Rentrée Vatel Martinique

First Vatel Martinique

This year, the starred Chef Louis-Philippe Vigilant grants us the privilege of sponsoring the Vatel Martinique 2020-2021 class.

 

September Back to School

Vatel Martinique has just opened its doors for the first time at the Hotel La Valmenière on September 21, 2020.

The class of 2020-2021 has the chance to have for Godfather the Martinican Chef Louis-Philippe Vigilant.

After working in the closed circle of Michelin multi-star restaurants, including the Relais Bernard Loiseau, Chef Louis-Philippe Vigilant took over the kitchens of Loiseau des Ducs in 2013.

In the eyes of Vatel Martinique, this Chef of Martinican origin embodies excellence: the courageous and successful quest of his management and his profession.

« Love what you do and do it with passion, give emotion and be courageous. »

Chef Louis-Philippe Vigilant wished to share his Mantra on each student booklet that he himself has autographed.

Sharing Managerial Experience

The Chef de Cuisine of Loiseau des Ducs also granted us the time for a « Discovering Companies  » course and a Facebook Live in the company of Madly SCHENIN-KING from the Agence Majorine, her managerial and contemporary vision of the Chef.

We retain from our interview with the Chef that :

– Versatility has become an imperative of Kitchen Management.

– Management is intended to be as much professional as personal. Taking an interest in its teams is a key to the cohesion of the kitchen.

– The contemporary Chef not only manages a team but also the brand image of his restaurant, thanks to a controlled presence on the web and social networks.

More about Chef Louis-Philippe Vigilant

His biography : http://www.bit.ly/3mSPFFX

His awards : http://www.bit.ly/3czIdL7

His professional profile : http://www.bit.ly/338gez2

Thank you a thousand times over Chief on behalf of all Vatel Martinique.

Upgrading our Destinations

Tourism in Martinique. Frédérique Dispagne, « The asserted goal of Vatel Martinique is to spread its Vatelites throughout the Caribbean and upgrade the range of our destinations ».

• • • • • • • • •

Since September 21st, 22 students have entered the first hotel management school in Martinique.

Vatel Martinique’s new school year took place under the patronage of Michelin-starred Martinican Chef Louis-Philippe Vigilant, for the very first class of 2020-2021.

At the initiative of the Fabre Domergue Group, owner of the Karibea hotels, this Vatel Martinique school was able to open its doors despite the sanitary context.

« First the strikes of high schools and then the long period of confinement made it difficult to present the Vatel Martinique School to the students.

Our interventions were cancelled because of the confinement, our Open Days were postponed to the Hotel la Valmenière.

The contests took place initially in person, from January to March 2020, then by video only.

The recruitment of teachers followed the same process.

To be a hotelier is to know how to adapt to all situations with reactivity and good humor.

It is thanks to this state of mind that we experienced the confinement, that we tried to cope with the constraint, that we were able to open with a volume of students higher than our objective of 20 students ».

On the training side, Vatel School offers a Bachelor’s degree in International Hotel Management over a period of 3 years combining theoretical and practical training.

The Vatel school also offers the possibility to complete a 2-year MBA in International Hotel Management.

« Vatel Martinique prepares its future Managers to lead management careers in departments as diverse as: operations, marketing, sales, management, human resources, communication adapted to accommodation, catering, hotel and tourism operations and entrepreneurship in the hotel industry.

The primary ambition of Vatel Martinique, set up by Martiniquais for Martiniquais, is to train local executives who can respond to the immediate professional areas: accommodation in Martinique, Guadeloupe, Guyana … but also in the English-speaking Caribbean (Saint Lucia, Dominica …) or Spanish-speaking (Santo Domingo, Cuba …) » adds Frédérique Dispagne.

Through these training courses, the Vatel school intends to participate in the tourist development of Martinique and Guadeloupe and to give perspectives to the young people of the Caribbean.

« Martinique has everything to gain from the priority markets like the United States and Canada.

Our territory of Martinique welcomes a little more than one million tourists in 2019, when the zone gains 9.1 million in a single quarter.

The opportunity to gain market share is mechanically significant.

To achieve this, the contributing mission of Vatel Martinique is to enable our young people to benefit from the « Training » box, first of all with perfect trilingualism in English and Spanish, and a high level of expertise in hotel infrastructure management.

The assumed objective of Vatel Martinique is to spread its Vatelians throughout the Caribbean and to increase the range of our Destinations ».

Crowned « Best Hotel School » at the 17th Worldwide Hospitality Awards, among more than 42 prestigious international establishments, Vatel Martinique students will be able to benefit from the international network of Vatel campuses.

« As Vatel is recognized worldwide, our Vatel students will be able to easily integrate the international market. Our students will have the choice;

Opening of the Vatel Martinique School in 2020

Vatel opens its doors in Martinique, in partnership with a Caribbean hotel group experienced in business and leisure hotels. The school is located in Fort de France within the Hotel La Valmenière.

• • • • • • • • •

Study hotel management at Vatel Martinique

In the heart of the capital, this establishment has a privileged location and will allow students to take advantage of quality infrastructures with a breathtaking view of the famous bay of Fort-de-France.

Vatel Martinique offers a complete training with a level II curriculum (Bachelor-license) then the possibility to continue to level I (MBA- Master).

