Tourism / Leisure / Culture

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A key sector for the French economy

France as a destination is known for its wealth of historic heritage, the quality of its natural spaces, and the position held by culture and identity within its social model, on both a national and a regional scale. Together, these assets regularly put the country at the top of international rankings.

After suffering badly during the health crisis, the sector has been on the receiving end of a government scheme to encourage reflection and adapt services. This means taking account of new desires for a change of scenery and the ability to switch off and relax from both national and international consumers, as well as understanding the reality of the sector’s practices and mapping out future development trajectories.

Sustainable tourism and the digitalisation of culture central to the issue

The various stakeholders in the tourism and leisure sector have worked to offer new services reflecting deseasonalisation, better regional spread, reduced carbon footprint, respect for nature and protected areas, or even slow travel, moving away from mass tourism. However, clients tend to view sustainable tourism as being expensive, sober, sensible, or even restrictive, whereas they want to enjoy themselves and not be subject to restrictions when taking a break from their daily lives. The resulting ambiguity requires both education and a positive, engaging discourse from service providers to make this new form of tourism more attractive to consumers.

The culture sector is also focusing on the environmental issues, reinventing itself and experimenting with innovative formats to meet new needs whilst also remaining attractive and high-performing, aided (or not) by more widespread digital usage.

COHDA, the institute 100% committed to a new value framework

As a longstanding supporter of the sector, COHDA has undertaken numerous studies to aid reflections by regions, tourist development agencies, regional tourism committees and other community and private stakeholders in the tourism, events and leisure industries.

We invested in this flagship sector at a very early stage to help the different parties involved to refine their strategic vision with regard to key trends, as well as giving them the keys to tailor their services to societal, regulatory, environmental, technological and even economic change. This support takes various forms (customer experience review, economic study, perception study, reputation and image study, service launch study, sociolinguistic study etc.) and helps forecast the practices and behaviour of future travellers, consumers and citizens.

We can help you

Study types

hot, cold customer satisfaction study

Mystery shoppers

Reputation and image study

Core brand and positioning study

Pre and post test for communications

Customer base study

Behaviour and usage study

Perception and expectations study regarding a (new) service

Economic study

Sociolinguistic investigation

Public policy evaluation

…

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— Philippe Chedru, CEO of OXYMETAL

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“A huge thanks for your involvement and proactiveness to all the team, which I have the pleasure of working with each time we call on you for a survey! Your programmer is a magician and when listening in, we were impressed by the interviewers’ professionalism in adapting to our environment.”

— Sylvie DANILO DURAN, Head of Marketing & Communication Studies at INNOVAL