¿Cómo afecta la paridad de precios a tu venta directa?

El pasado 12 de noviembre se celebró en el Hotel Curious de Barcelona la séptima edición del evento #eHotelExperts, evento que reúne a profesionales del sector turístico a nivel nacional desde 2011.

El #eHotelExpert nació para ser una reunión donde poder debatir y compartir temas de interés común dentro del ámbito específico de las nuevas tecnologías y el social media, pero ha ido evolucionando y adaptándose a las necesidades de nuestro sector. De temática muy variada, el #eHotelExperts pretende ser un foro de diálogo y debate donde compartir inquietudes, ideas y proyectos, y a su vez, enriquecerse con las aportaciones de colegas del sector. En esta ocasión asistieron alrededor de 40 personas.

Tras una breve presentación por parte de Pol Garcia, este año el evento ha contado con la participación de Álex Hereza, director del Hotel Ambit de Barcelona; Carlos Rentero, director general de Bookassist en España; y Fernando Mier, abogado y socio del bufete Iuristax.

Esta séptima edición del #eHotelExperts ha centrado su temática en la falta de paridad de precios que sufren los hoteleros en relación a las OTAs y metabuscadores. Un tema que preocupa a los profesionales del sector y que mantiene en alerta a los revenue managers.

Bajo esta temática, Álex Hereza inauguró el certamen con una ponencia que, a través de casos reales, ejemplificó claramente la situación de disparidad que sufren los hoteles tanto en portales como en metabuscadores. Durante la ponencia se pudo observar que una reserva para la misma fecha, en un mismo  hotel y bajo las mismas condiciones podía variar su precio de forma exagerada. Estas variaciones de precio variaban dependiendo del país y la hora en el que se realizaba la búsqueda, demostrando así que las OTA juegan con el margen de su comisión para ofrecer mejor precio y generar así más reservas. Una práctica que roza el concepto de competencia desleal y contra la que el pequeño hotelero poco tiene que hacer.

Tras contextualizar el problema de la (dis)paridad, Carlos Rentero, director general de Bookassist en España, se encargó de trasladar a los asistentes la importancia del canal directo como herramienta para combatir contra las OTAs y, por tanto, con la disparidad de precios que estas generan.

Rentero destacaba que el éxito del canal directo se asienta sobre cuatro grandes pilares: El propio motor de reservas, el diseño web, la gestión de la distribución (tanto en precio como con disponibilidades) y el marketing digital. Las nuevas tecnologías avanzan a un ritmo difícil de seguir para el pequeño hotelero, que debe hacer un esfuerzo para ser visible en la red.

“No nos importa gastar 2000 euros en un sofá en recepción, pero nos asusta invertirlos en una nueva página web o en una campaña de marketing online”. Carlos afirmaba que una inversión es rentable siempre que no supere la comisión de las OTA (aproximadamente un 20 por ciento por reserva). Durante su ponencia hizo especial énfasis en el diseño web (adaptable a todo tipo de dispositivos móviles), el posicionamiento en buscadores (orgánico y de pago), la importancia de una buena estrategia de marketing y social media y, finalmente, la diferenciación de producto por precio y valor añadido.

Después de tan interesante ponencia se abordó el tema de la paridad de precios desde un punto de vista jurídico. Fernando Mier, abogado experto en derecho turístico y socio del bufete IURISTAX, fue el encargado de exponer el actual marco legal y las tendencias que envuelven a un tema tan complejo como el que tratábamos.

La paridad o disparidad de precios es un tema que todavía no está regulado en España y que enfrenta el principio de la libertad de pactos y la obligatoriedad de los contratos con el derecho de libre competencia y los contratos de adhesión. Algo que obliga a los hoteleros a combatir contra las OTA contraatacando con las mismas armas, causando disparidades. Sin embargo, desde hace una década se está empezando a regular esto, y están siendo los países anglosajones y nórdicos los que marcan la tendencia en favor del hotelero.

El evento finalizó con un networking, acompañado por Moritz, patrocinador por séptima vez del #eHotelExperts, donde todos los asistentes pudieron intercambiar impresiones y opiniones tras las ponencias. Cabe añadir que el evento se pudo seguir por Twitter a través del hashtag #eHotelExperts y de la cuenta del evento @eHotelExperts.

Consulta la noticia completa aquí.

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