François Dominique is from the north of France. He has liveed in Tunisia for 25 years and in Haouria for more than 12 years in his superb guest house, Villa Zembra. Lovers of weekends with family or lovers away from mass hotels and tourist areas know the place well. Do, as his friends and clients call him, is constantly making efforts to improve the benefits of his establishment. The Kemia Zembra Lounge, which has a breathtaking view of the Zembra and Zembretta islands, is part of a cultural circuit, the Cape Wine Route. Interview with François Dominique to discuss the crisis, his experience, the future of Tunisian tourism … By Amel DJAIT
1001tunisie: Who is the customer of Villa Zembra?
François Dominique: Our clientele is very varied. Tunisian, resident and foreign. It is above all a clientele generally warned.
Villa Zembra, it’s been more than 12 years that you operate on Haouaria. What is your assessment of your activity?
Overall, this is a very positive assessment. We have succeeded in building customer loyalty to the region and to my home. In 12 years, we have gone from 20% annual occupancy rate to 73%
How did you resist in these times of crisis?
Frankly, and I would only speak in my name, it seems to me that certain regions, such as the Cap Bon and certain establishments, especially the guest houses, do not suffer too much from the tourist crisis!
On the other hand, we are experiencing changes in behavior. These are more linked to global purchasing power. The tourist who is looking for alternative accommodation does not have as many phobias of attacks or insecurity in Tunisia as a tourist TO conditioned and reoriented by these same TO. The alternative tourist is usually much more lucid and open.
How did we resist?
When choosing this activity, there are several things to consider. Before all know how to question oneself as often as possible. Be listening to these customers to make all the improvements of all kinds. After all, our boss is the customer! It is only natural that it should be our first source of inspiration. Continuous quality is a guarantee to sustain an activity.
You have to know how to diversify, create activities, surround yourself with reliable partners … Our goal in Villa Zembra, is to try to bring a total disconnection for a wellness rest. The presence and generosity of the receiving host are very important! You must know how to give without calculation, by kindness!
I guarantee you that in return, you have happy and fulfilling customers in this dark world in which we live! You know the notions of sharing, self-giving and kindness have become rare commodities.
What is your marketing strategy? How to reach these clients?
It is obvious that a website is not enough! We must do door to door in Europe. There are unexploited niches: the EC, the sports associations, the clubs of “seniors”, etc. Presenting our country and its capacity to receive is important. The virtual is good, but when a potential customer to a representative in front of him it really works and otherwise!
What do you think of the current crisis of Tunisian tourism?
It’s terrible to see all these hotel units and entire regions that are either idle or idle. Tunisia, the many people who know me will confirm it, is my second homeland. So yes I hurt and I bleed when I find that nothing is done to get out of this crisis!
Despite huge expenditure, no budget for high-level marketing and advertising campaigns is targeted at European channels (Morocco is an example). The Open sky, which we will take care of for more than 10 years and for which nothing happens does not move either! There is no longer any tourist union that works …
The list of everything that drags and drags us is long, but we will get there! I am confident that we will be able to upgrade this sector!
How do you see the end of this crisis?
In my blood flows from acute positivism! I am able to cheer up a whole regiment. I always see happy ends! For Tunisia, I only see this end! I am very involved in our country. If each one of us contributes, if only a little, then we become an actor of our country! I encourage anyone not to remain spectator and critical but rather critical and actor.
How is the alternative housing sector doing today?
I think he is not doing so badly and that he has a bright future ahead of him. On the other hand, it would be so much to finalize the work of standardization of alternative accommodation so as not to stray into anything! The phenomenon and the results encouraging alternative accommodations could be drifting. Moving away from the initial philosophy by scrupulous promoters is dangerous.
Going back to Villa Zembra, what do you propose other than accommodation?
A range of activities and programs ranging from hiking with the discovery of Djbel Haouaria and its fauna and flora. We also offer a cultural discovery tour by bike. Villa Zembra also offers Team building activities, I am above all consultant HRD in person development!
The other main axis of Villa Zembra is of course the gastronomy with a good table, quality products and cooking workshops. We also offer evenings of traditional music with lute and percussion without forgetting the courses of songs.
To find out more about the Villa Zembra – Kemia Lounge
Zembra: http://1001tunisie.com/zembra-lounge-un-bar-a-vins-a-el-haouria/
Adress: Tarek Ibn Zied Road 8045. El Haouaria. Tunisia
www.villa-zembra.com info@villa-zembra.com
Phone: (+216)21 162 698 / ( +216)72 269 860
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