#GLF19 | Customer relations and digital are no joke at Belambra Clubs

2 min reading time

Published on 04/04/19 - Updated on 17/03/22

Belambra Clubs

The French group is accelerating growth in France and expanding its offer, with a goal to open one to two clubs per year. It is working on the quality of its supply with special attention to customer experience, which Frédéric Le Guen, former manager at Amazon, places at the heart of the group's ambitions. What are the growth margins? Which territories are its priority?

Launched in 2008, the brand Belambra is trying to conquer a clientele of familles and is also developing an increasingly diversified offer for seminars and corporate events. It launched a label called Selection in 2014 and plans to keep its supply affordable to the vast majority; "We don't want to be elitist," indicates Frédéric Le Guen. Out of 55 properties, 21 offer the Selection label.

Frédéric Le Guen, in an interview with Hospitality ON, indicated: "Our number-one priority is customer satisfaction, which is constantly improving. It is a daily priority, a real "obsession", a "contract" for managers. My professional career at Darty, then at Fnac and finally at the Amazon platform, gives me a very customer-oriented vision." The goal is clear: customer, customer, customer. How does this translate into Belambra's operations after more than two years with the group? How are digital tools used and to what end? What is the role of collaborators - a high percentage of which are seasonal - in this equation?

Hear Frédéric Le Guen speak on Monday, April 15 at the 24th Global Lodging Forum.

Simultaneous translation FR/EN and EN/FR.

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