A management school on the flower island

Martinique nestles in the heart of the Caribbean arc between the islands of Dominica to the north and Saint Lucia to the south.

8 hours flight from Europe, the « Ile aux fleurs » is a French department and is part of the European Union.

The socio-administrative structures are identical to the other regions of France.

In 2017, Martinique welcomed more than one million tourists, a record figure that confirms its tourism development.

At the same time as strengthening the tourist offer and increasing professional opportunities, Martinique is taking up the challenge of upgrading its hotel facilities.

The destination Martinique is characterized by its biodiversity and unique landscapes: the South is bordered by a coastline with magnificent beaches.

The regional natural park covers an area of 63,000 hectares and includes sites as diverse as the south coast, the petrified savannah, the Caravelle peninsula and the Diamond region.

The North offers the luxuriance of tropical forests and reveals an extraordinary garden.

Montagne Pelée (1397 meters) and the Pitons du Carbet reign as masters of the volcanic massifs.

Whether one prefers activities on land or at sea, the exploration of Martinique is inexhaustible: diving, sailing, hiking, surfing, mountain biking, climbing, golf, paragliding, canyoning, jet skiing, rafting, tree climbing, swimming with sea turtles and dolphins.

The rich heritage reflects the history of Martinique and its inhabitants throughout history.

About a hundred sites are classified as « historical monuments ».

The population is distinguished by its great diversity, the result of the island’s history.

Martinique is a peaceful and exotic region of France.

A School a few minutes from Capital

In the immediate vicinity of the business district, the school is hosted by a classified establishment with a variety of services and hotel facilities.

The downtown area of Fort-de-France boasts a heritage steeped in history, shopping facilities, a large fruit and vegetable market, access to the island’s most beautiful beaches by shuttle bus, not to mention its many affordable cafés and restaurants.

Bordered by the Caribbean Sea, observable from the Place de la Savane, the bay of the flamingos of Fort-de-France has been classified among the most beautiful in the world.

The Vatel Martinique school is just a few minutes from the city center, fully served by the high level service bus (TCSP), also serving the airport and the city of Le Lamentin.

Living in Martinique, A continual Discovery

Martinique is part of the Caribbean Archipelago.

It is bathed to the west by the Caribbean Sea and to the east by the Atlantic Ocean.

Its astonishing nature offers sublime seaside landscapes, a luxuriant vegetation, a prodigious biodiversity including the famous Pelee Mountain.

Martinique’s cultural heritage sets it apart and makes the island unique and exciting: AOC rum distilleries, traditional sailing races, renowned literature and writers.

Living in the heart of the « Windward Islands » means being able to discover the neighboring islands of Dominica or Saint Lucia just a few kilometers away for a weekend.

At 3,150 km from New York and 440 km from the first South American coast, the American continent is immediately accessible.

They are talking about us

Veille Tourisme Antilles : https://bit.ly/2UTuPZw

Martinique 1ère : https://bit.ly/2wIiQ9t

France Info : https://bit.ly/2R0IXPU

France Antilles : https://bit.ly/2xGIT0U

ViaaTV : https://bit.ly/2R0IXPU

https://bit.ly/2UykTG2

Contact Entreprise : https://bit.ly/3dHAo65

https://bit.ly/2JzvA4J

Ewag : https://bit.ly/3bHHJko

Official website (brochures requests and registration): http://www.vatel.mq

Contact : Frédérique DISPAGNE

+ 596 (0)6 96 56 57 44

f.dispagne@vatel.mq

Is High-End Tourism Promising ?

Is high-end tourism in Martinique promising? The Article is written by VEILLE TOURISME ANTILLES, Special thanks to Madly SCHENIN-KING for her decisive contribution to our understanding of Martinique tourism and its areas of progress. About forty people gathered on Thursday, July 4, 2019 at the Hotel Simon in Fort-de-France to attend the round-table discussion entitled « Is high-end tourism promising in Martinique? ». The event was organized by the company MAJORINE, which publishes Veille Tourisme Antilles.

• • • • • • • • •

The evening started a little after 6pm with a presentation of the hotel by its director Tidiane Camara.

After a few minutes, the participants went upstairs in small groups to enjoy a tour of the facility by the facility staff.

They were able to discover the restaurant area, the meeting rooms and the apartment located on the 7th floor.

High-end is not luxury

From the beginning, the tone was set with the question: « Is there a difference between high-end and luxury? If so, what is it? ».

On this subject, the three speakers present – Frédérique Dispagne, former director of the Coq Hôtel**** in Paris; Gilles Duplan, manager of La Suite Villa***** in Les Trois-Ilets and Douglas Rapier, manager of Douglas Yacht Services in Le Marin – were unanimous: although they share common characteristics, high-end and luxury are not synonymous.

The terms refer to products and services designed for a clientele with high purchasing power.

Both require a high quality of service, a keen sense of attention and detail, and a certain adaptability on the part of professionals in order to satisfy travelers.

However, while luxury is exceptional, the high-end remains more accessible. A night at La Suite Villa costs about 400€ compared to several thousand euros in the most luxurious hotels in Saint Barths for example.

