MIME-Version: 1.0 Content-Type: multipart/related; boundary="----=_NextPart_01C82A90.13620FB0" Este documento es una página Web de un solo archivo, también conocido como archivo de almacenamiento Web. Si está viendo este mensaje, su explorador o editor no admite archivos de almacenamiento Web. Descargue un explorador que admita este tipo de archivos, como Microsoft Internet Explorer. ------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" Diapositiva 1

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Haga clic para cambiar el estilo de título<= span style=3D'mso-tab-count:1;width:2.29%'>
Haga clic para modificar el estilo de subtítulo del = patrón
‹fecha y hora›
‹pie de pági= na›
‹Nº›<= span style=3D'font-size:78%;text-shadow:auto;mso-special-format:lastCR'>
------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master25.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master26.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252"
Haga clic para cambiar el estilo = de título
Haga clic para modificar el estilo de texto del patrón <= /div>
Segundo nivel
Tercer nivel
Cuarto nivel
Quinto nivel
‹pie de página›
‹Nº›
‹fecha y hora›<= span style=3D'font-family:Tahoma;font-size:56%;text-shadow:auto;mso-special-form= at: lastCR'>
------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master26.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master27.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252"
Haga clic para cambiar el estilo= de título
Haga clic para modificar el esti= lo de subtítulo del patrón
‹fecha y hora›<= span style=3D'font-family:Tahoma;font-size:56%;text-shadow:auto;mso-special-form= at: lastCR'>
‹pie de página›
‹Nº›
------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master27.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master28.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252"
‹fecha y hora›
‹pie de pági= na›
‹Nº›<= span style=3D'font-size:78%;text-shadow:auto;mso-special-format:lastCR'>
Haga clic para cambiar el estilo = de título
Haga clic para modificar el estilo de texto del patrón <= /div>
Segundo nivel
Tercer nivel
Cuarto nivel
Quinto nivel
------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master28.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master29.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252"
Haga clic para cambiar el estilo= de título
Haga clic para modificar el esti= lo de subtítulo del patrón
‹fecha y hora›
‹pie de pági= na›
‹Nº›<= span style=3D'font-size:78%;text-shadow:auto;mso-special-format:lastCR'>
------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master29.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master30.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252"
Haga clic para cambiar el estilo = de título
Haga clic para modificar el estilo de texto del patrón <= /div>
Segundo nivel
Tercer nivel
Cuarto nivel
Quinto nivel
‹fecha y hora›<= span style=3D'font-family:"Times New Roman";font-size:78%;text-shadow:auto;mso-s= pecial-format: lastCR'>
‹pie de página›
‹Nº›
------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master30.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master31.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252"
Haga clic para cambiar el estilo= de título
Haga clic para modificar el esti= lo de subtítulo del patrón
‹fecha y hora›<= span style=3D'font-family:"Times New Roman";font-size:78%;text-shadow:auto;mso-s= pecial-format: lastCR'>
‹pie de página›
‹Nº›
------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master31.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master32.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252"
Haga clic para cambiar el estilo = de título
Haga clic para modificar el estilo de texto del patrón <= /div>
Segundo nivel
Tercer nivel
Cuarto nivel
Quinto nivel
‹fecha y hora›
‹pie de página›
‹Nº›
------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master32.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master33.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252"
Haga clic para modificar el esti= lo de subtítulo del patrón
= ‹fecha y hora›
‹pie de página›
‹Nº›
Haga clic para cambiar el estilo= de título
