Hotel and timeshare entrepreneurs enter the business of P2P
Rafael SÃ¡nchez Sendarrubias, director of e-commerce Travel Carrefour, already warned it in the X Forum Hosteltur: “If P2P takes hold in the tourism field, large retailers will enter”, as published News HOSTELTUR tourism in ’ P2P: the problem is not regulation, is the model ’. But they are not the only sector actors willing to enter this succulent market. In Mexico there is the first hotel exclusively marketed through Airbnb. David Vincent, head of Marketing of DinamicBrain, lists other examples.
And hoteliers from around the world have begun to apply the competitive advantages of this niche market to its offer to enter it and also benefit its exponential growth and their potential for development.
Starting with Spain, where in the Levant and the Costa del Sol, according to David Vincent, “Hotel entrepreneurs seek management of apartments with all their know-how in a mixed of traditional marketing and P2P model, with differentiation and services of hotel chain with experience against the apartment exchange go to know where and no available leisure services”.
In Mexico, adds, “where the timeshare is very developed, are realizing new opportunities to monetize their spaces not sold through such networks; as well as other brands such as Sandals and Pierre & Vacances in Europe, which already include in its expansion plans funding models with individuals to develop resorts in which the owner” You can monetize part of your investment thanks to these marketing networks”.
Within the tourism sector, explains Vincent, “the own TripAdvisor or makes rent a car purchase directly P2P networks to participate in the phenomenon and not sit back against the increasing evolution. “As the hotelier has adapted to its price and its booking engine as one option in Trivago searches, will now have to also adapt and position itself in this kind of networks, varying as necessary its structure and business concept”.
in United States, “where the phenomenon is sweeping in certain cities, entire communities of owners agree to commercialize its open spaces in a coordinated and legal, giving high as tourist apartments, through networks such as Airbnb”.
Moreover, as designated Vicent, “level of destiny, the flexibility and increasing supply in certain cities make channel as Airbnb a solution to a temporary excess demand. Cases such as the Barcelona Mobile World Congress, which in the absence of accommodation to meet the members of Congress reached an agreement with Airbnb to cover these places at an affordable price to the customer; or the LowCost Festival of Benidorm, which for the dates of the festival ran out of hotel rooms at reasonable prices for the public of the event and also resorted to Airbnb.” In this field, did the existence of P2P?, asks Vicent.
DinamicBrain Marketing Manager draws attention to “the real depth of the phenomenon, how is changing the design of the tourist experience and the rules of the game in a very broad spectrum of the business”.
Feeling, stands out, is that “there are two blocks of demand: one that seeks safety, service and give you things done; and another block with people much more open to things new, original and different, who want to have options to be able to create their own history“.
“The tourism sector requires the legalization of all model of distribution that is alternative ’formal’, truly tourist, hotel, opening the range of possibilities for the client in a market that it evolves and matures, and requires companies greater adaptive capacity and speed to keep up“, which does not differ in any mature industry and in competition”.
According to Vicent, the question is “whether as hoteliers have to wait for an insecure model fall and not regulated, expect to regulate and allow for competition illegal matching prices, or rather than wait, learn what is really happening in demand and what formulas exist to take advantage of the greater know-how and resources to position ourselves in those aspects where the new models can take advantage if we do not act””.
in a model of Porter, concludes,”customer is empowered, the distribution with the push of the venture capital also, goods substitute as P2P soar capturing Hotel potential demand, so maybe touch to the hotel move and their advantage in experience in the sector, to renew their proposals and be also present in new demand for valuable form cycles”.