“Es el momento de que el sector hotelero se apoye en la tecnología que nos hace ser más eficientes, más competitivos, más sostenibles, y que nos ayuda a ofrecer un servicio diferencial, para mantener el liderato a nivel mundial”. Así lo han afirmado desde el ITH (Instituto Tecnológico Hotelero), compartiendo las cinco claves en la transformación digital de la industria.
1.- Cooperación empresarial y colaboración público-privada
El sector alojativo no puede estar aislado en la cadena de valor del sector turístico, sino que debe retroalimentarse con los demás agentes que forman parte de él. El hotel debe cooperar con las autoridades del destino, entidades de promoción y transportes, entre otros; compartir información y trabajar con un objetivo común para conseguir mejores resultados.
La herramienta colaborativa de analítica de datos para hoteles Biontrend permite el análisis de datos reales, tanto propios como del destino
2.- Velocidad y alineamiento estratégico
El objetivo pasa por implementar tecnologías básicas, de manera que a corto plazo todos los hoteles cuenten con estas soluciones esenciales para su gestión diaria que les permitan subsanar problemáticas como la duplicidad de datos, el PMS, el registro o la gestión de residuos, entre otras.
En esta tarea el ITH juega un papel fundamental, acompañando a los hoteleros a embarcarse en este proceso para que sepan cómo iniciar el camino de la transformación digital sin sentirse abrumados. Para ello se deben tener en cuenta las diferentes velocidades según los distintos establecimientos y las claves estratégicas empresariales a corto y largo plazo.
“El plan de digitalización debería estar alineado con la estrategia y propuesta de valor al cliente”, según ha destacado el presidente de ITH y vicepresidente de Magic Costa Blanca Hotels & Resorts, Javier García Cuenca
3.- Formación del capital humano para la transformación digital
Sin la formación, como han reconocido desde el ITH, “no podemos avanzar, es la base de cualquier comienzo. La industria turística debe estar formada y preparada para abarcar cualquier reto que deba afrontar. Necesitamos contar con profesionales que dispongan de las habilidades necesarias para cada puesto de trabajo, y, sobre todo, con una actitud de formación continua. El capital humano es un activo imprescindible y el de mayor valor en nuestro sector”.
A la formación se suma la importancia del liderazgo, ya que la transformación digital no se consigue si no se integra a todos los niveles
4.- Comunicación, experiencia de cliente y nuevos perfiles
Desde el ITH plantean la necesidad de que los hoteles aprendan a comunicarse en los canales y de la manera que el cliente quiera, especialmente con “nuevos perfiles de clientes que están acostumbrados a la inmediatez y a tener información a su alcance en cualquier momento. Debemos adaptarnos a este nuevo público con la vista puesta en la experiencia del cliente, dado que es sumamente importante crear un recuerdo positivo en nuestros huéspedes”.
Más información sobre hacia dónde se enfoca la transformación digital en:
– Innovación turística: unir el mundo digital y físico es el siguiente paso
– Casi 200 proyectos compiten por las ayudas para digitalizar destinos
– La digitalización llega a la noche
– Entrar por la cara en un hotel… ¡ya es posible!
– “Creer que la transformación digital es cuestión de tecnología es un error»
5.- Evolución del modelo de negocio con flexibilidad
Los nuevos modelos de cliente y la coyuntura actual abren nuevas puertas a transformar los hoteles hacia un huésped que busca un espacio de coworking o de coliving, que ha surgido con las nuevas formas de viajar y de trabajar.
Empresas ambidiestras
Por todo ello Javier García Cuenca ha invitado a ser “empresas ambidiestras” con gran capacidad de observación del entorno para buscar nuevos nichos y explotarlos, para lo que “la digitalización es una herramienta muy valiosa”.
En este sentido ha puesto el ejemplo de Amazon o Google, grandes corporaciones que “son capaces de gestionar su modelo de negocio actual de forma eficiente y están siempre observando el entorno para detectar nuevas oportunidades y modelos de negocio y ponerlos en marcha”.
Fuente: Hosteltur
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