💥 Understand everything about bike tourism, the founding element of labels in France
🚵 All the tips for obtaining a bike label to boost your bike rental business
📣All the ideas from super renters who hit it big with differentiating experiences.
Silver medal. France is the second most popular destination worldwide for cycle tourism, behind Germany.
With its varied landscapes, cultural and gastronomic heritage, and picturesque villages, France has many assets up its sleeve.
Above all, our beautiful country is beginning to equip itself and organize itself seriously to meet the needs of travelers in search of cycling adventures.
Institutions and labels have grown considerably, offering real visibility to their members.
Together, we'll look at how to obtain a label to boost your bike rental business.
Lokki met with a dozen experts, consultants, authors, app developers, and bike rental companies to find the best formula.
Enjoy your reading 🤓
How far away that idealized image seems now. A man, probably in his forties, wearing his legendary, tight-fitting cycling shorts, a brightly colored helmet, his ankles more muscular than ever, riding his bike out of the saddle, like Lance Armstrong on the beach.
Wrong. Today's cycle tourist is much more than that, and that's precisely the beauty of this sustainable and ethical form of tourism, which is booming in France. Cycle tourists are you, they're me, a grandmother who goes on a trip with her husband along the Normandy coast, a family who sets off to find inspiration on the Camino de Santiago, a group of friends in their twenties and thirties who dive into the Gironde countryside to disconnect, a couple who fall in love with the banks of the Loire between two wine tastings.
In 2021, according to France Vélo Tourisme, which promotes major bicycle itineraries on the web and encourages the cycling industry and tourism in France, 22 million French people will be cycling during their vacations. Of these, 15% are touring cyclists, making cycle tourism the number one touring activity in France, ahead of hiking. " In 10 years, bicycle tourism has become an increasingly popular tourist and leisure activity," says France Vélo Tourisme.
For the past 10 years, cycling trips have been attracting more and more enthusiasts. The first to realize this, and those who created a real momentum, were the founders of Loire à Vélo, a French cycle route located in the departments of Cher, Loiret, Loir-et-Cher, Indre-et-Loire, and Maine-et-Loire, explains Philippe Coupy, author of 13 books on cycling with the Guide du routard.
“Along the Loire à Vélo route, we have seen the development of accommodation, rental, service, and luggage transport options in response to demand from this clientele. For the past 10 years, cycling has been integrated into all regional tourism policies. We are seeing continuous growth in terms of visitor numbers, and today, cycling tourism is a segment in its own right within the tourism industry, with constant progress in terms of signposted routes, newly created cycle paths, greenways and cycle lanes, and dedicated parking facilities."
The creation in 2008, at the instigation of the Comité Régional du Tourisme Centre-Val de Loire, of the "Accueil Vélo" label (see box below) has considerably helped the structuring and professionalization of this green tourism, says Philippe Coupy. This label, nationalized in 2010 and now under the supervision of France Vélo Tourisme and the Comité Régional du Tourisme Centre-Val de Loire, makes it as easy as possible for cycle tourists to identify all the establishments and places suitable for cycle tourism.
"It therefore serves as a real benchmark for players in the sector, and especially for bike rental companies, because being awarded the label represents a commitment to quality, guaranteeing a service tailored to the needs of cycling tourists," explains Claire Bourgeois, marketing, promotion, and events manager at Accueil Vélo.
Specifically, to obtain this label, "rental companies must be located less than 5 km from a marked and secure cycle route (meeting the national specifications for cycle routes and greenways) and meet various criteria and characteristics, in particular complying with the mandatory criteria of the Accueil Vélo quality standard specific to their category and enhancing their tourist offering with optional services."
Far from being anecdotal, says Philippe Coupy, this label, which now includes 8,000 service providers, makes it possible to "gain visibility, forge partnerships with other local tourism players, and appear in brochures dedicated to French tourist experiences" such as the Via Rhôna, or the Vélodyssée (Atlantic coast), etc. In short, it is now a real ecosystem that meets the needs of cyclists.
But this surprisingly vibrant ecosystem, now very popular with travel enthusiasts and landscape lovers, would not have been possible without the efforts of the government, led mainly by Vélo & Territoires, to develop the EuroVelo scheme, a network of cycle routes connecting European countries, which began in 1998. In 2020, this scheme, 92.5% of which is open in France, comprised 58 routes, including 10 EuroVelo routes, covering a total distance of 25,670 km.
