{"id":34806,"date":"2025-05-18T20:16:32","date_gmt":"2025-05-18T18:16:32","guid":{"rendered":"https:\/\/www.revfine.com\/?p=34806"},"modified":"2026-01-14T15:36:44","modified_gmt":"2026-01-14T14:36:44","slug":"satisfaction-up-volume-flat-whats-driving-the-divide","status":"publish","type":"post","link":"https:\/\/www.revfine.com\/fr\/satisfaction-up-volume-flat-whats-driving-the-divide\/","title":{"rendered":"Satisfaction en hausse, volume stable, qu&#039;est-ce qui explique cette fracture ?"},"content":{"rendered":"<p><em>Le premier trimestre 2025 a offert un tableau nuanc\u00e9 du secteur h\u00f4telier mondial. L&#039;analyse r\u00e9v\u00e8le une croissance continue de la satisfaction client \u00e0 l&#039;\u00e9chelle mondiale, mesur\u00e9e par le Global Review Index\u2122 (GRI). De fait, le niveau de satisfaction a bri\u00e8vement d\u00e9pass\u00e9 le seuil de r\u00e9f\u00e9rence de 2019 (86,4%) en juin 2024. <\/em><\/p>\n<p><em>Malgr\u00e9 un fl\u00e9chissement saisonnier habituel en janvier, la forte performance, notamment en mars, a propuls\u00e9 l&#039;indice GRI du premier trimestre 2025 \u00e0 86,7%, son plus haut niveau en quatre ans. Cependant, ce r\u00e9sultat positif contraste avec la quasi-stagnation du volume d&#039;avis et d&#039;importantes variations r\u00e9gionales. Cette analyse explore les tendances cl\u00e9s de l&#039;exp\u00e9rience client au premier trimestre 2025, en d\u00e9cryptant les donn\u00e9es qui sous-tendent cette performance.<\/em><\/p>\n<h2>GRI atteint de nouveaux sommets<\/h2>\n<p>La satisfaction client mondiale (GRI) a progress\u00e9 pour la deuxi\u00e8me ann\u00e9e cons\u00e9cutive, t\u00e9moignant d&#039;une reprise soutenue. Le premier trimestre 2025 a enregistr\u00e9 une hausse de 0,4 point par rapport \u00e0 la fin du trimestre pr\u00e9c\u00e9dent. D\u00e9couvrez toutes les tendances et analyses cl\u00e9s dans le dernier rapport d&#039;analyse comparative de l&#039;exp\u00e9rience client de Shiji. <span style=\"text-decoration: underline;\"><a href=\"https:\/\/insights.shijigroup.com\/q1-guest-experience-update-2025\/?utm_source=revfine&amp;utm_medium=cpc&amp;utm_campaign=BMQ125&amp;utm_content=newsletter%20\" target=\"_blank\" rel=\"noopener\">ici<\/a><\/span>.<\/p>\n<h2>La croissance du volume des revues ralentit<\/h2>\n<p>Toutefois, la situation concernant le volume des r\u00e9visions est moins favorable. Les trois premiers mois de 2025 n&#039;ont affich\u00e9 qu&#039;une l\u00e9g\u00e8re croissance (+0,71 TP442T) par rapport au premier trimestre 2024. Ce chiffre est nettement inf\u00e9rieur \u00e0 la croissance de 2,21 TP442T enregistr\u00e9e au premier trimestre 2024 par rapport au premier trimestre 2023. Plusieurs facteurs ont probablement contribu\u00e9 \u00e0 cette faible croissance. Par exemple, une baisse de la demande mondiale de 31 TP442T, li\u00e9e au calendrier du Nouvel An chinois et au ralentissement du tourisme dans des villes europ\u00e9ennes cl\u00e9s comme Barcelone, a jou\u00e9 un r\u00f4le.<\/p>\n<p><div class='ai-viewports ai-viewport-1 ai-viewport-2 ai-insert-7-45578698' style='padding: 10px 5px 20px 5px;' data-insertion-position='prepend' data-selector='.ai-insert-7-45578698' data-insertion-no-dbg data-code='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' data-block='7'><\/div>\n<script>\n  ai_run_110576610338 = function(){ai_insert_viewport_code ('ai-insert-7-45578698');};\n  if (document.readyState === 'complete' || (document.readyState !