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.

20 Feb de 2017

Hoteles segmentados: la fórmula Sol Hotels

El sector turístico está inmerso en una espiral de segmentación, especialización y personalización de los servicios. Sucede tanto en las aerolíneas como en la oferta complementaria pero se deja notar, sobre todo, en los hoteles con el nacimiento de novedosos conceptos de hotel más pensados para cada tipo de usuario.

La segmentación hotelera es un hecho patente que ha venido perfilándose desde hace ya casi una década. Los primeros pasos en este sentido eran tímidos pero en los últimos años la escalada ha sido tal que ya se puede hablar de un fenómeno que ha venido para quedarse y al que nadie, ni los pequeños ni los grandes, pueden dar la espalda.

Es cierto que, como suele suceder siempre en sectores tan variados como el turístico, no todos los agentes que intervienen en él se mueven al mismo ritmo:

  • el usuario y sus demandas galopan a la marcha que le impone internet y las nuevas tecnologías,
  • las OTAS y los touroperadores se adaptan de forma flexible ofreciendo los nuevos servicios a sus viajeros tradicionales
  • los grupos y cadenas hoteleras más importantes siguen la pauta con bastante agilidad gracias a su gran capacidad de inversión
  • las cadenas más modestas y los pequeños hoteles tratan de salvar los muebles programando cambios que poco a poco definen mejor cada tipo de hotel.

No es fácil. La segmentación requiere transformación y, en ocasiones, a gran escala de lo que son los hoteles que tradicionalmente se habían impuesto hacia unos alojamientos mucho más definidos y vinculados a un tipo de viajero concreto. Hoteles para parejas, para jóvenes, para niños, para familias, para deportistas, para ejecutivos… La clasificación es prácticamente similar a la que había antes, el cambio radica en que los hoteles se configuran -por completo y no solo con pequeños detalles- para atender a un viajero que paga y exige, un viajero que ya no se conforma con lo de siempre, que quiere más.

Sol Hotels & Resorts

Un caso de estudio que ya sirve de ejemplo en muchas mesas redondas del sector es la transformación de los hoteles para familias del Grupo Melià Hotel & Resorts que se comercializaban bajo la línea Sol Hotels: se tomaron una serie de establecimientos que la firma mallorquina tenía en una de las zonas más maduras turísticamente hablando de la isla y se reformaron por completo, cambiando no solo el estilo y la decoración sino todo el concepto de experiencia que ofrecían al viajero.

Hoy en día, Sol Hotels es sinónimo de innovación y vacaciones exclusivas gracias a hoteles que han cambiado la forma de entender las tradicionales vacaciones de sol y playa. Sol House, Sol Beach House, Sol Wave House y Sol Katmandú Park & Resort rompen esquemas y despiertan curiosidad entre viajeros de todo el mundo. Lo primero que llama la atención es la revisión completa del estilo y diseño de los hoteles en su interior: habitaciones temáticas, espacios completamente customizados e inspirados en la moda más actual, zonas pop up que cambian cada temporada en función de las tendencias y gustos, instalaciones donde la tecnología toma el protagonismo, áreas dedicadas íntegramente a experiencias diseñadas a medida del tipo de huésped hacia el que apunta cada hotel…

Así, destaca la gran piscina de olas artificiales en la que practicar surf frente al mar del Sol Wave House, el parque de atracciones que se integra con el resort en el Sol Katmandú Park -considerado uno de los hoteles para familias con niños pequeños más revolucionarios del momento- y la experiencia Solo Adultos que ofrece el Sol Beach House en un ambiente selecto, fresco, relajado y lleno de sofisticación.

Con sus hoteles de siempre dedicados a un tipo de viajero diferente, Sol Hotels ha logrado concentrar en una zona de turismo de masas a viajeros de todo el mundo que eligen este destino prácticamente solo por vivir la experiencia de alojarse en estos hoteles.

Y ahí está la clave: no hay que segmentar por segmentar, se trata de convertir tu hotel en un atractivo fundamental del destino, una experiencia más. Al mismo tiempo, la estrategia apunta no solo al extranjero sino que trata de llegar y cautivar también al turismo nacional y, por supuesto, al local, de modo que los hoteles sean agentes activos y participativos de la vida social y cultural de la comunidad en la que se integran.

