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GABRIELE GNERI | Distinguersi per non estinguersi | Meet Forum 2019

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Meet Forum 2019 | Mediterranean European Economic Tourism Forum

Laboratorio Distinguiti per non estinguerti: Marketing distintivo ed esperienziale per le strutture ricettive di pregio
Forte Village, in Sardegna | Sabato 5 ottobre
Generali Hall | 10.15 : 11.00
https://www.meetforum.it/programma-2019/

Marketing distintivo ed esperienziale per le strutture ricettive di pregio

Gabriele Gneri
Founder & Managing Director Hotels Doctors
https://www.meetforum.it/speaker/gabriele-gneri/

Meet Forum 2019 | Mediterranean European Economic Tourism Forum, a Forte Village, uno dei resort più premiati al mondo: sabato 5 e domenica 6 ottobre un formidabile appuntamento con conference, Laboratori d'Innovazione Turistica e Tavoli al Lavoro, il tema è lo sviluppo economico delle Destinazioni Turistiche del Mediterraneo.
https://www.meetforum.it

Published in: Marketing
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GABRIELE GNERI | Distinguersi per non estinguersi | Meet Forum 2019

  1. 1. Distinguiti per non Estinguerti Marketing Distintivo ed esperienziale per le strutture ricettive di pregio. a cura di Gabriele Gneri La Consulenza Alberghiera Gabriele Gneri - Managing Director - Hotels Doctors
  2. 2. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza AlberghieraChi sono/Cosa faccio Gabriele Gneri gabriele.gneri@hotelsdoctors.com La Consulenza Alberghiera
  3. 3. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza Alberghiera Che cosa sono le Esperienze L’esperienza è un provare, seguito dal giudizio di ciò che si sta facendo, con il fine di conoscere o conoscersi.
  4. 4. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza Alberghiera Fonte: TripAdvisor Esperienze uniche ed interessanti Vivere momenti speciali con i propri cari Allargare i propri orizzonti “culturali” Divertimento/distrazione Perché i turisti cercano le Esperienze
  5. 5. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza Alberghiera L’esperienza come motore del viaggio In un panorama di offerta sempre più diversificata ed accessibile, il cliente può immedesimarsi e scegliere, in funzione delle proprie aspettative.
  6. 6. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza Alberghiera Verso una nuova segmentazione Prodotto Cliente Destinazione Esperienza
  7. 7. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza Alberghiera Verso una nuova segmentazione Alcuni Esempi di Turismi Motivazionali
  8. 8. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza AlberghieraLe nuove prassi legate ad internet DAI TARGET AI CONTESTI DALLA TRADUZION E ALLA LOCALIZZAZI ONE DAI COMPARTIM ENTI STAGNI AI FLUSSI DELL’ESPERI ENZA DAL CONTROLLO DELLA COMUNICAZI ONE ALLA TRASPAREN ZA DALLA PROPOSIZIO NE ALLA COLLABORA ZIONE DALLA PIANIFICAZI ONE E CONTROLLO AL REAL TIME WEB FONTE: TOURIST EXPERIENCE DESIGN
  9. 9. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza Alberghiera Il Percorso di Acquisto
  10. 10. La Consulenza Alberghiera Il Ciclo dell’esperienza estesa FONTE: TOURIST EXPERIENCE DESIGN ISPIRAZIONE RICERCA DI INFORMAZIONI CONFRONTO CON IL PROPRIO NETWORK RELAZIONALE FORMAZIONE DELLE PREFERENZE PLANNING DEL VIAGGIO VALIDAZIONE PRENOTAZIONE ESPERIENZA DI VIAGGIO CONDIVISIONE DELLA MEMORIA DI VIAGGIO E VALUTAZIONE L’albergatore deve favorire il nuovo percorso di acquisto Per – Experience In – Experience Post – Experience
  11. 11. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza Alberghiera Perchè le esperienze sono importanti per l’albergatore ? Per l’albergatore le esperienze sono un’opportunità per: • Diversificare il proprio “prodotto” • Rivolgersi a nicchie specifiche • Far emergere con maggiore forza il proprio messaggio • Diminuire la dipendenza dal “prezzo” • Creare una propria “identità”
