Let’s be realistic: 2025 is not yet the year of a full-scale Gold Rush in France or even Europe. While some players seem to have struck gold already, for the majority of the hotel industry, the year is not off to the most promising start. The political climate remains gloomy, even turbulent, with little clarity about short- or medium-term improvements. The social and economic context reflects this unease, blending the uncertainties of the more optimistic with the anxieties of the more vulnerable.
