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July's champion: Auvergne-Rhône-Alpes

Between major events, changes in vacationers' behaviour and heatwaves, a look at the trendy destinations of this first month of school holidays in France. (1/3)

First of all, the first place in the regional ranking goes to Auvergne-Rhône-Alpes. 74.80% of its available rooms were occupied between July 1 and 31, 2019, representing a +4.4 percentage point increase. The average price saw the only double-digit increase in French regions, by +11.30%, to reach €73.00 ex-VAT. As a result, RevPAR rose sharply by +18.30% to an average of €60.10 ex-VAT across the month.

Partly responsible for this great success, the FIFA Women's World Cup has greatly benefited this region, as well as France more broadly and the capital of the Gauls more particularly, as MKG Consulting points out in its press release. Over the period, the occupancy rate at Lyon's hotels increased by +3.94 pts. The days that drove these figures up are directly correlated to the three sporting events organised at the beginning of the month, namely the first semi-final on Tuesday, July 2 between England and the United States, the second semi-final on Wednesday, July 3 between the Netherlands and Sweden, and especially the final held on Sunday, July 7, between the United States and the Netherlands.

Prices were affected more strongly and thus are the main evidence of the success of these three events, and consequently, of the destination. They increased by +69.34%, for an average price of €126.64 ex-VAT, compared to €74.98 ex-VAT last year at the same period, and RevPAR by +78.83%, which was €93.98 ex-VAT (compared to €52.46 ex-VAT in 2018). Revealingly, occupancy on match nights took off. For example, on the evening of the final match, prices literally flew away: a 136.21% increase in ADR combined with a 91.41% 0R (+39.57 pts), led to an increase in RevPAR by no less than +316.55%. The impact on July 2 and 3 was similar: RevPAR was up +87.76% on July 2 to €163.15 ex-VAT and +88.78% on July 3 to €154.80 ex-VAT.

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