{"id":2958,"date":"2016-12-23T11:31:32","date_gmt":"2016-12-23T10:31:32","guid":{"rendered":"https:\/\/www.thehotelfactory.com\/en\/?post_type=post&#038;p=2958"},"modified":"2022-03-04T13:59:42","modified_gmt":"2022-03-04T13:59:42","slug":"how-to-address-the-raise-of-the-sharing-economy","status":"publish","type":"post","link":"https:\/\/thehotelfactory.com\/en\/how-to-address-the-raise-of-the-sharing-economy\/","title":{"rendered":"How to address the raise of the sharing economy?"},"content":{"rendered":"<p><br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"\" style=\"float: right; margin-left: 10px;\" src=\"https:\/\/www.thehotelfactory.com\/wp-content\/uploads\/2016\/12\/Competidores-economi\u0301a-colaborativa-300x198.jpg\" alt=\"competidores-economia-colaborativa\" width=\"300\" height=\"198\" \/><\/p>\n<p style=\"text-align: justify;\"><em><span style=\"font-weight: 400;\">Since the creation of companies based on collaborative or sharing economies is experiencing exponential growth, the tourism sector has to compensate in order to satisfy this demand. <\/span><span style=\"font-weight: 400;\">the hotel factory <\/span><span style=\"font-weight: 400;\">provides a list of suggestions to help this balance which includes prioritizing online reputation and more. <\/span><\/em><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Since the creation of this economical model, more than 10 years ago up until today, companies based on collaborative or sharing economy have experienced an exponential growth that has surprised the hotel sector. Due to the emergence of this new competition, the tourism sector needs to find new ways to renew itself and adapt to new habits and customer behaviour to be able to satisfy this new demand.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Although one of the main solutions to this type of business based on sharing economy would be a regulation of assets, \u201cthe scarce coordination between the multiple administration entities and tourism organisations and its exasperating slowness has caused that a unified and ultimate solution still hasn\u2019t been given to confront this new economy\u201d <\/span><b>(Juan Molas<\/b><span style=\"font-weight: 400;\">, President of CEHAT). Some autonomous communities, such as the Balearic Islands, are taking measures against these kind of companies, but they only are \u201cpartial\u201d and local solutions, not a strong measure from the government to confront this problem. Until this solution from the central government or other public organisations arrives, the hotel sector will have to depend on its own measures and find concrete and feasible solutions to this competition.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\">\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The hotelier\u2019s main concern should be around innovation and new technologies. To find a<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">balance <\/span><span style=\"font-weight: 400;\">between new technologies and customer service is <\/span><span style=\"font-weight: 400;\">a <\/span><span style=\"font-weight: 400;\">highly valued by consumers, and hence a key factor. Innovation and development of technologies will allow the hotelier sector to capture information of their current and potential client, information which can be used to offer a personalised product and service. For this reason technology and mobile apps will be so important during the next years, \u00a0they will allow companies to collect information and make the most of <a href=\"https:\/\/www.thehotelfactory.com\/en\/blog\/small-data-as-a-tourism-strategy\/\">big data<\/a>; essential for the understanding of consumer behaviour.<\/span><\/p>\n<\/li>\n<li style=\"font-weight: 400;\">\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">In addition to betting on innovation and new technologies, the hotel sector must also prioritise the online reputation of its hotels. Given that each year more and more clients base the choice of reservation of the hotel on its online reputation. In Spain 27\u20196% of the overnight stays in 2015 were booked through OTA\u2019s, a percentage that has been continuously increasing every year. This means that consumers book more through these channels, and as a study from the Cornell University stated, \u00a0a good online reputation will affect occupancy, ADR and revPAR. One of the tools that is highly used worldwide and most efficient to measure online reputation is the <a href=\"https:\/\/www.thehotelfactory.com\/en\/blog\/global-review-index-as-a-tool-for-online-reputation-management\/\">Global Review Index (GRI)<\/a>.