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iRON'10 Reputacion Online Cadenas Hoteleras

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Índice de Reputación Online "iRON" del conjunto de las principales Cadenas Hoteleras urbanas vs agregado de Hoteles Independientes y Pequeñas Cadenas.

Nueva segmentación del referencial pionero en España en Reputación Hotelera Online del mercado español.

Published in: Travel
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iRON'10 Reputacion Online Cadenas Hoteleras

  1. 1. "Segmentación Cadenas Hoteleras" iRON_Hu’10 Índice de Reputación Online Hoteles Urbanos 2010Índice de Reputación Online de Hoteles Urbanos 2010 Vivential Value iRON_Hu’10
  2. 2. iRON "Cadenas Hoteleras" 2010 ¿ Los hoteles de las principales Cadenas Hoteleras de los destinos urbanos españoles, tienen mayor reputación online que el resto de su sector? ¿Pueden los hoteles independientes y de pequeñas cadenas competir con éxito en su gestión de la reputación en Internet?Índice de Reputación Online de Hoteles Urbanos 2010 iRON_Hu’10
  3. 3. En 30» viventialvalue ®> Resumen de conclusiones:  Los hoteles pertenecientes a las 15 principales Cadenas Hoteleras urbanas presentan, en su conjunto, un Índice de Reputación Online (iRON) mayor al resto del sector. – Dicha diferencia se minimiza si se comparan únicamente hoteles de 3, 4 y 5 estrellas.  La cadena AC Hotels destaca entre las principales Cadenas Hoteleras en destinos urbanos, con un Índice de Reputación Online iRON de 8,28 sobre 10. – 1 de cada 3 de las principales Cadenas Hoteleras tiene un iRON menor a la media del resto del sector.  El 34% de los establecimientos que ocupan las 5 mejores posiciones iRON en los 52 destinos analizados, pertenecen a las 15 principales Cadenas Hoteleras. – Lo que es más que proporcional a su cuota de presencia en hotelería urbana, que es del 25%.  El restante 66% supone un amplio margen de competitividad para los hoteles independientes y de pequeñas cadenas hoteleras. – 7 de cada 10 hoteles que ocupan la primera posición iRON en las 52 ciudades analizadas, no pertenecía a esas 15 principales Cadenas Hoteleras. Índice de Reputación Online de Hoteles Urbanos 2010 iRON_Hu’10
  4. 4. viventialvalue ®> Índice Reputación Online _ Hoteles destinos Urbanos 2010 (iRON_Hu‟10): iRON _ Hu’10 Cadenas Hoteleras vs Resto Hoteles Principales Cadenas Hoteleras (1): 7,94 508 hoteles / 227.000 opiniones Resto Hoteles (2) : 7,87 1.466 hoteles / 576.000 opiniones iRON Total Nacional: 7,89 Muestra: 52 ciudades españolas / >1.900 hoteles / > 800.000 opiniones Escala iRON 0-10 (1) Abba, AC, Barceló, Catalonia, Eurostars, Hesperia, High Tech, Husa, Meliá, NH, Paradores, Silken, Tryp, Vincci y Zenit. (2) Resto de establecimientos, tanto independientes como de otras cadenas de menor dimensión. iRON = f (valor, volumen y visibilidad de las valoraciones) iRON es el referencial pionero en el mercado español para la comparación competitiva de la Reputación Hotelera Online de destinos, cadenas y establecimientos independientes. Basado en un gran volumen de información que garantiza total consistencia de los resultados, se calcula mediante la agregación del conjunto de valoraciones de los distintos hoteles en las distintas webs, ponderadas convenientemente por el volumen de opiniones y por la visibilidad potencial de dichas valoraciones. Índice de Reputación Online de Hoteles Urbanos 2010 iRON_Hu’10
  5. 5. viventialvalue ® > Mapa Reputación Online _ principales Cadenas Hoteleras destinos Urbanos: Best iRON 2010: AC Hotels / 8,28 Índice de Reputación Online ( iRON ) 7,94 7,87 0 Volumen de Opiniones Tamaño proporcional al número de hoteles. iRON Medio Principales Cadenas Hoteleras iRON Medio Resto Hoteles000 4.000 6.000 Índice de Reputación Online de Hoteles Urbanos 2010 8.000 10.000 12.000 14.000 16.000 18.000 20.000 iRON_Hu’10
