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Best Social Media Management Tools


Post from Surgo Group | 01 of may of 2015

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The ability to efficiently, and effectively manage any personal or company social media profiles is something every marketing professional (or individual) struggles with. With the evolution of Social Media, and it’s increasingly complex use cases (both personal and professional) it can be hard to know which Social Media Management Tool to use. This question certainly isn’t new, and knowing which tool is right for your goals can mean the difference between a streamlined, effective and efficient social media presence – and one that keeps you up at night.

The three leading platforms are;

  • Hootsuite
  • Sprout Social
  • Buffer

Check out our comparison chart below for a quick look at which platform will suit you– or download our in depth eGuide for a more comprehensive look!

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Read more at http://surgogroup.com/eguide/3rddfqlm/

GUESTCENTRIC | Feature February 2015


February was a very busy month at GuestCentric! We launched a group of new features that will definitely make it even easier to manage and enhance your property online presence. We are also very glad to announce that GuestCentric joined BLLA’s 2015 Advisory Board and that we are at the first edition of Hotel 2.0 in Brazil. And if you are in Lisbon for the weekend, come and visit us at BTL. Enjoy our monthly newsletter.

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New integration with Opera/Fidelio

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GuestCentric just launched a new Property Management System (PMS) integration with Opera/Fidelio. All hotels that have the myFidelio service can now integrate with this PMS.

The Opera/Fidelio PMS provides all the tools hoteliers need for doing their day-to-day jobs, such as handling reservations, checking guests in and out, assigning rooms and managing room inventory, accommodating the needs of in-house guests, and handling accounting and billing.

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Visit GuestCentric at BTL 2015

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Since Wednesday, February 25, GuestCentric team is at BTL 2015, in Lisbon. The event is taking place until Sunday, March 1, and we would love to have your visit.

Find us at stand #2D25 and check our new features and meet our team. Feel free to stop by at our stand or make a meeting appointment by sending an email to
marketing@guestcentric.com.

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GuestCentric at the 1st edition of Hotel 2.0 in Brazil

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After several editions held in Europe and in the US, Hotel 2.0 is taking place for the first time in Brazil.

Pedro Colaco, CEO of GuestCentric, is one of the speakers at the event and addresses the most recent digital marketing strategies for hoteliers meet the increasing demand from online travelers.

After Sao Paulo e Brasilia, the next editions will take place in Curitiba on March 3, and in Porto Alegre on March 5. For hoteliers, the event admission is free upon prior registration.

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GuestCentric joins 2015 Advisory Board of BLLA

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We are pleased to announce that Filipe Machaz, VP of Global Business Development of GuestCentric, was appointed for the 2015 Advisory Board of the Boutique and Lifestyle Lodging Association (BLLA).

The BLLA is the first association created to unite and raise awareness of the world’s independent boutique & lifestyles properties, small brands, collections and the suppliers that sustain them.

“GuestCentric has been a valuable member of BLLA over the years and we are pleased to add Filipe to our board”, said Frances Kiradjian, CEO and Founder of BLLA. “Our technology members, like GuestCentric, help us to expand the knowledge-base on hotel digital marketing, combining it with BLLA’s best practices. This will definitely enable our members to empower their brands online and capitalize on new trends that travelers search for”.

Read the full history here.

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Amazing improvements on the Image Link gadget

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At GuestCentric we are always working to offer the best web experience to our customers. We just made a few improvements that will make the Image Link gadget work even better.

• Longer descriptions: with this new feature, now it is possible to use up to 400 characters (spaces included) in the description of an Image Link.

• “Same window” by design: now, when creating an Image Link, it is setup as internal and opening in the same window.

• Translation Tool: when translating pages the Image Link won’t be shown in the tinyMCE editor; now, all the Image Links (along with website links) can be translated in Tools > Translate links.

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New Subscribe/Unsubscribe pages

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GuestCentric just released a feature that will enable hoteliers to have a more personal approach with the guests.

Now, our clients have two new pages available: Subscribe Newsletter and Unsubscribe Newsletter, where they can personalize the Banner and edit the Page introduction, the Sidebar (if applicable) as well as the new features of SEO per page and Personalized Permalink.

