As we approach 2026, a strong trend is emerging among French travelers: the avoidance of traditional booking platforms in favor of more personalized and ethical alternatives. This evolution marks a significant turning point in tourism consumption habits.
The reasons for a change of direction #
The growing distrust towards the giants of the sector is not without foundation. Travelers are now seeking a more authentic experience, away from the often impersonal tours offered by the major platforms.
“I now prefer to organize my trips independently, or through platforms that promote sustainable tourism,” says Émilie, a resident of Lyon who is planning a trip to Asia for 2026.
A desire for authenticity
Émilie, like many others, is drawn to the promise of a deeper immersion in local culture. “During my last trips, I realized that hotels and pre-planned itineraries did not allow me to truly discover the country,” she explains.
Emerging alternatives #
With the evolution of expectations, new platforms are emerging, showcasing unique accommodations, local activities, and a reduced environmental impact.
À lire 7 out of 10 French travelers plan to travel twice as long in 2026 as they did in 2024
The role of technology
Technological innovations play a crucial role in this transformation. Mobile applications and intuitive interfaces now allow travelers to connect directly with local hosts, without intermediaries.
- Direct connection applications
- Collaborative tourism platforms
- Responsible tourism initiatives
Impact on the travel industry #
This shift towards more ethical alternatives could redefine the standards of the travel industry, emphasizing social and environmental responsibility.
The benefits for local communities
Local communities could reap significant economic benefits from this new wave of tourism. “Visitors who use less conventional channels tend to spend more directly with local small businesses,” notes an expert in sustainable tourism.
The challenges to overcome #
Despite the apparent enthusiasm, the sector faces challenges, particularly regarding regulation and ensuring the quality of services offered.
À lire 7 out of 10 French travelers say they have changed the way they travel after 2020
Ensuring quality
Ensuring a quality experience remains a major challenge for these new platforms. Regulation and certification could play a key role in maintaining high standards.
Ultimately, this evolution in the preferences of French travelers reveals a deep desire to reconnect with authenticity and ethical engagement. As we approach 2026, it will be fascinating to see how these trends shape the future of tourism and influence the practices of both large and small businesses in the sector.
