{"id":36792,"date":"2019-03-22T15:33:45","date_gmt":"2019-03-22T14:33:45","guid":{"rendered":"https:\/\/zinkmarketing.es\/pablo-mateos-el-exito-de-un-servicio-viene-de-las-opiniones-2\/"},"modified":"2020-08-27T12:56:50","modified_gmt":"2020-08-27T10:56:50","slug":"el-valor-de-la-reputacion-online-impacto-en-la-inversion-hotelera","status":"publish","type":"post","link":"https:\/\/zinkmarketing.es\/respaldo\/el-valor-de-la-reputacion-online-impacto-en-la-inversion-hotelera\/","title":{"rendered":"El valor de la reputaci\u00f3n online en la inversi\u00f3n hotelera"},"content":{"rendered":"<p>[vc_row full_width=\u00bbstretch_row\u00bb css=\u00bb.vc_custom_1570543042107{background-color: #ffffff !important;}\u00bb][vc_column][vc_column_text]La semana pasada asist\u00edamos al evento de Tendencias en el sector hotelero organizado por el Club Real Estate del Instituto de Empresa donde pudimos ver el valor de la reputaci\u00f3n online en la inversi\u00f3n hotelera. Disfrutamos de grandes ponencias como la de Aurelio V\u00e1zquez (CEO Iberostar), Alfonso del Poyo (Vicepresidente de MeliaHotels International) o Alex Robinson \u2013 Senior Manager Industry Partners at STR.<\/p>\n<p>Laura Hernando, Managing Director de Hoteles en Colliers International, present\u00f3 interesantes\u00a0<a href=\"https:\/\/www2.colliers.com\/es-ES\/Research\/Informe-hoteles\" target=\"_blank\" rel=\"noopener noreferrer\">cifras<\/a>\u00a0sobre transacciones en el sector, y transmiti\u00f3 grandes novedades en contrataci\u00f3n hotelera, como las f\u00f3rmulas mixtas en contratos: h\u00edbridos de management y franchise (en 2019 se ha firmado el primero en Espa\u00f1a); contratos de arrendamiento que mutan condiciones por ejemplo ante situaciones de p\u00e9rdidas\u2026 Sin duda el sector se ha sofisticado, al igual que lo ha hecho su consumidor principal, a la hora de realizar la compra.<\/p>\n<p>En la mesa redonda todos los ponentes coincidieron en que esta \u201csofisticaci\u00f3n\u201d implica una necesidad por parte de los hoteles de reformular sus estrategias y que las marcas juegan un papel fundamental.<\/p>\n<p>Sin embargo los datos estad\u00edsticos que a d\u00eda de hoy arrojan las b\u00fasquedas online es que en Espa\u00f1a, las marcas no son un factor decisivo en la decisi\u00f3n de compra en pernoctaciones hoteleras y que si lo son:<\/p>\n<blockquote>\n<ul>\n<li>El producto hotelero<\/li>\n<li>La ubicaci\u00f3n<\/li>\n<li>La reputaci\u00f3n de una marca<\/li>\n<\/ul>\n<\/blockquote>\n<p>Hoy nos centramos en esta \u00faltima variable, la reputaci\u00f3n online, y en su impacto directo en Revenue. Porque seg\u00fan la valoraci\u00f3n que tus clientes te den, especialmente en las plataformas digitales, estar\u00e1s mejor ubicados en los rankings y por ello tendr\u00e1s m\u00e1s visibilidad y mayores oportunidades de venta. No olvidemos que el proceso de reserva online standard en el sector hotelero pasa por la revisi\u00f3n de opiniones online. Y es que el 83% de los usuarios conf\u00edan en las <a href=\"https:\/\/zinkmarketing.es\/respaldo\/pablo-mateos-el-exito-de-un-servicio-viene-de-las-opiniones\/\">opiniones que otros clientes publican en internet<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-37130\" src=\"https:\/\/zinkmarketing.es\/respaldo\/wp-content\/uploads\/2020\/05\/chat-5000695_1280-300x300.png\" alt=\"Impacto