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Customize the Permalinks of your website

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his new feature will enable you to personalize even more your property website. Now it is possible to give a different name to a URL, with a new field in website pages: Permalink. It can be found in every page (existing or new) under “Page setting” collapsible panel.

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Optimize your SEO and rank higher on Google

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With this new feature, your SEO website has a powerful tool to rank the highest on search engines like Google.

Now it is possible to define SEO Title, Description and Keywords per each website page and thus being unique. The new configuration can be found in every page under “Page SEO” collapsible panel.

 You want to know more contact to Us!

By GuestCentric

 ©2015 GuestCentric Systems | 104 West 40th Street, Suite 400 New York NY 10018

GuestCentric | Features 2015


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In the first newsletter of 2015 we are very excited to bring you some news from GuestCentric! And if you are in Madrid for the weekend, we have a special invitation for you. Enjoy our January newsletter.

The 7th most read article on Tnooz in 2014

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At GuestCentric we love to share our insights about the hospitality industry and help hoteliers grow their business.

That is why we are very happy that the article “Why TripAdvisor has a chance to eat the lunch of Booking.com”, by Pedro Colaco, our CEO, was ranked as one of the top ten most popular articles on Tnooz in 2014!

If you missed it, you can read it here.

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Tnooz GuestCentric Top10
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Visit GuestCentric at FITUR 2015

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Since Thursday, January 28, GuestCentric team is at FITUR Madrid 2015. The event is taking place until Sunday, February 1, and we would love to have your visit.

Find us at stand #8A36 (hall 8) and check our new features and meet our team. Feel free to stop by at our stand or make a meeting appointment by sending an email to info.hmits@gmail.com

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FITUR 2015 GuestCentric

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Miami Beach Boutique chain of 15 hotels joins GuestCentric

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We are very pleased to share with you that the South Beach Group, which boasts a collection of 15 boutique hotels in the heart of Miami Beach, has chosen GuestCentric as their booking engine provider for all their properties.

“It took only seven days since our first contact with GuestCentric to having the complete system up and running, integrated with Siteminder and generating direct bookings at one of our properties. Once it was running, we were convinced GuestCentric was the right solution for us”, said Lauren Koston, Online Image and E-Commerce Director of the South Beach Group.

Read the full history here.

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South Beach Group GuestCentric

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Set new User Roles on GuestCentric platform

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Our customers “make a wish” and we make it real! This new feature is the result of your requests.

Now it’s possible to create Users Roles and restrict access of users on certain areas of GuestCentric platform. The Users Roles can be set on from Administration menu, in the Setup area. There you will find the five default Users Roles created:

▪ Administrator

▪ Reservations

▪ Revenue user

▪ Social Media

▪ Website User

All roles can be edited and changed, except the Administration role that has access to all areas of GuestCentric platform.

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By GuestCentric

 ©2015 GuestCentric Systems | 104 West 40th Street, Suite 400 New York NY 10018

TOP 5 B2B Marketing trends for 2015


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Like many of you, I’ve been reading all the marketing trends for B2B professionals this year and I summarized the list to provide you with the ones I think are the most relevant and which will without a doubt be a part of my 2015 B2B marketing plan.

1. Deep segmentation and buyer persona development

In B2B, the formula “one size fits all” simply does not apply. It’s time we all dig deeper into customizing and personalizing strategies for the maybe small, yet potentially profitable niches of our offerings. Getting some valuable marketing touch points with these individuals will undoubtedly help push them through the buying process and sales funnel.

2. Data cleanliness, accuracy and mining

People around my office constantly hear me say that without good, clean data, no marketer can actually be truly strategic. We need to hire CRM Managers,

data miners and experts to manage the data could prove to be a highly beneficial investment. These experts typically have the skills as well to build valuable Business Intelligence (BI) reports and track Key Performance Indicators (KPIs). If you work for a small organization with a limited budget, you might need to handle this yourself and create processes to help the sales teams keep the data clean!

