{"id":14369,"date":"2023-06-19T09:00:37","date_gmt":"2023-06-19T07:00:37","guid":{"rendered":"https:\/\/www.revfine.com\/?p=14369"},"modified":"2023-12-06T16:16:05","modified_gmt":"2023-12-06T15:16:05","slug":"hotel-kpis-upsell-marketing-performance","status":"publish","type":"post","link":"https:\/\/www.revfine.com\/pt\/desempenho-de-marketing-de-upsell-de-kpis-de-hoteis\/","title":{"rendered":"9 KPIs de hot\u00e9is essenciais para otimizar seu desempenho de marketing de upsell"},"content":{"rendered":"

A ind\u00fastria hoteleira emprega muitos indicadores-chave de desempenho exclusivos. ADR (tarifa m\u00e9dia di\u00e1ria), RevPAR (receita por quarto dispon\u00edvel) e Occ% (ocupa\u00e7\u00e3o) v\u00eam naturalmente \u00e0 mente. Estas m\u00e9tricas refletem a natureza \u00fanica do nosso neg\u00f3cio, mas a sua exist\u00eancia tamb\u00e9m direciona a nossa aten\u00e7\u00e3o e a\u00e7\u00f5es. Observar os KPIs do seu hotel se traduz na otimiza\u00e7\u00e3o de atividades-chave para influenciar positivamente esses KPIs. Como diz o velho ditado, \u201co que n\u00e3o \u00e9 medido n\u00e3o pode ser melhorado\u201d.<\/em><\/p>\n

O upsell de hot\u00e9is est\u00e1 se tornando mais importante do que nunca<\/h2>\n

Por exemplo, antes da Internet, o conceito de \u201cconvers\u00e3o %\u201d<\/em> era muito menos importante do que hoje. Agora, como os consumidores utilizam essencialmente o autoatendimento de reservas, \u00e9 fundamental que as interfaces de marketing do produto e de reserva sejam atraentes e f\u00e1ceis o suficiente para garantir que quem olha se torne um reservador \u2013 no seu site e em nenhum outro. Portanto, a convers\u00e3o \u00e9 extremamente essencial para gerentes de sites de hot\u00e9is.<\/p>\n

\u00c0 medida que mais hot\u00e9is recuperam da pandemia, recuperar as receitas perdidas \u00e9 mais cr\u00edtico do que nunca. Est\u00e1 bem estabelecido que o upsell \u00e9 a chave para esse esfor\u00e7o. O upsell adiciona receita diretamente ao faturamento, especialmente se for feito por meio de automa\u00e7\u00e3o com economia de custos. Mas, assim como gerenciar taxa ou convers\u00e3o, precisamos medir para otimizar.<\/p>\n

9 KPIs essenciais para medir seu desempenho de upsell<\/h2>\n

Para ajudar os hot\u00e9is em seu caminho, a seguir est\u00e3o os principais KPIs de upsell que todos os hoteleiros devem incluir em seu arsenal de relat\u00f3rios para obter o m\u00e1ximo sucesso.<\/p>\n

1. Receita de upsell por quarto dispon\u00edvel (UpRevPar)<\/span><\/h3>\n

F\u00f3rmula:<\/strong> Receita de upsell de hot\u00e9is \/ N\u00famero de quartos de hotel<\/em><\/p>\n

A receita de upsell por quarto dispon\u00edvel por m\u00eas \u00e9 um indicador-chave do desempenho de upsell, ilustrando, em m\u00e9dia, o valor total da receita de upsell gerada por quartos de hotel.<\/p>\n

2. Receita por reserva de upsold $ (RLiftUpSold$)<\/span><\/h3>\n

F\u00f3rmula:<\/strong> Receita de upsell de hot\u00e9is\/compras de upsell de reservas<\/em><\/p>\n

Receita por reserva de upsold representa a receita m\u00e9dia de upsell gerada a partir de uma reserva que foi upsold.<\/p>\n

3. Taxa de exposi\u00e7\u00e3o<\/span><\/h3>\n

F\u00f3rmula<\/strong>: % de e-mails de upsell enviados<\/em><\/p>\n

A Taxa de Exposi\u00e7\u00e3o examina a porcentagem de e-mails enviados aos h\u00f3spedes com ofertas de upsell. Embora o LOS e a ocupa\u00e7\u00e3o desempenhem um papel, uma alta taxa de exposi\u00e7\u00e3o de 80% ou mais com ofertas de upsell oferece maiores oportunidades para maximizar as convers\u00f5es.<\/p>\n

4. Receita por reserva exposta (RevPEX)<\/span><\/h3>\n

F\u00f3rmula:<\/strong> Receita de upsell de hot\u00e9is \/ n\u00e3o. de e-mails de upsell enviados<\/em><\/p>\n

