Among the tourism trends in Spain, one thing is clear: hotels are not only expanding the horizons of their offering, but are also reorienting their strategies to attract new customers after Covid-19. Building guest loyalty, targeting customer acquisition and improving the travel experience is a priority.
The round table discussed how immediacy has become part of users' lives , and they feel the need for agility in responses. This pushes tourism experts to review their marketing strategies, shorten times and align themselves with what the client demands quickly.
It was a debate marked by a slight optimism after having overcome the previous months, with the reopening of hotels already becoming a reality. We talked about the volatility and uncertainty of a damaged sector: how do we recover the 7 out of 10 travelers that we couldn't receive last year? What is the formula to attract customers when the rules of the game have changed so much?
Hypersegmentation and direct sales
In the pre-pandemic years, brand-focused strategies norway phone number data aimed at a broader audience were the main focus. Now, tactical campaigns and hyper-segmentation are triumphing , seeking specific niches and with objectives linked to new reservations.
To this end, all the speakers agreed on the need to have reliable data and the need to make the most of the tourist or traveller's stay at the hotel facilities as a starting point to learn about their tastes and thus be able to target them in the future with personalised campaigns.
The new traveller puts safety first - also within the hotel itself - and the experiences associated with the destination. Flexibility in booking or cancellation , visibility of the hotel's Covid regulations, response to crises ... are new factors that are prioritized even above supply and price, and we must adapt to this.
Direct sales are gaining importance over traditional tour operation channels. Today's hoteliers have become aware that they must strengthen their knowledge of the customer and this has brought with it a growth in direct/brand channels and digital channels. In short, it has been a very enriching roundtable in the company of a variety of guests: from large hotel chains to small independent chains, as well as partners specialised in digital marketing, traveller behaviour and tourist destinations.