In total, this represents 8,149 km of cross-country trails in our region, plus 5,500 km of regional tourist routes, 3,000 road and mountain bike trails (135,000 km), and 25,600 km of cycle routes and greenways, 70% of which are used for leisure and tourism purposes.
In 2020, efforts reached new heights: 1,784 new kilometers of cycle routes were opened, representing an increase of more than 165% compared to 2019. Each year, departments and regions spend €1.5 billion on cycling infrastructure. All these investments have earned France the Most Popular Cycle Tourism Country award at the International Tourism Fair in Berlin in 2017 and 2018.
This is how, over the past 10 years, cycling holidays have become established in the collective imagination as one of the essential prerogatives of vacation. But in 2019, an event worthy of a Black Mirror scenario came along and turned everything upside down, transforming cycle tourism into a new fantasy: COVID-19. "The global pandemic, lockdowns, and the explosion of environmental issues into the public consciousness have changed people's mindsets," says Martin Bobenrieth, a travel expert specializing in the outdoors who founded Double Sens, a travel agency specializing in sustainable tourism. "We all realized that we could have adventures close to home and that this contributed to our well-being. Since 2020, demand for cycle tourism has been on the rise. Cycling fits in with the current search for meaning in life and, I believe, everyone's need to slow down the frantic pace of life. Cycling allows us to get away from it all, enjoy the scenery, and exercise while chatting with our loved ones."
What's more, adds this travel consultant, cycling is a carbon-free mode of transport that promotes slow travel, which has become a real necessity today after years of overtourism that has been devastating for the environment. Furthermore, Martin Bobenrieth points out that cycle tourism is also an economical activity, which is a significant argument when inflation is reaching record highs.
According to France Vélo Tourismethe health crisis has only amplified this dynamic. Between 2016 and 2020, the number of cyclists using cycle routes and greenways increased by 15%. In 2020, we recorded +28% growth in traffic compared to 2019, excluding periods of confinement, with 52% of French people declaring themselves more attracted to bicycle tourism than before the crisis. The trend was confirmed in 2021, with traffic remaining stable.
The explosion in cycle tourism is also due to the fact that it appeals to an increasingly diverse population. A final major barrier has been removed in recent years with the arrival of electric bikes (e-bikes). "For a long time, there was a deep-rooted mental block. People thought that cycling trips were only for athletes," explains Philippe Coupy. "With e-bikes, all that has changed. Now, cycling trips are becoming more accessible to everyone, for short and medium distances." Claire Bourgeois makes the same observation with ADN Tourisme, which brings together the three historic federations of institutional players in tourism: "We are seeing more and more seniors going on bike rides and sometimes even taking their grandchildren with them."
According to Martin Bobenrieth, fear of hills, long distances, and physical exertion are no longer obstacles, even for small families looking for an easy getaway. "I live in Rennes. With my family, I can easily go to Saint-Malo for two days on my electric bike. We visit this charming medieval town and enjoy the magnificent and varied landscapes along the coast, all at a leisurely pace. In short, before, going away with the kids was daunting. Now, 45km is a 3-hour bike ride... without any pain! It's a huge step forward, so much so that some travelers, who were initially a little worried about the athletic aspect of cycling, start out on an e-bike and then come back to do the same route on a regular bike because they found it too easy!"
Second in 2023... first in 2030. Not that it's a sore loser (well, maybe a little...), but France is determined to steal the top spot from Germany in cycle tourism. The government's goal is to initiate a "transition to responsible and sustainable tourism, " which, according to the ministry, is "both a necessity for the sector and a growing expectation of customers looking for local tours and experiential stays that are more connected to nature and more respectful of the environment and local areas."
To achieve this, the ministry has spared no effort. It has created Destination France, aplan to revive and transform tourism that aims to consolidate France's position as the world's leading tourist destination. This objective aims to become the leader in sustainable tourism by 2030 and to win the title of the top cycling tourism destination by 2030.
