{"id":12135,"date":"2024-02-14T04:18:36","date_gmt":"2024-02-14T07:18:36","guid":{"rendered":"https:\/\/4tuneagencia.digital\/blog\/ia-marketing-digital-e-esg-vao-ditar-a-hotelaria-em-2024-hotelier-news\/"},"modified":"2024-02-14T04:18:36","modified_gmt":"2024-02-14T07:18:36","slug":"ia-marketing-digital-e-esg-vao-ditar-a-hotelaria-em-2024-hotelier-news","status":"publish","type":"post","link":"https:\/\/4tuneagencia.digital\/blog\/ia-marketing-digital-e-esg-vao-ditar-a-hotelaria-em-2024-hotelier-news\/","title":{"rendered":"IA, marketing digital e ESG v\u00e3o ditar a hotelaria em 2024 &#8211; Hotelier News"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignnone size-full wp-image-260126 aligncenter\" src=\"https:\/\/www.hoteliernews.com.br\/wp-content\/uploads\/2023\/11\/IA.png\" alt=\"IA\" width=\"100\" height=\"30\" \/><br \/><span style=\"font-weight: 400;\">O setor hoteleiro passou por uma recupera\u00e7\u00e3o robusta em 2022 e 2023, impulsionada pela demanda reprimida, tanto de viagens a lazer, quanto corporativas. No entanto, com o fim das chamadas <em>revenge travels<\/em>, as proje\u00e7\u00f5es para 2024 indicam desafios, com uma poss\u00edvel estagna\u00e7\u00e3o devido ao fim da euforia p\u00f3s-pandemia e da instabilidade econ\u00f4mica. O cen\u00e1rio vai exigir dos hoteleiros uma gest\u00e3o estrat\u00e9gica e foco em efici\u00eancia operacional. De acordo com Claudio Cordeiro, diretor de <a href=\"https:\/\/www.totvs.com\/hotelaria\/\" target=\"_blank\" rel=\"noopener\">produtos de Hotelaria da TOTVS<\/a>, a IA (Intelig\u00eancia Artificial), o marketing digital e uma agenda ESG (<em>Environmental, Social and Governance<\/em>) eficiente ser\u00e3o imprescind\u00edveis para ter sucesso no pr\u00f3ximo ano.<\/span><br \/><span style=\"font-weight: 400;\">Navegar pela poss\u00edvel estagna\u00e7\u00e3o, que j\u00e1 mostra sinais com o crescimento mais desacelerado do setor, exigir\u00e1 estrat\u00e9gias s\u00f3lidas, como a administra\u00e7\u00e3o <\/span><span style=\"font-weight: 400;\">cuidadosa das receitas, otimiza\u00e7\u00e3o de custos, aprimoramento da experi\u00eancia do h\u00f3spede e investimentos estrat\u00e9gicos em tecnologia. Esses elementos ser\u00e3o determinantes para diferenciar os hot\u00e9is que prosperar\u00e3o no ano que vem.<\/span><br \/><strong>IAs generativas ser\u00e3o essenciais em 2024<\/strong><br \/><span style=\"font-weight: 400;\">\u201c<\/span><span style=\"font-weight: 400;\">Sem d\u00favidas, <a href=\"https:\/\/www.hoteliernews.com.br\/o-que-esperar-dos-avancos-da-inteligencia-artificial-no-setor-hoteleiro\/\">um dos principais temas nos \u00faltimos tempos \u00e9 o papel da Intelig\u00eancia Artificial Generativa no dia a dia dos hot\u00e9is<\/a>. E a tend\u00eancia para o pr\u00f3ximo ano \u00e9 de que este t\u00f3pico continue em alta &#8211; e ainda mais integrado \u00e0s rotinas\u201d, afirma Cordeiro<\/span><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\"> \u201cPor isso, devemos observar cada vez mais essa tecnologia incorporada na personaliza\u00e7\u00e3o de pacotes e no atendimento ao cliente por meio de <em>chatbots<\/em>\u201d, complementa o executivo.<\/span><br \/><span style=\"font-weight: 400;\">Cordeiro enfatiza, ainda, que a IA deve auxiliar os hot\u00e9is em outro aspecto importante: a precifica\u00e7\u00e3o. \u201cPlataformas de IA poder\u00e3o analisar uma grande quantidade de dados e auxiliar gestores a tomarem melhores decis\u00f5es com rela\u00e7\u00e3o \u00e0s suas tarifas, considerando vari\u00e1veis como demanda, qualidade do servi\u00e7o oferecido, concorr\u00eancia e at\u00e9 mesmo buscas e avalia\u00e7\u00f5es na internet\u201d, afirma. \u201cEssas tecnologias levar\u00e3o algum tempo para serem implementadas, mas estudos j\u00e1 come\u00e7am a ser conduzidos. Ent\u00e3o, vale ficar atento\u201d.