Sol Hotels es también un ejemplo de esto, con el patrocinio de uno de los mayores eventos musicales de la isla: el Mallorca Live Festival que en esta edición 2017 -la segunda ya- cuentan con el grupo internacional Placebo como cabeza de cartel.

19 Ene de 2017

Why it’s best to go all-inclusive

All Inclusive by IBEROSTAR

Let no-one be fooled: all-inclusive triumphs over other board basis’ in hotels because it is the best for money and comfort. This, in the last few years, has made it possible to add more advantages to all-inclusive; a great reason for holidaymakers to be able to book a cheap holiday to Spain; a country with many mature tourist destinations.

Mature tourist destinations like Mallorca, the Canary Islands, the Levante or Southern Spain know all too well that the most in-demand holidays are those with all-inclusive board basis primarily because it means a stress-free holiday. Best known over the years for offering stays of rest and relaxation without having to worry about even the most basic things, all-inclusive, far from disappearing as was feared a few years ago, is now back on top, bigger and better than ever.  And with all the advantages it has to offer, no wonder it’s so popular in Spain and other holiday locations.

You’ll see few remaining all-inclusive hotels in the 21st century built during the 50’s when there was a boom in the tourism industry making Spain the front runner of Europe as a holiday destination. Although you’ll still find all-inclusive hotels from this era, the ones at present continue to develop the two biggest advantages of going all-inclusive (comfort and competitive prices) as well as adding new values like more exclusive services to better accommodate the public’s specific needs, all whilst not excluding mass tourism.

All-inclusive allows you to pay for your holiday when you book it, choosing the most luxurious rooms at the best prices, with more varied services and access to most facilities in the hotel. Away from all-inclusive, the more innovative areas or those that offer different types of facilities like spa and hydrotherapy centres in their own or sister hotel, gourmet restaurants, terraces with chill out zones accompanied with drinks and cocktails will be charged as extras.

All inclusive hotels

However, the new All-Inclusive Plus and Premium packages include the best selective services with certain limited uses offering guests the option to try before they buy and if they enjoy themselves, they can easily pay the additional cost. One of the best benefits is the day-to-day gastronomy: the best quality, as much in their distinguished restaurants as in their buffets; drinks; desserts; snacks;

Also you can now book suites when you choose all-inclusive, opting for a luxury experience and not having to worry, knowing that everything has already been paid for back home and all that’s needed is for you to go to the hotel and enjoy yourself without worrying about any outstanding payments.

This wide variety is why all-inclusive is the most sought out board basis, especially for those travelling as a family as they are the ones who are in most need of full and versatiles packages so that every member of family, from the children to the grandparents can take maximum advantage of their holiday, from the hotel to its surroundings.

It’s less common for couples who go on city breaks to opt for all-inclusive as these types of trips are normally more for spending time outside of the hotel and so they would not benefit from lunch and dinner included. Certainly, there are times when breakfast included in the cost of the accommodation is reason to book instead of those not offering this option but it’s also more flexible and less complete than all-inclusive, meaning that, in the end, your spending will be all over the place.

All-inclusive has never received such luxury status as it has now, for some hotels. This is because some all-inclusive hotels, like IBEROSTAR Anthelia (south of Tenerife) are an authentic paradise for serenity and fulfilment. Other more modest hotels of the same chain (and one of the main ones in Spain that first established this form of all-inclusive) are, for example, that of Fuerteventura Palace, in Playa Jandía,. With the whole hotel being an all-inclusive hotel in Fuerteventura, all of its zones are designed for you to enjoy a truly relaxing high-quality experience at the price of a 4-star hotel.

The south of Tenerife is where you’ll find all-inclusive of the highest quality. All-inclusive hotels in Costa Adeje are a unique sample of variety and attention, making this part of the island a real sun and beach paradise. Apart from the climate allowing them to remain open all year round, they are making fast improvements to the care taken to their product and its facilities, as well as making every experience personal to their guest.

Mallorca is another example that we can’t forget to mention when it comes to all-inclusive holidays. Although the island has always been tied to mass tourism of a certain quality, this declined slightly over the past few years but now  has come back bigger and better than ever, offering state-of-the-art fully-facilitated hotels and better experiences in and out of the hotel. Some interesting examples can be seen in the north of Mallorca, in the hotel zone of Playa de Muro or in the all-inclusive hotels in Cala Ratjada, where, other than the enjoying the facilities of the hotel, you can also appreciate a charming fishing village full of tradition and life.