Por Felipe González | Director de Ventas Comercial, Cisco México.
El negocio de la hospitalidad, conformado por los viajes de negocios o placer, hotelería, entretenimiento, transporte, restaurantes y todo lo que tenga que ver con la parte lúdica de la vida vive en estos momentos una revolución por la digitalización y el uso de tecnología que permite conocer en tiempo real cuál es la necesidad que se le presenta a cada persona.
Nómada por naturaleza, pero sedentario por múltiples razones, el ser humano ha encontrado en los viajes una manera de saciar su curiosidad por conocer el mundo, lo que ha generado una próspera industria de resorts, cruceros, y centros de congresos.
La “hospitalidad” representa en la actualidad 3% del PIB mundial, por lo que Cisco ofrece soluciones que apoyan la digitalización de las organizaciones que participan en el mismo, para hacer de los viajes, experiencias únicas e irrepetibles, como sucede, por ejemplo, con los visitantes a la Arena MGM de Las Vegas, Nevada, donde los huéspedes desde su llegada reciben información de sus reservaciones de espectáculos deportivos y musicales, restaurantes y demás atractivos del complejo turístico , casino y centro de entretenimiento.
En el caso específico de México, la industria turística, que recibió cerca de 40 millones de visitantes el año pasado, representa ingresos para el país por más de 21 mil millones de dólares al año, 8.7% del PIB, al ofrecer al viajero 63 aeropuertos internacionales, 58 centros de convenciones de clase mundial y atractivos turísticos para todos los gustos, como son: 150 zonas arqueológicas, ciudades coloniales y playas, además de 58 centros de convenciones de clase mundial por lo que el país ocupa el 5to lugar en el sector de reuniones en el continente americano y el 21 a nivel mundial.
Las cadenas hoteleras y de resorts en el mundo están conscientes de lo difícil que es mantener fiel a un visitante a una marca en especifico y que puede lograrse en buena medida través de la digitalización de los procesos internos de los colaboradores y de servicios al huésped, por lo que Cisco desarrolló una arquitectura de soluciones que abarca tres aspectos fundamentales: empoderar al personal y equipos de trabajo de los hoteles y resorts con herramientas que ayuden a realizar mejor su trabajo; herramientas innovadoras que permitan al huésped tener una experiencia que lo haga fiel a la marca (engagement) y por supuesto ciberseguridad que proteja los datos de todos los involucrados.
Empodere a sus colaboradores para transformar la experiencia en hospitalidad:
Gracias a la era digital, los colaboradores de la industria de hospitalidad han evolucionado de estar simplemente sentados atrás de un mostrador a verdaderos consultores para sus huéspedes a través de tecnologías móviles que permiten acelerar la asignación de habitaciones, aplicar promociones y ofrecer reservaciones para actividades de entretenimiento dentro y fuera de las instalaciones de los resorts, cruceros, casinos, arenas de espectáculos, entre otros. Además, estas herramientas digitales aceleran la capacitación de los colaboradores y mejoran su capacidad de comprensión sobre nuevos servicios y la resolución de problemas se acelera y hace más eficiente.
Haga a su huésped fiel a la marca:
Existe una gran oportunidad para “fidelizar” a los clientes, razón por la cual se busca retenerlos, por lo que herramientas digitales como las de Cisco, permiten que los viajeros obtengan experiencias personalizadas a través de sus dispositivos móviles desde su llegada al establecimiento o crucero y con una robusta red Wi-Fi, se les puede informar sobre los servicios y mapa del mismo, programas de lealtad, entretenimiento y compras reforzado con herramientas punto a punto de alta resolución para videos interactivos y promociones.
Seguridad, misión crítica para el crecimiento:
Mantener los datos seguros, tanto de los huéspedes como de los colaboradores debe ser siempre una prioridad. En estudios se ha demostrado que 73% de usuarios de algún bien o servicio camban de proveedor o marca si no se mantienen seguros sus datos. Cisco ofrece a sus clientes un ecosistema punto a punto que entrega seguridad digital a los huéspedes, colaboradores, sistemas y a la marca, ya que ofrece un portafolio de arquitecturas que incluye hardware, software, servicio y consultoría.
Gran parte de los inconvenientes al viajar o al asistir a un evento se presentan por la falta de coordinación entre el lugar que ofrece el servicio y el cliente. La falta de un boleto, la demanda de un insumo, la pérdida o descompostura de una llave para abrir el cuarto de hotel o para limpiar alguna zona se resuelve de inmediato a través de la digitalización, lo que permite obtener una experiencia amigable, sin necesidad de perder el tiempo en llamadas, en esperas o en trámites innecesarios, por lo que los clientes logran una satisfacción completa en los servicios que reciben.
La industria de la hospitalidad ya se encuentra totalmente inmersa en la cuarta revolución industrial, lo que sin duda generará un gran crecimiento en este sector tan importante para el PIB mundial.
Los minoristas deben conocer la composición demográfica de sus clientes para tomar mejores decisiones sobre publicidad, colocación de productos y diversificación de mercancías.
Resulta tentador saltar directamente al diseño de la cadena de suministro verde; sin embargo, el éxito a largo plazo depende primero de sentar las bases adecuadas en cada eslabón que la conforma.
La colaboración entre el sector público y empresas privadas de tecnología puede contribuir a una sinergia que ayudará a lograr que México se posicione en la economía mundial.
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Por Felipe González | Director de Ventas Comercial, Cisco México.