{"id":21290,"date":"2016-06-16T08:45:15","date_gmt":"2016-06-16T06:45:15","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=21290"},"modified":"2023-03-01T15:20:00","modified_gmt":"2023-03-01T14:20:00","slug":"transformation-digitale-du-tourisme","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2016\/06\/16\/transformation-digitale-du-tourisme\/","title":{"rendered":"Parcours client augment\u00e9 : la transformation digitale de vos prochaines vacances"},"content":{"rendered":"<p><em>Avec le parcours client augment\u00e9, on touche enfin au fon de la transformation digitale du secteur du tourisme. Le mardi 7 juin, j&rsquo;ai assist\u00e9 \u00e0 la conf\u00e9rence de presse du groupe Club Med \u00e0 Paris. Cette derni\u00e8re se portait autour d&rsquo;un sujet tr\u00e8s int\u00e9ressant : \u00ab\u00a0Strat\u00e9gie, perspectives et ambition du Club Med en France\u00a0\u00bb. Henri Giscard D\u2019Estaing, pr\u00e9sident du Club Med et Sylvain Rabuel, directeur g\u00e9n\u00e9ral EMEA ont d\u00e9velopp\u00e9 des points tr\u00e8s enthousiasmants en terme de tourisme et de digital ; c\u2019est sur deux points en particulier que cet article s\u2019articulera. Aujourd&rsquo;hui, la transformation digitale touche fortement l&rsquo;industrie du tourisme et du voyage. Cela commence par la recherche des destinations de r\u00eave et va jusqu\u2019\u00e0 la r\u00e9servation des billets d&rsquo;avion, du choix des activit\u00e9s les plus amusantes ou des paysages les plus surprenants. <\/em><\/p>\n<h2>Parcours client augment\u00e9 : transformation digitale du secteur du tourisme<\/h2>\n<figure id=\"attachment_65357\" aria-describedby=\"caption-attachment-65357\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-65357\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/06\/transformation-digitale-toursime.jpg\" alt=\"Parcours client augment\u00e9 : la transformation digitale de vos prochaines vacances\" width=\"520\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/06\/transformation-digitale-toursime.jpg 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/06\/transformation-digitale-toursime-459x300.jpg 459w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/><figcaption id=\"caption-attachment-65357\" class=\"wp-caption-text\">Avec le parcours client augment\u00e9 s&rsquo;ouvre la transformation digitale de vos prochaines vacances et du secteur du tourisme en g\u00e9n\u00e9ral<\/figcaption><\/figure>\n<p>Le client d&rsquo;aujourd&rsquo;hui est tr\u00e8s connect\u00e9. C&rsquo;est la raison pour laquelle le groupe Club Med a d\u00e9cid\u00e9 d&rsquo;int\u00e9grer le digital dans le parcours client, pour d\u00e9velopper ce qu&rsquo;ils appellent le \u00ab\u00a0parcours client augment\u00e9\u00a0\u00bb. Les outils digitaux tels que la r\u00e9alit\u00e9 virtuelle, le mobile ou encore les objets connect\u00e9s jouent un r\u00f4le exceptionnel dans la digitalisation de l&rsquo;industrie. Malgr\u00e9 le contexte g\u00e9opolitique dans lequel nous nous trouvons, qui est peu favorable \u00e0 la croissance, le groupe Club Med r\u00e9ussi \u00e0 battre des records dans cette industrie de vacances. Quelle est le poids du digital dans cette r\u00e9ussite\u00a0? <!--more--><\/p>\n<h3>Le parcours client augment\u00e9<\/h3>\n<p>Toute entreprise qui place le client au centre de ses valeurs doit \u00e9voluer et s\u2019adapter \u00e0 ses nouvelles exigences, car comme on dit \u00ab\u00a0Le Client est Roi\u00a0\u00bb. Le client d\u2019aujourd\u2019hui s\u2019attend \u00e0 vivre le monde pr\u00e9sent, en \u00ab\u00a0real time\u00a0\u00bb, gr\u00e2ce \u00e0 la technologie et au digital. Il veut vivre ses passions, et r\u00e9aliser ses r\u00eaves. De plus, avec toutes les informations pr\u00e9sentes en ligne, le client cherche un service ou un produit avec un bon rapport qualit\u00e9 prix. Sylvain Rabuel a pr\u00e9sent\u00e9 les trois piliers du parcours client augment\u00e9.