So Martinique has an upscale but not luxurious tourist offer, but is there a clientele for these products?

Few metrics exist. To our knowledge, there is no specific study on this segment in Martinique.

It is known that travelers visiting the island have an average monthly income per household between 2100 and 6000€.

However, these figures could hide disparities since Douglas Rapier’s company maintains boats with a value ranging from 150,000 to several million euros.

Attracting and retaining affluent customers: thinking about the entire tourism value chain

The speakers at this roundtable on high-end tourism stressed the need for Martinique to strengthen its reputation and image internationally.

Travellers choose a vacation destination before deciding on a hotel, no matter how well ranked it may be. «

The attractiveness of Martinique is the first filter, » said Frédérique Dispagne. « A broker explained to me that his client, a yacht owner, wanted to be parked in Martinique, » explained Douglas Rapier, « but the client did not know where the island was ».

The role of the bodies in charge of promoting the destination is therefore fundamental.

Once captured, it is also necessary to work on the entire value chain.

More simply: make sure that each service is at the same level as the previous one and that all the conditions are met so that the tourist is satisfied and spends.

This is why, when designing the program for this conference, we felt it was appropriate to invite representatives from different sectors: accommodation, concierge services*, and ancillary services.

Others could also have been included: transportation, recreation or catering. « None of the links in the tourism chain should fail, » emphasized Gilles Duplan, « at the hotel, we make a special effort to welcome guests.

Douglas Rapier’s experience also proved interesting since a large majority of his clients come to Martinique to refuel but do not stay more than a few hours on site (when they disembark!).

According to the yacht specialist, the reason for this is the local nightlife, which is not very lively, and the absence of an emblematic place where the local culture would be highlighted.

Result: the crews would be bored. « They want to see how dominoes are played, eat typical products and party in the evening.

These are all missing steps in the journey of the traveler. One of the participants, Océane Provost, suggested that the professionals should form an association in order to better mark out the tourist’s stay and communicate about the top-of-the-range offer.

Martinique also has an asset according to Douglas Rapier: it is considered safer than other Caribbean islands by travelers.

Human resources management is a challenge

In the tourism development of the destination, training and talent retention are key.

Students tend to leave to pursue more prestigious careers outside local borders.

Professionals are forced to look for resources elsewhere and these sometimes have difficulty adapting. As a result, tourism stakeholders are constantly on the alert.

« The problem is not unique to Martinique, » said Frédérique Dispagne, « the hotel and restaurant industry, in particular, offers harsh working conditions and low wages.

Gilles Duplan of La Suite Villa, hammered that it was necessary to encourage the teams « although we can never do enough », he added teasingly.

When asked by a participant, the director admitted that he regretted not having enough Martinican staff.

However, the picture is not all black and white since, according to Douglas Rapier, boss of Douglas Yacht Services, the island’s skills in boat maintenance and repair are appreciated and recognized by yacht owners, their crews and professionals in the nautical industry. In fact, he is convinced that there are jobs to be created in this field.

The top of the range: a market where you have to make your mark

So, is the top end of the market promising in Martinique? Difficult to answer in an hour and a half, but « we have real potential », answered the speakers.

It’s up to us to be convinced. But it takes work, consistency, the ability to adapt to the demands and of course, a marketing effort. « We have to win the trust of our customers, » smiled Douglas Rapier.

Projects must be encouraged in order to renew the offer, but investors would be cautious. « I personally know several projects that have been abandoned due to administrative delays, » regretted Gilles Duplan.

He himself indicated that seven years went by between the idea of creating La Suite Villa and the reception of the first clients. The evening ended with a moment of networking around a cocktail.

Thanks to all the participants and see you soon!

*Jean-Pascal Pronzola of Ivory Concierge had an unforeseen event and apologized.

Physical Tourism, Digital Tourism

On May 28, 2019, we shared our vision of the digitalization of tourism with Martinique’s hoteliers and tourism stakeholders, including the ZILEA cluster and the MAJORINE agency. How can we take advantage of the digital transition in the tourism sector, more specifically the hotel sector? The objectives of the conference were to understand the evolution and digital reality of the tourism sector, to introduce ZILEA’s digital vision and to present the CARITEL company and its solutions.

• • • • • • • • •

Tourism actors present :

ZILEA

Philippe LECUYER

CAYRIBE CONSULTING

Kery RABATHALY

AGENCE MAJORINE

Madly SCHENIN-KING

CARITEL

Frédérique DISPAGNE

Stéphane BAUCHE

Charles de REYNAL

HOTEL BAMBOO

Sandy GELY

Noémie PALAIN-SAINT-AGATHE

HOTEL LA PAGERIE

Valérie VULCAIN

VILLAGE DE LA POINTE

Guillaume DORN

RESIDENCE DOUCE VAGUE

Christine MONGIN

HOTEL LA BATELIÈRE

Sébastien GINTZ

RESIDENCE LES CAYALINES

Hélène PANCALDI

OTHER TOURISM ACTORS

MARTINIQUE 360, Jimmy HELLENIS

LUXURY DRIVE CONCEPT, Nicolas ALEXANDRE

SECRET HORIZONS, Diane de la SERVE

Intervention of Madly SHENIN KING, MAJORINE – The digitalization of the customer journey in tourism

Digital is at the heart of the customer experience. Madly » sees the tourism sector as the laggard in the digital transformation. « She starts with a quick survey of the public: Who has conducted or is currently conducting a reflection on the customer experience in their establishment?

