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Tourism shortcomings: SiteMinder’s new head of France invites hotels to “sell their destination”

  Posted in Press Releases

SiteMinder appoints Antoine Aubrun

London, UK – The new head of France at SiteMinder, the global hotel industry’s leading guest acquisition platform, is inviting hotels to help distribute tourism more evenly across the country by using technology to “sell their destination”. Antoine Aubrun, a Bordeaux-native and travel passionate, says a wider adoption of hotel marketing technology could be pivotal in avoiding overtourism from arising in popular hot spots and driving tourists to rural areas where they are needed most.

Mr Aubrun’s comments follow concerns voiced by the French government and the country’s top hospitality and tourism industry bodies about the possibility of France experiencing a ‘two-speed’ economy. While France remains the world’s most visited country with tourist arrivals expected to reach 90 million in 2018, it is estimated around 200 local hotels close their business each year.

“The question is not about the ongoing success of hotels located in the most visited cities of France, but how hotels located outside of those areas can benefit from similar levels of tourism when travellers don’t even know they exist. It’s time for those hotels to unleash their potential and compete for their share of guests,” says Mr Aubrun.

“We live in a digital world where technology can be a hotel’s most powerful ally. Hotels in places such as Paris will always endure, because of the other attractions their cities can offer. However, as more and more travellers seek out experiences that are different and memorable, I believe hotels located in more remote locations have a unique opportunity to showcase their own destinations. It’s time for those hotels to find out what marketing technology can do for them.”

With deep experience in business development and sales, Antoine Aubrun is driven to find success for France’s hotels and support them in capitalising on the global reach offered by modern hotel technology. His appointment as SiteMinder’s new country manager comes as SiteMinder continues its rapid expansion across Europe and the former head of France, Clemens Fisch, leads SiteMinder in DACH – the other market he has led for more than two years – on a more dedicated basis.

SiteMinder’s managing director for EMEA, Ruairí Conroy, says, “SiteMinder continues to experience strong growth in France, and Antoine’s leadership will ensure even more hotels can capitalise on a guest acquisition platform like ours to succeed. With tourism on a steady rise and the hospitality industry becoming more competitive than ever, the opportunity for hotels is enormous if only they invest in technology to make that happen.”

Media contact
Maria Cricchiola
+61 2 8031 1287

About SiteMinder
In an age of rising choice and accessibility for curious travellers, SiteMinder is the name synonymous with the belief that technology can empower any hotel to win in a consumer-led world and unleash their potential. SiteMinder is the global hotel industry’s leading guest acquisition platform, ranked among technology pioneers for its smart and simple solutions that put hotels everywhere their guests are, at every stage of their journey. It’s this central role that has earned SiteMinder the trust of more than 30,000 hotels, across 160 countries, to generate in excess of 80 million reservations worth over US$26 billion in revenue for hotels each year. For more information, visit


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