Luxury travel advisor reports weak demand for Paris 2024 Summer Olympics

Donald Wood

Donald Wood
Last updated: Thursday, June 13, 2024 at 8:35 AM

Despite growing anticipation for the 2024 Summer Olympics in Paris, luxury travel agencies in the United States are reporting sluggish demand for the sporting event.

Luxury advisors report that more low-key travelers are booking holidays in Paris during the Olympics (July 26 to Aug. 11), but higher-spending customers are opting to travel outside France during the period, according to

Airline ticket data company Valencia said Americans were the travelers who booked the most flights to Paris during the 2024 Summer Olympics, with a 37 percent increase in planned trips compared to 2023.

Luxury travel agency Virtuoso revealed data showing that summer bookings for Paris are up 172% year-over-year, while bookings for France are down 22% from last year. Virtuoso said customers are instead booking trips to Spain and the UK, with summer bookings in both countries up 44% and 10%, respectively.

“There's definitely people going to Paris,” Virtuoso spokeswoman Misty Bells told Reuters. “But is there as much momentum as it could be? I can't say.”

Earlier this month, Accor Group CEO S├ębastien Bazin said hotel bookings during the Olympics “will not be as unusual as we expected.”

Commercial real estate data firm CoStar said it expects occupancy rates for luxury and upper luxury hotels in Paris to rise 9.1% and room rates to rise 73% in August.

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