== 'loading' && !document.documentElement.doScroll)) ai_run_110576610338 (); 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else document.addEventListener ('DOMContentLoaded', ai_run_278497970852);\n<\/script>\n<\/p>\n<h2>Sables mouvants : Analyse des performances de la source<\/h2>\n<p>Par cons\u00e9quent, la g\u00e9n\u00e9ration d&#039;avis a vari\u00e9 consid\u00e9rablement selon les sources par rapport au premier trimestre 2024. Certaines sources ont connu des baisses marqu\u00e9es, notamment Agoda (-16,6%) et Tripadvisor (-11,0%). Booking.com, qui a enregistr\u00e9 des baisses tout au long de l&#039;ann\u00e9e 2024, n&#039;a diminu\u00e9 que de 2,2%. Les sources plus petites, regroup\u00e9es sous la cat\u00e9gorie \u201c\u00a0Autres\u00a0\u201d, ont subi des pertes de volume importantes (-16,9% par rapport au premier trimestre 2024 et -23,5% par rapport au premier trimestre 2023). \u00c0 l&#039;inverse, d&#039;autres plateformes ont affich\u00e9 une forte croissance\u00a0: Hotels.com a bondi de 38,2%, Expedia a progress\u00e9 de 27,0% et Trip.com de 18,4%.<\/p>\n<h2>Les r\u00e9sultats des d\u00e9partements sont mitig\u00e9s.<\/h2>\n<p>Malgr\u00e9 les difficult\u00e9s li\u00e9es au volume d&#039;activit\u00e9, la satisfaction client a affich\u00e9 des tendances positives sur la plupart des plateformes. Toutes les principales sources, \u00e0 l&#039;exception de Google (-0,4 point), ont enregistr\u00e9 une croissance de l&#039;indice GRI par rapport au premier trimestre 2024. Les principaux indicateurs par d\u00e9partement se sont \u00e9galement am\u00e9lior\u00e9s au cours des 15 derniers mois (comparaison entre le premier trimestre 2024 et le premier trimestre 2025)\u00a0: la propret\u00e9 a progress\u00e9 de mani\u00e8re significative (+1,8 point), les chambres se sont am\u00e9lior\u00e9es (+0,8 point) et le service a l\u00e9g\u00e8rement augment\u00e9 (+0,3 point). Seul l&#039;indice de rapport qualit\u00e9-prix a stagn\u00e9, enregistrant une l\u00e9g\u00e8re baisse (-0,02 point) sur la m\u00eame p\u00e9riode. Les avis positifs ont \u00e9galement progress\u00e9 de 1,0 point sur un an pour atteindre 76,6%.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-34807\" src=\"https:\/\/www.revfine.com\/wp-content\/uploads\/2025\/05\/Satisfaction-Up-Volume-Flat-Whats-Driving-the-Divide-Global-Review-Index-.jpg\" alt=\"Satisfaction en hausse, volume stable\u00a0: qu\u2019est-ce qui explique cet \u00e9cart\u00a0? Les pics saisonniers\" width=\"1000\" height=\"384\" srcset=\"https:\/\/www.revfine.com\/wp-content\/uploads\/2025\/05\/Satisfaction-Up-Volume-Flat-Whats-Driving-the-Divide-Global-Review-Index--300x115.jpg 300w, https:\/\/www.revfine.com\/wp-content\/uploads\/2025\/05\/Satisfaction-Up-Volume-Flat-Whats-Driving-the-Divide-Global-Review-Index-.jpg 1000w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p><span style=\"font-size: 10pt;\"><em>\u00c9volution de l&#039;indice Global Review Index (GRI), 2019 \u2013 T1 2025, atteignant un pic de 86,7% en mars 2025.