How can a small business generate substantial positive impacts? In conversations with SMEs and family businesses, I often receive questions such as how and why implement the strategy of sustainability and regenerative practices in hotels? Why is it vital to rethink the impact of hotels and hotel chains? Innovation By implementing sustainability plans from an […]
Today we address the eternal struggle that hoteliers face regarding OTAs. In a 2019’s article on digital marketing strategies, Guestcentric estimated that 70% of hotel reservations were made through the giant OTAs, namely Booking.com and Expedia, and that this was largely due to the huge investment made by these companies on digital marketing, unthinkable for […]
One thing that never ceases to surprise us is that, in general, spaces linked to hospitality, even some with a high positioning and price, pay very little attention to the noise and degradation of the environment they generate. I’m talking about the background music that suddenly turns into a concert, making any conversation seem impossible. […]
Peculiar because it generates, above all, “interpersonal” relationships and all the service it provides must be, in the first place, a constant act of “giving”. We “sell” hospitality and this is an art that translates into providing a service that evolves every day and that daily requires professional support that benefits from a lot of […]
In the 21st century, we continue to see a structural delay in relation to the role of digital marketing in the hospitality industry. We could say that it is one of the industries that stands to gain the most from a solid digital marketing strategy – the use of digital media for researching and purchasing […]
My mission is to pass on knowledge, to clarify doubts, to be the friendly shoulder of technology for the sector and for customers. It is with great admiration that I see a huge confusion about what 5G is, the much talked about and already controversial technological baby. And it is with some indignation that I […]
The urge of Marketing Evolution: from the prices war to the differentiating value of each brand. The book “Blue Ocean Strategy” Harvard Business School Press by W. Chan Kim and Renée Mauborgne was launched in 2005, a work that challenged the theories set until today relying on a new management paradigm that is essential in […]
In one of the last articles we’ve published, we talked about the importance and courage it takes to change assumptions and paradigms, in a process of self-renewal and transformation, not only at the individual level, but also at the level of organizations. Today, we are witnessing the growing shortage of human resources and one of […]
On a business context, we learned long ago that it is important to live below our capabilities. Use times of peace to prepare for times of war. Create alternatives for less good times. Belmiro de Azevedo used to say that “there were no defeats or definitive victories”. Good days are ephemeral. This serves to say […]
Among global experts on Sustainable Hospitality, there seem to be two coexisting, and sometimes contradictory, concepts for structuring sustainability measures. On the one hand, there is a call to follow and comply with globally recognized standards and certification schemes (e.g. CSR or ESG), which defend the ability to measure performance vs. proposed objectives; promoting transparency […]
