{"id":24777,"date":"2009-10-06T10:41:26","date_gmt":"2009-10-06T10:41:26","guid":{"rendered":"https:\/\/www.xotels.com\/sin-categorizar\/gestionar-la-sensibilidad-de-precio-en-los-hoteles-ofertas-de-ultima-hora-vs-ofertas-anticipadas"},"modified":"2025-01-23T10:35:15","modified_gmt":"2025-01-23T10:35:15","slug":"sensibilidad-de-precio","status":"publish","type":"post","link":"https:\/\/www.xotels.com\/es\/revenuemanagement\/libro-revenue-management\/sensibilidad-de-precio","title":{"rendered":"Gestionar la sensibilidad de precio en los hoteles: ofertas de ultima hora VS ofertas anticipadas"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><div style=\"text-align: justify;\">\n<p><span style=\"font-size: 12pt;\"><img decoding=\"async\" style=\"float: left; margin-right: 5px; margin-bottom: 5px; border: 1px solid #757575;\" title=\"Managing Price Sensitivity in Hotels: Lastminute Deals vs. Early Bird Offers\" src=\"\/wp-content\/images\/stories\/blog\/hotel_price_sensitivity.jpg\" alt=\"hotel_price_sensitivity\" width=\"138\" height=\"100\" \/><\/span><\/p>\n<p>No olvide que el precio es una herramienta de venta. Ayudar\u00e1 a segmentar e identificar el mercado con el objetivo de incrementar los ingresos. Pero tenemos que tener cuidado de que nuestras estrategias de <a href=\"\/es\">revenue management<\/a>\u00a0basadas en la sensibilidad al precio no se vuelvan contra nosotros.<\/p>\n<p style=\"text-align: justify;\">Cada semana al hablar con los hoteleros escuchamos el comentario de que los consumidores cada vez m\u00e1s est\u00e1n reservando de \u00faltima hora. Las agencias de viajes online son el chivo expiatorio favorito para explicar este fen\u00f3meno.<\/p>\n<p style=\"text-align: justify;\">Por supuesto, con el crecimiento de Internet en los \u00faltimos a\u00f1os se ha hecho m\u00e1s f\u00e1cil reservar una habitaci\u00f3n de hotel online. Se ha vuelto accesible con m\u00e1s facilidad. Me gustar\u00eda argumentar que esta es sin embargo es una ventaja para la industria hotelera en todo el mundo.<\/p>\n<p style=\"text-align: justify;\">La realizaci\u00f3n de reservas de hotel m\u00e1s \u00faltimo minuto es causada en parte por los avances econ\u00f3micos y sociales de nuestra sociedad. Los consumidores hacen m\u00e1s mini- viajes a diferentes destinos durante todo el a\u00f1o, en lugar de vacaciones extendidas a un solo lugar. Los viajes m\u00e1s cortos dejan m\u00e1s flexible en la selecci\u00f3n de las fechas que les permite buscar la mejor experiencia y valor.<\/p>\n<p style=\"text-align: justify;\">Tambi\u00e9n deber\u00edamos preguntarnos si no\u00a0tenemos nosotros parte de la culpa de esta disminuci\u00f3n en booking window. Muchos de ustedes seguramente recordar\u00e1n la clase de Biolog\u00eda en los primeros a\u00f1os de la escuela secundaria. Las lecturas sobre el cient\u00edfico Ruso Pavlov y el comportamiento de los perros. El condicionamiento de la conducta, llamado el efecto Pavlov, es exactamente lo que estamos haciendo con los consumidores.<\/p>\n<p style=\"text-align: justify;\">Estamos condicionado, o ense\u00f1ando, los consumidores a esperar en efectuar su reserva ofreciendo ofertas de hoteles agresivas de \u00faltima hora. No hacemos peque\u00f1os ajustes en nuestros precios, sino reposicionamos significativamente nuestras tarifas cuando las previsiones, o m\u00e1s bien las expectativas, no se cumplen.<\/p>\n<\/div>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:50px;width:100%;\"><div class=\"fusion-separator-border sep-double\" style=\"--awb-height:20px;--awb-amount:20px;border-color:var(--awb-color3);border-top-width:1px;border-bottom-width:1px;\"><\/div><\/div> <div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1-1 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:rgba(249,249,249,0);--awb-flex-wrap:wrap;--awb-box-shadow:1px 1px 10px 1px rgba(114,114,114,0.5);\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-center fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"width:104% !important;max-width:104% !important;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-padding-right:15px;--awb-padding-left:15px;--awb-bg-size:cover;--awb-width-large:50%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:50px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-flex-grow-medium:;--awb-flex-shrink-medium:;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:;--awb-flex-shrink-small:;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2\"><p style=\"font-size: 2em; text-align: center;\">Maximiza los ingresos de tu hotel<\/p>\n<\/div><div class=\"fusion-text fusion-text-3\"><p style=\"text-align: center;\">Descubre el potencial de ingresos oculto de tu hotel o resort.