Explore how France’s short-term rental market experienced moderate yet stable growth in summer 2025. Discover key trends, market insights, and what hosts can expect for future seasonal rentals.
The summer of 2025 has reaffirmed the solid footing of the short-term rental market in France. While the era of spectacular, post-pandemic growth has given way to more measured progress, property managers, agencies, and hosts who adapt to evolving traveler preferences continue to achieve promising results.
Steady Market, Stable Demand
According to Popconnect, a leading specialist in the distribution and marketing of professional seasonal rentals, summer 2025 witnessed a stable but positive performance across France. National vacation intention remains high, with 77% of French residents planning at least a week’s holiday — a slight bump from 2024 (Alliance France Tourisme/IPSOS).
Key data from Popconnect’s Lighthouse platform further illustrates the market’s resilience:
- 2% increase in total room nights booked
- Occupancy rate up 2.4 points compared to summer 2024
- Peak periods (May, June, September): Bookings up 4%
- High season (July–August): Bookings nudged up by 2%
Booking Behaviours: Early Planners & Last-Minute Bookers
Booking patterns in France continue to diversify. Nearly half (46%) of all stays were reserved more than 90 days in advance, revealing the French preference for careful holiday planning. Conversely, last-minute bookings remain significant, with about 24% of reservations made less than two weeks before check-in.
Other key booking trends this summer:
- The average length of stay decreased by 3%
- Short stays now comprise 41% of bookings
- Arrivals are now evenly split between weekdays (45%) and weekends (55%)
- There’s growing demand for flexible cancellation policies and dynamic pricing, leading to a 4% increase in average nightly price (ADR)
Regional Performance & Destination Trends
Performance has varied significantly by region:
- Sarthe (+4.3 pts), Loire (+4 pts), and Landes (+3.7 pts) led occupancy gains
- Rhône, Haut-Rhin, and Côte d’Or saw moderate declines of around 1-1.8 points
- Coastal destinations (Côte d’Azur): July occupancy at 74%, climbing to 88% in early August
Furthermore, alternative destinations thrived, with mountain (+24%) and rural (+10%) regions attracting significantly more bookings, reflecting travellers’ preference for flexible, less congested getaways. The Littoral region saw a modest 1% increase in occupancy.
High Season Highlights
July 2025 broke a two-year slump, with a 2% uptick in overnight stays over the previous year. August showed similar, if subdued, growth. Didier Arino of Protourisme consultancy notes a “contrasting month of July and a good month of August,” expecting overall attendance to climb 2-3%. However, traditional tour operators reported a booking decline of up to 7.8% in August, signaling a shift toward alternative booking channels and private rentals.
What Does It Mean for Short-Term Rental Professionals?
This summer demonstrates that adaptability is key. Property managers and hosts excelling in 2025 are those adopting flexible bookings, responsive pricing strategies, and tailored experiences aligned with new traveler behaviors. Region, positioning, and guest-centric offerings will remain central for anyone seeking to thrive in France’s dynamic short-term rental market.
Final Takeaway
Despite a challenging economic context and variable weather conditions, France’s short-term rental market remains robust. As traveler preferences continue to evolve, professionals who anticipate and adapt to new trends are well-positioned to capitalize on a market defined not by explosive growth, but by steady, sustainable opportunity.