------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master33.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/master34.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252"
Haga clic para cambiar el estilo = de título
Haga clic para modificar el estilo de texto del patrón <= /div>
Segundo nivel
Tercer nivel
Cuarto nivel
Quinto nivel
‹fecha y hora› <= /span>
‹pie de pá= gina› <= /span>
‹Nº› <= /span>
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lRepaso redes de distribución y com= ercialización del producto turístico
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lTour Operadore= s
= lAgencias de Viajes Mayoristas = ;
= lAgencias de Viajes minoristas = ;
lCentrales de reserva
lPortales de en= lance y/o publicidad
lMedios propios=
= l
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<= span class=3DBB style=3D'position:absolute;left:-4.18%;top:.22em'>lRepaso tipologías de establecimientos <= /div>
<= span style=3D'visibility:hidden'>l
lBalnearios – factor agua – factor terapeutico =
lTalasoterapia - factor agua – factor terapeutico&#= 13;
lHoteles Spa – factor lúdico – tratamientos “secos”=
lSpa Urbano – factor lúdico
lHotel con wellness y/o área lúdica – factor hotelero
l
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------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/slide0012.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" Diapositiva 1
lRepaso conocimiento del sector por parte del mercado
Las Agencias de viaje descon= ocen mayoritariamente el producto balneario
No lo prescriben, lo expende= n
El cliente desconoce mayoritariamente el producto balneario
Lo elige por “herencia cultural”
Es el mejor publicista del p= roducto una vez lo ha probado
Es un cliente poco fiel al d= estino pero si al producto
<= /span>
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<= span class=3DHBB style=3D'position:absolute;left:-4.21%;top:.49em'>nEl hotel frente a la web 2.0
nEncuesta = (fuentes www.albertbarra.com)
Esta encuesta se ha realizado sobre una muestra de 548 encuestas finalizadas e= xitosamente y otras 1326 con resultados parciales. Se han eliminado las = respuestas desde IP duplicadas. Los participantes en la encuesta representan principalmente un 46,38% de hoteles urbanos, y un 22,80% a hoteles vacacionales de playa. En m= enor medida, tenemos alojamien= tos rurales y hoteles vacacionales de interior (montaña) así como otros tipos de alojamiento= s que podrían ser apartahoteles.
<= span style=3D'mso-spacerun:yes'> 
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<= span class=3DHBB style=3D'position:absolute;left:-4.21%;top:.49em'>nEl hotel frente a la web 2.0
nEncuesta = (fuentes www.albertbarra.com)
En cuanto a categorías, cabe destacar que la muestra ha recogido un 41,64% de establecimi= entos de categoría 4 estrellas, y un 33,83% de establecimientos de 3 estrellas, con lo que en definitiva, creo que= la muestra es bastante significativa.
 
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<= span class=3DHBB style=3D'position:absolute;left:-4.21%;top:.49em'>nEl hotel frente a la web 2.0
nEncuesta = (fuentes www.albertbarra.com)
¿Su establecimiento está disponible para reservas por Internet bien directamente b= ien por terceros?
Hoteles urbanos y rurales 100x100 – hoteles costa 80% <= /span>
B3
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<= span class=3DHBB style=3D'position:absolute;left:-4.21%;top:.49em'>nEl hotel frente a la web 2.0
nEncuesta = (fuentes www.albertbarra.com)
= ¿De sus ventas en Internet que porcentaje corresponde a intermediarios Online?=
33% menos del 20% - muy alto en rurales y en hoteles costa<= span style=3D'font-family:Tahoma;mso-special-format:lastCR;display:none'> <= /span>
B4
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<= span class=3DHBB style=3D'position:absolute;left:-4.21%;top:.49em'>nEl hotel frente a la web 2.0
nEncuesta = (fuentes www.albertbarra.com)
¿= Su página web dispone de sistema para realizar reservas online?
67% de rurales no dispone= 3;
Hoteles urbanos solo el 14 no dispone
62% de costa dispone
55% hoteles interior dispone= <= /span>
B5
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<= span class=3DHBB style=3D'position:absolute;left:-4.21%;top:.49em'>nEl hotel frente a la web 2.0
nEncuesta = (fuentes www.albertbarra.com)
¿= Ventas de viajes por Internet en España?