<\/p>\n<p><iframe title=\"[Fr]\u00a0Le parcours client augment\u00e9 du Club Med\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/6Ne_IOogjfw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3>Un parcours client Mobile-centric<\/h3>\n<p>Nous savons que le mobile cro\u00eet \u00e0 une vitesse exponentielle, et qu\u2019il devient une priorit\u00e9 pour les entreprises. En effet, <a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/06\/digital-social-mobile-2015.pdf\" target=\"_blank\" rel=\"noopener\">il y a 3.6 milliards d\u2019utilisateurs de mobiles<\/a> dans le monde\u00a0: un nombre qui a augment\u00e9 de 5% depuis 2014. <a href=\"http:\/\/comarketing-news.fr\/jamais-sans-mes-mobiles-usages-smartphones-tablettes\/\" target=\"_blank\" rel=\"noopener\">En France, 60% de la population poss\u00e8de un smartphone.<\/a><\/p>\n<p>Ces utilisateurs sont pouss\u00e9s \u00e0 faire leurs achats sur mobile dans diff\u00e9rentes industries, \u00e0 travers des offres sp\u00e9ciales ou des r\u00e9ductions. D\u2019apr\u00e8s Sylvain Rabuel, le mobile va l\u2019emporter sur le desktop pour l\u2019achat de pack de vacances. Pour qu\u2019un client r\u00e9serve son voyage sur son smartphone, l\u2019application doit \u00eatre bien construite pour le rassurer, et le mettre \u00e0 l\u2019aise.<\/p>\n<p>Le mobile se transforme pour devenir un lieu de transaction dans l\u2019industrie du voyage et du tourisme. Pour le groupe Club Med, le volume de vente mobile a multipli\u00e9 par\u00a02,5. Cela\u00a0permet de d\u00e9velopper une certaine communication et une \u00e9coute entre le client et son agence \u00e0 travers plusieurs canaux comme le chat ou les diff\u00e9rentes messageries comme WeChat en Chine.<\/p>\n<p>La strat\u00e9gie mobile du groupe Club Med se concentre aussi sur les applications mobiles et le taux de r\u00e9servation. Le groupe a pour objectif de d\u00e9velopper une application mobile pour chaque village Club Med, \u00e0 travers laquelle le vacancier pourra planifier son s\u00e9jour de A \u00e0 Z.<\/p>\n<p><iframe title=\"[Fr] ClubMed, strat\u00e9gie, perspectives et ambition\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/V6yVLEp4HAA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3>R\u00e9alit\u00e9 virtuelle et transformation digitale du tourisme<\/h3>\n<p>La r\u00e9alit\u00e9 virtuelle, tr\u00e8s populaire dans le monde des jeux vid\u00e9os est aussi pr\u00e9sente dans le monde du voyage. Cet outil devient l\u2019un des premiers moyens de r\u00e9fl\u00e9chir et de pr\u00e9parer son voyage, car cette industrie se base sur l\u2019imagination et le r\u00eave pour s\u00e9duire ses clients.<\/p>\n<p>A la fin de la conf\u00e9rence, j\u2019ai test\u00e9 le casque de r\u00e9alit\u00e9 virtuelle ClubMed360\u00a0: <a href=\"https:\/\/www.youtube.com\/watch?v=z8QL3G0m38w\" target=\"_blank\" rel=\"noopener\">je me suis retrouv\u00e9e \u00e0 Punta Cana en R\u00e9publique Dominicaine, au bord de la mer<\/a>.