In an increasingly demanding, changing and digitalized market, where users have a large amount of information in real time and, so, They have a greater capacity to choose, It is becoming increasingly necessary to differentiate yourself from others to be competitive.. Taking into account the maturity of the sector and the saturation of the market, specialization seems to be a way to achieve success, but what are the real advantages it brings?
TO SATISFY YOUR CUSTOMER, YOU NEED TO KNOW THEM
Increasingly, is talked about excite the customer, generate experiences, satisfy their needs and demands... Trends in the hotel sector are based on these premises and specialization is one of the best options to respond to them.
The analysis of the specific needs of a customer profile is essential to be able to adapt the service and infrastructure of the establishment to their demands. Thus, there are hotels that strive to differentiate themselves by attacking specific market niches with very specific proposals: themed hotels (musical hotels, movie hotels or hotels for families with children, for example), fitness hotels, low cost, halal, etc.
Historically, There have been different types of hotels: urban, sun and beach, interior..., but the differentiation with respect to the product and service they offer has not been very relevant to date. This highlights the need to compete with quality proposals and high added value., that interest and provide differential value to the hotel's offer: specialization is a complete process that goes from the creation of an attractive product, to the training and qualification of hotel staff, through the adaptation of the facilities if necessary.
Ultimately, Focusing on a specific customer niche allows you to adapt the product to their specific needs and, therefore, become a much better option than the competition. when it comes to increasing customer bookings.
DESEASONALIZE DEMAND
One of the great challenges of the hotel industry is deseasonalization. Diversifying the hotel's offering through specialization in different customer segments is a good alternative to address this challenge. The selection of types of clients who travel at different times of the year provides an opportunity to maintain stable occupancy throughout the year., offering a sustainable product to customers.
In this sense, sports activities constitute a great opportunity thanks to the climatic conditions of our country: a clear example of taking advantage of the climate to diversify the available offer is the specialization in skiing during the winter season and the specialization in cycling the rest of the season.
REPOSITIONING YOUR BRAND IMAGE
On the other hand, specialization is a great tool to reposition the brand image of hotel establishments. For example, the lower profitability of a sun and beach hotel located on the Costa Brava, that is, not specialized in a specific niche, can be combated with a generation of cycling product to attract group or individual clients who want to take routes. by bike during your vacation.
This creation of a specialized product will cause a better perception of the service received by the client and will position the hotel thanks to the positive experience it generates, building loyalty and increasing the visibility of its brand.
Botton line, the unique and differentiated proposals generate a positive and unforgettable experience linked to the hotel, which translates into greater customer satisfaction and, as a consequence, better brand positioning. However, it should not be overlooked that Specialization is the result of a thoughtful strategy that results in the generation of a differentiated, high-quality product and service.
At Bikefriendly we accompany those establishments that are committed to differentiation to develop a Specialization Plan in Cycle Tourism that results in the attraction of new customers and, therefore, in improving the profitability of their businesses.
