12 Abr de 2017

The gastronomic ‘boom’ in the hotel industry and its secret ingredients

In the last few years we have seen an incredible resurgence in gastronomy. on TV, in the press and with the opening of restaurants of different signature cuisines and cookery classrooms throughout Spain. It’s true that humans are somewhat driven by their stomach. What you don’t see is that behind all this enthusiasm for the kitchen, there are huge marketing efforts.

Masterchef, Topchef, Chefs a table… The list of television programmes that have given cooking mas appeal is neverending. However beyond television and the big screen exists many ideas, focused on real cooking and bringing culinary excellence to the public. These tv shows have opened up a new and exciting world for those cooking enthusiasts.

Today in this article, we want to discuss gastronomy and in particular the marketing of gastronomy in the tourism sector. How do you make catering within hotels a selling point – but still focus on the accommodation? By taking advantage of the recent popularity of cooking and by turning their kitchens into authentic classrooms for gourmet cooking.

Gastronomia del Aula de Cocina del Mencey

One of the clearest examples of this concept and marketing that has worked well is the Mencey’s Cooking Classroom. Part of the 5-star IBEROSTAR Grand Hotel Mencey. This culinary corner is a result of the use of the hotel’s chefs and it’s restaurant facilities – such as the Los Laureles restaurant or the innovative Papa Negra restaurant – to create an attractive and different experience for the guests: a place to relax and do things that your normal working day doesn’t allow you to do.

The Mencey Cookery Classroom is based around a full range of cooking courses in Tenerife that are a great way of understanding the concept of a gastronomic hotel. Not only can you eat incredibly well here but you can participate in the whole process, if you wish and learn the how to cook the traditional dishes from the Canary islands as a souvenir.

The connection with the local society has been essential in the marketing aspect: to seek the complicity of the locals, the suppliers, the producers and the gastronomic enthusiasts themselves in Tenerife who selected La Cocina del Mencey as an example of culinary excellence. Hence the celebration of regional, national and international gastronomy in its facilities and the great promotion of cuisine from Tenerife associated with its name.

The hotel has become one more attraction of this destination. Who would not want to learn how to cook and enjoy the best of Canarian cuisine during their stay in Tenerife and what better place than the Grand Mencey? The marketing work has been a success, today the fame of the kitchen classroom and its restaurants has reached far and wide and the demand is very high throughout the year. In addition to this idea, small projects like afternoon sessions are organised with cocktails on the terrace of the hotel, where they offer the most select gins and the most exquisite sushi, accompanied by music and a lively atmosphere. Is this just a fad or are there no limits for the success. At the Grand Mencey the possibilities can go as far as the imagination allows us.

12 Abr de 2017

El ‘boom’ gastronómico en la hotelería y sus ingredientes secretos

En los últimos años estamos asistiendo a un increíble resurgir de lo gastronómico. En TV, en prensa y en la proliferación de restaurantes de autor y aulas de cocina por toda España. Que al ser humano se lo conquista por el estómago no es ningún secreto, lo que sí es menos visible es que, detrás de todo este fervor de masas por la cocina, hay enormes esfuerzos de marketing invertidos.

Masterchef, Topchef, Chefs a table… La lista de programas de televisión que han convertido a la cocina en un producto de masas es interminable. Pero más allá de la pequeña y gran pantalla existen otras muchas propuestas, más centradas en la cocina de verdad, en acercar lo culinario y su excelencia a la población, la que siempre ha tenido afición por los fogones y la que, a raíz de esas fórmulas televisivas, ha descubierto un nuevo mundo apasionante.

Hoy, en este artículo, queremos tratar la vertiente gastronómica desde el segmento que nos atañe: el marketing turístico. ¿Cómo hacer de la restauración dentro de los hoteles un motivo más -sino el principal- de reserva de alojamiento? Pues trabajando el concepto desde sus más mínimos detalles, creando necesidades nuevos, abriendo campos que hasta ahora solo estaban accesibles para unos pocos, haciendo de las cocinas de los hoteles un espacio más de actividades para sus huéspedes, creando auténticas aulas para gourmets.

