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Hotel Digital Strategy - Artigo para revista Hotelaria, edição BTL 2015

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".... Estou convicto que, desde os primórdios da gestão, a melhor estratégia para aumentar preços é aumentar a procura ! Melhor que essa táctica limitada, implemente ou melhore a sua estratégia de captação de trafego para a sua marca. Faça-o à sério, faça disso uma prioridade."

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Hotel Digital Strategy - Artigo para revista Hotelaria, edição BTL 2015

  1. 1. . indicadores/ e-e; Balanco, endèncias e licòes de uma Ioja de sapatos lnicio do ari) Nào o ano lectivo, mas o Verdadeiro. Aquele que comeca com boas (ou mas) resolucòes. Para nòs no turismo, é o reconforto de saber que sempre temos a FITUR e a BTL para re- ver amigos, e quiea, se tiver que ser, fazer ou desfazer alguns negocios. Sinto, ano apòs ano, que o real Valor destas feiras e recolher opiniòes de quem também esta nas trincheiras, perceber tendèncias do que ai vem e o balanco do ano que passou. Balango: Aumentar pregos ou a procura? O ano que passou foi tào bom, tào bom, (.3) que ouvi muitos hoteleiros falar mais em melhorar o ADR em 2015 do que a taXa de ocupacào. .. Sem dùvida que o nosso destino merece, e pre- cisa, de precos mais condizentes com a nossa qualidade, percebida e real. Ora, parece-me ‘muito bem’, Como se diz na minha zona em Cascais, desde que os meios aplicados sejam apropriados ao fim desejado. Aumentar precos por si so nào sera o meio mais apropriado, apesar de tremer sabendo que muitos irào fazer isso mesmo. Estou convicto que, desde os primordios da gestào, a melhor estratégia para aumentar precos e aumentar a procura! Melhor que essa tactica limitada, im- plemente ou melhore a sua estratégia de capta- cào de tràfego para a sua marca. Faca-o à seria. faca disso uma prioridade. Tendèncias: Reduzir os desperdicios E para 2015? Espero claqui um ano, na pri- Xima FITUR / BTL, poder ouvir da maiorîa: “Consegui aumentar a minha procura 3:: XX%! Sìm, dois digitos no minimo porqx. Como Vimos, fizeram-no de forma seria. Melhor, serào aqueles que poderào dizer: " a- duzi o desperdicio”! Ou seja, foram mais 5e- rios ainda que a mulher de César, e passarrm — etapa seguinte de optimizacào da convers ‘tal’ tràfego. O que eu chamo de desperiz: O8 hotelaria Fevereiro 2015 OLIVIÈR ‘f han? ! LZIZHÙLI/ xntzîtzgiv é aquela fase em que, conseguì trazer pessoas interessadas no meu produto, mas desprezei a presenca (e interesse) deles. Imaginem uma loja de sapatos: o seu cliente chega (Trafego), entra (Interesse), passa algum tempo a ver, mas sai sem comprar (nào converte). Esse é um des- perdicio do esforco que tivemos em ‘chamar’ a pessoa à nossa loja, o maior e mais custoso desafio, e depois nào o ajudamos a comprar. Saiba que no seu Caso, entre 70 a 80% dos seus Vi- sitantes fazem exactamente o mesmo no seu site. Licòes a retirar da Ioja de sapatos - Simplifique o processo de compra do seu mo- tor de reserva, tenha a Certeza absoluta que ele funciona sem erros, sempre. O empregado da Ioja sabe do assunto? Falou com o cliente? Falou bem? - Mais de 50% abandona a compra quando Vè o prego; garanta no minimo paridade e ‘grite’ qual a vantagem em comprar na sua Ioja, e nào na loja do lado, o mesmo sapato. - Implemente solucòes técnicas em real-time que relance o cliente que acaba de abando- nar o processo de reserva. Pergunte se precisa de aiuda, qual a razào pela qual abandonou o processo, se podemos oferecer condicòes es- peciais caso termine a reserva. O Vendedor de sapatos nào o faz connosco? - Perceba que a maioria dos ‘visitantes’ continua a procurar, mantendo o interesse, e que por- tanto deve investir em tàcticas de Remarke- ring. Alias, dizem as estatisticas que mais de metade estào dispostos a reiniciar o processo no proprio dia, ou ate os cinco dias seguintes. Nào desperdice esta segunda oportunidade. Espero Ver-Vos e ouvir as vossas preocupacoes ì una dias na BTL, que seja sinonimo de calante inicio de ano, com muita procura . _- Ì‘ desperdicio. h h, L1fÌtljtl/ xffîfiliftlltflllllilìv. FUI/ Ì

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