Desestacionalizar es un deber casi imprescindible para nuestro éxito. La apuesta por desestacionalizar un hotel lleva consigo la mejora tanto del producto como de las técnicas que utilizamos en su distribución.   El problema de la estacionalidad no es sólo de los hoteles de playa o de nieve. Cualquier alojamiento rural...

Crear correos electrónicos que consigan respuestas es una habilidad increíblemente valiosa para los profesionales del marketing. Las respuestas en el mundo email marketing en hoteles equivalen a ingresos directamente atribuibles – reservaciones directas, mejoras, compra de amenidades, y más. Estas también pueden dirigir el enganche y desarrollar un entendimiento con los huéspedes que han reservado contigo en el pasado, y hacerles más susceptibles a reservar nuevamente en el futuro. Pero, ¿qué hace que sea posible que un correo electrónico reciba respuesta? ¿Cuál es el ingrediente secreto?
For years, hotels have destined their strategies being carried along by siren songs from tour operators that handed customers to them on a silver platter, a scenario that as drawn few days ago in an article in Smarttravel.news "The 16 roads for hotel distribution” confirms has changed considerably. Techniques and players are not the same, which forces us to keep up, reconverting our marketing strategies and adapting ourselves to the “boss” which is no other (this has not changed at all) than the customer. The inbound marketing topic was already explained in my personal blog some time ago, but this keeps being hot news, since the increasingly competition and specialization forces us to optimize resources. Message bombarding loses strength facing advertising and communication by the hand of the customer, something quite commonsense. The interruption ad loses strength over need satisfaction within the right moment. This is linked to what we understand and have commented as Revenue Management “The right product, at the right price in the right time", quite similar, but translated into a marketing level. I am not trying to convince you at all, at least not without you understanding it. The inbound marketing concept is often associated to the funnel concept. We must see it as a process where we take the customer towards the sale, in which, the user can start up from the beginning (from where it is considered) or can take the path on the way. The goal does not change, and it is no other than a customer consuming and prescribing our product. We as Asiri team say below why we are convinced of inbound marketing as a fantastic option when it is about structuring your hotel’s online marketing strategy:
  1. Because it adapts perfectly to your hotel’s digital strategy. Though it is possible to enhance your online strategy with offline actions, implementing an inbound marketing strategy adapts perfectly with digital campaigns relating to automatization, analytics, segments, markets… It allows us to be as flexible as we want and have the visibility at a rate of our goals.
  2. Hotel customer’s value-adding. The concept of standing out in the market varies in favor or those brands suggesting solutions and centering their marketing strategies on the customer. In an oversupplied market specialization is king, not just on the product, but in its communication.
  3. Maximum optimization of marketing-destined budgets on ROI. Campaign segmentation and optimization makes possible to take budgets on pretty defined estimates. We know beforehand the conversion of our campaigns, thus we can play on foresights that were not so refined.
  4. Better-quality lead catching from product awareness. When a customer follows our funnel and knows about our product, it is quite more given to consume our product/service. Conversion chances increase so as the potential “advertising” by the customer itself.
  5. Interruptions give way to content. While taking away that advertising stigma with interruptions will not be easy, it is true that we are consuming products more and more that are not in the big media, that do not bet to leave us wanting more “We will be back in 3 minutes” or do not want to bombard us on the bus shelters, now “the wind is blowing” the other side. It sounds romantic, but the change is pretty clear.
This would be 5 reasons for a hotel to bet to this kind of actions, all of them linked under a certain strategy favored from one actions to another. Everything in online marketing can be complemented, and getting an overall view allows us to plan better, trace the visit and determine the success or failure of our work. If you have all what you need “in house” to embark into the adventure of Inbound Marketing, we encourage you from Asiri to do that, if you need help otherwise, or if there is something you do not seem to comprehend or just need a direct advice… for what you need here we are[:es]Durante muchos años los hoteles han destinado sus estrategias al dejarse llevar por los cantos de sirena de touroperadores que les ponían los cliente en la puerta del establecimiento, un panorama como el que dibujamos hace unos días en un artículo que Smarttravel.news "Los 16 caminos de la distribución hotelera" nos confirman que el cuenta ha cambiado considerablemente. Las técnicas y los players no son los mismos, lo que nos obliga a ponernos al día, reconvertir nuestras estrategias de marketing y adaptarnos al "jefe" que no es otro (este si que no ha cambiado), el cliente.
Airbnb ha sido muy exitoso, por decir lo menos. Por supuesto, un modelo de negocio innovador ha sido un gran factor, pero una gran experiencia de usuario ha jugado una gran parte. Mientras las marcas de viaje han en general, sido lentas en adaptarse a la Web, marcas como Airbnb (y Booking.com) marcan y marcarán el camino en términos de experiencia de usuario.