<\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:10px;margin-bottom:10px;width:100%;\"><div class=\"fusion-separator-border sep-double\" style=\"--awb-height:20px;--awb-amount:20px;border-color:var(--awb-color3);border-top-width:1px;border-bottom-width:1px;\"><\/div><\/div><div class=\"fusion-builder-row fusion-builder-row-inner fusion-row fusion-flex-align-items-center fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"--awb-flex-grow:0;--awb-flex-grow-medium:0;--awb-flex-grow-small:0;--awb-flex-shrink:0;--awb-flex-shrink-medium:0;--awb-flex-shrink-small:0;width:104% !important;max-width:104% !important;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column_inner fusion-builder-nested-column-0 fusion_builder_column_inner_1_2 1_2 fusion-flex-column fusion-no-small-visibility fusion-no-medium-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:50%;--awb-order-small:0;--awb-spacing-right-small:3.84%;--awb-spacing-left-small:3.84%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-end fusion-content-layout-row\"><div class=\"fusion-no-small-visibility\" style=\"text-align:center;\"><a class=\"fusion-button button-flat button-xlarge button-custom fusion-button-default button-1 fusion-button-default-span fusion-button-default-type fusion-has-button-gradient\" style=\"--button_accent_color:#ffffff;--button_border_color:#000000;--button_accent_hover_color:#c6c6c6;--button_border_hover_color:#212121;--button-border-radius-top-left:10px;--button-border-radius-top-right:10px;--button-border-radius-bottom-right:10px;--button-border-radius-bottom-left:10px;--button_gradient_angle:180deg;--button_gradient_top_color:#000000;--button_gradient_bottom_color:#000000;--button_gradient_top_color_hover:#1c1c1c;--button_gradient_bottom_color_hover:#3d3d3d;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/www.xotels.com\/es\/revenue-management-hotelero\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">M\u00c1S INFO<\/span><\/a><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column_inner fusion-builder-nested-column-1 fusion_builder_column_inner_1_2 1_2 fusion-flex-column fusion-no-small-visibility fusion-no-medium-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:50%;--awb-order-small:0;--awb-spacing-right-small:3.84%;--awb-spacing-left-small:3.84%;\" id=\"nativeads\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-row\"><div class=\"fusion-no-small-visibility\" style=\"text-align:center;\"><a class=\"fusion-button button-flat button-xlarge button-custom fusion-button-default button-2 fusion-button-default-span fusion-button-default-type fusion-has-button-gradient\" style=\"--button_accent_color:#000000;--button_border_color:#000000;--button_accent_hover_color:#c6c6c6;--button_border_hover_color:#212121;--button-border-radius-top-left:10px;--button-border-radius-top-right:10px;--button-border-radius-bottom-right:10px;--button-border-radius-bottom-left:10px;--button_gradient_angle:180deg;--button_gradient_top_color:rgba(255,255,255,0);--button_gradient_bottom_color:rgba(255,255,255,0);--button_gradient_top_color_hover:#1c1c1c;--button_gradient_bottom_color_hover:#3d3d3d;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/www.xotels.com\/es\/ubicaciones\/\" id=\"nativeads\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">CONT\u00c1CTANOS<\/span><i class=\"fa-angle-right fas awb-button__icon awb-button__icon--default button-icon-right\" aria-hidden=\"true\"><\/i><\/a><\/div><\/div><\/div><\/div><div 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INFO<\/span><\/a><\/div><div class=\"fusion-no-medium-visibility fusion-no-large-visibility\" style=\"text-align:center;\"><a class=\"fusion-button button-flat button-small button-custom fusion-button-default button-4 fusion-button-default-span fusion-button-default-type fusion-has-button-gradient\" style=\"--button_accent_color:#000000;--button_border_color:#000000;--button_accent_hover_color:#c6c6c6;--button_border_hover_color:#212121;--button-border-radius-top-left:10px;--button-border-radius-top-right:10px;--button-border-radius-bottom-right:10px;--button-border-radius-bottom-left:10px;--button_gradient_angle:180deg;--button_gradient_top_color:rgba(255,255,255,0);--button_gradient_bottom_color:rgba(255,255,255,0);--button_gradient_top_color_hover:#1c1c1c;--button_gradient_bottom_color_hover:#3d3d3d;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/www.xotels.com\/es\/ubicaciones\/\" id=\"nativeads\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">CONT\u00c1CTANOS<\/span><i class=\"fa-angle-right fas awb-button__icon awb-button__icon--default button-icon-right\" aria-hidden=\"true\"><\/i><\/a><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-padding-top:15px;--awb-padding-right:15px;--awb-padding-left:15px;--awb-bg-size:cover;--awb-width-large:50%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-flex-grow-medium:;--awb-flex-shrink-medium:;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:;--awb-flex-shrink-small:;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element fusion-no-small-visibility fusion-no-medium-visibility\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-dropshadow imageframe-1 hover-type-none\" style=\"-webkit-box-shadow: 3px 3px 7px var(--awb-color7);box-shadow: 3px 3px 7px var(--awb-color7);\"><img decoding=\"async\" width=\"1000\" height=\"1000\" title=\"Revenue Management &#8211; Xotels\" src=\"https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels.webp\" alt