Nattitude
About this good practice
The objective of Nattitude is to create a range of accommodation choices (hotels, B&Bs, gîtes, campsites, holiday villages) in line with both the natural qualities of Auvergne (and its potential in terms of activities), and the expectations of today’s clientele (well-being, environmental respect, discovery of the destination, etc.).
To achieve this, a selection and development process has been put in place involving all stakeholders of the tourist sector. This common approach to pool the resources and energies at work in the region reflects the ‘Nattitude state of mind’ and has been its strength ever since its creation.
Based on values stemming from Auvergne’s identity profile, this joint work has led to the development of an advice / evaluation grid based on 6 main points: exceptional location; authentic and/or unusual architecture respecting the site and local heritage; environmental awareness; well-being equipment and/or services; integration of the local economy; conviviality and quality of service.
SMEs deemed eligible through a selection process based on this grid can receive financial support (subsidies from the Regional Council) and become members of the Nattitude network to benefit from:
- Advice and personalised follow-up
- The Nattitude toolbox (technical guides, thematic seminars, directory of providers etc.)
- Specific promotional tools (paper and web-based promotion, fairs and marketing actions in France or abroad).
Resources needed
Two organizations dedicated resources to Nattitude:
- The Regional Council dedicated an average of €2,2 M per year between 2012 and 2016 to support the creation or renovation of tourist accommodation;
- The Regional Tourist Board dedicated staff (1 person) and an average of €40000 per year.
Evidence of success
- About 250 SMEs supported by the Regional Council from 2012 to 2016.
- About 120 members of the Nattitude network at the end of 2016
- Nattitude has reached its objective. It contributed to deeply change the accommodation offer of the Auvergne region and create up-to-date products.
The network is now strong enough for its members to create a new association to take the lead a preside over Nattitude's destiny.
Potential for learning or transfer
What makes Nattitude original and effective is the link created between the subsidies system of the Regional Council and the marketing strategy of the Tourist Board. This method itself can be replicated.
The advice / evaluation grid of Nattitude is built on the identity profile of the Region. It makes it both specific to the region, and transferable by using the identity profile of another region.
Further information
Website
Good practice owner
You can contact the good practice owner below for more detailed information.
Auvergne-Rhône-Alpes Tourisme