The French Environment and Energy Management Agency (ADEME) is a French public industrial and commercial institution that oversees the "VéloTourisme" initiative, supporting the commitment of tourism stakeholders in the form of calls for projects. ADEME therefore has three main objectives, which will have a significant impact on the activity of bike rental companies:
What role does Vélo & Territoires play in supporting the development of slow travel? Sophie Rapinel: One of the four strategic priorities of Vélo & Territoires is to "make France the world's leading destination for cycle tourism." We are therefore working on various levers to support and accompany the development of this sector:
In our view, creating a quality experience for customers means developing a genuine cycling tourism policy in your area. To achieve this, we advise the local authorities we work with to focus on four key ingredients:
3 questions to Florent Tijou, Webmarketing Project Manager at France Vélo Tourisme
Where are we today in terms of cycle tourism in France?
Florent Tijou: “The goal in France is to have 25,000 km of bike paths by 2030. We currently have less than 20,000. Since 2019, there has been a 165% increase in terms of development. The momentum is therefore very strong, thanks in particular to a real awareness on the part of the State, which has provided a lot of funding, but also on the part of local authorities and numerous structuring and unifying projects across the country. This has helped to boost the economy in rural and desert areas. For example, we have very positive data from La Loire à Vélo. Cycling tourism is therefore a source of value and is unanimously supported by the regions.
What obstacles still need to be overcome?
F.T: “There is still a gap between cycling every day and going on a cycling trip. There are organizational obstacles to overcome. First, we need to develop more secure and marked infrastructure. Next, services need to be expanded, primarily accommodation, then equipment rental along the routes. Finally, all these sectors need to become more professional in terms of cycle tourism. When you offer this type of trip, you need to be well trained in practices, risks, customs, and constraints. Today, what is missing above all is a move away from "one-way" trips, i.e., offering a genuine network of bike trips, allowing tourists to go from one point to another without constraints, on a perfectly smooth route.
How can such a network be set up?
F.T: “First, the sector must become more professional and undergo training. Bridges, mutualization, and partnerships must be created between players in the sector, including rental companies. But we must not focus solely on this issue. Solutions will emerge, and train + bike access alone will not be enough to meet demand, even if the capacity for transporting bikes on trains is improved. We need to diversify transport solutions for bikes while respecting the carbon impact. I think we still need to break down psychological and behavioral barriers to get all French tourists on bikes. I am convinced that this requires education and information. However, little is being done today to promote this type of travel and cycling in schools and businesses. To make cycle tourism a natural reflex, we need to encourage people to travel on two wheels from the very early years of school, carry out mobility tests, and highlight this particular way of exploring and going on adventure.”
Cycling tourism is no longer "exceptional" in the sense that it is off the beaten track. On the contrary, it is gradually becoming one of the must-do activities for travelers seeking nature, adventure, and escape. This means that to stand out from the competition and satisfy an increasingly demanding clientele, rental companies will have to do more than just rent bikes. They will have to be champions of the experience, specialists in two-wheeled adventure. Okay, but how? Here is a non-exhaustive list of all the levers to pull.
A rental company that knows how to rent knows that renting is first and foremost about... excellent service. But this can be learned. We have listed a series of essential commandments:
The basis of any good ride is, first and foremost, the quality of the bike. However, each region has its own specific characteristics and deserves a product that is tailored to its needs.
Please note: to learn everything there is to know about bikes, be sure to actively monitor new developments and meet with manufacturers to source materials and test your products. In any case, remember to check:
In a restaurant, what makes for good service? Isn't it a delicious meal + a friendly waiter + good timing + a small mint leaf artfully placed on the dessert? Well, do the same thing, but apply it to your service. Offer your travelers everything they might need for rent:
The quality of the experience will obviously depend on the quality and reliability of the bikes. This, of course, requires rigorous maintenance of your bikes.
Please note: It is important to prioritize the safety of your travelers. To do so, consider providing them with a free repair kit for their bikes:
As a rental company, during the August boom, you probably see hundreds of people passing by... whose relationship with bicycles you don't necessarily know. Yes, it's busy. But don't forget that you are responsible for ensuring your customers have a good experience. So take the time to explain how their bike works, especially if it's an e-bike, which requires a little more precision. Safety also means providing accurate information about the best routes and safe paths to take, and what to do in case of unforeseen events.