<\/em><\/span><\/p>\n<h2>Efficacit\u00e9 de l&#039;engagement : la r\u00e9activit\u00e9 de la direction s&#039;envole<\/h2>\n<p>Par ailleurs, les h\u00f4tels ont continu\u00e9 d&#039;am\u00e9liorer leur interaction avec les avis clients. Le taux de r\u00e9ponse global des directions a connu une croissance impressionnante, progressant de 4,2 points pour atteindre 69,2%. L&#039;am\u00e9lioration du d\u00e9lai de r\u00e9ponse moyen est encore plus remarquable. Les h\u00f4tels qui mettaient auparavant environ six jours \u00e0 r\u00e9pondre ont consid\u00e9rablement r\u00e9duit ce d\u00e9lai. La moyenne mondiale n&#039;est plus que de 3,1 jours, probablement gr\u00e2ce \u00e0 l&#039;adoption d&#039;outils d&#039;intelligence artificielle. N\u00e9anmoins, la tendance n\u00e9gative de l&#039;indice du rapport qualit\u00e9-prix sur de nombreux march\u00e9s m\u00e9rite d&#039;\u00eatre prise en compte, car l&#039;incertitude du march\u00e9 pourrait accentuer la sensibilit\u00e9 aux prix.<\/p>\n<h2>Plong\u00e9es r\u00e9gionales en profondeur<\/h2>\n<h3>Asie<\/h3>\n<p>L&#039;Asie demeure la r\u00e9gion la plus performante selon le GRI pour les h\u00f4tels 3, 4 et 5 \u00e9toiles. Cependant, elle est l&#039;une des deux seules r\u00e9gions o\u00f9 le volume d&#039;avis a diminu\u00e9 (-1,9% par rapport au T1 2024). Ce recul est principalement d\u00fb \u00e0 la baisse du volume sur Google (-13,7%) et Agoda (-12,1%). Il est \u00e0 noter qu&#039;il s&#039;agit du premier recul global du volume de Agoda dans cette r\u00e9gion depuis trois ans (\u00e0 l&#039;exception de l&#039;Oc\u00e9anie, o\u00f9 il a progress\u00e9 de +11,3%). Le segment 5 \u00e9toiles de la r\u00e9gion a montr\u00e9 des signes de ralentissement, avec une croissance du GRI (+0,2 point) l\u00e9g\u00e8rement inf\u00e9rieure \u00e0 la moyenne r\u00e9gionale (+0,4 point) et de l\u00e9g\u00e8res baisses d&#039;indice pour le service (-0,1 point) et le rapport qualit\u00e9-prix (-0,4 point).<\/p>\n<h3>L&#039;Europe \uf0d7<\/h3>\n<p>Le march\u00e9 europ\u00e9en a affich\u00e9 de solides performances. L&#039;indice GRI a progress\u00e9 de 0,5 point par rapport au premier trimestre 2024, et le volume d&#039;avis a augment\u00e9 de 2,21\u00a0TP442T. Cette croissance du volume s&#039;est produite malgr\u00e9 des baisses significatives enregistr\u00e9es par Tripadvisor (-8,81\u00a0TP442T), HolidayCheck (-12,51\u00a0TP442T) et Agoda (-31,61\u00a0TP442T). Booking.com conserve sa position dominante avec une part de march\u00e9 de 64,41\u00a0TP442T, suivi par Google avec 18,51\u00a0TP442T. \u00c0 l&#039;instar de l&#039;Asie, les \u00e9tablissements 5 \u00e9toiles europ\u00e9ens ont montr\u00e9 des signes de faiblesse. Par rapport au premier trimestre 2024, les indices 5 \u00e9toiles ont recul\u00e9 pour le service (-0,2 point), la propret\u00e9 (-0,4 point), la chambre (-0,8 point), le rapport qualit\u00e9-prix (-0,2 point) et la restauration (-0,8 point).