40% of tourism professionals believe they have already taken this step (8 out of 20 concerned).

LE BAMBOU shares this approach. For the past two years, it has been deploying a process of personalization of the stay, for a unique and dedicated hotel experience. The implementation of digital tools has been necessary to match its vision.

The BAMBOU Hotel shares its three personalized stages of questioning:

The Pre-Stay: Before the client’s stay at the establishment.

The Mid-Stay (or In-Stay): During the client’s stay.

The Post-Stay: After the client’s stay.

Concerning the Pre-Stay: 60% of the clients answer the Pre-Stay, in the name of the hotel manager and accompanied by a mini-form, whose questions can be: « Have you ever been to Martinique? Would you like to reserve your restaurant in advance?… ».

The BAMBOO’s commitment consists in answering systematically to specific requests of room typology (for example Twin or Grand lit), according to its availability.

On arrival, the indications of the customer are already reported by the reception in the P.M.S (Property Management System), taken into account and determined in instruction. The method allows to avoid beforehand a disappointment or a conflict during the Check-In.

« When we couldn’t, we can justify it right away. « explains Sandy GELY from BAMBOO.

For the Mid-Stay, it is essential to be human to be successful. During the stay, the staff ask about customer satisfaction, for example, whether they slept well.

Some customers can stay 10 days without complaining and leave an extremely negative opinion on social networks.

But during the stay, « something can be done right away ». Sandy adds: « On digital media, we have few respondents to this questionnaire during the stay. Guests are not necessarily connected while on vacation. »

During the Post-Stay, sent following the stay of the BAMBOO’s customers, the excellent news is that 90% of the customers answer it.

More customers like to comment on the pluses and minuses. « It is very rare to have notes on the fly. Customers go into detail. »

From this Post-Stay questionnaire, guests are surprised that the hotel considers their expectations mentioned in the Pre-Stay questionnaire.

Since the implementation of this satisfaction monitoring policy, BAMBOO customers leave less and less negative comments about Trip Advisor and more generally about the traveler networks.

« Direct questioning allows us to keep a link, a follow-up, whereas on Trip Advisor, we answer but often blindly, because we don’t always know who is writing the review. ».

For the BAMBOO, in addition to guest satisfaction which is its fundamental basis, the objective is to sell at all times.

During the Pre-Stay sent 7 days before arrival, the anticipation of needs often materializes by upsell: early sale of a bottle of champagne, a transfer, a bouquet of flowers.

Also during the stay, the proposals of enhancement of the offer are indicated to finalize in additional sale. « If I go to a hotel, I have to break down at any time. « It’s the game, » concludes Sandy.

Madly questions « the concrete implementation of tools within the establishment ». The Village Vacances VILLAGE DE LA POINTE talks about its new in-house software, recently acquired to centralize customer information.

Guillaume DORN, communication manager and Denis ROSE ROSETTE, general manager, have decided to change their management software (P.M.S) to facilitate their navigation.

Internally, a need for time saving and connectivity with their Revenue Management System (R.M.S.) was imposed to the VILLAGE DE LA POINTE.

Optimizing and automating their yield, i.e. the daily pricing (public or preferential rates) of villas, cottages and apartments, is an emergency.

« To make yield and offer the best rates in real time, you need gateways. We don’t have this possibility with our current P.M.S. For the staff, the reporting features, the intuitive nature of the software’s steps make our reception work easier, digitalize it and make it more efficient. For an equivalent cost, we benefit from superior quality. »

« Externally, we want to communicate with our customers through digital signage screens and stop the archaic paper display system. »

The Customer Journey, extremely fragmented in time (chronology of booking) and space (the fragmentation and diversity of the media), is the set of stages carried out by a traveler between the desire to travel and the return home.

Madly explains: « Hotels are equipping themselves with tools without necessarily putting the guest at the center of the strategy. But the needs of the consumers evolve, the sector is brought to adapt them, to better anticipate them. »

The 5 Steps of the Guest’s Path

1. Aspiration to travel: At this stage of the choice, « We don’t have a clear idea of where we want to go ». The image and the notoriety of the destination are central. Destination marketing is the initial work of public policy and promotion of the destination. In terms of referencing, an effort is also expected from the tourism authorities: « Where to go in December with the family? « on Google. A real flaw for the destination Martinique in lack of regular renewal of content. In addition, it is desirable to highlight the inhabitants: photos and videos reflect the beauty of the seaside, but not enough about its population, its inhabitants, its reality. Martinique is not a desert island. Master word : Notoriety.

2. Decision making: The research is more refined. In 2015, a French traveler visited 8 sites before making his choice. In 2019, 15 sites are visited before the purchase conversion. For a French person, 55.8 days elapse between the decision to travel and the purchase of the ticket. Travel intentions start well in advance. The stakes are considerable for professionals. For an American traveler, 250 points of contact are consulted before making a choice. Here, a deep work of image renewal is expected: cultural tourism, gastronomic tourism, and the referencing of this tourism. If we make the test of typing in google « Martinique Gastronomy » or « Martinique Tourisme Vert » the imagery is not necessarily up to the ambitions of differentiation. Master words: Referencing, Personalization.