The better trained we are, the better we train others. The better informed we are, the better we inform others. If you are not a guide, nor a cycling enthusiast, nor a member of MCF (the French cycling instructors' association), consider updating your cycling knowledge to perfect your skills, especially since today's bikes can sometimes be very complex machines:
→ Home delivery of bikes, if possible the day before rental, as Justin from Locvélo assures us, allowing tourists to relax and enjoy themselves a little before the big day, free of charge.
→ Very accurate weather information, especially about the WIND: yes, yes, when rowing against the current with the crazy Marseille wind blowing in your face, aka the famous mistral, it's good to be mentally prepared. There are lots of apps for this, such as Windy, which provides ultra-accurate wind forecasts.
→ Speak English, Spanish, and everything else: get trained! Sign language is great, but it's still nicer when you can exchange jokes in ways other than mime, right?
→ Restrooms to relieve the bladders of men, women, and children: after three hours of cycling, sometimes you just need to take a natural break!
→ Documentation on local and cultural heritage: Feed your tourists' hunger for spiritual journeys!
→ Provide a water fountain. During a heatwave, it's a lifesaver!
→ A small playground nearby: when it's peak season and there are short or long waits, this is ideal for parents.
→ A picnic table for eating on the go when you're exhausted after four hours of frantic driving!
On your website and in your premises, be clear, transparent, and legible:
→ Types of services
→ Pricing explanations
→ Products and product sheets in all languages
→ Opening hours
→ Tourism partners
And before letting your customers leave, remember to take the time to show them their equipment:
→ Show and advise people on how to adjust the saddle to the correct height.
→ Take the time to explain the bikes to them, how to adjust them, and where the front and rear brakes are located.
Please note:
As you probably know, you will be judged in a matter of minutes... Think about your image.
He loves his region. He's even madly in love with it! In Bayeux, in his Locvélo shop, Justin spends his days talking not only about bikes, tires, servicing, and rentals, but above all about Normandy, in every possible way! Its architecture, its museums, its beaches, its history, the scars of its past... This knowledge of the region plays a big part in the excellent relationships he builds with his customers. Meet a bike rental company owner who is an ambassador for his region.
“In Bayeux, we are in a unique environment: most of our customers are foreigners, mainly Americans. They come here to visit the heritage sites, discover the historic places where their ancestors made their mark, and, of course, enjoy our incredible cuisine.
For me, it was important to meet my clients' needs. That meant being able to communicate with them: speaking English! We enjoy spending time with them, recommending the best providers: restaurants, hotels, etc. We are the primary ambassadors for our region. Our reputation is at stake when we recommend places. So we are careful when sending our clients, to direct them to the right people and avoid certain ones. To do this, we need to know our region and its tourist offerings well.
Since last year, we have created day trips, and I spend a lot of time talking about these tours with customers. I know the area like the back of my hand, so I can send people on the most beautiful roads to the most beautiful spots. We take the time to explain to people where they will be riding and what they will discover. We make sure to include points of interest and share sites where they can learn about the history and culture.
What we want above all else is to offer our customers an extraordinary experience. Here, that means the landscapes, but also the history linked to this very special region. One day, I welcomed an American tourist who had traveled extensively. He had cycled through all 50 states in his country. When he returned from our excursion, he put his bike down on its kickstand and gave me a hug. He was crying, saying he had never seen anything so beautiful. Of course, he was exaggerating a little. But I'm sure that the fact that I told him when to arrive at the American cemetery, at the precise moment when the flag was being raised, created something powerful for him. That's exactly what we're looking for: to create unique days, in the pantheon of bike trips."
A breath of fresh air, a hint of excitement, all sprinkled with escapism. That's the magic formula sought by travelers who enjoy cycle touring. And what could be more exhilarating than a microadventure? Lokki takes a look at this growing trend in bike rental.
“Travelers are looking for freedom and novelty. What rental companies can offer them is a variety of tours, with different themes and durations, and self-guided solutions,” explains Laurent Arcuset, manager of Géosysteme, which has been working in sustainable tourism and regional accessibility for 26 years. The goal? To allow people to get lost and go on an adventure by bike in complete safety. However, the expert points out that creating spontaneity by bike requires a great deal of organization.
This starts with testing your own routes several times and retesting them regularly to ensure that they are still passable and, if not, to warn tourists about the condition of the roads.