<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-34808\" src=\"https:\/\/www.revfine.com\/wp-content\/uploads\/2025\/05\/Satisfaction-Up-Volume-Flat-Whats-Driving-the-Divide-Seasonal-peaks-.jpg\" alt=\"Satisfaction en hausse, volume stable\u00a0: qu\u2019est-ce qui explique cet \u00e9cart\u00a0? Les pics saisonniers\" width=\"1000\" height=\"368\" srcset=\"https:\/\/www.revfine.com\/wp-content\/uploads\/2025\/05\/Satisfaction-Up-Volume-Flat-Whats-Driving-the-Divide-Seasonal-peaks--300x110.jpg 300w, https:\/\/www.revfine.com\/wp-content\/uploads\/2025\/05\/Satisfaction-Up-Volume-Flat-Whats-Driving-the-Divide-Seasonal-peaks-.jpg 1000w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p><span style=\"font-size: 10pt;\"><em>Le volume mondial des revues (2022-T1 2025) est caract\u00e9ris\u00e9 par des pics saisonniers, mais la l\u00e9g\u00e8re augmentation observ\u00e9e d\u00e9but 2025 refl\u00e8te la croissance plus lente constat\u00e9e dans la r\u00e9f\u00e9rence du T1 2025.<\/em><\/span><\/p>\n<h3>l&#039;Am\u00e9rique latine<\/h3>\n<p>Ce march\u00e9 a rencontr\u00e9 des difficult\u00e9s au premier trimestre 2025. La croissance du GRI a stagn\u00e9 (+0,1% par rapport au premier trimestre 2024) et le volume d&#039;avis a consid\u00e9rablement diminu\u00e9 (-4,2%). Cette baisse de volume est due \u00e0 des tendances n\u00e9gatives g\u00e9n\u00e9ralis\u00e9es sur les principales plateformes\u00a0: Agoda (-59,2%), Trip.com (-29,2%), Tripadvisor (-13,2%), Google (-9,9%) et Booking.com (-1,5%). Malgr\u00e9 ces difficult\u00e9s, le pourcentage de mentions positives a progress\u00e9 de 0,6 point pour atteindre 73,8%. Par ailleurs, le taux de r\u00e9ponse aux avis a connu une hausse significative de 7,7 points, s&#039;\u00e9tablissant \u00e0 69,5%.<\/p>\n<h3>Afrique<\/h3>\n<p>L&#039;Afrique a \u00e9t\u00e9 la seule r\u00e9gion \u00e0 afficher une tendance GRI n\u00e9gative ce trimestre (-0,2% par rapport au T1 2024), principalement en raison des performances de sa cat\u00e9gorie 4 \u00e9toiles (-0,4 point). \u00c0 l&#039;inverse, elle a enregistr\u00e9 une forte croissance du volume d&#039;avis (+6,9%). Cependant, les indicateurs cl\u00e9s de performance ont recul\u00e9 par rapport au T1 2024\u00a0: le service a baiss\u00e9 de 0,4 point, le rapport qualit\u00e9-prix de 0,5 point et la propret\u00e9 de 1,1 point. L&#039;augmentation du volume d&#039;avis a probablement contribu\u00e9 \u00e0 une l\u00e9g\u00e8re baisse du taux de r\u00e9ponse, qui a diminu\u00e9 de 0,7 point pour s&#039;\u00e9tablir \u00e0 71,1%. Fait int\u00e9ressant, la croissance mondiale positive de HolidayCheck (+14,6%) est presque enti\u00e8rement due \u00e0 ses performances en Afrique (+43,0%), la croissance ayant stagn\u00e9 ou recul\u00e9 ailleurs.<\/p>\n<h3>Moyen-Orient<\/h3>\n<p>Cette r\u00e9gion a affich\u00e9 une divergence de performance significative entre les h\u00f4tels 5 \u00e9toiles et les autres cat\u00e9gories. La croissance globale de l&#039;indice GRI au premier trimestre (+0,4% par rapport au premier trimestre 2024) a \u00e9t\u00e9 principalement tir\u00e9e par les h\u00f4tels 4 \u00e9toiles (+0,8 point), soit le double du taux de croissance des \u00e9tablissements 5 \u00e9toiles. Le volume d&#039;avis a l\u00e9g\u00e8rement progress\u00e9 (+0,4%), ce qui est faible pour une p\u00e9riode g\u00e9n\u00e9ralement consid\u00e9r\u00e9e comme la haute saison. Parmi les facteurs contribuant \u00e0 cette baisse, on note des pertes de volume importantes sur les plateformes Agoda (-43,9%), HolidayCheck (-22,9%), Tripadvisor (-16,4%) et Booking.com (-10,4%). \u00c0 l&#039;inverse, le volume d&#039;avis sur Hotels.com a connu une forte croissance (+34,4%). De mani\u00e8re encourageante, le taux de r\u00e9ponse aux avis a continu\u00e9 de progresser, augmentant de 4,3 points pour atteindre un excellent niveau de 83,1%.