PERSONALIZING THE OFFER IN THE FUTURE OF HOTELERIE
We have come to answer the last question in our research process on the future of the world of tourism. In the previous chapters we had seen:
- WHO Are the actors in this scenario?
- WHAT brings them together?
- WHERE Where does our research take place?
- HOW can the hotellerie move into the future world of tourism?
Instead, today our focus is on why, explaining what are some of the levers moving this change and how to use them to your advantage.
Previously, tourism activities were mainly differentiated by. price, a given economic demand was equivalent to a given service, which could be found replicated in all facilities that met that economic range. Today, things have changed a great deal, and the new types of travelers being targeted have different needs.
Research shows that 36 percent are willing to spend more for a hotel that offers services tailored to their needs. The priority has therefore shifted from price to experience tailor made.
The question to ask at this point in the article is: How can you make the transition from product to experience?
There are two basic points that can solve this conundrum:
- The place: The geographic location of the facility plays a key role, as the hotel can enhance its authenticity and traditions by offering activities and guided tours that aid awareness. By making tourists aware not only of the monuments but also of the area's social life, art and crafts, they are enriched with a baggage that goes beyond a simple vacation.
- Technology: the new tools of tourism fruition, such as booking platforms and hotel management systems, which have become increasingly sophisticated over the years are a huge database, providing detailed information about customers' tastes and needs and helping the hotelier to divide them into micro segments, creating a new customer journey.
By making the above two points interact, a network of partners can be outlined with whom to share information and with whom to develop services, creating a network that rewards its customers with discounts and bonuses to be used at other network partners. In this way, 3 goals are achieved:
- Lowering costs: contracting out services
- Building client loyaltye: which through discounts and benefits will remain in the partner circuit
- Increasing the supply: providing new activities
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