Market Segmentation: One France, Many Messages

Geographic Targeting

Different source markets receive tailored messaging:

United States (largest long-haul market)

• Safety reassurance post-terrorism
• Cultural experience emphasis
• Luxury positioning
• Multi-generational appeal

China (highest growth potential)

• Shopping opportunities highlighting
• Prestige destination positioning
• Chinese-speaking service availability
• Social media platform adaptation (WeChat, Weibo)

Germany (volume leader)

• Nature and cycling focus
• Value proposition emphasis
• Environmental credentials
• Family-friendly messaging

Domestic Market (50% of nights)

• Rediscovery campaigns
• Staycation promotion
• Off-season encouragement
• Regional pride activation

Psychographic Segmentation

Modern marketing targets mindsets over demographics:

Experience Seekers

• Unique activity highlighting
• Transformation promises
• Authenticity emphasis
• Story potential focus

Sustainable Travelers

• Green certification promotion
• Public transport accessibility
• Local impact stories
• Carbon offset options

Digital Nomads

• Connectivity infrastructure
• Coworking spaces
• Monthly stay discounts
• Community building

Marketing evolution reflects changing travelers: "We've stopped asking 'Where are you from?' and started asking 'What do you dream of?'" notes a strategic planner.