3. Marketing automation

In 2014 (and prior to 2014), many of us B2B marketers have begun implementing or at least talking about marketing automation. It’s time for all of us to put our money where our mouths are (wink!)! It hasn’t been easy to integrate a full lead nurturing strategy into a single system and really take advantage of what automation systems offer (not to mention getting the sales teams on board!). According to the Annuitas Group, “businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads.” We have no choice but to capitalize on these tools if we want to stay ahead of the competition!

4. Content marketing

I go back and forth on this one as I read more and more reports on “content is king” and “content is NOT king”. Whether it is king or not really doesn’t matter in my opinion. You simply can’t have a proper B2B strategic marketing plan without any content marketing in 2015. Content marketing supports all other marketing initiatives and sales goals cross-functionally by creating demand, nurturing leads, following up with customers, driving traffic and proving that your organization has trusted advisors to help your (current and potential) customers.

What I think will differ in 2015 is that B2B marketers will put more emphasis on quality rather than quantity and really focus on providing content that is unique and relevant. They won’t focus solely on grammar but rather prepare compelling content for extremely targeted segments (going back to point 1).

5. Internal communications

Some people might laugh at this or might sneer claiming that internal communications isn’t their job. Well, in 2015, it is. Your company’s employees are your first point of contact to the outside world and are empowered through social media. As B2B marketers, you are going to be responsible for making sure all content is shared throughout the company to support traffic and market awareness. Simple. This year, try to fit in some lunch and learn sessions for your teams, teach them how to use social media to benefit them and the company. I started this last year and it has greatly impacted my KPIs. I know it will impact yours as well.

BONUS: LinkedIn Sales Navigator

I don’t think that most B2B marketers will be spending their time focusing on social media in 2015 as many of us have a strategy planned out and are currently in “maintenance mode”. However, I do think many of you will be diving deep into LinkedIn and finding out there is a lot more available there than you though there was. After all these years in B2B marketing and technology marketing, I have only recently become acquainted with LinkedIn Sales Navigator tools. What a shame! I recently went through a presentation from LinkedIn and was completely blown away by the possibilities. LinkedIn Sales Navigator puts a certain percentage of demand generation right into the hands of the sales team. (So you can tell them to quit whining about the lack of leads! They can make a difference, too!). I recommend you all take the time to look into this tool.

I hope that you all have a wonderful start to the year and that you have found this information useful as you prepare your 2014 marketing plans!

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HAPPY NEW YEAR!

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Sonia Dorais

B2B Marketing | Communications | Content Marketing | Digital Strategy | Demand Generation


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TripAdvisor Tripconnect helps hoteliers cut dependency on booking intermediaries


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Posted on Thursday, 02 April 2014 | By GuestCentric Blog

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Having recently come back from quite a few trade shows and customer visits, and having spoken to tens of industry experts, I felt compelled to write this article about an idea that I have been sharing with our hotel customers and my industry friends for a while, but that I want to share with the industry at large and put out to debate.

The idea is simple: Tripadvisor’s Tripconnect is the first real challenger to Booking.com’s dominance and is the first step to get hoteliers back in control of their online distribution channel.

Let me explain how I came to this conclusion.

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Hoteliers feel trapped

There is a mounting sentiment among hoteliers that hotel booking intermediaries like Booking.com and Expedia are getting stronger by the day. Online Travel Agents (OTAs) are massively outspending hotels in online marketing and customer acquisition, and their aggressive online and TV campaigns are driving consumer traffic to their websites, away from hotel’s official websites.

Booking.com is by far the most assertive player marketing hotels to consumers, having racked up significant advantage in all online promotion techniques like Google Adwords and other foms of PPC (pay per click) or re-targeting and re-marketing. This marketing aggressiveness has turned Booking.com into the dominant hotel OTA in Europe and is already making significant dents in North America (see Alexa ranks of OTAs below). Hence, the attention of many hoteliers is on Booking.com and how to decrease their dependency on them.

Figure 1- Alexa rank of some of the top OTAs

OTAs

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Commission checks have doubled and continue to rise

Specialized hotel OTAs do not only outspend hoteliers, they also seem to be outsmarting hoteliers with strategies to drive prices down and commissions up.

