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IN BRIEF
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Les Sables-d’Olonne experienced a very encouraging start to summer, driven by a dynamic first half of July and mild weather. However, the momentum significantly slowed after July 14, with a notable decline in attendance, less lively evenings, and more measured consumption. Between shorter stays, constrained purchasing power, and the spatial distribution of offerings, the overall assessment of July 2025 remains correct, while August and the后- season now hold the hopes.
An exciting summer start
A first half boosted by mild weather and a record July 14
From the first days of July, the destination benefited from strong traffic. The July 14 weekend acted as an accelerator, generating a temporary overcrowding and lively streets, with holidaymakers very present on the Remblai, the Grande Plage, and in the city center. The weather, more favorable than in 2024, reinforced this dynamic, giving the impression of a month set to be exceptional.
A controlled high season atmosphere
The first half saw a combination of dense traffic, active shops, and full terraces, while maintaining a form of pleasantness thanks to better urban organization adapted to the flows. The atmosphere was indeed that of a mid-summer heart, with demand oriented towards walking, outdoor activities, and seaside dining.
A sharp slowdown after the National Holiday
Weak signals become visible: smooth traffic, sparse terraces
From mid July, the trend reversed. Between July 17 and 24, several indicators shifted to slowdown: car traffic became smoother, parking available, Remblai and beach less frequented, and restaurants struggling to launch a second service in the evening. The photograph of an afternoon on July 31, with sparse towels on the Grande Plage, illustrates this unexpected breather.
Probable causes: shortened stays, chilly evenings, constrained purchasing power
Several factors are at play. First, a national trend to shorten summer stays, particularly in July. Then, chillier evenings in the second half of the month limited strolling on the Remblai and terrace attendance. Finally, a constrained purchasing power, with a significant reduction in the average basket between 20 and 50 euros. Overall, professionals estimate a decrease of about 15 to 20% during the concerned period, especially noticeable in the evenings.
Perceptions and on-the-ground data
Shops on the Remblai, city center, and port: calm evenings, second service down
While the beginning of the month allowed achieving the numbers, the second half proved more challenging for part of the shops on the Remblai and in the city center. The restaurant sector particularly felt the absence of a rich second service, as family customers now prefer more occasional outings. On the port, the sentiment is a bit more nuanced: July remains “correct” on average, although the curve has bent since the 14th.
Tourists from a two-hour radius and return of the British
The customer profile has evolved, with an increased presence of local visitors — often living less than two hours away and preferring day trips rather than long stays. In outdoor hospitality, the lack of last-minute reservations weighed on results, despite initially positive indicators. A favorable point for the season: the return of British visitors, appreciated but insufficient to compensate for the restraint of French households on their vacation budget.
A city less saturated by choice
Calm zone, free mobility, and events: better distributed attendance
The implementation of a calm zone and free mobility has helped better distribute attendance over space and time. Summer animations and concerts attracted the public, especially when the weather permitted, with attendance less concentrated solely on the Remblai. This strategy promotes a less crowded summer that is more comfortable, aligning with a trend observed elsewhere in France, where territorial animations and diversification of points of interest are valued, as shown by examples of initiatives in Sundgau, in Sud Val de Loire or the narrative approaches of island destinations, like certain Corsican towns.
Occupancy rates and bookings: a varied but satisfactory month
By the end of July, recorded occupancy rates remain solid: approximately 80% in hotels, 80% in outdoor hospitality, 70% in vacation residences, and 60% for furnished rentals. These levels confirm the appeal of the destination, despite a marked decline in attendance between July 17 and 24. On a national scale, the transformation of habits — split stays, late bookings, and reinforced budgetary decisions — fits into broader trends related to the volatility of demand via apps and the rise of travel innovations that redistribute flows.
And after July?
August in sight: booking sheets are filling up
The forecasts for August are favorable, with booking rates increasing: around 80% for hotels, 85% for outdoor hospitality, 75% for residences, and 65% for furnished rentals. Concierges mention a month that is now “launched”, while outdoor professionals hope for a catch-up, including at the very beginning of September, favorable for short stays and clients looking for calm.
The Vendée Globe effect and the four-season strategy
While the post Vendée Globe year enhances the overall attractiveness of the station, its impact is mainly felt in the before and after season (April, May, June, September, October). In the height of summer, the clientele differs and the demand drivers are not the same. Les Sables-d’Olonne continue to pursue a four-season destination logic, based on the deconcentration of flows, neighborhood-scale animations, and a better experience quality. In this context, the month of July 2025, generally equivalent to 2024 but more varied, serves as a transitional phase towards a more balanced summer, with an August expected to confirm the momentum.
