According to the Huttopia Holiday Observatory, quoted by L'Echo touristique, 54% of French people have booked their main holidays in 2025 directly, without an intermediary. A quarter went through a digital platform, such as Booking or Airbnb, which is the second booking channel.
The other channels add up to 21%: physical travel agencies (4%), online or telephone agencies (4%), works councils (3%), tour operators for a package trip (3%) and other channels (11%). France is the destination of more than 70% of those who go on holiday, and it is on holidays in France that direct booking is strongest.
The survey was carried out among 4,000 representative French people at the end of 2025. The figures exclude unpaid holidays and those spent with family or friends.
The French organize holidays mainly alone and online, and physical agencies and tour operators together account for 7% of bookings. To promote Portugal, digital channels and direct communication with the traveler count as much as traditional distribution.