Prices are kept low by increasing available accommodation inventory with speciality lodging (bed and breakfasts, serviced apartments, hostels) and even thousands of individual apartments that can be rented on a daily basis.

Commissions are kept high by having as many players as possible bidding “to be on page 1”, where a massive percentage (some say 80-90%) of all transactions happen.

According to a spot check at some of our customers, we estimate that over the last two to three years average commissions paid by hotels to OTAs in markets like London, Barcelona or Lisbon have gone up from 20% to 30%. These changes, tied to a stronger dominance of OTAs, represent an almost doubling of the commission checks that hotels pay to OTAs on a monthly basis.

 Even “prime beef” is fair game now

In secondary markets the rise of the OTAs sales channel, and massive OTA spend in online advertising has created significant value: an increase in sales opportunities and therefore increased occupancy.

In primary markets or seasons where occupancy is guaranteed to be high, the rise of the OTA sales channel has had a negative impact in hotel operations profitability. There have been little strategies that hotels could run to protect their “prime beef” from being partially taken over by the OTAs, especially with clauses like “price parity” and “last room availability”.

The meta-search promise

The rise of hotel OTAs as vertical search engines for hotels is also due to the fact that consumers are getting tired of a messy hotel search experience.  Numerous studies by Google show that travelers visit tens of sites before booking accommodation.

Entrepreneurs, seeing the opportunity to improve the same search experience, launched specialized search sites that compare prices on several OTAs to guide consumers to the best possible deal, including the one on the hotel’s website (Meta-search). Some of these sites, like Trivago, have experienced massive success due to  an aggressive TV ad campaign to drive traffic to its website.

While growingly important contenders, these sites still attract relatively little traffic when compared to hotel OTAs (see figure 1).

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Figure 2 – Alexa rank of booking.com vs. trivago.com and roomkey.com

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Enter TripAdvisor Tripconnect

When TripAdvisor launched Tripconnect back in October 2013, it was positioned as a service that “allows TripAdvisor Business Listings subscribers to participate in Hotel Price Comparison and to drive direct bookings from TripAdvisor to their own property’s website.” So, nothing different than Trivago or RoomKey, right? Wrong.

TripAdvisor is the first truly viable platform to generate a massive amount of direct bookings. TripAdvisor can help hotel brands compete with the OTAs for their bookings mainly due to two factors:

  • The massive volume of users it already services on a monthly basis. According to TripAdvisor, over 260 million unique users plan travel on TripAdvisor each month. That’s over 6,000 unique users looking at hotel reviews every second of every day.
  • The target audience is already highly engaged with your brand. They are already looking at your hotel’s reviews!

To provide some market context on the opportunity, take a look at Figure 3. TripAdvisor is truly the #2 website for hoteliers. It is the only one that gets close to booking.com in terms of traffic (ranks #208 vs. booking.com’s #125), it  outranks Expedia (#519) and blows fellow meta-search Trivago or RoomKey out of the water by 50 times! This is the sort of sales opportunity that hotel brands should participate in.

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Figure 3 – Alexa rank of TripAdvisor vs. booking.com, trivago.com and roomkey.com

Tripadvisor

If this is PPC, won’t the OTAs just outspend hotels again?

So, TripConnect allows hoteliers to bid on their own page. But OTAs are already listed on TripAdvisor’s PPC programs, and have gained significant experience on bidding over the years. Moreover, TripAdvisor’s business listing is considered expensive for many hotels. Managing PPC also adds to the list of tasks and budget line items in already cash- and resource-strapped independent hotels.

TripAdvisor has been running special pricing programs for hotels that sign up now. And bid management has been made very simple by TripAdvisor. So, all-in-all, if you want to cut your dependency on booking intermediaries, this is as good as it gets for now. And driving direct traffic is just the beginning.

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This is just the beginning

With TripConnect, hotels now have a tool that allows them to be creative and compete with the OTAs based on total value offered to the consumers. I foresee that most price parity and last room availability clauses will be questioned. Hotels will drive special deals (e.g. free WiFi, 10% discount for Club sign-ups) that will test price parity clauses to the limit. And for high season, some hotels will be able to close out OTA sales and keep TripConnect open – and only their direct website prices will appear on TripConnect.