3. Preparation: In terms of preparation, the mobile medium is experiencing the strongest growth. The pre-stay is globally highly digitized. Key words: Acquisition, Singularity, Reactivity.

4. The stay: 80% of reservations for tourist activities are made during the stay. Digitization falls during this stage. Key words: Personalization, Quality of service.

5. The post stay: It is quite neglected by professionals, yet the moment is crucial to make the traveler an ambassador or a detractor of the destination. Key word: Loyalty.

In summary, the traveler :

Uses several screens

Through different channels

Conducts research at various times

Is inclined to converse with companies

Provided that they offer relevant content

Oscillates between autonomy and the need for assistance

Consume the destination live by sharing your opinion on social networks

A few issues for tourism actors:

What Digital Enables

Result for the Traveler

Know the traveler’s intentions and needs

Collection of data

Content, personalized service offers

Send the right message at the right time

Geolocation, real time, Interactivity

Contextualized information, Improved communication

Offer / promote a frictionless global experience

Dematerialization, Automation, Centralized management. Immediacy.

Time saving, Convenience, 24/7 service

Measure performance

Measurement of the ROI of actions taken

Measuring traveler satisfaction

The goal is not to create new digital tools, but to make them more fluid, more immediate, more uniform.

Madly advocates attention to sites such as Trip Advisor (relay of certificates of excellence, satisfaction measurements), the administration of satisfaction questionnaires and customer surveys.

The Post-Stay moment is clearly overlooked, as it is intended for minimal feedback, without really requiring sincere news from the guest.

Concrete examples :

  • A contactless experience Aruba Airport: Close to Martinique, near Curacao. First autonomous « Aruba Happy Flow » kiosk system. Objective: to facilitate the flow of passengers at the airport. Passengers’ biometric data is collected only once at check-in. Thanks to facial recognition cameras installed at the Passenger Touch Points, passengers are identified at each stage of the journey to the aircraft without having to show their ID three times. Since its launch in 2017, more than 130,000 passengers from 33 countries have passed through the system. This is not the prerogative of large countries, with clear tourism objectives.
  • In the field of cruises, MSC brings individualization on gigantic ships. More than 4,000 sensors are strategically placed at all points on the ship, capable of geo-locating to within one meter. MSC has decided to create the world’s first virtual cruise personal assistant: ZOE. Able to answer more than 800 questions, it is constantly being enriched. The aim is to personalize the service for the thousands of people on board, with different topics and concerns.
  • Dematerialize processes: At Melia Hotels & Resorts, a connected bracelet to open the door to one’s room, pay for services (extras such as SPA), make purchases in shops close to the hotel (e.g. Mango store nearby), manage the spending limit set by parents.

« How do you integrate these changes into the management of your business?  « Madly asks about the feedback on customization and immediacy.

Valérie VULCAIN, Commercial Director of the Hotel LA PAGERIE explains her approach. At the level of the customer connection, first the human, then the digital. « The direct human relationship predominates, with regular event planning » explains Valérie. Namely by :

  • A welcome cocktail with the customers to help them in the choices in their excursions.
  • A satisfaction survey in paper form, which remains the best support for a part of their customers. Returns are systematically analyzed, reported and resolved as much as possible.

At the digital level, the establishment is working on a new platform to assist them in this direction. Valérie « considers herself for the moment halfway between paper and digital. « Valérie has decided to move from paper to digital in order to adapt to her current clientele.

What are the plans for the MARTINIQUE Tourism Cluster? – Speech Philippe LECUYER, President ZILEA

Presentation of the Tourism Cluster

Originally, Ziléa was a club of hoteliers. It has recently opened up to the entire tourism industry. The common objective is to speak unanimously about the global issues of the tourism industry, with exchanges that are more powerful than those they could have had.

This cluster is a business cluster of 87 members, mainly hoteliers (29 members represent 74% of the total capacity).

Since 2007, a relatively reliable observatory on a monitored panel shows the performance of hotels and more generally tourism in MARTINIQUE (Occupancy Rate, Average Price, RevPac).

Hotels, of course, but now also professional furnished rental companies, travel agencies, car rental agencies, the SAMAC airport platform, members of the spiri-tourism industry, bus carriers, cabs, VTC).

As a member of the CMT, ZILEA tries to act at the level of this body (21 political elected officials and 7 socio-professionals also political, therefore ZILEA still holds a relatively weak position).

The watchword is « Let’s get together, let’s look for sources of financing to initiate a strategy, let’s find tourist resources in the middle and low season within the framework of a transparent governance. »

5 commissions are part of ZILEA’s calendar:

  • Communication Commission (Animation of members like this one)
  • Training and Human Resources Commission (Social Audit i.e. why are Martinican hoteliers impacted by 17 additional payroll points compared to France? Federating efforts for training with the ESF. Thematic workshops on specific subjects: for example, repetition of sick leave, how to limit it?
  • Digital Innovation Commission
  • Marketing Commission: deals mainly with extra performance,
  • ZILEA wishes to expand its Observatory to provide a more detailed analysis of the health of the sector.