<\/span><\/p>\n<\/li>\n<\/ul>\n<p align=\"center\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.thehotelfactory.com\/wp-content\/uploads\/2016\/12\/Inovacio\u0301n.jpg\" alt=\"inovacion\" width=\"436\" height=\"215\" \/><\/p>\n<ul>\n<li style=\"font-weight: 400;\">\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Another point that the hotel sector needs to improve to confront peer-to-peer (<\/span><span style=\"font-weight: 400;\">P2P)<\/span><span style=\"font-weight: 400;\"> business is pricing. Hotels need to \u201ddifferentiate by means of innovation and business models, to search innovative solutions that will allow a better management of prices\u201d (Marcus Bernhardt, Commercial director and member of the executive board of Europcar). Meaning that price should be transparent and adapted to each segment and market function that it\u2019s focused in.<\/span><\/p>\n<\/li>\n<li style=\"font-weight: 400;\">\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Finally, hotels should also define in a very clear way which will be their target segments, since customers will soon demand custom-made hotels in which he can find all products and services needed. For this reason, making an investment in employee training will also become essential, due to having to adapt to this new customer and provide the expected service.<\/span><\/p>\n<\/li>\n<li style=\"font-weight: 400;\">\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Among other solutions in which the hotel sector should invest in, we can find partnerships between hotels and other businesses (casinos, shopping centres, etc.) in case of an independent hotel, it\u2019s recommended to be part of a <a href=\"https:\/\/www.thehotelfactory.com\/en\/blog\/hotel-affiliations-a-differentiating-factor\/\">hotelier seal<\/a> (<\/span><a href=\"https:\/\/www.relaischateaux.com\/es\/\"><i><span style=\"font-weight: 400;\">Relais &amp; Ch\u00e2teau<\/span><\/i><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.kiwicollection.com\/luxury-hotels\/europe\/spain\"><i><span style=\"font-weight: 400;\">Kiwi Collection<\/span><\/i><\/a><span style=\"font-weight: 400;\">,<\/span><a href=\"https:\/\/es.lhw.com\/\"><i><span style=\"font-weight: 400;\">The Leadings Hotels of the World<\/span><\/i><\/a><span style=\"font-weight: 400;\">, etc.). These associations will highlight the importance and visibility of affiliated hotels, making it easier for these hotels to reach their target consumer, or on the other hand easier for the target customer to feel identified with this brand.<\/span><\/p>\n<\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">To face companies based on sharing economy or P2P accommodation companies such as Airbnb and Homeaway, hotels must find a\u00a0<\/span><span style=\"font-weight: 400;\">balance <\/span><span style=\"font-weight: 400;\">point between technology and customer service. Meaning that they need to adapt and even anticipate to its clients<\/span><span style=\"font-weight: 400;\">\u00b4<\/span><span style=\"font-weight: 400;\"> needs using\u00a0<a href=\"https:\/\/www.thehotelfactory.com\/en\/blog\/small-data-as-a-tourism-strategy\/\">big data<\/a>\u00a0and mobile apps, and fulfil <\/span><span style=\"font-weight: 400;\">the<\/span><span style=\"font-weight: 400;\"> guests<\/span><span style=\"font-weight: 400;\">\u00b4<\/span><span style=\"font-weight: 400;\"> expectations with a personalised service. <\/span><\/p>\n\n","protected":false},"excerpt":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"\" style=\"float: right; margin-left: 10px;\" src=\"https:\/\/www.thehotelfactory.com\/wp-content\/uploads\/2016\/12\/Competidores-economi\u0301a-colaborativa-300x198.jpg\" alt=\"competidores-economia-colaborativa\" width=\"300\" height=\"198\" \/><\/p>\n<p style=\"text-align: justify;\"><em>Since the creation of companies based on collaborative or sharing economies is experiencing exponential growth, the tourism sector has to compensate in order to satisfy this demand. the hotel factory provides a list of suggestions to help this balance which includes prioritizing online reputation and more.<\/em><\/p>\n<p>[&#8230;]<\/p>\n","protected":false},"author":19,"featured_media":6388,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2],"tags":[676,360,652,635,636,594,677,674],"class_list":["post-2958","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-afiliations-en","tag-hotel-en","tag-hotel-market-en","tag-loyalty-en","tag-profitability-en","tag-services-en","tag-sharing-economy-en","tag-small-data-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to address the raise of the sharing economy? 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