We also wanted to hear the opinion of hoteliers first-hand, so in our tourism interviews we had Victor Mayans , Marketing Director for ARTIEM hotels . We wanted to ask him how they have managed to digitalize their brand and, along the way, not lose their essence or the values that differentiate them.
ARTIEM: digitalization and tourism marketing trends.
For ARTIEM, digitalisation has been a process that already “goes hand in hand” with offline. However, its main concern was to be able to transmit the entire brand experience through digital channels. “It is important to be very clear about what your brand is like and how to transfer that to the digital world. From how you navigate the web and what it paraguay phone number data transmits, the content it offers, the experiences you can live and the trust you transmit. If I could talk about an obstacle it would be deploying everything in order and time without losing the essence,” says Víctor Mayans.
Similarly, they have given great importance to measuring results and controlling the ROI of each action. “Doing without measuring and improving is of little use. That is why measurement tools such as Analytics or DataStudio combined with Power BI are key to help you control KPIs while integrating them with customer satisfaction and sales measurements,” he adds.
Keys for the near future? It is clear:
A good CRM that collects quality data.
Complete adaptation to mobile.
Authentic experiences.
Iberostar: “We must ensure that each channel plays its best role in the customer journey”
Iberostar, as a large hotel chain (with 114 hotels around the world), has a different vision of the digitalisation process. We spoke about this with Ignacio Ochoa , eCommerce & Online Marketing Director of Iberostar . Their goal is to work on the customer experience. “We seek an experience for each customer that is optimised on each device, whether with a website optimised for desktop and mobile, as well as assisted sales services and the contact centre,” he explains.
The importance of omnichannel and mobile marketing in the tourism sector.
How are they doing?
Developing mobile websites.
Taking care of the design and content at all stages of the journey.
Improving customer service from the contact center.
In addition, in order to generate a digital experience for our clients, they are also making “a strong commitment to the digitalization of the hotels themselves.”
Digitalisation is also spreading to the rest of the company, explains Ignacio Ochoa. Internally, they are working on implementing digital tools such as Google's G Suite and improving data management to put it at the service of the business.