<\/p>\n<h3>Am\u00e9rique du Nord<\/h3>\n<p>L&#039;Am\u00e9rique du Nord a maintenu sa dynamique positive de 2024 au premier trimestre 2025. L&#039;indice GRI a enregistr\u00e9 une forte croissance (+0,7 point par rapport au premier trimestre 2024), parall\u00e8lement \u00e0 une solide augmentation du volume d&#039;avis (+6,3%). Cette hausse du volume a \u00e9t\u00e9 port\u00e9e par les performances positives de Google (+3,5%), Expedia (+28,4%) et Hotels.com (+37,3%). De ce fait, Expedia d\u00e9tient d\u00e9sormais plus de 30% (31,2%) de parts de march\u00e9. Parall\u00e8lement, Booking.com a perdu 2,7 points de pourcentage, pour s&#039;\u00e9tablir \u00e0 24,0%. \u00c0 l&#039;instar des autres r\u00e9gions, le segment des avis 5 \u00e9toiles a montr\u00e9 des signes de ralentissement. Les scores de l&#039;indice des h\u00f4tels cinq \u00e9toiles ont baiss\u00e9 par rapport au premier trimestre 2024 pour la propret\u00e9 (-1,1 point), la chambre (-1,5 point) et le rapport qualit\u00e9-prix (-1,3 point).<\/p>\n<h3>Oc\u00e9anie<\/h3>\n<p>La haute saison en Oc\u00e9anie a partiellement chevauch\u00e9 le premier trimestre, mais les performances sont rest\u00e9es positives. L&#039;indice GRI a progress\u00e9 de 0,6 point par rapport au premier trimestre 2024 et le volume d&#039;avis a augment\u00e9 de 4,61\u00a0TP442T. La plupart des principales plateformes ont enregistr\u00e9 une croissance\u00a0; seules Tripadvisor (-23,61\u00a0TP442T) et HolidayCheck (-25,91\u00a0TP442T) ont affich\u00e9 des baisses. Cependant, la r\u00e9gion accuse un retard en mati\u00e8re d&#039;engagement des utilisateurs. Son taux de r\u00e9ponse est relativement faible (55,41\u00a0TP442T), compar\u00e9 \u00e0 la moyenne mondiale qui avoisine les 701\u00a0TP442T. De plus, son d\u00e9lai de r\u00e9ponse moyen se situe toujours autour de 4\u00a0jours, alors que la plupart des autres march\u00e9s affichent une moyenne inf\u00e9rieure \u00e0 3,5\u00a0jours.<\/p>\n<h2>Conclusion<\/h2>\n<p>En r\u00e9sum\u00e9, le premier trimestre 2025 a confirm\u00e9 la capacit\u00e9 du secteur h\u00f4telier \u00e0 am\u00e9liorer la satisfaction client au-del\u00e0 des niveaux pr\u00e9-pand\u00e9miques. Les h\u00f4tels de luxe ont contribu\u00e9 positivement \u00e0 cette tendance. Des sch\u00e9mas clairs et distincts, domin\u00e9s par les tendances r\u00e9gionales, se d\u00e9gagent \u00e9galement, marquant une rupture avec la phase de reprise post-pand\u00e9mique plus h\u00e9t\u00e9rog\u00e8ne.<\/p>\n<p>Bien que la faible croissance du volume d&#039;avis soit un point \u00e0 surveiller, les am\u00e9liorations constat\u00e9es en f\u00e9vrier et mars constituent un signe potentiellement positif. Les principaux indicateurs op\u00e9rationnels, tels que la propret\u00e9, la qualit\u00e9 des chambres et le service, ont affich\u00e9 une nette am\u00e9lioration au cours des 15 derniers mois. Cependant, la stagnation de l&#039;indice du rapport qualit\u00e9-prix est un point crucial \u00e0 retenir. Une sensibilit\u00e9 accrue aux prix, potentiellement exacerb\u00e9e par l&#039;\u00e9volution r\u00e9cente des droits de douane internationaux, pourrait mettre les h\u00f4tels \u00e0 rude \u00e9preuve.