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📌 L'automatisation du marketing en hôtellerie permet d'automatiser les activités récurrentes liées à la communication, d'améliorer l'expérience client et potentiellement augmenter les revenus. Utilisant des logiciels comme Zak de WuBook, les hôtels peuvent segmenter les contacts, planifier la communication, suivre les données et automatiser l'envoi de messages. Les avantages incluent le gain de temps pour le personnel et la personnalisation du service client. Zac intègre des fonctionnalités d'automatisation telles que la création de modèles de communication multilingues avec ChatGPT, l'utilisation d'un CRM interne et l'historique des e-mails pour une gestion optimisée.

💻 By 2024, 50% of European travelers, including 63% of Millennials and over 70% of Gen Z, plan to combine work and vacation, a concept known as Workation, distinct from Bleisure Travel. Workation involves working from a vacation spot for a set period. In France, Workation and Team Bonding are preferred, while Bleisure Travel is more popular in Italy and Germany. Hotels can attract this clientele by offering optimal internet, comfortable workspaces, coworking areas, leisure facilities, and special rates and packages. Influencer marketing can also promote these offerings.

💳 Les passerelles de paiement sont essentielles pour la gestion des paiements numériques dans les établissements d’hébergement, assurant un environnement sécurisé et réduisant les risques de litiges. Elles doivent être conformes avec PCI-DSS, PSD2, et SCA pour garantir sécurité et fiabilité. Les frais varient et les hôteliers doivent évaluer la capacité de la passerelle à gérer les paiements, y compris en multi-devises, et son intégration avec le PMS. Zak de WuBook est un exemple de système de gestion hôtelier qui s'intègre avec des passerelles de paiement majeures pour une gestion fluidifiée des transactions.

🏡 Condhotels, a hybrid of condominiums and hotels, are found in busy cities and tourist spots, offering hotel services like reception and housekeeping. Italy introduced condhotels with the "Décret sblocca Italia" (Law No. 164/14) and further regulated them with Presidential Decree No. 13/2018, mandating a minimum of 7 rooms, unified management for at least 10 years, and a hotel classification of at least 3 stars. Owners have traditional responsibilities, while operators manage marketing, accommodation, guest services, and housekeeping, often supported by hotel PMS solutions like WuBook's Zak.

🏨 The Billboard Effect, initially identified in the early 2000s, is a phenomenon where OTA (Online Travel Agency) visibility boosts direct hotel bookings. A 2009 Cornell University study reported a 9% to 26% increase in direct bookings due to the effect, with a 2011 follow-up revealing about 75% of customers visited an OTA before booking directly on a hotel's site. Despite market changes and the Digital Markets Act, a 2017 update by Chris Anderson indicated the effect still exists, albeit with a more convoluted consumer journey. Hoteliers can optimize this effect by carefully selecting OTAs, integrating direct booking systems like WuBook's Zak without brokerage fees, managing inventory with Zak's Channel Manager, and improving SEO and user experience. Strategies also include exclusive offers for direct bookings and monitoring sales conditions across channels. Understanding the Billboard Effect enables hotels to reduce brokerage costs, increase OTA investment potential, and facilitate customer loyalty.

🌳 Don Merlino's La Forestale Ecolodge in Gola del Furlo, Italy, combines environmental respect and 5-star comfort since a radical renovation from 2016-2018. The establishment features three rooms, a suite, and an apartment, with sustainable architecture including photovoltaic panels and advanced energy management. Partnering with WuBook since 2019, La Forestale aims for energy self-sufficiency and reduced carbon footprint. The owner anticipates €180,000 in revenue by the end of 2024 with just 5 rooms, utilizing WuBook's eco-friendly PMS software Zak, which is developed using green coding to minimize energy consumption.

📊 OTB ("On-The-Books") measures revenue from future room bookings, crucial for Revenue Management strategies. It is always updated with new reservations or cancellations. OTB helps track occupancy rates, booking pace, and correlation between rates and occupancy. Utilizing OTB strategically can identify underperforming dates and pricing issues. PMS (Property Management Systems) like Zak from WuBook provide real-time KPIs including OTB data, occupancy, RevPAR, and more, offering comparisons over days, months, or years, and detailed reports exportable as CSV files. Zak also offers additional insights like Booking Window and specific revenue by OTA channel.