Most hotels are considering redefining their customer target profile

59% of hotel establishments are carrying out or are considering redefining the profile of target customers. This is one of the main conclusions of the study carried out by the CETT university center, attached to the University of Barcelona. Public-private collaboration will be key to meeting the sector's challenges and guaranteeing the viability of the Spanish hotel industry in the coming months and years.

The research has contemplated decisions in different areas, such as the implementation of reform improvements, the training of employees, as well as what are the concerns of the industry, the redefining of target customers, and the redefining of target customers, and the redefining of target customers, the reforms, the reforms and the reforms;The study will focus on the industry's concerns, the redefining target customers and business models in a situation that has had a major impact on the tourism sector.

The study, carried out by Oriol Anguera-Torrell, director of GRATiR, the CETT-UB's Research Group on Tourism Accommodation and Catering, and Jordi Vives, professor at ESADE, has taken into account the actions of more than  Jordi Vives, professor at ESADE;More than 180 managers of establishments hoteliers, both independent and those belonging to a chain, located throughout Spain, in rural, urban and coastal environments, and of different categories, reflecting the characteristic features of the industry.

THE 10 KEYS TO THE STUDY

1. Contraction in demand, liquidity problems and new protocols to be implemented to ensure security are the main concerns of the hotel sector.

2. 59% of hotel establishments in Spain are carrying out or are considering the possibility of redefining the profile of the target clients of their establishments.

3. The redistribution of the budget in commercial actions and campaigns is positioned as the main trend for attracting new customers.

4. 68% of establishments are carrying out or are considering promoting internal training actions for their employees. This is the case, above all, of accommodations located in rural environments.

5. 70% of the hotels are carrying out or are planning to carry out complementary maintenance actions for their facilities.

6. More than half of the hoteliers are carrying out or are considering taking advantage of the moment to refurbish their establishments.

7. 29% of hotels are considering the current situation as an opportunity to rethink their business model; with new customer segmentation, product innovation and a higher rate of digitization and automation being the main directions considered.

8. Establishments located on the coast or in rural environments have a greater predisposition to redefine their business models in the wake of the current crisis.

9. Public-private collaboration will be key to respond to the concerns and challenges of the Spanish hotel sector.

10. Great dynamism and competitiveness of the Spanish hotel sector, which has been able to understand the situation generated by Covid-19.

10.