スペインの観光産業は、2012年には国内総生産の10'3%の433億2700万0000ユーロの収入を得た。スペインのホテルは電脳網(インターネット)での顧客獲得の方法を思案中。
¿Cómo convencer al turista digital?
Los hoteles buscan en la tecnología un nuevo modo de captación de clientes
Víctor Barreira Madrid 2 FEB 2013 - 19:13 CET
How to convince the digital tourist?
The hotels are looking at technology as a new customer acquisition
Victor Barreira Madrid 2 FEB 2013 - 19:13 CET
"Internet has democratized the industry," says Francisco Zinser, chief strategy and development of NH Hoteles. One industry after another, from telecommunications to press down to education, basic and graduate, leave no area untouched to the revolution that is the freedom of access, creation and sharing of information that allows Network .
Tourism (10.3% of the national GDP in 2012), which according Exceltur, the leading business association sector, last year generated 43.327 million euros in revenues for the balance of payments, is no exception.
Hotel chains and travel agencies have lost control of the boat, the monopoly of information. Now competing in a fierce market, to conquer a demanding client who has more tools than ever to prioritize their trips.
Social networks are not yet an effective sales
This was the starting point of one of the debates that took place this week at the International Tourism Fair of Madrid (FITUR). "The power is in the hands of the customer," he reiterated Zinser. Internet allows travelers to discover information for themselves about the destinations for your holiday shuffle. Potential customers read and give their opinions about cities, restaurants, museums, hotels, tours ... without any intermediation of travel agencies. "The tourist has become the expert" concludes Juan Julia, director of Axel Hotels.
What alternatives have the hotel industry? Capitalize on opportunities in the digital world and enhance the services offered always seem to be the answer. "Corporations care more about the product linked to experiences," says Abel Matutes, CEO of Palladium Hotels. The way forward is to leverage technology to participate in the digital conversation that keep travelers.
This is where social networks come into play. "Our client is very technological. In Axel is an ephemeral social network to our guests access the reservation. Besides, all you do before and during your stay you have a Facebook connectivity, "says Julia.
Professionals agree that the network can learn, for example, the cultural preferences of the client, their culinary tastes, sports ... an avalanche of information that can help companies to make recommendations and provide the much desired "experience", the competitive advantage to choose a hotel and not another.
However, employers are cautious. "Social networks are in adolescence. There are now a selling tool, "said Zinser. The best platform to be released is the website. Luis Lopez de Ayala of Google warns of the enormous speed at which the world moving web alternatives. "Sometimes I talk to business leaders who say they are happy with their website, their last major update was just two years ago. Two years is the Pleistocene, and can not work well. "
Managers spin even finer and analyze the various consultations and consumption decisions that tourists take depending on the screen size in sailing. "We have to adapt to the smartphone web" says Matutes. "A study in the U.S. shows that 75% of hotel bookings made with a smartphone is made in a hotel five miles (eight kilometers) in all directions," says Zinser explains that this is because these queries performed mainly in cases of emergency, when a flight is canceled, for example, which may be considered advertising for associating services useful in such situations.
What will the hotel rooms in five years? The chains are not added blindly technological enthusiasm. "We have a hotel in Florence that takes forever to walk with the same structure. A hall with a cafe and rooms with bathroom, closet, bed and window. The important thing is not very well stop doing what we have always done, "concludes Zinser.
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