KEEPING EYES AND MIND OPEN AND COMMUNICATING EFFECTIVELY TO REASSURE THE CLIENT

The Covid-19 generated a crisis of fear, and a similar reaction to the attacks, reinforced by travel bans or restrictions. When it was released from lockdown, an entire machine had to be restarted, in a complex period given the uncertainty about the future. One of the challenges has been to communicate, not only to inform about the reopening of the property, but also to reassure staff and customers. The professionals were thus able to rely on the health charters and labels published by the operator groups and unions to draw up their own health protocols for welcoming visitors, adapted to the characteristics of their properties. The challenge was not so much in the drafting of these texts, but rather in identifying and qualifying the steps and conditions necessary to resume activity under the best conditions, in order to communicate effectively with the target clientele, with the aim of reassuring them.

With this in mind, Arnaud Poudou, Director of Quality and Development at Yelloh ! Village, explains: "We set up the health protocol of the Fédération Nationale de l'Hôtellerie de Plein Air (National Federation of the Outdoor Hotel Industry) and, with our communications agency, worked on a mailing and the creation of an infography explaining very clearly how we were going to implement the protocol in the fi eld, so that our customers could come in complete safety." In a context of hyper-solicitation of the public, the design of the communication visuals as well as the simplicity of the messages are powerful and important tools to stand out and inspire confidence. The other providers of tourist, leisure and cultural activities, especially independent and more isolated ones, encountered more difficulties, without a clear message carried by a strong group.

Confidence...