Reputaci\u00f3n en Revenue Hotels\" width=\"300\" height=\"300\" srcset=\"https:\/\/zinkmarketing.es\/respaldo\/wp-content\/uploads\/2020\/05\/chat-5000695_1280-300x300.png 300w, https:\/\/zinkmarketing.es\/respaldo\/wp-content\/uploads\/2020\/05\/chat-5000695_1280-1024x1024.png 1024w, https:\/\/zinkmarketing.es\/respaldo\/wp-content\/uploads\/2020\/05\/chat-5000695_1280-150x150.png 150w, https:\/\/zinkmarketing.es\/respaldo\/wp-content\/uploads\/2020\/05\/chat-5000695_1280.png 1280w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Expedia por su parte, aporta el siguiente dato: un hotel que tiene +1 punto en reputaci\u00f3n que otro, obtiene un +9% en ventas.<\/p>\n<p>Y cu\u00e1l es el impacto en el Ebitda? Teniendo en cuenta que el 38% de los usuarios est\u00e1n dispuestos a pagar m\u00e1s por un hotel con mejor reputaci\u00f3n, el impacto positivo es directo y positivo.\u00a0 En este sentido, la Universidad de Cornell junto con TripAdvisor realiz\u00f3 un exhaustivo estudio al respecto, validando esta argumentaci\u00f3n. Estos son los datos que su an\u00e1lisis aport\u00f3:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-37131\" src=\"https:\/\/zinkmarketing.es\/respaldo\/wp-content\/uploads\/2020\/05\/Tripadvisor-reputaccion-online-300x300.jpg\" alt=\"Tripadvisor reputacion online\" width=\"300\" height=\"300\" srcset=\"https:\/\/zinkmarketing.es\/respaldo\/wp-content\/uploads\/2020\/05\/Tripadvisor-reputaccion-online-300x300.jpg 300w, https:\/\/zinkmarketing.es\/respaldo\/wp-content\/uploads\/2020\/05\/Tripadvisor-reputaccion-online-150x150.jpg 150w, https:\/\/zinkmarketing.es\/respaldo\/wp-content\/uploads\/2020\/05\/Tripadvisor-reputaccion-online.jpg 900w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Sabiendo que las cifras son relevantes y que el impacto en la cifra de negocio es considerable, como operadora en el sector te aconsejamos:<\/p>\n<p>&#8211; Realizar una valoraci\u00f3n inicial antes de\u00a0poner en marcha la operaci\u00f3n.<\/p>\n<p>&#8211;\u00a0Incorporar los datos arrojados por el informe inicial en tu hoja de ruta de gesti\u00f3n.<\/p>\n<p>&#8211; Definir KPI&#8217;s espec\u00edficos en el \u00e1rea reputacional con impacto en calidad y revenue.<\/p>\n<p>&nbsp;<\/p>\n<p>\u00bfQuieres saber m\u00e1s? Eres una operadora del sector y necesitas un informe ad-hoc?[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row full_width=\u00bbstretch_row\u00bb css=\u00bb.vc_custom_1570543042107{background-color: #ffffff !important;}\u00bb][vc_column][vc_column_text]La semana pasada asist\u00edamos al evento de Tendencias en el sector&#8230;<\/p>\n","protected":false},"author":1,"featured_media":38744,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[310],"tags":[],"class_list":["post-36792","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-orm"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>El valor de la reputaci\u00f3n online en la inversi\u00f3n hotelera - Zink Marketing<\/title>\n<meta name=\"description\" content=\"Explicamos el valor de la reputacion online de una marca y en su impacto en Revenue con los datos presentados en el evento del Club Real Estate de IE.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El valor de la reputaci\u00f3n online en la inversi\u00f3n hotelera - 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