Born in the French Alps, Nathalie SAINT-MARCEL graduated in foreign trade from the University Savoie Mont Blanc. In 2009, she earned a MBA in Strategy & Management for sports companies. She started her career in 1995 as junior consultant in the International Department of the Savoy Chamber of Commerce and Industry. She specialized herself on mountain development and sport sector. In 2005, she got involved in the creation of the Mountain Industry Cluster - CIM in the Rhône-Alpes region. In 2012, the CIM Cluster merged with the France Neige International association: the Cluster Montagne was born. It currently gathers more than 180 members: companies, institutions, training and research centers. As a non-profit organization, Cluster Montagne represents and promotes, throughout the world, French know-how for sustainable mountain tourism development. Cluster Montagne supports the development of mountain management projects throughout economic intelligence, performance, innovation, international development and human resources. More than 60 actions are organized each year for the members in France and on “mountain markets” abroad. Cluster Montagne also coordinates a collective think tank about the future mountain, aiming at developing a more sustainable, more interactive, more secure, more concerted, more accessible, more playful and more effective mountain. Nathalie SAINT-MARCEL is deputy manager of this organization of 8 collaborators, located in the heart of the French Alps.
2nd March. 11:30h– 13:15h
The Cluster Montagne gathers French experts – companies, institutions, research & building centers – to imagine, develop and manage mountain development projects
One of our main topics concerns digital marketing and tools for tourist destinations. Customers’ behavior has changed under the influence of new technologies. 93 % of all human communication is nonverbal and visual contents are extremely effective. Brands and destinations don’t have any other choice than thinking, communicating and acting with a multi-channel approach. But what are we talking about: gimmick, tourist guide, CRM, customer-oriented tools and strategy…? Mountain destinations face huge challenges to attract and conquer new customers and to promote loyalty with existing ones. They also have to create and maintain a link with them before, during and after the trip. Because it is no more enough to go down slopes, to hike in marvelous landscapes, to rest at the top of the mountains… Customers are not only customers, they want to be actors of their life and holidays, to “manufacture” their own memories and to share it with friends and families here and elsewhere. But one question remains always the same: how can we measure and evaluate the impact of such tools on customers’ behavior? And how the promotion tools can become business tools? Co-development between suppliers, users and tourist destinations offers interesting promotion solutions. Nathalie will present some examples of currently running tools developed in France:
- Apps for ski resorts: Lumiplan Montagne, Hackhaton Val d’Isère…
- Ski+: connected ski
- Mhikes-Easy Mountain: connected wandering and hiking…
Move Your Alps: fast communication versus slow tourism