{"id":31934,"date":"2024-06-14T12:53:06","date_gmt":"2024-06-14T10:53:06","guid":{"rendered":"https:\/\/www.revfine.com\/?p=31934"},"modified":"2024-06-17T15:42:46","modified_gmt":"2024-06-17T13:42:46","slug":"metricas-para-avaliar-sua-estrategia-de-personalizacao","status":"publish","type":"post","link":"https:\/\/www.revfine.com\/pt\/metrics-for-evaluating-your-personalization-strategy\/","title":{"rendered":"3 m\u00e9tricas principais para avaliar sua estrat\u00e9gia de personaliza\u00e7\u00e3o"},"content":{"rendered":"

O marketing digital personalizado \u00e9 uma abordagem comprovada para aumentar as reservas diretas e aumentar as receitas, mas a personaliza\u00e7\u00e3o n\u00e3o \u00e9 uma estrat\u00e9gia do tipo \u201cconfigure e esque\u00e7a\u201d. Veja como avaliar seu programa de personaliza\u00e7\u00e3o de marketing e como dinamizar quando as m\u00e9tricas n\u00e3o atendem \u00e0s suas expectativas.<\/em><\/p>\n

A personaliza\u00e7\u00e3o \u00e9 importante para elevar as experi\u00eancias dos h\u00f3spedes.<\/h2>\n

Viajar \u00e9 pessoal. N\u00e3o importa se o objetivo da viagem \u00e9 neg\u00f3cios, lazer ou outro, cada viajante tem o seu pr\u00f3prio conjunto individual de desejos e necessidades para a sua viagem e, mais especificamente, para o seu alojamento.<\/p>\n

Embora o barulho das propriedades rivais e das ag\u00eancias de viagens online (OTA) nunca tenha sido t\u00e3o grande, as equipes de marketing de hot\u00e9is nunca tiveram ferramentas de personaliza\u00e7\u00e3o mais poderosas \u00e0 sua disposi\u00e7\u00e3o. E-mails personalizados, entrega de conte\u00fado personalizado, recomenda\u00e7\u00f5es de produtos relevantes e an\u00fancios direcionados; os profissionais de marketing hoje s\u00e3o capazes de adaptar as comunica\u00e7\u00f5es em grande escala e atender diretamente \u00e0s demandas de um viajante individual, o que ajuda sua propriedade a se destacar em meio ao ru\u00eddo.<\/p>\n

Cada vez mais equipes de hotelaria est\u00e3o adotando uma abordagem de marketing personalizada, com um estudo recente<\/a> observando que 92% dos hoteleiros consideram que a personaliza\u00e7\u00e3o \u00e9 importante para elevar as experi\u00eancias dos h\u00f3spedes.<\/p>\n

Mas depois de abra\u00e7ar a personaliza\u00e7\u00e3o de marketing\u2026 e da\u00ed?<\/p>\n

Tal como acontece com todas as estrat\u00e9gias de marketing, \u00e9 importante que as equipas hoteleiras avaliem rotineiramente a efic\u00e1cia da sua execu\u00e7\u00e3o, a fim de identificar \u00e1reas de oportunidade e crescimento.<\/p>\n

Tr\u00eas m\u00e9tricas para avaliar sua estrat\u00e9gia de personaliza\u00e7\u00e3o<\/h2>\n

Aqui est\u00e3o as tr\u00eas m\u00e9tricas principais que as equipes de marketing de hot\u00e9is devem usar para avaliar sua estrat\u00e9gia de personaliza\u00e7\u00e3o.<\/p>\n

1. Taxa de convers\u00e3o<\/h3>\n

No m\u00ednimo, o marketing personalizado deve estimular o aumento das taxas de convers\u00e3o.<\/p>\n

Um sucesso estrat\u00e9gia de personaliza\u00e7\u00e3o<\/a> impacta significativamente as taxas de convers\u00e3o, orientando os h\u00f3spedes durante o processo de reserva e apresentando-lhes ofertas e incentivos personalizados que atendem \u00e0s suas prefer\u00eancias e interesses espec\u00edficos. \u00c9 comum que as propriedades vejam as convers\u00f5es dobrarem ou triplicarem, com alguns hot\u00e9is experimentando uma recupera\u00e7\u00e3o ainda mais dram\u00e1tica.<\/p>\n

Se as taxas de convers\u00e3o permanecerem estagnadas ou aumentarem apenas modestamente durante um per\u00edodo de tempo, a equipe deve se reagrupar e se ajustar. Se as taxas de convers\u00e3o ainda n\u00e3o atenderem \u00e0s expectativas, considere trabalhar com uma equipe de marketing externa experiente e proficiente em personaliza\u00e7\u00e3o de marketing hoteleiro.<\/p>\n

2. Receita por Usu\u00e1rio ou Visitante (RPU\/RPV)<\/h3>\n

A personaliza\u00e7\u00e3o deve gerar receitas incrementais, adaptando ofertas e recomenda\u00e7\u00f5es \u00e0s prefer\u00eancias individuais dos h\u00f3spedes, aumentando a probabilidade de compras adicionais e vendas adicionais ao longo do processo de reserva e do per\u00edodo pr\u00e9-estadia.<\/p>\n

Se a receita por visitante aumentar ao longo do tempo ap\u00f3s a implementa\u00e7\u00e3o do marketing personalizado, isso indica que seus esfor\u00e7os est\u00e3o se tornando mais eficazes na convers\u00e3o de visitantes do site em convidados ou clientes.<\/p>\n

Compreender quanta receita cada visitante gera tamb\u00e9m pode ajud\u00e1-lo a determinar a lucratividade do seu site. Ao comparar a receita por visitante com o custo de aquisi\u00e7\u00e3o de visitantes, voc\u00ea pode avaliar o maior retorno sobre o investimento (ROI) de suas campanhas de marketing e tomar decis\u00f5es informadas sobre a aloca\u00e7\u00e3o de recursos.<\/p>\n

