W ith a RevPar up by 7 . 5% in Jul y, Brittany presents itself as one of the great winners of the beginning of the summer season 2004. The occupancy of properties rose up to levels comparable to those of the previous year (79.4%, up slightly by +1.3 points). Like throughout the last twelve months in which the occupancy was steady. “July was identical to the previous year thanks to a large share of regular guests,” confirms Michael Bazin, room division manager at the Domaine de Rochevilaine. Although the season remained unclear until July 14 – the kick-off date of the human migratory tradition – for hoteliers who do not benefit from regular clientele year after year, it started sooner and faster in summer 2004 than the previous one. It is mostly the average daily rates that rose significantly (+ 6.1%) that led the profitability of Breton properties upward. First explication: the increases in classic rates during the summer period. “Rates for a single room have remained the same while they rose for double and triple occupancy rooms,” explains Jean-Luc Joly, manager of the Etap Hotel Lorient Parc des Expositions. Another major cause of this improvement in the RevPAR are the events that drew a large public to Brittany. One such example is Brest 2004, a nautical event of old ships that takes place every 4 years. “Sales during this week are closed to Tour Operators and rates are considerably higher than usual,” confirms Carole Lecartonnel of the hotel Holiday Inn in Brest.And yet, in July, Brittany was not exceptionally sunny. “A few clients from the South of France came in search of cool weather in Brittany… They found it!” observes Yoakim Tregaro, room division manager at the Ibis Quiberon. Nonetheless, even if beautiful weather was missing, Brittany seduced...