On the occasion of the Travel d’Or, voters left nearly 70,000 valuable comments. What are the lessons? We interviewed Guillaume Weill, president and founder of Zoulloo (ex-MetrixLab).
The Travel d’Or 2022 , which rewards the favorite brands of the French, collected no less than 216,000 votes from Internet users and their motivations. “This year, we collected 67,338 reasons for voting”, explains Guillaume Weill, president and founder of Zoulloo who deciphered all these comments. “It is therefore the largest annual consultation in the field of tourism in France. For the first time, the form submitted to voters included an update on the channels used to enter into a relationship with the brand.
Customer relationship: a digital-human mix
“Full digital dominates, with 59% to 84% of customers depending on the category. This means that digital channels are essential. The motive becomes significant. Depending on the sector, between nearly 10% and a third of respondents use mobile as a relational tool, at least in part.
“Two sectors are highly digitized: distribution and French destinations. » Two categories which, together with outdoor accommodation, obtain the best marks from voters. Conversely, cruise lines and tour operators are much less digitized (see the graph below), and receive lower ratings. For Guillaume Weill, it is essential to work well on digital channels and to develop them to meet travellers’ expectations. “The two years of Covid have not helped to deploy significant investments, particularly on sites and mobile sites. For some operators, there needs to be a lot of catching up to do, in order to dust off the online experience.
However, digital is not enough. “You also have to invest in the customer experience with people. » Hear the customer service, the staff in the physical agencies or within the receptive. Chatbots are still “enhanced FAQs” today. These conversational agents have a “less important” value than that expected a few years ago, recognizes the boss of Zoulloo.
Covid agility rewarded
Another lesson to remember: Internet users welcome brands that have shown commercial responsiveness during the Covid crisis. Guillaume Weill speaks of “agility” in customer relations. How has it expressed itself over the past two years, marked by multiple border closures? By recognized flexibility in postponement, refund and cancellation solutions. And also in the ability to respond as quickly as possible. Homair, MisterFly and Travelski stand out in this regard this year.
“We also noted another important dimension for Internet users: authenticity. Working on it is a way to create relational quality and brand strength. On the destinations, Guillaume Weill evokes in this chapter the art of living, the landscapes, the gastronomy, the local population. For him, Savoie Mont-Blanc, Brittany or even Israel know how to stage them. “Brands in other sectors can seek out this authenticity. What we often find by digging into the history of the brand and its founders. »
