Los hoteles a la zaga en el uso del 2.0
Ayer leía el artículo “Las 8 tendencias que revolucionan el turismo en internet” , recomendado por Albert Barra en sus lecturas del día y me llamaba la atención, de que a pesar de lo que plantea su autora, “El turismo ha sido una de las industrias donde el auge de Internet y ahora la Web 2.0 han representado un cambio radical en su modelo de negocio”, los hoteles no aparecen reflejados, ni protagonizan y prácticamente ni participan, de las posibilidades y ventajas de esta tecnología.
Hoy por hoy, los hoteles van a la zaga del uso estas herramientas y de sus infinitas posibilidades. Algunos se han limitado a sus sistemas de reservas online y otros se las arreglan para intentar desbancar a turoperadores y agencias de viaje.
Sin embargo muy pocos, para no decir ninguno, han pensado en la realidad e infinidad de ganancias que obtendrían, si dirigieran la red hacia sus adentros y de ahí partir al exterior y/o viceversa, permitiendo una mayor cantidad de intercambio. Sería una oportunidad de interacción del cliente externo con la empresa, entre clientes externos, entre la empresa y empleados ó clientes internos, entre clientes tanto internos, externos y la empresa con proveedores y entre todos los actores del proceso incluyendo los potenciales. Dicho de una forma más global, sería la posibilidad única, hasta el momento, de interacción de todos y cada uno de los actores que intervienen en los procesos y no de la forma que algunos la utilizan en la actualidad, sino en tiempo real y durante el proceso de producción del servicio, además de adherirse al sistema de información, donde podrían recopilar una mayor cantidad de datos e informaciones para crear o aumentar el conocimiento de cada uno de nuestros clientes y mercados.
Imagino a un huésped que después de un largo viaje, llegue al hotel seleccionado ó encontrado y después de un mínimo y casi despreciable tiempo en el check in, llegue a su habitación que tiene instalada una PC y al encenderla y sin introducir datos alguno (contraseña avalada por los datos de su checkin) pueda visitar el hotel y conocer cada uno de sus servicios, horarios y empleados que lo entregan en ese turno. Después de haber seleccionado el restaurant donde hará su cena, (mediante videos de la planta física, decoración, empleados, uniformes, estilos y servicios que se ofrecen e incluso intercambio con empleados) revisar la carta menú, adornada también con videos y explicación de la confección de los platos, hacer la elección de su menú y ordenarlo para una hora determinada, teniendo la posibilidad de intercambiar con los cocineros y dependientes, la forma en que desea le sean confeccionados ó presentados y la mesa de su elección.
Esto es solamente un ejemplo de las enormes posibilidades que tendría un sistema de este tipo, además de poder intercambiar con clientes potenciales interesados en conocer el producto y servicios, con alguien que lo esta viviendo en tiempo y lugar.
Un sistema así, sería mucho más efectivo, para conocer la dirección del hotel y expresar los clientes, las quejas, sugerencias o felicitaciones y agradecimientos.
El hotel, además, aumentaría la información de su clientela y podría evaluar la actitud y calidad en la entrega del servicio de sus empleados, creando o incrementando las posibilidades como un servicio más, que podría mejorar la satisfacción del cliente, contribuyendo a que el proceso sea más personalizado y ajustado a sus exigencias, gustos y preferencias, entregando valor agregado y contribuyendo a la diferenciación y al aumento de las ventajas competitivas.
Una forma más de aumentar los beneficios de ambas partes .
Cierto es, que es algo bien sofisticado y tiene sus limitantes, pero… ¿No sería fantástico?
¿Conocen algún hotel que utilice esto o algo por el estilo?
Luis Simpson
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[...] Hotels at the rear in the use of 2.0 (Luis Simpson). Absolutely true. Rafael had also said it in some occasion. [...]
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