<\/p>\n<p>Par cons\u00e9quent, le prochain trimestre, qui comprend les principales f\u00eates, mettra \u00e0 rude \u00e9preuve la capacit\u00e9 du secteur \u00e0 maintenir la satisfaction des clients tout en g\u00e9rant efficacement la perception de la valeur. Il sera essentiel de continuer \u00e0 suivre ces tendances en mati\u00e8re d&#039;exp\u00e9rience client.<\/p>\n<p><div class='ai-viewports ai-viewport-1 ai-viewport-2 ai-insert-4-75537458' style='padding: 10px 5px 20px 5px;' data-insertion-position='prepend' data-selector='.ai-insert-4-75537458' data-insertion-no-dbg data-code='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' data-block='4'><\/div>\n<script>\n  ai_run_782801883760 = function(){ai_insert_viewport_code ('ai-insert-4-75537458');};\n  if (document.readyState === 'complete' || (document.readyState !== 'loading' && !document.documentElement.doScroll)) ai_run_782801883760 (); 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else document.addEventListener ('DOMContentLoaded', ai_run_559177762546);\n<\/script>\n<\/p>\n<div class='code-block code-block-1' style='margin: 8px 0; clear: both;'>\n<h3>Plus de conseils pour d\u00e9velopper votre entreprise<\/h3>\n<strong>Revfine.com<\/strong> est la plateforme de connaissances leader dans le secteur de l&#039;h\u00f4tellerie et du voyage. Les professionnels utilisent nos connaissances, nos strat\u00e9gies et nos conseils pratiques pour s&#039;inspirer, optimiser leurs revenus, innover dans leurs processus et am\u00e9liorer l&#039;exp\u00e9rience client.<br><br>\n\nD\u00e9couvrez des conseils d&#039;experts sur la gestion, le marketing, revenue management, les op\u00e9rations, les logiciels et la technologie dans notre <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.revfine.com\/fr\/category\/hotel-blog\/\">H\u00f4tel<\/a><\/span>, <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.revfine.com\/fr\/category\/hospitalite\/\">Hospitalit\u00e9<\/a><\/span>, et <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.revfine.com\/fr\/category\/voyager\/\">Voyages et tourisme<\/a><\/span> cat\u00e9gories.<\/div>","protected":false},"excerpt":{"rendered":"<p>Le premier trimestre 2025 a offert un tableau contrast\u00e9 du secteur h\u00f4telier mondial. L&#039;analyse r\u00e9v\u00e8le une croissance continue de la satisfaction client mondiale, mesur\u00e9e par le Global Review Index\u2122 (GRI). En effet, les niveaux de satisfaction ont bri\u00e8vement d\u00e9pass\u00e9 la r\u00e9f\u00e9rence de 2019, fix\u00e9e \u00e0 86,4%, en juin 2024. Malgr\u00e9 un creux saisonnier typique en janvier, de solides performances, notamment en mars, ont propuls\u00e9 le GRI au premier trimestre 2025.<\/p>","protected":false},"author":1,"featured_media":34809,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[761,760],"tags":[828],"class_list":["post-34806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotel-target-market","category-hotel-strategies","tag-shiji"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Satisfaction Up, Volume Flat, What\u2019s Driving the Divide?<\/title>\n<meta name=\"description\" content=\"This analysis explores the crucial Guest Experience Trends Q1 2025, dissecting the data driving performance.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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