France is the world’s most-visited country—and one of the hottest STR markets. In this episode of the STR Data Lab, Jamie Lane sits down with Louis Andrews, Director and President of OVO Network, to unpack how the French market works today and where it’s headed next.

Louis explains OVO’s software-first model (their own PMS + direct booking platform) and why 75–80% of their bookings come direct. We dig into how they maintain a 4.8+ review score at scale without handling on-the-ground ops, what makes French demand unique (heavy domestic travel, car and rail trips, repeat family holidays), and how new regulations are reshaping urban vs. leisure destinations. Louis also shares the economics behind OVO’s approach (a distribution fee on direct bookings), the curation bar for five-star chalets, and the biggest competitive threat he sees on the horizon: increasingly automated PMS tools.

What you’ll learn

• How France books: A culture of domestic, family, drive-to travel—and why mountains keep winning.

• Direct booking at scale: OVO’s tech stack, SEO/digital strategy, and the data advantages of owning the funnel.

• Quality > quantity: Curating only five-star-worthy homes and training local concierges to protect guest experience.

• Profit model: Why charging a distribution fee on direct reservations changes the unit economics.

• Market outlook: Supply saturation post-COVID, tighter rules in cities, and why PMS automation may disrupt PMs.

This episode is for hosts, PMs, and investors eyeing Europe—especially anyone curious how to drive direct bookings, keep reviews high, and navigate France’s evolving regulatory landscape.

You don’t want to miss this episode!

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Episode 148