Few figures for 2018:

1,045,735 tourists visited Martinique in 2018.

Since 2013 + 70% thanks to cruises.

451 Million Euros in revenue.

Origin Nationalities: 80% from France, 20% domestic tourism (the remainder is scattered in North America and other countries)

Martinique remains mediocre at welcoming Americans, with a few more Canadians at Club Med, prepared to welcome them.

The destination is characterized by extreme seasonality from the Easter vacations to the All Saints’ Day vacation, for the low season, with a peak in July-August of West Indians living in the hexagon. Competition from the Maghreb is strong.

The Cluster has initiated a reflection on the E-Zilea application project. Pooling the needs between tourism players by federating customer data is the major asset of the process.

For example, a car rental company can offer Kayak or Kite surfing, accommodation, and praise the merits of the destination as a whole.

Tourists get off the plane at the same time. « Let’s imagine a Coupe queue process for already identified customers and a quick pick up when getting off the plane, as Digicel does on the cell phone: Welcome to Martinique. »

ZILEA can offer them an application to collect information about Martinique. « During the trip, we noticed that the Habitation Clément is nearby, but they are members of the association who are able to make discounts, » explains Philippe LECUYER.

E-ZILEA Application Project – Kery RABATHALY, Associate Consultant, CAYRIBE CONSULTING

The solutions

  • Improve the tourist experience by accompanying the visitor (via virtual assistance) in the organization of his stay in Martinique.
  • Real-time search and booking
  • Personalized proposals according to the traveler’s interests and family composition
  • Suggestions of tourist products according to the profile.
  • Control and optimize the expectations of tourists at points of interest
  • Waiting and cutting wire system
  • Preservation of products (e.g. vehicle contract to be filled out online)
  • Bringing tourists during the low season
  • Power to address potential tourists even outside the territory
  • Collecting travel information

Digital Concierge Service

Still at the analysis and design stage, the application will be aimed at the end customer, with a back office part on the users.

Kery recalls that « CMT is intended to animate the destination, be present in the digital strategy to improve the customer experience and support the destination component. »

Madly evokes the concrete example of the Val Thorens destination around skiing. Most of the actors of this ski destination have centralized their database, carried out together e-mailing campaigns, created in coordination of the ski passes valid on the providers of the territory.

Considering the constraints of the Madly bounced territory, « are the actors of the Martinique destination OK to share their data? »

 « One of the challenges, Kery says, is collaboration. At ZILEA, concrete collaborations already exist for marketing campaigns, training budgets, collective projects operate within a framework of light involvement and cost federation.

There is strong support until « we talk about sharing and database management, » adds Kery.

Getting companies to understand that sharing the database is an asset for the company and not a waste has not yet won over their minds.

« The players are not yet at the same level. Sharing a database is not opening your company to ZILEA or others. »

BAMBOO suggests working directly with the Tour Operators and the OTAS, who are the real holders of a major part of the Database. « We don’t have the data from the OTAS or the TOs. We don’t know who they are, they don’t play the game. We don’t know who they are, they’re not playing the game, » says Sandy. If the proportion of Tour Operators is declining, it is still very present in Martinique.

She adds that Martinique Tour does the equivalent in less global and that for a global adhesion of the actors that the actors adhere it is not necessary to know who comes from where.

E-ZILEA will be a resolutely practical and easy application for tourists :

  • Fluid
  • Reduced waiting time
  • Clearly identified need
  • Appropriate response

A tourist is equivalent to a well-identified request.

A digital tool for the customer experience: your TV – Frédérique DISPAGNE, Business Engineer CARITEL

The CARITEL company was born in 1977. Its core business, as a LOCATEL franchisee, has long been and remains the rental of television sets in the Hospitality.

What is the customer experience statistically? What do studies say about their expectations? We have taken as a basis a study by the firm PHOCUSWRIGHT commissioned by ORACLE.

The sample consists of 2500 American and European customers.

When the client goes back to his room, the statistics show a strong expectation of the prerequisites, with the top 5 criteria of :

  • Cleanliness
  • Location
  • Customer Service
  • Ease of Check in and Check out.

If technology is not the primary expectation of the customers surveyed, 60% of respondents (i.e. 2/3), give it a direct sensitivity. Hoteliers can no longer neglect technology in their establishment on these issues.

Of those 2/3 of guests who expect technology in the rooms, expectations are divided between

  • 45% choose their room
  • 41% discover the activities of the destination
  • 39% check in and check out
  • 36% make additional requests
  • 33% have entertainment in the room
  • 26% benefit from customer service
  • 23% benefit from room service
  • 16% communicate with each other
  • 13% find out about hotel bars or restaurants

« The customer experience is in essence information and ease, which is all the added value of the hotel industry compared to its direct competitors. »

The customer experience is a resource for the establishment in terms of satisfaction, therefore e-reputation and additional sales.

To date the millenial customer no longer or rarely watches TV, he arrives with his smartphone, and looks for devices to broadcast the content of his devices.

CARITEL’s TV set is not a vector of content for international channels. « It is a global information medium that allows you to interact with your client in the room at all times, when their attention is captive and available. »

With its welcome channel, its captive portal and its interface to communicate regularly with the client, you will consider TV CARITEL as a reactive, complete and up to date concierge.

