Innovación de los pequeños grandes hoteles

Esta es la segunda parte del post, pero aquí puedes leer la primera parte.

Uno de los mayores errores en las Webs  y acciones de Marketing Hotelero es centrar todo el contenido precisamente en el hotel. ¿Es que acaso el Hotel es un destino per se? Salvo excepciones, que se pueden contar con “los dedos de una oreja”, no. Lo más habitual para un turista o viajero es seleccionar el destino, planificar el viaje y finalmente seleccionar el hotel que más se ajuste a sus necesidades. Si facilitamos toda la información posible del destino en nuestra propia Web evitaremos que los potenciales clientes visiten otras Webs para planificarse, y en consecuencia reduciremos drásticamente las probabilidades de que en la búsqueda encuentren otros hoteles u ofertas mas atractivas. Hay Hoteles que lo tienen asumido, y actúan en consecuencia.

- Instagram para promocionar el destino: El pequeño gran Hotel Curious tiene claro que para poder captar clientes, primero han de decidir el destino, Barcelona, y por ello aportan su granito de arena a la promoción de la ciudad con el concurso en Instagram #CuriousBCNpics, en el cual premiarán la foto más curiosa de Barcelona. En su primera edición participaron mas de 400 fotos, cuando la App sólo estaba disponible para iPhone. ¡Este año esperan pulverizar esa marca!

- Coopera con los establecimientos cercanos: Con su ya famosa Curious card que ofrecen gratuitamente a sus huéspedes, te podrás beneficiar de descuentos en establecimientos cercanos cuidadosamente seleccionados para así mejorar la experiencia completa del viaje. Restaurantes, Bares, Pastelerías, servicios de lavandería o tiendas que cumplen con los criterios del hotel son los seleccionados para estar en tan noble iniciativa.

- Recomendaciones locales: El Hotel Curious, muy enfocado al cliente extranjero, regala a sus clientes una pequeña guía de Barcelona (PDF!) confeccionada por el propio personal del hotel y donde recomiendan puntos de interés turístico, bares y restaurantes e incluso un pequeño diccionario de supervivencia Inglés-Castellano-Catalán. Una iniciativa realmente fácil de poner en práctica y que sin duda sus clientes agradecerán.

- Marketing de destino: Muchos profesionales, entre los que me incluyo, apuntamos al vídeo como el gran soporte de Marketing online. Entre sus bondades destaca su capacidad para transmitir emociones, para generar sentimientos, para inspirar… y con presupuestos razonables se pueden hacer auténticas maravillas. Aquí tenemos un magnífico ejemplo de un video que, para mi, cumple todos los requisitos de un BUEN, con mayúsuculas, video promocional de un Hotel.

 

Cuando le pregunté a Juan Carlos, propietario de El Espantayu, me contestó lo siguiente:  “Pensamos que el video es una  de las mejores maneras de enseñar el producto  y emocionar con pocos segundos, y por eso vamos a centrar nuestros esfuerzos para ir mostrando poco a poco nuestras instalaciones, servicios y actividades con videos cortos pero intensos.” Chapeau. Es todo lo que puedo decir…

- Marketing + geolocalización: Víctor Mayans, director del Hotel Audax, me comentó

FOURSAQUARE CAPRI

que “Al ver este crecimiento y detectar que en nuestros Hoteles cada vez se hacían más check in ( sólo en Audax 220 y 11 tips)  pensé ¿ por qué no aprovecharlo de alguna forma o incluso plantear una prueba piloto?. Para ello me lancé a dar de alta ARTIEM FRESH PEOPLE HOTELS como Business, un aspecto diferencial, ya que cambia un poco. Pero la intención es, si la prueba da buenos resultados, introducir servicios premium”

Como veis, solo por hacer CheckIn en el hotel te invitan a una cerveza, que con un coste muy bajo aporta valor añadido desde que el cliente llega la recepción, predisponiendo favorablemente a sus clientes para disfrutar de una gran experiencia.

Como el propio Víctor dice, todo es empezar…

 

LEER EL ARTÍCULO AQUÍ

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