So, expect some backlash from the OTAs. But now you may have someone with clout on your side – TripAdvisor.

Is it going to be just TripAdvisor and Booking.com?

The point of this article is to regain control of your distribution, not to move your reservations from Booking.com to TripAdvisor. In addition, Google has slowly (but surely) been incorporating smarter hotel meta-search into its products. It started with Google Hotel Finder, migrated to Google Local Business and is now being increasingly displayed in native Google Search (the hotel carousel is just one example of such integration). Expect Google to become a more significant player in Meta-search in the coming 12 months.

To regain control of your distribution I believe you need to divide and conquer: i.e. you need to make sure you have a balanced distribution strategy, with a few OTAs, a few Meta players and a lot of direct bookings. To do so should require little extra work, as you can leverage reasonably priced technology solutions that provide seamless integration with these channels.

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Conclusion

2014 is the year of meta-search due to TripAdvisor’s TripConnect. TripAdvisor, due to its scale, is the first viable alternative to drive significant bookings away from the OTAs. By being able to participate in the travel planning process of 260,000,000 travel planners every month, hoteliers will be able to start balancing OTA vs. direct bookings and begin to get control of their online distribution channel back.

But it’s not magic: it has annual fees, marketing costs, and requires smart revenue management. Nothing you cannot deal with.

To help debate strategies for hoteliers that want to cut their dependency on booking intermediaries I have launched the LinkedIn group “Cut Your Dependency”. Hoteliers, Wholesalers, OTAs and meta-search people are welcome to participate and instill debates in this new forum.

By GuestCentric

 

GuestCentric Logotype The All in one Hotel Revenue Generation and Marketing Multi Device Hotel Booking Engine, Revenue Management, Channel Manager, Automagic Mobil and Social  Marketing, Websites and More… | See all Feature Here! and contact to info.hits@gmail.com

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Impacto oculto de la INTERMEDIACIÓN y la DESINTERMEDIACIÓN de ventas hoteleras NO ESTRATÉGICA!


Posted on Friday, 28 February 2014 | HMM 2.0

Hotel Marqués de Riscal

Recientemente estuvimos participando de varios debates sobre temas de actualidad e interés para la industria turística internacional, en consecuencia los mismos nos han llevado a re-plantearnos la necesidad de profundizar aun más, las investigaciones que hasta el momento sostienen nuestra tesis sobre; “IMPACTO OCULTO DE LA INTERMEDIACIÓN Y LA DES-INTERMEDIACIÓN DE VENTAS HOTELERAS NO ESTRATÉGICA”, para los pequeños y medianos hoteles independientes.

Si bien es cierto, que la intermediación no es, ni debe ser considerado el único o el más relevante  elemento a la hora de evaluar el desempeño mercadotécnico o financiero en hoteles independientes, es bien sabido, que resulta un ingrediente esencial para el desempeño, debido a que su empuje de ventas es casi total (para algunos hoteles que no cuentan con otros canales aparte del email list), Por tanto su apoyo a los esfuerzos de marketing es innegable. Aquí, cabe señalar también que, un sobre explotado uso o no de intermediación de ventas, es muy crítico para los resultados administrativos y financieros de hoteles que por su tamaño, calidad, alcance, y falta de difusión estratégica, se ubican en los segmentos de menor influencia para sus respectivos mercados.

También, es necesario señalar, el alto grado de competitividad que estos establecimientos deben mantener a nivel de presencia online, además los altos costos de intermediación de ventas y efectividad administrativa, que deben exhibir tiene que equipararse casi en igual medida a los resultados de los servicios que ofrecen, restándose así su competitividad (Reconocemos que estos últimos “SERVICIOS-CALIDAD” aunque no siempre son lo que esperamos, tienen un impacto real, en la ocupación, pero los resultados de las utilidades de esta ocupación, viene dado en gran medida por la eficiencia de ventas, ya que podríamos tener menor utilidad a mayores costos de intermediación o des-intermediación en hoteles de la misma capacidad y características, con calidad y resultados de ocupación similares, pero con una tasa de utilidad dispareja a causa de estos costos de generación de ventas. Por Ejemplo; Es bien sabido que existen algunos establecimientos con un servicio excepcional y diferenciado, pero una masiva intermediación que hoy por hoy, es su única vía de ventas, y como resultado sus costos se tragan gran parte de las utilidades generadas por su ocupación, esto es debido a que su difusión es inefectiva y carente de estrategia). Esto aunado a los demás factores necesarios para complementar la competitividad de marca, pueden llegar a limitar el sano desempeño de generación de revenue en hoteles pequeños, por lo que considerarlo es muy importante a la hora de aplicar una estrategia administrativa que toque la gestión de ventas.