En la actualidad tan solo el= 15% y fundamentalmente aéreo
Futuro a 2 años 60% de los v= iajes vacaciones incluyendo
Futuro a 2 años 85% de los a= éreos. (web propia o terceros)
En la actualidad en EE.UU má= s del 50% de los viajes vacaciones
B6
------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/slide0020.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" Diapositiva 1
nEl hotel frente = a la web 2.0
Situación actual de la venta por Internet en España <= /span>
B7
Hoteles de ciudad
-Consolidación de la web de = venta directa
<= span style=3D'font-family:Tahoma'>-Introducción del revenue manager y Yields management
-Conectividad con terceros – concepto multidistribución
Hoteles vacacionales
-Inicio de la web de venta directa
<= span style=3D'font-family:Tahoma'>-Tarifas FIT
-Cesión de cupos o venta lib= re <= /span>
Hoteles Rurales <= /div>
-consolidación de la web de = venta directa
<= span style=3D'font-family:Tahoma'>-Tarifas PVP
-Acuerdos con plataformas de distribución
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nEl hotel frente = a la web 2.0
C1
Estrategia de distribución
Estrategia de revenue manager
No desvincular nunca en un plan de marketing <= /span>
Control del producto
Forma de hacer llegar el producto,&#= 13;
más que est= ar presente.
Saber a que clientes, a que = precio =
y a que cos= tes
Revpar correcto <= /span>
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nEl hotel frente = a la web 2.0
C2
Distribución directa
Distribución Indirecta
Grupos de sistemas de distribución. GSD
No tan solo web propia <= /div>
<= /div>
Terceros por remuneración <= /div>
Utilizar el canal de distrib= ución en función del conocimento que tenemos
Del cliente.
Ejemplo 1.- Fidelización en = web propia de cliente cautivo
Ejemplo 2.- Utilización de plataformas posicionadas o especializadas para
                  llegar a un cliente desconocido
Ejemplo 3.- CRM para llegar a cliente sensible por precio utilizando luego
                 canales de distribución específicos (atrápalo, metabuscadores)
Ejemplo 4.- Generación de marca. WEB propia
Objetivo: Equilibrio en cuanto a costes de distribución <= /span>
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nEl hotel frente = a la web 2.0
C4
Revenue management y Yield
<= /div>
Objetivo:
Estar presente en los canale= s de distribución con tarifas
Competitivas y/o adecuadas a= la demanda del mercado.
Error: pensar que el CRM desintermedia y por lo tanto da mayor
Margen de beneficio.<= span style=3D'font-family:Tahoma;mso-special-format:lastCR;display:none'> <= /span>
Factores a tener en cuenta p= or el CRM
El precio de mercado
Servicio o tipo de habitació= n
Fechas de la estancia
Antelación de compra
Origen del cliente
Canal de distribución – plat= aformas de distribucion GDS
Tipología de cliente
------=_NextPart_01C82A90.13620FB0 Content-Location: file:///C:/5C8BB227/marketing_archivos/slide0030.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" Diapositiva 1
nEl hotel frente = a la web 2.0
C5
Revenue management y Yield
<= /div>
Objetivo:
Diseñar estrategias en funci= ón de los clientes
Necesidades propias
Ej: baja ocupación
Necesidades cliente
Ej: necesidad de un <= /span>“break” para recargar pilas.
Situación del mercado.
Ej: exceso oferta
Reducción del pre= cio
Necesidad de una escapada a buen precio
¿
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PRECIO
INSTALACIONES
OBJETIVOS PERSONALES
EMPATIA CON EL CLIENTE
LIFE STYLE
MODAS
ADAPTAR EL MENSAJE AL CLIENTE OBJETIVO
SENSACIONES
POSICIONAMIENTO – REFUERZO DE LA MARCA - RECONOCIMIENTO <= /span>
MAYOR CIFRA DE NEGOCIO
Retorno de la inversión en forma no tangible
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charset="windows-1252" Diapositiva 1
El valor soci= al del cliente
 
Marketing tradicional: Es el beneficio que esperamos recibir del mismo a través
de sus compras a lo largo de= l ciclo de vida de la relación cliente-producto
Maximizar nuestros ingresos