The functionalities of CARITEL HOSPITALITY are as follows:

TV Management System Control (Sound volume at certain times of the day, menu lock to prevent TVs from being out of adjustment).

Bank of differentiated channels to facilitate customer navigation.

A personalized interface connected to the P.M.S. (welcome message on arrival, invoice on screen on departure)

The financing of TV by advertisers in the hotel sector ) Charles de REYNAL, Chargé d’affaires REGIDOM

Some advertisers wish to be relayed by your media (TV and screens in your living spaces). Why not benefit from a paper to digital transition thanks to our solution?

The demonstration ended with Stéphane BAUCHE, CARITEL Project Manager, with a demonstration of FLIP and digital signage, other CARITEL solutions.

Destination Quality Podium

When I look at myself, I feel sorry for myself. When I compare myself, I console myself. « And what if, like Talleyrand, we had a definition of our Quality that was a little too relative and personal in the French way? What if the comparison with the Quality of competing tourist destinations would help to settle the old debate?

• • • • • • • • •

The Standards have continually evolved since the industrialization of the sector. Its two virtues are the legibility of competition and consumer protection. In France, we now refer to a unified classification grid issued by Atout France. The ranking must be renewed every 5 years to ensure the sustainability of the level.

The ranking is not the only quality standard. In parallel, there are safety and health standards for town halls (from the Prefecture to Paris) and quality labels issued by private organizations. The standards are measurable and objective: hygiene, comfort, reception quality, sustainable development.

Quality is also Experience. An element less easily measurable, a little more rebellious to metrics. The extra soul, the unexpected attentions, the decoration, the atmosphere, the scenography…. are at the heart of our concerns. This beautiful dimension makes the choice of a prospect change from one establishment to another. It has become the competitive advantage of a growing number of hotels.

Podium of Destinations

Forbes Magazine reports on the UNWTO (World Tourism Organization) 2018 report, with :

A Destination Podium in terms of number of visitors

France: 86.9 million

Spain: 81.8 million

United States: 75.9 million

China: 60.7 million

A Destination Podium in recipes

China: $257.7 billion

United States: $135 billion

Germany: $89.1 billion

United Kingdom: $71.4 billion

France, on this podium, is in fifth position.

Let us retain for our podium Spain, Germany, the United Kingdom and France for Europe, China and the United States. How do France’s competing destinations rate their Quality? What are the Quality standards of the top destinations in the class?

Quality Standards of Destinations

Standards Room Areas

Room Size (square meter)

1 star

2 star

3 star

4 star

5 star

Germany

Simple

8 m2

12 m2

14 m2

16 m2

18 m2

Double

12 m2

16 m2

18 m2

22 m2

26 m2

Spain

Simple

7 m2

7 m2

8 m2

9 m2

10 m2

Double

12 m2

14 m2

15 m2

16 m2

17 m2

China

Simple

Double

UK

Simple – Double

14 m2

18 m2

22 m2

30 m2

Suites

USA

Simple

Double

France

Simple

9,5m2

9,75 m2

11,5 m2

14 m2

20 m2

Double

10,5 m2

10,75 m2

13,5 m2

16 m2

24 m2

– : Not referenced

Standards Services and Equipment

In Germany, the ranking, which is voluntary, ranges from one to five stars. A professional association has been determining and guaranteeing the classification since 2000. The classification has the particularity of being the result of market research. The respective clientele of 1, 2, 3, 4, 5 stars. It is the field that makes the standard.

1* – Reception, fax, restaurant with the possibility to have breakfast.

2* – Bedside lamp and chair for each bed, towels, toiletries, payment by credit card.

3* – At least 10% of the rooms are non-smoking, internet access, telephone, full-length mirror, luggage storage, shoe polishing accessories, drinks in the room, safe, heating and hairdryer in the bathrooms, reception available 24 hours a day and insured 14 hours a day, bilingual staff, laundry on request.

4* – Armchairs, 24/24 room service, various amenities in the bathrooms (hygiene products, shower cap, nail file), bathrobe available, slippers on request, reception available 24/24 and insured 18/24, a la carte restaurant, bar, computer with internet access.

5* – Choice of cushions, adjustable light accessible from the bed, flowers, welcome gift in the room, reception assured 24/24 and personalized welcome, valet doorman.

In Spain, the attribution of stars, which is mandatory, has been decentralized and assigned to the Autonomous Regions (as in Italy). Each Region applies its industrial prerogatives in the field. The result is an arduous readability and non-homogeneous classification standards. Below is the common core of the classification standards:

1* – No service criteria, only area criteria

2* – Telephone, heating, elevator, safe.

3* – Telephone, heating, air conditioning in public areas, elevator, safe, bar.

4* – Telephone, heating, air conditioning in the room, elevator, safe, bar.

5* – Telephone, heating, air conditioning in the room, elevator, safe, bar. It is the surface area that enhances the category.

In the United Kingdom, the classification, on a voluntary basis, is managed by Quality Tourism and regulated by the tourism organization « Visit England ». While in the vast majority of countries the quality criteria (i.e. subjective) weigh 10 to 20% (in France, Belgium and Spain), they make up 50% of the British ranking.