Nuestra investigación, que a modo muy personal hemos realizado con el fin de revalidar nuestra tesis de que las ventas directas, siempre que sean enfocadas a mantener los costos de generación a su mínima expresión, son la mejor herramienta para promocionar a los establecimientos independientes de una gestión efectiva del revenue. Sin embargo, debemos reconocer que los costos asociados a las gestiones comerciales internas-externas y que derivan en ventas de auto-gestión o ventas directas, solo deben ser consideradas como ventas estratégicas o complementarias y no como el único eslabón para nuestra difusión, ya que por si solas tampoco representan la solución a la hora de ser más eficiente en la difusión de nuestros establecimientos.

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Las “Ventas Directas”, deben ser parte de una estrategia consensuada, que incluya intermediación escalonada, además de otros canales que complementen nuestra imagen de marca y presencia online.

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Muy por el contrario una combinación de ambas (Intermediación y Ventas Directas) es la mejor opción. Dicho modelo no debería ser llamado ventas directas o mixtas ya que en todos los estadios del proceso de generación de ventas online intervienen terceros que hacen posible la materialización de las mismas, dicho esto aclaramos que el termino mixto lo llevan inherente independientemente de que su aplicación sea en conjunto o no, por tanto prefiero llamarlas de auto gestión combinadas o estratégicas combinadas, y su real ventaja radica en que el beneficiario ejecutor, tiene un mayor control en los procesos que ejecuta, compaginándolos con su estrategia de difusión, y reduciendo así, sus  costos asociados, sin embargo los mismo nunca desaparecen aunque pueden llegar a reducirse a su mínima expresión.

Visto lo anterior, nos PREGUNTAMOS; Donde realmente, debe radicar el accionar de los gestores y administradores comerciales, de hoteles independientes a la hora de elegir y ejecutar una estrategia de venta directa? Mi respuesta debería ser compartida a unanimidad, pero son los propios hoteleros los responsables de aplicar su particular estrategia de ventas, según sus criterios, estilo de gestión y mercado meta, sin embargo, aun me aventuro a señalar, que lo más importante a considerar, es una estrategia acorde con el Core Business de la empresa y que su aplicación sea coherente con la imagen de marca que se desea proyectar, con el fin de que su difusión genere la percepción que se pretende a mediano y largo plazo, ya que no solo se trata de presencia, sino más bien de mensaje (Sobre todo evitando saturar este mensaje), y por supuesto que sea de aplicación poco compleja para un correcto seguimiento, y por supuesto con costo aceptables para una buena estructuración y enfoque de la estrategia.

Seleccionar los medios más idóneos es vital a la hora de aplicar programas y presupuestos. Al final del día nuestros objetivos deben general el impacto que canalice el revenue de nuestros establecimientos en el tiempo, optimizando la curva de crecimiento y el aprendizaje a medida que aplicamos nuestra estrategia de ventas combinada. Por lo anterior, estos medios deben distanciarse de un mero interés de optimización costos.

Dicho de otra forma, Sin una estrategia para combinar estos medios de manera efectiva, los ahorros en los costos al des-intermediar nuestros procesos comerciales que no tomen en consideración una estrategias de difusión escalonada, se quedarían en lo que realmente son “Cambios estratégicos experimentales”. De lograrse acompasarlos con la estrategia de difusión lograríamos traducirlos en real ahorro además de mantener nuestra estrategia de difusión y posicionamiento vigentes a mediano plazo.