  12. 12. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza AlberghieraDue tipi di progettazione Interna: • Bed Experience • Bath Experience • Spaces Experience • Social Experience • Etc….. Esterna: • Legata al Territorio • Legata alla socializzazione • Legata alla Storia • Legata alle attività Occorre lavorare su tutti i gli «Experiencial Points»
  13. 13. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza Alberghiera Costruire un’identità rilevante
  14. 14. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza Alberghiera Costruire un’identità rilevante Che cosa ci rende diversi dagli altri ? Cosa facciamo meglio degli altri ? Qual è la mia proposta di valore ? La USP (unique selling proposition) è definita come il vantaggio specifico che il tuo hotel offre ai clienti, la caratteristica che differenzia la tua struttura rispetto ai concorrenti, il fulcro attorno al quale dovrebbe ruotare la comunicazione online della tua azienda.
  15. 15. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza AlberghieraCome vendere 1) Progettare Esperienze uniche ed interessanti 3) Sviluppare un Marketing distintivo (contenuti e canali) 2) Rivedere la Comunicazione in termini “sensoriali” 4) Rivedere la Distribuzione (on-line e off line) 5) Gestire la Reputazione ed il coinvolgimento 6) Gestire correttamente il “pricing” 7) Sviluppare Partnership Distintive e di supporto
  16. 16. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza Alberghiera Progettare Esperienza uniche ed interessanti «Crea il tuo aceto balsamico!» «Raccogli il meglio della Maremma!» «Massaggiati con l’olio d’oliva della nostra terra!» «Goditi la città da un ALTO punto di vista!»
  17. 17. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza Alberghiera Progettare Esperienze Uniche Hotel Mirtillo Rosso – (VC) - La magia del Natale 365 giorni all’anno!
  18. 18. La Consulenza AlberghieraProgettare Esperienze Uniche COCO PLACES – natural stay Appartamenti moderni ed eco-compatibili per chi desidera provare l’esperienza di un sonno rilassante e profondo.
  19. 19. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza Alberghiera Rivedere la comunicazione in termini Esperienziali
  20. 20. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza AlberghieraSviluppare un Marketing Distintivo
  21. 21. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza Alberghiera Sviluppare un Marketing Distintivo
  22. 22. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza AlberghieraRivedere la Distribuzione (ed il Marketing della Distribuzione) STORY-TELLING BLOG CAMPAGNE SOCIAL MEDIA MARKETING OFFERTE – PROMOZIONI FLASH PROMOZIONI SU CANALI DI NICCHIA PROMOZIONI ATTRAVERSO LE OTA DIRECT EMAIL MARKETING CAMPAGNE PAY PER CLICK PASSAPAROLA UFFICIO STAMPA OTA’S
  23. 23. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza Alberghiera Gestire la Reputazione ed il coinvolgimento
  24. 24. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza AlberghieraGestire il “Pricing” L’obiettivo è gestire al meglio il proprio pricing. Le tecniche di pricing e le attività promozionali devono essere sfruttate per attirare l’attenzione del cliente, tramite iniziative nuove ed originali, che permettono alla struttura di farsi conoscere e fare margini.
  25. 25. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza AlberghieraGestire il “Pricing”
  26. 26. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza AlberghieraGestire il “Pricing” • per Esperienza • per Segmento )
  27. 27. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza Alberghiera Sviluppare Partnership distintive
  28. 28. “Distinguiti per non Estinguerti – Marketing per le strutture di pregio” – Gabriele Gneri – Hotels Doctors La Consulenza Alberghiera Sviluppare Partnership distintive
  29. 29. Hotels Doctors www.hotelsdoctors.com Via Nuoro 13 - 00182 Roma, Italia GRAZIE ! Gabriele Gneri gabriele.gneri@hotelsdoctors.com

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