Next, to spice up the route and turn it into a real micro-adventure, you also need to have different drop-off points to get away from the famous “one-way” mentioned by Florent Tijou. That’s what Hélène Fauveau, from Paulette Bike in Toulouse, has done with her network of bike rental agencies. Thanks to her four other agencies in Lyon, Paris, Narbonne, and Béziers, she offers travelers real micro-adventures. "Our customers aren't looking to rent a bike, they're looking to experience, and that includes everyone," says this enthusiast. Our sector still needs to be structured and modernized to streamline logistics. Things are moving forward, but the various players still need to coordinate: hotels, agencies, train stations...". When they are unable to buy other agencies, some rental companies join forces with others to offer this panoramic solution.
But the adventure can also be extraordinary, not because of the route itself, but because of its form. In Saillagouse (Occitanie), Siméon, from Ecobike, offers two types of route: one involving a 30 km descent by bike followed by a return trip on a tourist train. Interesting, explains Siméon, but not always easy, particularly due to the limited space available in the carriages. The other extraordinary route takes place in the forest... at night, with only a headlamp as an additional accessory. "It's overwhelming," says Siméon, " the night increases the sensation of speed tenfold. In winter, on the snow-covered paths, which are so busy during the day with snowshoers, they are completely empty."
However, these adventures require greater logistical organization and more knowledge of the terrain and equipment. They also require close attention to weather conditions and sharing of useful geohiking apps.
Once again, it cannot be stressed enough that knowledge of the area and information are key. Because adventure is also about teaching people to reconnect with life, says Laurent Arcuset. "It is therefore also up to rental companies to share their favorite places, to recommend cafés, restaurants, third places, and associations that work to boost the economic and social fabric. In short, to ensure that travelers get to meet all those extraordinary French people who bring their region to life."
This feeling of discovery, freedom, and exploration is exactly what Emmanuel Brault, co-founder ofExplo, a travel planning app, was banking on. "We created this tool because we firmly believe that cycling makes people happy and that road trips are going to explode thanks to this mode of transport," explains the young entrepreneur, who came up with the idea after a trip to Namibia, which was a bit chaotic to organize*. "For me, it works better than hiking or driving because you're going fast enough to make progress and feel the thrill, but slow enough to take in the sights. You have time to stop and appreciate the distances, and that's what creates the adventure. I believe that this feeling of freedom is contagious and that it will catch on." For Emmanuel Brault and Hélène Fauveau, beyond the physical challenge, cycle tourists also come looking for their share of hardship and unexpected events, as part of the game, in a life that is perhaps a little too standardized. "I myself am a big fan of bike travel, and what I love most of all is ringing people's doorbells and even sleeping at their homes if they invite me in. It's very powerful; it really brings you closer to the world! People tell you their stories and share their knowledge of the region. It's a different kind of travel with the locals, and I think it's going to explode. The proof is in the pudding! Just look at the success of Warm Shower, a closed community of 150,000 people around the world who host each other."
As you can see, the key words for offering an exceptional rental experience are: unexpected, encounter, sharing. And this can also take place within your own premises. This is what Guillaume, owner of Le Bon Wagon, has done with his cycling café, located on the edge of a cycle path in Duingt, near Annecy. In a rather incredible location, a disused old train station, three cycling enthusiasts offer a unique welcome and bike rental service with catering, repair workshops, and product presentation workshops. But if your premises are large enough, and you have the desire and the time, why not continue in this vein and offer cultural exhibitions, discussion groups, and film screenings?
Why not, if you're feeling a little daring, want to get your customers involved and offer them a fun and original experience, and have an eco-friendly conscience, why not offer a screening based on the concept developed by the Dijon-based association Cinécyclo? The aim of this educational, cultural, and social initiative is to power the video projector and sound system by pedaling a bicycle generator. Beyond the fun aspect, this initiative aims to promote a traveling cinema that is accessible to all, environmentally friendly (these powered screenings consume less energy), and open to the world. The highly committed association often proposes themes related to biodiversity or the relationship between humans and the rest of the living world. "We want people to be able to see poetic and engaging content that is different from what is available on TV and video on demand," Lucille Chauvin, a member of the association, told the media outlet Reporterre.
