Les Maisons du Voyage, Monde Authentique, Cercle des Voyages, Marco Vasco, Rêves d’Australie, La Route des Voyages, Faré Voyage, Meltour, Amplitudes, Les Ateliers du Voyage, Nomade Aventure, etc. There are also pure players (companies that focus on one particular product, service or platform) such as Evaneos or Worldia to name few.   

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, Tourcom, Havas, Salaun Holidays, Prêt à Partir, TUI France, CEDIV,  Fram, Leclerc Voyages, Carrefour Voyages, etc. Retail agencies are quite powerful in France, controlling the distribution of tour operator brochures. 

Online

Commission level: 12% - 18%

Few major French online agents are: 

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

Aussie Specialists

• The Aussie Specialist Program is the primary platform for Tourism Australia to train and develop front line travel sellers to best sell Australia. 
• There are over 500 qualified Aussie Specialists in France. This includes 40 ‘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, Terra Australia, Antipodes Travel, Pan Pacific, Touring Treasures etc. 

Trends

Distribution

• The total trip spend on leisure travel to Australia by French travellers was AUD$998 million in 2024, while the average trip spend was AUD$8,347, growing by 43% compared to 2019 (Source: IVS 2024). 
• Young consumers, particularly Working Holiday Makers, increasingly book directly with airlines and ground product. They typically arrange flights first, then seek to book activities after arrival. 
• 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, a digital platform that connects travellers directly to a selected community of local travel agents around the globe to tailor unique individual trips. MisterFly is also a French OTA that offers flights, hotels, and vacation packages with a focus on simplicity, transparency, and competitive pricing. 
• 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

• Consumers in France are using multiple sources to plan travel. Recommendations from friends and relatives are highly influential in shaping travel choices – four in ten rely on recommendations from friends or family when researching and planning trips. Consumers also canvas multiple online resources for trip planning and research. Accelerating technological innovation in personalised content will amplify the pivotal role of online sources in travel planning. The long-haul nature of travel to Australia demands significant time and financial investment, prompting meticulous planning ahead of the trip. 69% of travellers plan most details ahead of their trip, including ground transport, places to visit and accommodation.  
• Of the passengers who book parts of their Australian holiday online, the three most popular items booked are international airfares, visas, and accommodation. 
• 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. 
• For French out of region travellers, no single booking channel dominates as consumers leverage both direct and indirect sources to make their travel arrangements. 38% book flights directly with airlines and a comparable proportion turns to online travel marketplaces to book various trip components. 

Special interest

• Working holidays is a specialist segment in France. Key agencies include Cercle des Vacances particularly for air ticket sales (with their brand Vacances Australie). 
• Luxury is a high-yielding market for Australia. This type of long-haul travel is booked primarily through traditional booking channels. Few key operators selling HYT to Australia include Voyageurs du Monde, Australie à la Carte, Only For You, The Travel Corner, Amplitudes, Cercle des Voyageurs, Eluxtravel, and Ateliers du voyage. 

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 digital 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, Toulouse, Marseille). 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.