The new Septeo Hospitality HPA Barometer, covering July 2026, confirms the picture of a solid French summer season that had already emerged from the June analysis. Following the recovery recorded during the first part of the summer, by the end of July cumulative online bookings for the 2026 season were broadly in line with 2025, as was revenue.
The analysis is based on data from 1,000 French properties using the eSeason Resa system, covering bookings recorded between October 2025 and 31 July 2026. Septeo points out that the sample represents part, rather than the entire, French outdoor hospitality market.
However, July’s figures reveal an interesting dynamic. Compared with the same month in 2025, the number of bookings increased by 1%, while revenue rose by 9%. The average booking value increased to €609, compared with €591 in June. According to Septeo, this result is also linked to the concentration of bookings around the last available pitches and accommodation units in the most sought-after destinations, resulting in higher-value stays.
International markets: Italy among the most dynamic
The customer mix continues to be dominated by the domestic market, but the figures for international markets offer some interesting insights. In July, France accounted for 70% of online bookings, followed by Germany with 8% and the Netherlands with 7%. Belgium, Spain and Switzerland accounted for 4%, 3% and 2%, respectively.
Looking at the entire season up to the end of July, Germany remains the leading international market, accounting for 7.9% of stays, up from 7.4% in 2025. The Netherlands slipped slightly to 6.4%, while Spain, Switzerland and Italy increased their share.
The booking trend is even more significant. Italy is the fastest-growing market, up 9%, ahead of Spain (+6%) and Germany (+5%). Switzerland increased by 1%, while the Netherlands (-6%), Belgium (-4%), France (-1%) and the United Kingdom (-2%) all declined.
Italy and Spain also stand out in terms of the value of stays: revenue generated by Spanish guests increased by 12%, while Italian guests generated 9% more revenue. Germany recorded a 6% increase and Switzerland 5%.
The Atlantic coast continues to perform well
Geographically, the picture remains broadly consistent with the findings of the June Barometer: coastal and nature-based destinations continue to attract the strongest demand, with the Atlantic coast showing particular resilience. By the end of July, Vendée was up 8%, Finistère 7%, Calvados and Pyrénées-Atlantiques 6%, while Somme recorded the strongest growth at +16%. Landes and Morbihan also increased, both by 3%. Hérault, France’s leading HPA destination, recorded a 1% increase.
Some Mediterranean destinations remain under pressure: Pyrénées-Orientales fell by 16% and Var by 7%, while Gard and Loire-Atlantique declined by 2%. Despite the heatwaves and wildfires that affected some areas of France in July, Septeo reports that overall demand remained strong.
The destination ranking also confirms a remarkable degree of stability: Hérault, Vendée and Landes remain in the top three positions, accounting for 8.02%, 7.39% and 6.34% of stays, respectively.
Rental accommodation still dominates, but pitches are recovering
Another interesting signal concerns the type of stay. In July, rental accommodation accounted for 55% of online bookings, compared with 45% for touring pitches. Compared with the 61% and 39% recorded in June, this confirms the progressive recovery of the traditional camping segment as the peak summer season gets underway.
For the season as a whole, the average booking value for rental accommodation reached €1,027, up 1.3% compared with 2025, while the average value for touring pitches stood at €295 (-1%). Lead times remain relatively long, at 93 days for rental accommodation and 68 days for pitches, while average length of stay declined slightly, to 6.75 and 5.16 days respectively.
Overall, the July Barometer reinforces the impression of a steady and resilient French season. Compared with the picture recorded by Septeo in June – when bookings and revenue were respectively 2% and 5% higher year on year for the month, while the seasonal cumulative figures had recovered to 2025 levels – July brings overall volume broadly back in line with the previous year, while showing a good ability to maintain the value of stays.
New award for Cavallino Treporti at Itinerando Show