Gastronomia del Aula de Cocina del Mencey

 

Uno de los ejemplos más claros que ha sabido trabajar mucho esta línea de actuación y marketing es el Aula de Cocina del Mencey. Integrada en el hotel 5 estrellas IBEROSTAR Grand Hotel Mencey, este rincón culinario es el fruto del aprovechamiento del equipo de chefs del hotel, de sus espacios de restauración -como el restaurante Los Laureles o el innovador restaurante Papa Negra– para crear una propuesta atractiva y diferente para los huéspedes: un lugar donde descansar y donde aprovechar tus vacaciones para hacer lo que tus jornadas de trabajo maratonianas no te permiten.

La Cocina del Mencey nace así de la mano de un abanico completo de cursos de cocina en Tenerife que marcan un antes y un después en la forma de entender el concepto de hotel gastronómico. Aquí no solo se come de vicio sino que uno participa de todo el proceso si lo desea y, además, se lleva a casa como souvenir el saber cocinar platos del destino.

La conexión con la sociedad local en la que está inmerso el hotel ha sido, en el aspecto del marketing, algo esencial: buscar la complicidad de los locales, de los proveedores, de los productores y de los propios aficionados a la gastronomía en Tenerife ha colocado a La Cocina del Mencey como un referente. De ahí la celebración de jornadas regionales, nacionales e internacionales de gastronomía en sus instalaciones. De ahí la gran promoción de la cocina tinerfeña asociada a su nombre.

En este momento, el hotel se convierte en una atracción más del destino: ¿quién no querría aprender y disfrutar de lo mejor de la cocina canaria durante su estancia en Tenerife y qué mejor sitio que el Grand Mencey? El trabajo de marketing ha dado resultado y hoy por hoy la fama del aula de cocina y de sus restaurantes traspasa frontera y la demanda es altísima en cualquier época del año. Además, alrededor de esta idea central no dejan de crecer pequeños proyectos como las sesiones de tarde que se organizan con cócteles en la terraza del hotel, donde se juega con las ginebras más selectas y el sushi más exquisito, todo ello aderezado con música y el ambiente más animado. ¿Hay límites? Bueno, como todas las modas, si no se alimentan, se diluyen. Pero lo cierto es que las posibilidades pueden ir tan lejos como la imaginación nos permita.

15 Mar de 2017

Garden Hotels reinforces its commitment to online marketing

The leap from traditional marketing to online marketing has become established not only in the large hotel groups with global coverage but also with intermediate firms, such as the Mallorcan chain Garden Hotels, which in the last year has had a complete redesign not only of its web platform for direct online sales but all of its promotional activities as well.

Reach the customer directly. Gaining the trust of a guests. Get them to choose you from the noise that the average consumer receives daily. Make you stick in their mind. To persuade him not only to try… but to comeback. These and many more are the challenges today that are facing the brands and, especially, the tourism and hotel sector specifically.

The changes in the market and in the ways of buying travel and accommodation reservations that exist today have drawn a new scenario where the hotelier can go directly to his potential client – without going through intermediaries, even if they still have a lot of power – and offer you their services. The first advantage is clear: in this process a cost is saved that allows the client to receive a better price without losing services and quality.

Garden Hotels, hoteles en Mallorca

The best direct sales website sell directly coupled with a strong campaign on social networks and email marketing are the star combination for a fruitful direct selling strategy. The objective is threefold: first to increase reserves in the direct channel, to reinforce the branding, to create a community and ambassadors of the brand and to retain customer loyalty.

The offers and promotions are already designed specifically for this new reservation route. In fact, most chains only offer the best prices online, instead of through third-party platforms. This is something with which the traveller is becoming familiar, little by little. The growth curve still has a long way to go in this direction but there is already a clear change in habits.