A receita por visitante tamb\u00e9m pode ser analisada em diferentes segmentos para ajudar a identificar qual tipo de h\u00f3spede melhor se adapta \u00e0s suas personas. Essa segmenta\u00e7\u00e3o ajuda a identificar quais segmentos de clientes s\u00e3o mais valiosos e permite ajustar seus esfor\u00e7os de marketing de acordo.<\/p>\n

3. Valor m\u00e9dio do pedido (AOV)<\/h3>\n

Ao implementar estrat\u00e9gias de personaliza\u00e7\u00e3o, \u00e9 crucial reconhecer o impacto potencial no refor\u00e7o de fluxos de receitas adicionais.<\/p>\n

Ao apresentar aos h\u00f3spedes ofertas e incentivos personalizados, os hot\u00e9is t\u00eam a oportunidade de aumentar o seu AOV, gerando maiores receitas por transa\u00e7\u00e3o e maximizando o seu ROI.<\/p>\n

O que voc\u00ea faz quando as m\u00e9tricas n\u00e3o atendem aos seus objetivos?<\/h2>\n

A personaliza\u00e7\u00e3o em escala \u00e9 um conceito relativamente novo. Poucos hot\u00e9is fazem isso h\u00e1 mais de alguns meses e leva tempo para que as equipes se tornem proficientes.<\/p>\n

Parceria com um ag\u00eancia de marketing de hospitalidade experiente<\/a><\/span>, como o Screen Pilot, pode ser um trampolim para equipes hoteleiras que s\u00e3o novas na personaliza\u00e7\u00e3o, garantindo uma implementa\u00e7\u00e3o r\u00e1pida e abrangente.<\/p>\n

As equipes de hospitalidade com um programa de personaliza\u00e7\u00e3o estabelecido podem se beneficiar do novos olhos de uma ag\u00eancia externa<\/a>, que pode auditar, analisar as principais m\u00e9tricas e sugerir ajustes para garantir um programa otimizado.<\/p>\n

Ao concentrarem-se nestas principais m\u00e9tricas, optimizando continuamente estrat\u00e9gias de personaliza\u00e7\u00e3o e empregando a ajuda de um parceiro externo de marketing hoteleiro conforme necess\u00e1rio, as equipas hoteleiras podem impulsionar um crescimento significativo, criar uma viagem optimizada para os h\u00f3spedes e diferenciar a sua marca, tanto hoje como nos pr\u00f3ximos anos. vir.<\/strong><\/p>\n

<\/i>Estudo de caso de hotel gratuito<\/span>: Como a personaliza\u00e7\u00e3o de marketing motiva os viajantes e impulsiona as reservas de hot\u00e9is<\/h2>\n

Neste estudo de caso compacto, voc\u00ea encontrar\u00e1 dados que mostram a import\u00e2ncia da personaliza\u00e7\u00e3o de marketing para o viajante m\u00e9dio. Baixe o estudo de caso para saber como qualquer hotel com presen\u00e7a digital pode usar a personaliza\u00e7\u00e3o de marketing para aumentar as convers\u00f5es.<\/p>\n

Clique aqui para baixar<\/span><\/a> <\/span>o estudo de caso \u201cComo a personaliza\u00e7\u00e3o de marketing motiva os viajantes e impulsiona as reservas de hot\u00e9is\u201d<\/em>.<\/p>\n

\n

Mais dicas para expandir seus neg\u00f3cios<\/h3>\nRevfine.com<\/strong> \u00e9 a plataforma de conhecimento l\u00edder para a ind\u00fastria de hospitalidade e viagens. Profissionais usam nossos insights, estrat\u00e9gias e dicas pr\u00e1ticas para se inspirar, otimizar receita, inovar processos e melhorar a experi\u00eancia do cliente.

\n\nExplore conselhos de especialistas sobre gest\u00e3o, marketing, revenue management, opera\u00e7\u00f5es, software e tecnologia em nosso dedicado Hotel<\/a><\/span>, Hospitalidade<\/a><\/span>, e Viagem de Turismo<\/a><\/span> categorias.<\/div>\n\n

Este artigo foi escrito por nosso parceiro especialista Screen Pilot<\/h2>P\u00e1gina do parceiro<\/span><\/a><\/div>P\u00e1gina do parceiro<\/span><\/a><\/div><\/div>","protected":false},"excerpt":{"rendered":"

O marketing digital personalizado \u00e9 uma abordagem comprovada para aumentar as reservas diretas e aumentar a receita, mas a personaliza\u00e7\u00e3o n\u00e3o \u00e9 uma estrat\u00e9gia do tipo "configure e esque\u00e7a". Veja como avaliar seu programa de personaliza\u00e7\u00e3o de marketing e como mudar quando as m\u00e9tricas n\u00e3o atendem \u00e0s suas expectativas. A personaliza\u00e7\u00e3o \u00e9 importante para elevar as experi\u00eancias dos h\u00f3spedes. A viagem \u00e9 pessoal. N\u00e3o importa se o prop\u00f3sito<\/p>","protected":false},"author":1,"featured_media":31935,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[805,764,760,758],"tags":[712],"class_list":["post-31934","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-direct-bookings","category-hotel-distribution","category-hotel-strategies","category-website","tag-screenpilot"],"yoast_head":"\n3 Key Metrics for Evaluating Your Personalization Strategy<\/title>\n<meta name=\"description\" content=\"In this article, you will learn about the three key metrics hotel marketing teams should use to evaluate their personalization strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.revfine.com\/pt\/metricas-para-avaliar-sua-estrategia-de-personalizacao\/\" 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