  6. 6. viventialvalue ®> Presencia dentro del „Top 5‟ de los Hoteles con mayor iRON en los 52 Destinos: La presencia en los primeros puestos de establecimientos con mayor reputación es una importante variable de competitividad online, dada su clara influencia en la visibilidad del establecimiento y en sus posibilidades de elección por parte de los clientes potenciales. Índice de Reputación Online de Hoteles Urbanos 2010 iRON_Hu’10
  7. 7. Reseña TécnicaÍndice de Reputación Online de Hoteles Urbanos 2010 iRON_Hu’10
  8. 8. viventialvalue ® > Reseña Técnica: Los anteriores datos han sido extraídos del "Estudio de Reputación Online de Hoteles en destinos Urbanos, ed. 2010”  Realizado por el equipo de Vivential Value entre el 2º semestre de 2010 y el 1º de 2011, aplicando la metodología de diseño propio ‘Benchmarking 2.0’.  Muestra: 52 ciudades españolas; más de 1.900 hoteles urbanos de categoría entre 1 y 5 estrellas; 20 sitios web en la fase exploratoria y 10 en la de análisis; más de 15.000 registros* de dichos hoteles en los sitios webs analizados; con un total de cerca de 805.000 opiniones en relación a los hoteles de esas ciudades. (*) “registro”: cada una de las fichas de cada hotel en las distintas webs turísticas analizadas; constituyen la unidad principal de información del presente Estudio.  Las Cadenas Hoteleras incluidas en la segmentación del presente documento son: Abba, AC, Barceló, Catalonia, Eurostars, Hesperia, High Tech, Husa, Meliá, NH, Paradores, Silken, Tryp, Vincci y Zenit (El objetivo de esta segmentación es únicamente obtener datos agregados respecto del resto de hotelería independiente o de otras pequeñas cadenas, por lo que no se indicarán los resultados de más marcas que la meritoria primera posición de este benchmarking).Índice de Reputación Online de Hoteles Urbanos 2010 iRON_Hu’10
  9. 9. viventialvalue ® El Estudio en los MediosÍndice de Reputación Online de Hoteles Urbanos 2010 iRON_Hu’10
  10. 10. viventialvalue ® > El Estudio en los Medios: Más de 100 inserciones en medios de comunicación profesionales y redes sociales avalan la buena acogida del indicador pionero nacional iRON en su segunda edición, del que se ha extraído la nueva segmentación de este documento:  Hosteltur 17-12-2010: http://www.hosteltur.com/72399_hoteles-urbanos-mantienen-su-reputacion-online.html  Nexotur 28-12-2010: http://www.nexotur.com/nexohotel/hoteles/santiago/compostela/girona/son/que/tienen/mejor/reputacion/ internet/segun/vivential/value/35129/  El Economista 20-12-2010: http://www.eleconomista.es/economia/noticias/2689750/12/10/Economia-Turismo-Los-hoteles-de- Santiago-y-Girona-son-los-establecimientos-con-mayor-reputacion-segun-un-estudio.html  20 Minutos 20-12-2010: http://www.20minutos.es/noticia/908273/0/  EuropaPress 20-12-2010 http://www.europapress.es/galicia/turismo-00625/noticia-galicia-turismo-hoteles-santiago-girona-son- establecimientos-mayor-reputacion-estudio-20101220134941.html  Fitur 07-01-2011 http://twitter.com/Fitur_/status/23310565757685760  CEHAT 09-01-2011 http://issuu.com/ojeadorhotelero/docs/cehat_66_enero_2011Índice de Reputación Online de Hoteles Urbanos 2010 iRON_Hu’10
  11. 11. ¿Cuál es la reputación de tu Ciudad, Destino o Marca en Internet ? Análisis, Gestión y Formación en Reputación Online info@viventialvalue.com viventialvalueexperience management customer ® Avda. Diagonal, 468, 8º 08006 Barcelona tel. + 34 93 396 20 80 info@viventialvalue.com www.viventialvalue.comÍndice de Reputación Online de Hoteles Urbanos 2010 iRON_Hu’10

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