France has emerged as the world’s top destination for luxury hotel bookings in 2025, surpassing Italy for the first time since 2019. According to new data from Global Travel Collection (GTC), luxury bookings in France soared by 64% year-over-year in July, driven by high demand for top-tier stays in Paris, Nice, and Marseille. The data marks a turning point in European luxury travel patterns. Paris alone accounted for 2,710 booked nights, followed by 1,313 in Nice and 286 in Marseille. Industry experts point to France’s investment in high-end properties, cultural heritage, and diverse experiences as key factors behind the surge.
French Elegance Leads Global Trends
France’s luxury edge comes from its blend of city glamour, coastal charm, and countryside retreats. Palatial stays such as Le Bristol in Paris, The Maybourne Riviera overlooking the Mediterranean, and Hôtel du Cap-Eden-Roc in Antibes were among the most sought-after. Average daily rates reached $1,400, with affluent travellers seeking exclusive, personalised service over price sensitivity. The Palace label—France’s highest hotel designation—further boosts its luxury status. With 31 properties holding this rare distinction, Paris stands as the global capital of Palace hotels. Meanwhile, regions like the Riviera, Alps, and wine country offer everything from seaside glamour to vineyard wellness.
Luxury Beyond the Cities
The French Alps continue to attract winter tourists with ski-in, ski-out Palaces such as Cheval Blanc Courchevel and Les Airelles. The Atlantic coast and wine regions—including Bordeaux and Champagne—blend wellness, wine, and heritage. Corsica’s rugged beauty and high-end comfort add a quieter, secluded dimension to the country’s offerings. GTC’s global influence underscores the trend. In 2024, the network generated $2.3 billion in luxury sales across 179 countries, planning nearly 900 ultra-luxury journeys worth over $100,000 each.
Italy and UK Still Strong Players
While France now leads, Italy remains a close second. GTC bookings show 777 nights in Rome, 725 in Milan, and 679 in Naples. Properties such as Hotel Eden and Passalacqua remain traveller favourites, but demand is more evenly spread across Europe. The UK saw a 13% increase in July bookings, with London hotels like Claridge’s and Ham Yard attracting luxury clientele. Spain also entered the top five, with strong performance in Barcelona, Madrid, and Ibiza, thanks to its mix of culture, design, and Mediterranean appeal.
The luxury segment continues to outperform other categories globally. In the US, luxury hotel RevPAR rose 7.1% in early 2025, while Canada saw revenue growth driven by urban hubs like Vancouver and Toronto. European cities including Paris, Rome, and London command high rates with steady demand. The Michelin Guide’s 2024 introduction of “Keys” to rate hotels has added another level of distinction. In France, 24 properties earned three Keys, enhancing trust among discerning guests.
With increased investment, new openings, and global recognition, France is poised to maintain its lead. Italy is expected to refocus on underexplored regions, while the UK and Spain may leverage their steady growth to gain market share. As affluent travellers seek authenticity and excellence, destinations offering diversity, design, and cultural depth will stay ahead. France’s rise in 2025 proves that a rich mix of tradition and innovation is key to shaping the future of luxury tourism.