For this mobility expert, who worked with local authorities for 10 years before setting up as an independent consultant, bicycles should also make it possible to visit cities, including megacities, covering long distances effortlessly, thanks to electric bikes and increasingly sophisticated bicycles capable of carrying heavy loads. "The 'plane + taxi' era is over," sums up this traveler, who takes his 4-year-old son everywhere on his bike. But certain criteria still need to be met, such as safety, parking, traffic, and intermodality. What examples from abroad can inspire France? Julien de Labaca takes us on a quick tour around the world.
👉 Fast-track lanes for cyclists, based on the model used in American airports, which aim to encourage sustainable modes of transport?
👉 Cool perks, like in Barcelona where you get 20% off your coffee if you come by bike!
👉 Railway lines converted into long-distance cycle routes, with old stations transformed into cafés or youth hostels, such as the Vias Verdes, which connect Catalonia to Aragon.
👉 Thousands of parking spaces, just like in the Netherlands, where bicycles reign supreme!
👉 A system between VLS and bike sharing, such as Brompton Bike Hire (BBH), which offers rentals at a fixed cost: €6 per day (up to one month of use), including insurance. Customers can pick up a bike from the locker of their choice and return it to any of the 70 BBH rental points across the country (35 in and around London).
👉 Free bicycle accessories, such as a Decathlon inner tube dispenser, in Bordeaux.
👉 Bridges dedicated exclusively to bicycles in Portland, Oregon (US), and tourist routes designed for seamless intermodal travel: tram, train, cable car, walking, and cycling.
👉 Free bike rental on boats connecting Seattle
👉 Near-self-service bike systems such as OV-Fiets, created over 20 years ago in the Netherlands. A very basic bike, but available in over 300 stations and intermodal stations throughout the country, sometimes even linked to OV-Fiets & Service workshops/stores. Some systems are adapted to small stations, allowing for autonomous, secure use at the same cost everywhere, without a subscription.
Les Others, the adventure and outdoor magazine, has been publishing a paper "method map" for several years to help organize adventures lasting from one day to several weeks in the great outdoors. On the front of this giant map is a map of France listing more than 800 natural areas (regional nature parks, long-distance hiking trails, cycle routes, lakes, peaks, forests, etc.).
On the back, there is an 8-step method for organizing your adventure step by step and becoming completely self-sufficient: profile, destination, itinerary, transportation, accommodation, team, and equipment. The pack also includes 100 detailed itinerary sheets (50 hiking, 50 cycling).
"Long live France, damn it!" exclaims Thibaut Labey, co-founder of Chilowé, an eco-friendly microadventure agency, as he presents his latest creation, La bible de la micro-aventure en France (Marabout, 2022), to the camera. Indeed, Thibaut, we couldn't agree more. In any case, it's fair to say that Chilowé is doing everything it can to convert even the most skeptical to micro-adventuring: "Real life is outside!" Over the course of its 208 pages, we learn what micro-adventuring is, how to gear up, where to go, and how to progress. The book also features portraits of adventurers with unexpected profiles, such as a family who set off on a three-month road trip with their baby, or someone who hibernated in a cabin in the Pyrenees.
Tree climbing, zip lines, swimming, rock climbing and via ferrata, dog sledding, escape games in the great outdoors... In "Experiences and Micro-Adventures in France", the Guide du Routard lists 100 easily achievable, environmentally friendly micro-adventures that are accessible to all. The goal? To "awaken the adventurer within you" without leaving your own country... And to take the opportunity to discover or rediscover the wonders of France!
The Accueil Vélo label, October 2022
Practical guide to welcoming cyclists, January 2021
National Cycle Route Plan, Cycling & Territories, September 2022
Cycling tourism: the top 5 smartphone apps, July 2022, Cnet France
Key figures for cycle tourism in 2020, Vélo & Territoires
Essential equipment for bike touring, Decathlon
Bicycles and electric bikes: what to check? What to choose?
How to maintain the electric bike fleet, Ebike Pro
How to ride and maintain your electric bike properly?
Pedal to see a movie: discovering an eco-friendly cinema, Reporterre, August 2021
Cycling holidays: Discover the new Hexplo platform, the Waze of bicycle travel, Le Parisien, May 2022
Strava, the number one app for cyclists, Electric bikes, November 2022
The best apps for hiking, cycling, and bikepacking, Citycle, October 2020
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