The subject in the United Kingdom is not only to note the existence of a standard but to qualify its quality of execution (e.g. breakfast is served with a smile). Innovative, the British ranking is, in my opinion, a decisive step towards measuring Customer Experience.

In the United States, the AAA (American Automobile Association) awards diamonds and not stars. The ranking is voluntary and each country has its own regulations. The ranking would be set by self-proclaimed private organizations and Forbes magazine’s standards are authoritative:

1* – Small, clean rooms at an affordable price.

2* – Rooms of medium size, telephone, television, proximity of a restaurant, proximity of an expressway.

3* – Spacious rooms, restaurant offering breakfast, lunch, dinner, swimming pool, fitness center, close to a shopping area.

4* – Very spacious and well appointed rooms, lobby, fitness center, room service, close to a shopping area.

5* – Luxurious and elegant rooms, well furnished, quality and pro-active staff, jacuzzi, movie theater, several restaurants, fitness center, room service 24/7, close to a shopping area.

In China, hotels are officially rated by the government body CNTA (China National Tourism Association.) Chinese chains are based on the standards issued by the State. The constraint of a gigantic park coupled with the massive opening of establishments does not always allow for uniform control.

The particularity of Chinese standards is their very high added value. For the sake of brevity, I will give a few examples by category.

1* – Air conditioning, coffee, dining room, 75% of the rooms with private bathroom, central heating, lobby with information and reception, postal service, cold and hot running water.

2* – 95% with private bathrooms, 50% with telephones, free western and chinese breakfast.

3* – Well decorated rooms, dressing table, desk, drawers and closet, carpet or wooden floor, mini-bar and refrigerator, movies on demand, music, cover service, disco, karaoke, store, laundry, bar, China Daily and China Tourism News free, doorman 16/24, deputy manager present in the lobby 18/24.

4* – Luxurious and spacious soundproofed rooms, low noise toilet, guest elevator, background music, health club, swimming pool, sauna, business center, 24-hour doorman, 24-hour room service, 24-hour coffee store.

5* – Own fleet of Mercedes limousines or Toyota vans available, executive floors with concierges and free continental breakfasts, best Western and Chinese cuisine in the city, most luxurious breakfast buffets, sumptuous halls.

In France, hotel classification is voluntary, its criteria are arbitrated by Atout France, controlled by the Cofrac and control is delegated to private organizations.

Operational Solutions

Each podium country has its own classification system and operates according to its own rules.

For Europe, Hotrec has launched its classification system. It has 17 members and four observers, including France. The points system is cumulative and has the originality to measure MICE, children’s services, the presence of a library, animation programs. The system is being piloted.

Another American initiative also in progress: the World Hotel Rating (WHR World Hotel Rating). It focuses on the environment, the size of the hotel, the atmosphere, and the activities accessible from the establishment. They also seek to establish international classification standards.

For the moment, none of the countries on the podium are harmonizing their system. Harmonization is essential for the coherence of the hotel offer, on a national, European and international scale. In the meantime, it is delicate to objectively judge a destination on the basis of non-existent common standards.

Europe receives half of the world’s international tourist arrivals, still according to the UNWTO. The immediate imperative is to make the French hotel offer more immediate and understandable in order to strengthen the image of our destination.

How can we make our Quality offer understandable to international travelers, when the Top Destinations reveals such disparate standards?

Legibility of Room Size Standards

As we have seen, France does not lead the way in terms of room surface area. Eventually, it will be in our interest to bring ourselves up to European comfort standards. In the meantime, in concrete terms, the objective is not to revolutionize our classification by surface area, but to let our national and international clients know about it to avoid disappointment.

Communicate, especially around your smallest surfaces, around 3D videos. You give your future customers a concrete vision of your spaces, beyond the simple declaration of surfaces. You wipe in advance the dissatisfaction of rooms and spaces imagined more spacious. In addition, you give your prospect the opportunity to get a preview of the experience he will have in your home.

Legibility of the Standards of Services and Equipment

The enumeration of our services is often long on our supports. The prospect has to compare between several lists of services and equipment. The legible entry is imperative to accelerate the conversion of sales to your profit:

  • By pictograms illustrating them.
  • By systematic translations of your communication supports according to your priority customers over the last three years or since your opening (you will find them in your PMS).
  • By the synthetic explanation of your labels: The establishments generally display the labels’ buttons on their official website, at the entrance of the establishment, or even on the brochures in the rooms. In addition to this display, make the values and promises of your labels your own and insist on your own commercial arguments (Luxury Image, Sustainable Development, Place of Silence …).

Transparency of the Client Experience

The Experience is by definition outside the cursor of the Standards. However, it is obvious when we look at the e-reputation of hotels. You put it forward:

  • By relaying your positive AND negative customer opinions on your official website. The maximum possible number of languages is to be preferred to facilitate the understanding of your prospects.
  • By videos of experience reflecting the image of your establishment and your collection.
  • By ephemeral offers (and not year-round packages…) which are a renewed and attractive showcase for your brand.
  • By a regular feeding of your Social Wall. Your beautiful and sincere images will be more immediate than the text.

Next week, we will consider a more and more marked part of the Quality Standards and Experience: Sustainable Hotels.