class=\"img-responsive wp-image-20979\" srcset=\"https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels-200x200.webp 200w, https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels-400x400.webp 400w, https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels-600x600.webp 600w, https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels-800x800.webp 800w, https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels.webp 1000w\" sizes=\"(max-width: 640px) 100vw, 600px\" \/><\/span><\/div><div class=\"fusion-image-element fusion-no-large-visibility\" style=\"--awb-aspect-ratio:3 \/ 2;--awb-object-position:45% 61%;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-dropshadow imageframe-2 hover-type-none has-aspect-ratio\" style=\"-webkit-box-shadow: 3px 3px 7px var(--awb-color7);box-shadow: 3px 3px 7px var(--awb-color7);\"><img decoding=\"async\" width=\"1000\" height=\"1000\" title=\"Revenue Management &#8211; Xotels\" src=\"https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels.webp\" class=\"img-responsive wp-image-20979 img-with-aspect-ratio\" data-parent-fit=\"cover\" data-parent-container=\".fusion-image-element\" alt srcset=\"https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels-200x200.webp 200w, https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels-400x400.webp 400w, https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels-600x600.webp 600w, https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels-800x800.webp 800w, https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels.webp 1000w\" sizes=\"(max-width: 640px) 100vw, 600px\" \/><\/span><\/div><\/div><\/div><\/div><\/div>\n<div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:50px;width:100%;\"><div class=\"fusion-separator-border sep-double\" style=\"--awb-height:20px;--awb-amount:20px;border-color:var(--awb-color3);border-top-width:1px;border-bottom-width:1px;\"><\/div><\/div><div class=\"fusion-text fusion-text-4\"><p style=\"text-align: justify;\">Un ejemplo cl\u00e1sico de un d\u00eda en el este se aplica categ\u00f3ricamente es Nochevieja. Cada a\u00f1o nosotros, los hoteleros, ponemos tarifas altas, restricciones MLOS, tarifas no reembolsables, y esperamos. Pero tambi\u00e9n lo hacen los consumidores, que suelen ganar, ya que los hoteles tienen que abrir las puertas sin tener una s\u00f3lida base de reservas.<\/p>\n<p style=\"text-align: justify;\">Hemos encontrado que es mucho m\u00e1s eficaz predecir con precisi\u00f3n la ocupaci\u00f3n de cada d\u00eda y planificar de antemano cu\u00e1ntas habitaciones podemos y queremos venderlo a cada nivel de precio. Comenzamos ofreciendo precios bajos con un Early Booking discount y de manera sistem\u00e1tica trabajamos el incremento en funci\u00f3n del ritmo de reserva y demanda que registramos.<\/p>\n<p style=\"text-align: justify;\">Los clientes m\u00e1s atentos al precio son incentivados a reservar con antelaci\u00f3n, fuera de nuestra booking window normal. El momento en el cual los consumidores menos atentos al precio comienzan a reservar ya tendremos creada una sana base de reservas.<\/p>\n<p><img decoding=\"async\" class=\"size-auto\" style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/wp-content\/images\/Blog_Xotels_ES\/sensibilidad_de_precio1.jpg\" alt=\"sensibilidad de precio1\" \/><\/p>\n<p style=\"text-align: justify;\">Tenemos que gestionar la sensibilidad de precio de manera m\u00e1s efectiva. Hay que ense\u00f1ar a los consumidores a reservar temprano si quieren un descuento. Comience a vender a partir de las tasas m\u00e1s bajas y siga aumentando de manera constante los precios hasta la fecha de llegada, con el fin de llegar a una base de clientes m\u00e1s amplia.<\/p>\n<p style=\"text-align: justify;\">Para poder\u00a0hacer esto, necesitamos un forecast correcto.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>No olvide que el precio es una herramienta de venta. Ayudar\u00e1 a segmentar e identificar el mercado con el objetivo de incrementar los ingresos. Pero tenemos que tener cuidado de que nuestras estrategias de revenue management\u00a0basadas en la sensibilidad al precio no se vuelvan contra nosotros.<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[206],"tags":[],"class_list":["post-24777","post","type-post","status-publish","format-standard","hentry","category-libro-revenue-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gestionar la sensibilidad de precio en los hoteles: ofertas de ultima hora VS ofertas anticipadas - Xotels<\/title>\n<meta name=\"description\" content=\"Es mucho m\u00e1s eficaz predecir con precisi\u00f3n la ocupaci\u00f3n de cada d\u00eda y planificar de antemano cu\u00e1ntas habitaciones podemos y queremos vender.\" \/>\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.xotels.com\/es\/revenuemanagement\/libro-revenue-management\/sensibilidad-de-precio\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gestionar la sensibilidad de precio en los hoteles: ofertas de ultima hora VS ofertas anticipadas - 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