Al obtener costos más aceptables para las finanzas de nuestro hotel, que traducidos  a  esfuerzos administrativos y de marketing fundamentados en una estrategia de defunción innovadora afectaríamos el revenue a corto y mediano plazo, al mismo tiempo que se genera conocimiento e identidad de marca y no únicamente mejoras sustantivas en la balanza operativa, por ello la importancia de seleccionar los plataformas más adecuadas para la operatividad de su modelo de ventas, su imagen en la web, su CRM, sus campañas, las OTAs Etc.

Lo anterior, (Medios efectivos) además de generar un medible impacto en las preferencias de nuestra marca y la positiva percepción a corto y mediano plazo (Analítica), elimina el frenesí por generar ocupación ya que  nuestros esfuerzos de marketing estratégicos combinados giraran en torno a transformar continuamente nuestras ingeniería que con una buena dosis de intermediación enfocada, nos permitirá estar más relajados a la hora de empujar ventas en línea. Al eliminar el desperdicio de tiempo y la desorientación que produce el día a día y el no saber que hacer a continuación para generar ocupación, en vez nos dedicaríamos a personalizar nuestros esfuerzos.

Por ello la importancia de seleccionar plataformas de apoyo, que no solo se adapten a nuestras necesidades de costos sino también a los medios que hemos seleccionado en nuestra estrategia de difusión combinada y por supuesto generen impacto, debido a su fácil aplicabilidad y debido a la sintonía que generan en los clientes, por ello y muchas otras razones debemos contratar plataformas potentes pero igualmente amigables para un eficiente empuje de nuestras ventas directas, que combinadas con la intermediación de las OTA´s y los GDS, deben generar un impacto positivo en nuestra ocupación promedio, además de ser proporcionar sobre los costos y esfuerzos de la auto-gestión.

Reconocemos que una auto gestión, si no es bien pensada y aplicada, o que no logre ir acorde con la estrategia de marca y que no genere transformación sobre como se perciben nuestros establecimientos, produce mayor mal que bien, debido a que su único enfoque por lo regular es reducir costos (optimización de recursos), y no el impacto oculto de estas optimizaciones. También destacamos que si se logra integrar una estrategia coherente con los esfuerzos que pretendemos realizar su vigencia e impacto puede llegar a ser revolucionario, siempre que se logre trasmitir los valores de marca de una manera innovadora y que provoque fidelidad a los procesos de innovación llevados a cabo por nuestros hoteles independientes, por supuesto deben ser traducidos en desplazamiento por los clientes que a la larga es el desplazamiento del propio establecimiento en los indicadores o ratios sobre la aceptación que tengáis seleccionados como parámetros de gestión, por consiguiente equivale a decir mayor revenue de impacto y mejora en los costos al reducir la intermediación y aumentar la ocupación.

 Ya no es suficiente decir quiero reducir la intermediación sustituyéndola por ventas directas, es necesario tener una estrategia para la auto-gestión de este cambio de estrategia, que aplicada con enfoque, debe ser traducida en resultados concretos, no solamente por las mejoras en costos, sino también por su impacto en la estrategia de posicionamiento a corto y mediano plazo, es por ello que saber elegir los elementos que deben ser ejecutados por una auto-gestión consciente de su rol, es prioritario, ya que la intermediación a un grado menor o mayor siempre ocurrirá pero su valor debe centrarse en los criterios más relevantes considerados para la selección de la estrategia de difusión (Siempre que tenga por objetivo principal generar revenue tomando en cuenta la imagen de marca en el tiempo).

Por lo cual concluyo que los factores determinantes, para un correcto posicionamiento, en el altamente competido negocio hotelero, (y por supuesto, factores que influyen a la hora de impactar el revenue, tanto en hoteles innovadores o con historia que buscan abrirse un espacio entre la actual vorágine de ofertas hoteleras, como nuevos establecimientos con conceptos que prometen mucho pero que a la larga se topan de frente con los mismos problemas que enfrentan las grandes cadenas y hoteles con banderas de renombre). Son el más eficiente cambio en el modelo estratégico de colocación de la intermediación y la gestión combinada de plataformas que permitan un monitoreo y una aplicabilidad mas amigable y menos costosa, la misma debe incluir grados de intermediación estratégica consiente de la importancia de una proyección a mediano y largo plazo, por encima de mejoras de costos que resultan ser no tan estratégicos.