Therefore, following the example of large hotel groups, mid-sized and small-sized hotel firms are making efforts to adapt and follow this model. One of them is the Mallorcan Garden Hotels, which has hotels in Mallorca, Menorca, Ibiza, Almeria and Huelva. Some of the accommodations in which they have reinforced their marketing strategy are the most familiar or specifically aimed at couples looking for an adults-only hotel: Alcudia Garden Aparthotel, Garden Holiday Village and Cala Millor Garden Hotel.

Its website has been completely redesigned, improving the ease of booking and payment, increasing the offers. The loyalty rewards also focus on the segmentation of the public so that each hotel within the chain is directed to the desired guests. This gives the user and potential client the best excuse to return.

Playa Garden Selection Hotel Spa

The most important and significant thing is that Garden Hotels has not only increased the investment in its online marketing strategy, but it has accompanied it with a complete renovation of its hotels. Its facilities and even the concept of its accommodation are changing, now it looks for niches and new types of traveller.

A path that for many other chains must be a model to follow, since from a modest starting position, Garden has managed to place themselves among the most valued chains on the market, with awards from users who, are after all, those who make the business work.

15 Mar de 2017

Garden Hotels refuerza su apuesta por el marketing online

El salto del marketing tradicional al marketing online se consolida ya no solo en los grandes grupos hoteleros de cobertura mundial sino que firmas intermedias, como la cadena mallorquina Garden Hotels, que en este último año ha hecho un completo rediseño no solo de su plataforma web para venta directa online sino de todas sus acciones de promoción.

Llegar al cliente directo. Ganarse la confianza de un huésped desde mucho antes incluso de que lo sea. Conseguir que te elijan entre el ruido que a diario recibe un consumidor medio. Hacerse un hueco en su mente. Convencerlo no solo de que pruebe… sino de que vuelva. Éstos y muchos más son los retos a los que se enfrentan hoy en día las marcas y, en especial, las del sector turístico y hotelero, concretamente.

Los cambios en el mercado y en las formas de compra de viajes y reservas de alojamiento que existen hoy en día han dibujado un escenario nuevo donde el hotelero puede ir directamente a su potencial cliente -sin pasar por intermediarios, aunque estos sigan teniendo aún mucho poder- y ofrecerle sus servicios. La primera ventaja está clara: en este proceso se ahorra un peaje que permite poder dar al usuario un precio más ajustado sin restarle un ápice en servicios y calidad.

Nuevas y mejores web de venta directa sumadas a una fuerte campaña de acciones en redes sociales e email marketing son la combinación estrella para una estrategia de venta directa fructífera. El objetivo es triple: primero aumentar reservas en el canal directo, reforzar el branding, crear comunidad y embajadores de la marca y fidelizar al cliente.

Garden Hotels, hoteles en Mallorca

Las ofertas y promociones se diseñan ya específicamente para esta nueva vía de reserva. De hecho, la mayoría de las cadenas ofrecen los mejores precios online disponibles, por encima de las plataformas de terceros. Algo con lo que el viajero se está familiarizando poco a poco, como en su día hizo con las ventas de billetes online. La curva de crecimiento tiene todavía un largo recorrido en este sentido pero se nota ya un claro cambio de hábitos.

Por ello, siguiendo el ejemplo de los grandes grupos hoteleros, firmas hoteleras de mediano y pequeño tamaño están haciendo titánicos esfuerzos por adaptarse y sacar el máximo provecho de este modelo. Una de ellas es la mallorquina Garden Hotels, que cuenta con hoteles en Mallorca, Menorca, Ibiza, Almería y Huelva. Algunos de los alojamientos en los que han reforzado su estrategia de marketing son precisamente los más familiares o los destinados específicamente al segmento de parejas que buscan un hotel solo para adultos: Alcudia Garden Aparthotel, Garden Holiday Village y el Cala Millor Garden Hotel son los referentes.

Su web ha sido renovada por completo, mejorando la facilidad de reserva y pago, aumentando las ofertas y segmentándolas cada vez más. Las acciones de fidelización miran también hacia esa segmentación y especialización del público al que va dirigido cada hotel dentro de la cadena, dando al usuario y potencial cliente las mejores excusas para regresar.

