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¡LOS HOTELES NO CONFIAN EN LAS REDES SOCIALES! (menos community managers) | Apartamentos Tesy - El Blog
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¡LOS HOTELES NO CONFIAN EN LAS REDES SOCIALES! (menos community managers)


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Los Hoteles de cuatro y tres estrellas no confían en las redes sociales como medio de ventas y herramientas de marketing según un estudio realizado por la ECOLE HOTELIERE de LAUSANNE y la compañía RATE TIGER. Por el contrario los hoteles están intensificando sus esfuerzos en las técnicas offline de siempre para aumentar las ventas directas y reducir así su dependencia de las agencias online.
La investigación se realizo sobre grandes hoteles de lujo distribuidos en los mercados de Francia, Alemania, España, Reino Unido y Estados Unidos. Un total de 72 hoteles participaron en el estudio, 65% de los cuales pertenecen a cadenas y el 35% eran propiedades independientes.

Según los autores del estudio, los hoteleros reconocen que las redes sociales como FACEBOOK ,TWITTER, TRIPADVISOR Y YOUTUBE constituyen una nueva forma de marketing digital pero a pesar de ello no están convencidos de los resultados reales en las reservas y por lo tanto desisten de la aplicación de estrategias a corto plazo

En este sentido, uno de cada tres hoteles no cuenta con ninguna estrategia para redes sociales mientras que sólo uno de cada ocho está utilizando alguna de estas webs como herramienta de marketing.

Los hoteles han adoptado una estrategia de comercialización que se resume en “going back to basics”. Es decir, intentan desarrollar estrategias offline para lograr más contratos, sobre todo en el segmento business travel y MICE, “de modo que puedan contar con un negocio más previsible“.
Horatiu Tudori, investigador de la escuela suiza de hotelería, nos explica que  los hoteleros están trabajando con un mayor número de agencias de viajes en el segmento corporativo y están desarrollando ofertas especiales para los clientes que repiten, “incluyendo la introducción de programas de fidelidad“.

Según este experto todo va a volver a las técnicas de marketing tradicionales, ya que el marketing se ha centrado más en las estrategias online y los resultados no han sido tan eficaces como lo esperado.

Además, según han explicado varios revenue manager en el informe, las redes sociales aún no han alcanzado un punto de ventas que las conviertan en un recurso valioso y aún cuando llegue ese momento “tendremos que perfeccionar las técnicas“.

Por otra parte, los datos también muestran dos estrategias diferentes en la comercialización online. En este sentido, algunos optan por ir de la mano de plataformas externas que lanzan ofertas especiales y superdescuentos para estimular la demanda.

Sin embargo, la mayoría de hoteles que han participado en este estudio opta por optimizar el uso de Google y las técnicas SEO para capturar potenciales reservas y evitar así el pago de comisiones a las agencias online.

“Los hoteles buscan reducir el coste de la distribución atrayendo reservas directas a su propia web”

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