<\/p>\n<figure id=\"attachment_21293\" aria-describedby=\"caption-attachment-21293\" style=\"width: 300px\" class=\"wp-caption alignright\"><img decoding=\"async\" class=\"wp-image-21293 size-medium\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/06\/IMG_20160607_173035-300x300.jpg\" alt=\"Casque de r\u00e9alit\u00e9 virtuelle Club med\" width=\"300\" height=\"300\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/06\/IMG_20160607_173035-300x300.jpg 300w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/06\/IMG_20160607_173035-1024x1024.jpg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/06\/IMG_20160607_173035-150x150.jpg 150w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/06\/IMG_20160607_173035-768x768.jpg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/06\/IMG_20160607_173035.jpg 1423w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-21293\" class=\"wp-caption-text\">De la salle de conf\u00e9rence \u00e0 la plage de la R\u00e9publique Dominicaine<\/figcaption><\/figure>\n<p>Les initiatives de r\u00e9alit\u00e9 virtuelle ne se limitent pas au casque : elle se d\u00e9ploie aussi \u00e0 travers l\u2019immersion virtuelle ou la visite virtuelle avec un format \u00ab\u00a0Google Street View\u00a0\u00bb.<\/p>\n<h3>Points de ventes<\/h3>\n<p>Contrairement \u00e0 l\u2019id\u00e9e re\u00e7ue, les points de vente\u00a0physiques ne vont pas dispara\u00eetre. Le moment des vacances n\u00e9cessite un ancrage et une r\u00e9assurance. Pour cela, rien ne peut remplacer la relation humaine. Un conseiller de voyage dans un point de vente guide le client et l\u2019aide \u00e0 pr\u00e9parer des vacances parfaites. Evidemment, les agences doivent obligatoirement suivre le rythme de la digitalisation pour r\u00e9ussir, et offrir \u00e0 leurs clients une nouvelle exp\u00e9rience. <a href=\"https:\/\/web.archive.org\/web\/20221202053201\/https:\/\/marquesetreseaux.com\/le-digital-in-store-selon-club-med\/\" target=\"_blank\" rel=\"noopener\">Ces stores exp\u00e9rientiels tels que les magasins \u00e9ph\u00e9m\u00e8res, sont des showrooms interactifs qui transmettent l\u2019atmosph\u00e8re des vacances au client afin de cr\u00e9er une \u00e9motion et une exp\u00e9rience m\u00e9morables<\/a>.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-21292\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/06\/Image-clubmed.png\" alt=\"Image-clubmed\" width=\"428\" height=\"313\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/06\/Image-clubmed.png 428w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/06\/Image-clubmed-410x300.png 410w\" sizes=\"(max-width: 428px) 100vw, 428px\" \/><\/p>\n<p><em>L\u2019int\u00e9gration du digital dans le monde du voyage apporte une facilit\u00e9 importante au vacancier en terme de communication, de r\u00e9servation et de planification. Le client peut s\u2019immerger dans l\u2019univers des vacances, et choisir sa destination de r\u00eave gr\u00e2ce \u00e0 tous les outils disponibles aujourd\u2019hui. Il vit une nouvelle exp\u00e9rience qui commence \u00e0 la recherche, et s\u2019\u00e9tend \u00e0 travers toutes les diff\u00e9rentes \u00e9tapes de son parcours client. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Avec le parcours client augment\u00e9, on touche enfin au fon de la transformation digitale du secteur du tourisme. Le mardi 7 juin, j&rsquo;ai assist\u00e9 \u00e0 la conf\u00e9rence de presse du groupe Club Med \u00e0 Paris. Cette derni\u00e8re se portait autour d&rsquo;un sujet tr\u00e8s int\u00e9ressant : \u00ab\u00a0Strat\u00e9gie, perspectives et ambition du Club Med en France\u00a0\u00bb. Henri &hellip;<\/p>\n","protected":false},"author":37,"featured_media":65357,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121],"tags":[],"class_list":["post-21290","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Transformation digitale du tourisme : vive le parcours augment\u00e9<\/title>\n<meta name=\"description\" content=\"Avec le parcours client augment\u00e9, on touche enfin au fon de la transformation digitale du secteur du tourisme. 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