Lo más importante y significativo es que Garden Hotels no solo ha aumentado la inversión en su estrategia de marketing online sino que ésta la ha acompañado de una completa renovación de sus hoteles, de sus instalaciones e incluso del concepto de sus alojamientos, buscando nuevos nichos de viajeros a los que conquistar.

Un camino que para muchas otras cadenas debe ser un modelo a seguir ya que, desde una posición modesta de partida, han logrado colocarse entre las cadenas más valoradas del mercado, con premios de los usuarios que son, al fin y al cabo, los que hacen que el negocio funcione.

Playa Garden Selection Hotel Spa

20 Feb de 2017

Customised hotels: the Sol Hotels formula

The tourism sector is all about customisation, specialisation and personalisation of services. It happens both in the airlines with the complementary offers but it is more noticeable in the hotels with the birth of original hotel concepts designed for each type of guest.

The hotel customisation is a clear fact that has been emerging for almost a decade. The first steps in this direction were timid but in recent years the escalation has been such that we can already speak of a phenomenon that has come to stay and that no one, big or small, can turn their backs on.

It is true that, as always happens in sectors as varied as the tourism, not all agents involved in it move at the same pace:

  • The user and their demands change due to the internet and new technologies,
  • OTAS and tour operators adapt flexibly by offering new services to their traditional travellers
  • The most important groups and hotel chains follow the quickly thanks to their large investment capacity
  • The more modest chains and small hotels try to save the furniture by making changes that gradually define better each type of hotel.

It is not easy. Customisation requires transformation and occasionally on a large scale, when hotels have traditionally leaned towards more defined accommodations linked to a specific type of traveler. Hotels for couples, for young people, for children, for families, for sportsmen, for executives … The classification is practically the same from one to the other, the change is that hotels are configured completely and not only with small details – to attend to a traveller who pays and demands, a traveler who no longer wants the usual holiday, who wants more.

A case study that already serves as an example on many round tables in this sector is the transformation of hotels for families from the Melià Hotel & Resorts Group that were marketed under the Sol Hotels line: a series of the Mallorcan companies’ establishments were taken from areas on the island where the tourists tended to be more mature and they were completely reformed, changing not only the style and decoration but the whole concept of experience offered to the traveller.

Sol Hotels & Resorts

Today, Sol Hotels is synonymous with innovation and exclusive vacations thanks to hotels that have changed our understanding of the traditional sun and beach holidays. Sol House, Sol Beach House, Sol Wave House and Sol Kathmandu Park & Resort awaken curiosity among travellers from all over the world. The first thing that strikes you is the complete revision of the style and design of the insides: themed rooms, spaces completely customised and inspired by the most current fashion, pop up areas that change every season according to trends and tastes, Facilities where technology takes center stage, areas dedicated entirely to experiences tailored to the type of guest to which each hotel is aimed towards …

The large artificial wave pool stands out, in which you can surf in front of the Sea of the Sol Wave House, the amusement park that is part of the resort in the Sol Kathmandu Park – considered to be one of the most revolutionary hotels for families with small children – and the Solo Adult experience that is offered by the Sol Beach House is select, fresh, relaxed and full of sophistication.

With its hotels always dedicated to a different type of traveller, Sol Hotels has managed to concentrate on mass tourism to travellers from all over the world who choose this destination practically just to live the experience of staying in these hotels.

And there’s the key: you do not have to customise by segmentation, it’s about turning your hotel into a fundamental attraction in that destination, one more experience. At the same time, the strategy is aimed not only at the foreigner but at the same time trying to reach out and captivate national and, of course, local tourism, so that hotels are active and participatory agents in the social and cultural life of the community in which they are part of.

Sol Hotels is also an example of this, with the sponsorship of one of the biggest musical events of the island: the Mallorca Live Festival, which is in its 2017 edition – the second already – They have the international group Placebo as a headliner.