Localnomad, the Agency That is Providing Apartment Reservations Through its Website, is Growing Thanks to the Revolution of e-Tourism

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Jérôme Marien, director of Localnomad, has managed to reinvent the business in a crisis.

The word crisis has, for the majority of people, a negative meaning. But Jérôme Marien, a director of Localnomad, thinks that if we analyze it profoundly, crisis can also translate significant changes and significant evolutions. As Albert Einstein once said: “The crisis is the best blessing which can ever happen to the people or to a country, because the crisis brings progress ".

This quotation translates exactly what is taking place in the tourism sector. Indeed, this sector is currently undergoing a phase of renewal, and is looking for new opportunities on the market, to not succumb to the crisis. That is how a new business model, which strongly takes advantage of this economic situation, can develop: this model is evidently the e-tourism.

According to Phocus Wright, a research body in the touristic industry, the part of e-tourism in the purchasing of holidays has increased in the past three years. In 2009, in the United States, 51 % of all touristic purchases were made on the Internet and the sector had a growth of 60 %.

Spain is the European country where the buying of e-tourism has grown the most. In the article “Triumph of the On-line Purchases ", the Spanish newspaper ADN comments that the purchase of train tickets, plane tickets and the reservation of housing represents an 804.3 million Euro industry. It justifies itself by the presence and the variety of advantageous offers on Internet, than in the more classics distributions channels. It seems particularly true in hard economic circumstances like nowadays.

In the third quarter of 2010, Spain obtained a new record, by reaching 1.9 billion Euros of sales by Internet, that is an increase of 26,5 % in regard to the previous year. According to the last report of the Telecommunications Market Committee (CMT), the tourism sector represents 42 % of these sales.

The affects of the crisis in the household consumption has also peoples holiday habits. In the last few years, we have seen an increase in demand for the housing of holiday apartments, campings and rural tourism accommodation.

In an investigation published in February, 2011, by the National Spanish Institute of the Statistics (INE), we notice that "the booking of tourist in all types of accommodation, except hotels (apartment, camping or housing in rural tourism) exceeded 4.7 millions in February, that is an increase of 2,9 % in regard to the same month of 2010".

According to this research, apartment rentals are the most popular form of holiday accommodation in the sector. Indeed, the number of booking for this type of accommodation "surpassed 3.5 million Euro in February, 2011, an increase of 3,4 % in regard to the same month of the last year".

To justify the reasons of this increase, Jérôme Marien says that the current economic crisis seems to be an excellent opportunity for the e-tourism, which is reputed to be cheaper than the others vacation rentals channels.

Henceforth, the holiday apartment rentals are an ideal alternative for the travelers, because they allow them to absorb an important part of the cost of their journey. Indeed, several important elements make the cost decreases. One of the factors is that every apartment is completely furnished with kitchens, allowing for a significant decrease in the food budget. Another factor which is important to take into account is also the notion of independence; an apartment for rent can be much more comfortable, spacious and especially convenient if you wish to travel with family or friends.

Jérôme Marien discovered the potential that Internet could offer him in the holiday rentals sector and so open his doors for business in 2004, in Barcelona. His first initiative was the creation of Oxis Invest real estate, and the launching of the web page http://www.feelbarcelona.com. Soon followed the creations of Localnomad websites (Feel agencies are henceforth affiliated to it) offering holiday rentals in various different destinations.

The demand in the sector made the company grow quickly and has enabled it to offer rentals services with more than a thousand apartments, villas and rentals in holiday’s condominiums in thirteen different cities in Europe and America such us New York, Miami, Paris, Sitges, Rome, London, Río of Janeiro,Cannes, Nice, Saint-Tropez,etc.

In this context, the crisis did not necessarily prevent people from going without holidays. Instead, people searched for good alternatives and we helped adapt their holidays to their budgets.Localnomad is one of these online travel agencies, who know how to, thanks to the crisis, adapt its offer at the request of the customers, and take advantage of the strong growth of e-tourism.


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Ma. Carolina Ramos
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