Recuerden que la mayoría de los modelos de negocio se basan en el “Yo, también” principio de copy cat, ofreciendo el mismo material viejo y aburrido como todo el mundo lo hace. Ellos no están perturbando el mercado. Esta falta de diferenciación los lleva a competir en los segmentos de consumidores en una espiral a la baja de los ingresos y al aumento de la intermediación que debería ser aceptable para su estrategia. El yo también quiero realizar más ventas directas, No es simplemente un enfoque sostenible y en los resultados de largo plazo se erosionan y sufren, si no se tiene una estrategia refinada y coherente con los que deberían ser los objetivos del marketing disruptivo más aceptables para nuestro hotel.

Autor; Franklin Peña Beras

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GuestCentric Logotype The All in one Hotel Revenue Generation and Marketing Multi Device Hotel Booking Engine, Revenue Management, Channel Manager, Automagic Mobil and Social  Marketing, Websites and More… | See all Feature Here! and contact to info.hits@gmail.com

Consider to invest in the Dominican Republic, Panamá,, Belize, Puerto Rico, Aruba, St. Croix, Virgin Island, Turk & Caicos, Costa Rica, México, Florida or any other country in Central América or Caribbean Island Portugal and Spain just contact TIEB, we want offer you the best way…  For Contact!  

             

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Disadvantages of GDS


Posted on Thurdays,  25 de Julio 2013 | Hotelogix

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There is always a negative side to every positive. Flowers need rainy days to grow. Those same flowers need to get cut to appear in a beautiful bouquet. And for the many positives Global distribution systemglobal distributions systems provide, there are drawbacks to consider as well.

A GDS can be an asset, but there are many hotels that chose to seek bookings through other means. With the uncertainty of the travel industry, many properties are looking for ways to cut costs and with a high ticket price, GDS’s are often one of the first to go. Some of the most common reasons hotels chose to opt out of using a GDS are:

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1.  Money. The price of GDS’s alone is a deterrent for many properties. As a growing business, your funds may be better invested in other areas of your property.

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2.  Priorities. Retaining customers is more important than bringing in new ones. Making sure that guests are comfortable with clean rooms, abundant amenities and a welcoming staff should be your first order of business.

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3.  Industry stagnation. Despite their ability to connect agents with properties, it is ineffective if neither party uses it. A HotelHub bookings report showed that there was no growth in GDS hotel bookings in 2011, while non-GDS bookings saw growth. Hotels that don’t use a GDS get bookings through hotel aggregation sites or direct bookings, which are tried and true methods.

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4.  Declining audience. One of the benefits of a GDS is that it catches the corporate traveler segment, but business travel growth is slowing. Businesses use travel agencies to book hotels and air travel, which a GDS is good at catching. But after tough economic times, a company would rather solicit one hotel chain to gain leverage in negotiating lower rates.

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5.  Controversy. Many airlines have rallied against GDS’s, claiming that the fees are unreasonable. US Airways sued Sabre and American Airlines sued Travelport in 2011 for antitrust violations, claiming that GDS’s were monopolizing the business travel market. Non-GDS platforms have grown after the clash of airlines, opening up availability to properties that do not use a GDS.

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There isn’t just one way to do things these days. A GDS isn’t the only answer to managing bookings and some properties are finding that a GDS is not right for them. There are plenty of options – and while none of them may be perfect, one of them will be right for your property.

Fuente: Hotellogix

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GuestCentric Logotype The All in one Hotel Revenue Generation and Marketing Multi Device Hotel Booking Engine, Revenue Management, Channel Manager, Automagic Mobil and Social  Marketing, Websites and More… | See all Feature Here! and contact to info.hmm2.0@gmail.com

Consider to invest in the Dominican Republic, Panamá,, Belize, Puerto Rico, Aruba, St. Croix, Virgin Island, Turk & Caicos, Costa Rica, Mexico, Florida or any other country in Central America or Caribbean Island Portugal and Spain just contact TIEB, we want offer you the best way…  For Contact!  

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