<\/span><br \/><span style=\"font-weight: 400;\">Pr\u00e1ticas em ESG deixaram de ser uma tend\u00eancia e passaram a ser uma obriga\u00e7\u00e3o. \u201cOs campos de atua\u00e7\u00e3o ESG para os hoteleiros s\u00e3o m\u00faltiplos, envolvendo desde a redu\u00e7\u00e3o da produ\u00e7\u00e3o de res\u00edduos, a institui\u00e7\u00e3o de pr\u00e1ticas de reciclagem e o uso de energia renov\u00e1vel nas instala\u00e7\u00f5es, at\u00e9 o desenvolvimento de projetos sociais com a comunidade local e a preocupa\u00e7\u00e3o com a sa\u00fade f\u00edsica e mental dos colaboradores, por exemplo\u201d, afirma o diretor de produtos de Hotelaria da TOTVS.\u00a0<\/span><br \/><span style=\"font-weight: 400;\">\u201cNeste contexto, tamb\u00e9m destaco que a tecnologia pode ser uma grande aliada para auxiliar as organiza\u00e7\u00f5es na implementa\u00e7\u00e3o destas iniciativas e a para identifica\u00e7\u00e3o e aferi\u00e7\u00e3o dos impactos sociais e ambientais, tornando todo o processo mais otimizado e eficiente\u201d, complementa Cordeiro.<\/span><br \/><span style=\"font-weight: 400;\">O executivo enfatiza, tamb\u00e9m, a necessidade de investir em uma boa estrat\u00e9gia de marketing digital. \u201cPor meio de diferentes ferramentas digitais \u00e9 poss\u00edvel automatizar tarefas de marketing, gerir de forma estrat\u00e9gica a base de clientes por meio do CRM e elaborar a\u00e7\u00f5es de atra\u00e7\u00e3o de clientes para o neg\u00f3cio. Tudo isso tendo como objetivo garantir uma melhor experi\u00eancia e atendimento ao h\u00f3spede. E o melhor, as t\u00e9cnicas e estrat\u00e9gicas de marketing podem ser aplicadas em hot\u00e9is de qualquer porte e hoje j\u00e1 existem no mercado ferramentas com pacotes acess\u00edveis para todos os bolsos\u201d, comenta.<\/span><br \/><span style=\"font-weight: 400;\">\u201cSe voc\u00ea pensa que isso \u00e9 perfumaria, fique ligado, seu concorrente pode pensar o contr\u00e1rio e essa pode ser uma mudan\u00e7a de ponteiro importante nos resultados\u201d, aconselha Cordeiro.<\/span><br \/><span style=\"color: #008000;\"><em>(*) Cr\u00e9dito da capa: standret\/Freepik<\/em><\/span><br \/><span style=\"color: #008000;\"><em>(**) Cr\u00e9dito da foto: Divulga\u00e7\u00e3o\/TOTVS<\/em><\/span><br \/>Utilizamos apenas cookies essenciais e necess\u00e1rios para o funcionamento do site.\u00a0Para entender como o Hotelier News realiza o tratamento de dados pessoais, acesse nosso <a href=\"\/politicas-de-privacidade\" target=\"_blank\" rel=\"noopener\">Aviso de Privacidade e Prote\u00e7\u00e3o de Dados<\/a>.<br \/>Copyright 2003 &#8211; 2022 Hotelier News. Todos os direitos reservados. A reprodu\u00e7\u00e3o de qualquer parte do conte\u00fado deste site \u00e9 proibida.<\/p>\n<p><a href=\"https:\/\/news.google.com\/rss\/articles\/CBMiWWh0dHBzOi8vd3d3LmhvdGVsaWVybmV3cy5jb20uYnIvaWEtbWFya2V0aW5nLWRpZ2l0YWwtZS1lc2ctdmFvLWRpdGFyLWEtaG90ZWxhcmlhLWVtLTIwMjQv0gEA?oc=5\">source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>O setor hoteleiro passou por uma recupera\u00e7\u00e3o robusta em 2022 e 2023, impulsionada pela demanda reprimida, tanto de viagens a lazer, quanto corporativas. No entanto, com o fim das chamadas revenge travels, as proje\u00e7\u00f5es para 2024 indicam desafios, com uma poss\u00edvel estagna\u00e7\u00e3o devido ao fim da euforia p\u00f3s-pandemia e da instabilidade econ\u00f4mica. O cen\u00e1rio vai&#8230;<\/p>\n","protected":false},"author":1,"featured_media":12136,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[36],"class_list":["post-12135","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.1 (Yoast SEO v22.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>IA, marketing digital e ESG v\u00e3o ditar a hotelaria em 2024 - Hotelier News - 4tuneagencia.digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/4tuneagencia.digital\/blog\/ia-marketing-digital-e-esg-vao-ditar-a-hotelaria-em-2024-hotelier-news\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IA, marketing digital e ESG v\u00e3o ditar a hotelaria em 2024 - Hotelier News\" \/>\n<meta property=\"og:description\" content=\"O setor hoteleiro passou por uma recupera\u00e7\u00e3o robusta em 2022 e 2023, impulsionada pela demanda reprimida, tanto de viagens a lazer, quanto corporativas. 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