Life in general – and economic life in particular – has this delightful aspect of always saving up surprises for us. It is animated by a perpetual pendulum effect that puts into perspective definitive change. In distribution, the supremacy of the Internet heralded the certain death of every other sales channel.

Certainly, it provoked the downfall of large generalist platforms.... But not that of the specialized boutiques which are regaining favor with the public. They cleverly staged their products, creating an atmosphere of conviviality, reception, service, expertise, glamour for some, that is not possible to experience online. Indeed, these new boutiques totally integrated digital tools to take the best of the Net's ease of use and mix it with the professionalism and humanity of human contact. In brief, they reclaimed their geographic space and their local clientele who prefer to move and use all their senses instead of tapping at a lifeless keyboard. Nespresso Boutique, Apple Store, Nike Store, Sephora... opened the path for all companies to be able to play with the screenwriting of their products.

What better domain than that of hospitality where all is- should be - done to create an experience? The sharing of that of other clients on social and community networks quickly reaches its limits. Each establishment can and should reclaim its space by playing on proximity and direct contact with its primary clientele. This could mean in large part to reunite with a secular tradition, which made the "innkeeper" a central character of the city. Knowing his city like the back of his hand, directing his clients to the best boutiques, artisans, attractions, the hotelier accompanied his clients in their daily movements and needs. Today, the luxury hotel sector which - alone - maintained this attitude, has otherwise met much success. The other hotel categories, to their ways and means, can be inspired by this.

Showcasing the online booking sites to reach the entire world can only lead to a trivialization of the product and an argument over the price. By allowing online sites to find their own customers, the close link is broken between the merchant and the customer. It is this link that must be restored. This does not mean we should completely abandon online sales, but simply to use it as a complementary contribution, as a garnish sprinkled on a richer cake topping. This cake can be made by playing up difference, originality, personality.

Finding value added again is not so easy and the boutiques of the new generation have invested in quality and decoration, reception, personnel training, and technology. They have found their legitimacy again, that as a unique living space that addresses all senses. This is the work that has already been undertaken by a good number of hotel establishments that are engaged in the new classifications and meeting the new norms. Then why not go a little further and share the value added with the immediate community, to that which is waiting for a similar product. Distribution on the internet will find its role again, that of a practical and fluid pipe connecting to reservations and not to a depersonalized public market.

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