NETWORKING: THE FUTURE OF THE HOTELLERIE

New article related to the situation in the world of tourism, in previous chapters we asked ourselves:

• WHO Are the actors in this scenario?
• WHAT brings them together?
• WHERE Where does our research take place?

Instead, today we decided to investigate how the hotellerie world can move in the new tourism scenarios, which this historical period is setting before us.

In all market fields, innovations have always been exploited and absorbed by larger competitors; tourism is no exception. In fact, even here, the technological process has been used by large tourism service booking platforms, which have placed themselves between the end customer and the hotel establishment. Using their influence to provide increasingly comprehensive services, marginalizing those who did not enter the circuit.

Large hotel chains responded to this scenario by creating their own management systems and equipping themselves with all the advanced technological measures. This was possible due to economic possibilities but also due to the importance of brand names recognized worldwide.

The question that needs to be asked at this point is, what measures can hotels that are not part of a large hotel chain take.

We find the answer in a phenomenon that has been gaining momentum for some time: the SOFT BRAND. Soft brands are groups of independent hotels that have joined a chain and added the benefit of brand loyalty, to their independent status.

In this way, technologies, information, and know-how are at the service of all member facilities, which in return pay a fee.

The solution, gives the hotel the opportunity to keep its uniqueness unchanged by giving it more to be able to use tourism service aggregators to its advantage. In fact, by offering a complete customer experience, they are a huge source of data from which to make changes or expand their business according to the end customer's requirements.