#GLF19 | "Digital is never an end in and of itself, above all it must remain at the service of service"

The resort market is booming in France

We are France's vacation resort leader, both on the shoreline and in the mountains, with 40,000 beds. While there is much talk about digital, and everyone wants to work with it, participate in it: it remains costly, complex…. At Belambra we take a pragmatic approach, starting with the principle that tourism is above all about service. Digital must remain at the service of the service. Our leitmotiv: is digital truly useful to the client?

A word about the vacation club market. When you ask the French about vacation clubs, their goal is first and foremost to have a good time, not worry about daily chores and escape routine. That's perfect, since at Belambra clubs we take care of everything: children, meals, customer well-being. Thus a real adjustment to demand by vacation clubs. Another point, one can see that 14% of French people prefer to stay at vacation clubs. And yet, only 5% of the hotel industry operates on this segment.

These data make us very optimistic about the development of our market, we have a lot of potential for finding this perfect match. At Belambra we seek growth by two means: development with one or two clubs per year, in Avoriaz for example, and then through digital with customer service. The response rate of our very satisfied clients is 35% higher than the average, with an appreciation score of 9 or 10 to the question: "did you have a pleasant stay?". Thus, a better stay means better loyalty and thus better turnover and organic growth. We invested in a growth strategy based on customer service, first of all it is necessary to involve staff who work daily to improve customer service. It is through them that we can make a real difference.

Digital at the service of the customer and collaborators...