GTES DE FRANCE

1
GîTES DE FRANCE Horizon 2015 A great ambition
2

• HISTORY a few repers

1953 creation of the first rural gîte 1955
National Federation of Gîtes de France is founded
/ Constituted, charter is written, first guide
published 1969 the BB  Chambres dhôtes 
system becomes official 1970 creation of the
first reservation service 1974 the   Maison
des Gîtes de france  opens in Paris 1987
creation of 36-15 Gîtes de France (minitel) 1990
EUROGÎTES, the european federation of rural
tourism is created 1998 Gîtes de France on
Internet 2005 the Gîtes de France Federation
celebrates its 50th birthday
3
THE FORMULAS GÎTES DE FRANCE
44.000 private and communal rural gîtes, 10.500
BB (offering 30.500 rooms), 1 650 stopover
gîtes, 600 campsites, in natural areas or on
farms and 800 country chalets with leisure
facilities, 200 childrens gîtes.
4
SOME FACTS AND FIGURES
58.000 accommodations, 43.000 owners, including
25 of farmers, 95 departmental offices and a
team of over 600 people to work with property
owners and holiday-makers, approximately 35
million holiday days give Gîtes de France a turn
over of 450 M and provides 750M to local
communities, 220M invested every year in
maintaining heritage sites, 20 of foreign
customers, 1 million diffused guides each year
a Web site visited by 10 million Net surfers.
5
SOME FIGURES (continuation)
Rural lodgings 2.500 creations each year,
17,3 weeks per year, 408 /weeks in high
season, 267 in low season, 167 per weekend,
family customers couples from 25 to 44 years, 2
children lt 15 years, townsmen and French with
80 , 1st britannic foreign customers.
The guest houses BB 1 500 creations/year,
16 weeks per year and 3 nights per stay, 49
per night for 2 people, breakfast included,
customers mainly in couple from 35 to 64 years,
French with 75, 1st foreign customers
Belgian.
6

• Some preoccupying weaknesses to be surmounted as
  soon as possible
• An heterogeneous network,
• Members with diverse expectations,
• Serious financial issues,
• A staggered network in respect to its environment
  (competition, techno, marketing, internet),
• Organizational weaknesses,
• A network subjected to longing,
• gt a real need of profound and quick
  modifications

7

• Fortunately there are numerous assets
• Human values,
• A well known trademark,
• Many clients (4.000.000)
• The network strength (600 employees)
• The welcome and offer quality,
• Accomodation diversity.

8

• Conclusion of the diagnostic
• . Gîtes de France World leader of BB hosting in
  rural environment
• A network in constant progress those last 50
  years but however now in great danger !!

9

• The 3 guiding lines of our project

Re-found the movement around its values and
missions Re-organize the network around
competence/ performance Relaunch the trademark
in its maximum strength
10

• Human dimension and personalized link are at the
  heart of our promise
• The offer production must stay at the local scale
  and professionalize itself
• Marketing and promotion must be more
  professionalized and directed towards clients in
  the framework of relevant touristic destinations

11
Necessity of a product strategy Necessity of a
marketing plan of the Gites de France