Avrai letto fiumi di parole sulle strategie inerenti al marketing alberghiero. Chi più e chi meno ha provato a dire la sua su come risollevare un settore – quello del turismo – che, diciamolo chiaramente, è tra coloro che sta pagando il prezzo più alto per la crisi legata alla pandemia.
Ma, a differenza di molti altri, non è nostro costume piangerci addosso. Anzi, dalle crisi, spesso, possono nascere delle opportunità. E, proprio per questo, vogliamo darti dei piccoli consigli sul nostro blog. In modo da farti trovare pronto quando la situazione migliorerà.
Marketing alberghiero strategie, alcuni consigli utili
Premessa: queste strategie di marketing alberghiero potrebbero rivoluzionare il tuo modo di intendere il business. Però, si sa, non vince il più forte ma chi è più propenso ai cambiamento. Sono consigli da seguire, se vuoi distinguerti e provare a recuperare il fatturato perso quest’anno.
Nessuna battaglia sul prezzo
Questo è un punto su cui noi ci battiamo da anni, da mesi. Spesso ne usciamo ‘vincitori’, spesso no. Ma non molliamo! 😀
Una strategia di marketing alberghiero efficace non può basarsi sulla mera lotta di prezzo. Non è che se il tuo competitor ha un prezzo basso tu devi fare un prezzo minore. Per almeno tre motivi (ma ti assicuriamo che ce ne sono molti di più!):
- Non ti differenzi mai (se non per il prezzo, appunto). Una persona sceglierà il tuo hotel solo per il prezzo e basta. Tu vuoi questo? Noi te lo sconsigliamo!
- I clienti che puntano sul prezzo non sono sempre i migliori. Quante volte ti è capitato di avere per anni clienti che venivano nel tuo albergo ma poi, all’improvviso, hanno cambiato location perché aveva prezzi più bassi? Ecco, i clienti che guardano solo il risparmio sono estremamente volatili. Non possono né devono rappresentare il tuo zoccolo duro;
- Ne uscirai perdente. Il cavallo buono si vede alla lunga e la battaglia sul prezzo ti vedrà perdente. Arriverai a un punto che non potrai scendere al di sotto di una certa soglia e, quindi, ti troverai spiazzato.
Il revenue management è molto altro. Lo diciamo sempre!
Sii l’1%
Adesso faremo un paragone che può sembrarti sballato. Ma che in realtà non lo è. Perché il tuo partner ha scelto proprio te? Perché, probabilmente, sei l’1%. E, adesso, porta questo esempio nella tua struttura. Perché le persone dovrebbero scegliere proprio il tuo hotel (strategia del prezzo, esclusa)? Perché ha qualità che altri non hanno.
Ed è proprio questo uno dei valori aggiunti se vuoi fare delle strategie di marketing alberghiero. Da qui devi partire. Ti sembra aria fritta? Facciamo un esempio: se la tua struttura ricettiva è di fronte al mare, ti sembra un plus da poco? Se al ristorante interno puoi preparare anche piatti vegani o per celiaci, ti sembra niente? Assolutamente no!
E non tutti lo fanno. Approfitta di questo periodo per rendere il tuo hotel UNICO nel suo genere. Fai quelle ristrutturazioni che hai sempre rimandato, quelle modifiche che hai sempre desiderato. Rendilo davvero TOP nella sua categoria.
Ora o (quasi) mai più!
Valorizza la location
L’Italia è un paese bellissimo. Anche i borghi più sconosciuti, spesso, possono mostrare un qualcosa di unico. Quindi, anche se hai la (s)fortuna di non essere al centro di una città come potrebbe essere Firenze o Roma, non è detto che tu debba essere costretto a prendere solo la ‘rimanenza’.
Anzi, proprio perché il turismo è cambiato, è più lento, non è mica detto che chi non è al centro di una città d’arte non possa avere un grande ritorno. Anzi, proprio perché sei in un piccolo comune ma ‘storico’, puoi valorizzare al meglio la tua struttura, provando a ‘incrociare’ tutti i nostri suggerimenti.
Molte persone decidono di recarsi in un hotel anche per la location. E se hai la fortuna di trovarti in una zona ‘trend’, allora non devi far altro che valorizzare (anche) il luogo. Perché è troppo facile dire “gli altri fanno affari perché sono a Roma mentre io sono in un paesino“.
Non è nella nostra filosofia piangerci addosso. E mai lo faremo!
Appoggiati a più canali
Di questo, ne abbiamo già parlato sul nostro blog qualche giorno fa. Ma vogliamo ribadirlo: qualsiasi strategia di marketing alberghiero non può basarsi su un unico canale web. Che siano i social network, che siano le OTA, che sia Google.
Devi sempre diversificare il tutto. Altrimenti il rischio è troppo grande. E, spesso, non ne vale la pena. Se un giorno uno di questi canali dovesse andare in down, potresti pagare il tutto a caro prezzo. Ci sta, è ovvio, se un canale vada meglio degli altri. Ma non può essere l’unico appoggio che devi avere.
Hai tre canali di business? Trovane un quarto. Poi un quinto. Poi un sesto. E così via. Meno sei dipendente da uno di loro e più riuscirai a superare i momenti di crisi.
Vuoi qualcuno che ti metta in riga in modo che tu possa dedicarti solo alla tua struttura? Contattaci per una consulenza gratuita!
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