Receita por reserva exposta mostra, em m\u00e9dia, o valor da receita gerada pelas ofertas de upsell por e-mail enviadas aos h\u00f3spedes que t\u00eam uma reserva. Semelhante \u00e0 receita por oferta visualizada (RevPI), quanto maior esse n\u00famero revela a efic\u00e1cia do programa geral de upsell, desde e-mail, teaser, pre\u00e7o at\u00e9 a oferta e o pr\u00f3prio tempo.<\/p>\n

5. Receita por oferta visualizada (RevPI)<\/span><\/h3>\n

F\u00f3rmula:<\/strong> Receita total de upsell\/n\u00famero de visualiza\u00e7\u00f5es da oferta<\/em><\/p>\n

Quanto maior for esse n\u00famero, melhor ser\u00e1 a convers\u00e3o da oferta page em compras. \u00c9 uma boa indica\u00e7\u00e3o de uma oferta eficaz de page e ofertas.<\/p>\n

6. Upgrade m\u00e9dio de quarto (AveRu)<\/span><\/h3>\n

F\u00f3rmula:<\/strong> Receita total de upgrade de quarto \/ n\u00e3o. de upgrades de quartos<\/em><\/p>\n

O upgrade m\u00e9dio de quarto ilustra, em m\u00e9dia, o valor gerado da receita de upgrade de quarto. Embora os upgrades de quarto dependam em grande parte da tarifa e da ocupa\u00e7\u00e3o, do tipo de hotel e do ADR do hotel, pode ser uma maneira r\u00e1pida de destacar o dinheiro deixado na mesa por n\u00e3o ter um programa de upsell em vigor.<\/p>\n

7. Upgrade m\u00e9dio de chegada antecipada (AveEU)<\/span><\/h3>\n

F\u00f3rmula:<\/strong> Receita total de chegadas antecipadas\/n\u00famero de chegadas antecipadas vendidas<\/em><\/p>\n

O Average Early Arrival Upgrade mostra o valor, em m\u00e9dia, das solicita\u00e7\u00f5es de chegada antecipada vendidas.<\/p>\n

8. Upgrade m\u00e9dio de sa\u00edda tardia (AveLD)<\/span><\/h3>\n

F\u00f3rmula:<\/strong> Receita total de partidas atrasadas\/n\u00famero de partidas atrasadas vendidas<\/em><\/p>\n

O Upgrade M\u00e9dio de Sa\u00edda Tardia mostra o valor, em m\u00e9dia, das solicita\u00e7\u00f5es de sa\u00edda tardia vendidas.<\/p>\n

9. Retorno do Investimento (ROI)<\/span><\/h3>\n

F\u00f3rmula:<\/strong> Receita\/custo total de upsell por quarto por m\u00eas<\/em><\/p>\n

O retorno do investimento medido geralmente n\u00e3o precisa de muita explica\u00e7\u00e3o. No entanto, este n\u00famero destaca a receita total de upsell gerada pela utiliza\u00e7\u00e3o de uma ferramenta de software de upsell, como ROOMDEX<\/a><\/span> menos custos.<\/p>\n

Sem KPIs, \u00e9 improv\u00e1vel que qualquer programa de upsell opere com efici\u00eancia ideal e lucro m\u00e1ximo.<\/strong> Com os novos KPIs de upsell, os hoteleiros podem medir o seu desempenho com mais precis\u00e3o e ter confian\u00e7a em fazer ajustes inteligentes para tirar o m\u00e1ximo partido do seu programa de upsell e aumentar a rentabilidade. Combinados com a economia de custos e o ROI de um programa de automa\u00e7\u00e3o de upsell, esses KPIs ajudar\u00e3o seu hotel a recuperar a receita perdida dos \u00faltimos 15 meses.<\/strong><\/p>\n

\n

Mais dicas para expandir seus neg\u00f3cios<\/h3>\nRevfine.com<\/strong> \u00e9 a plataforma de conhecimento l\u00edder para a ind\u00fastria de hospitalidade e viagens. Profissionais usam nossos insights, estrat\u00e9gias e dicas pr\u00e1ticas para se inspirar, otimizar receita, inovar processos e melhorar a experi\u00eancia do cliente.

\n\nExplore conselhos de especialistas sobre gest\u00e3o, marketing, revenue management, opera\u00e7\u00f5es, software e tecnologia em nosso dedicado Hotel<\/a><\/span>, Hospitalidade<\/a><\/span>, e Viagem de Turismo<\/a><\/span> categorias.<\/div>","protected":false},"excerpt":{"rendered":"

A ind\u00fastria hoteleira emprega muitos indicadores-chave de desempenho exclusivos. ADR (tarifa m\u00e9dia di\u00e1ria), RevPAR (receita por quarto dispon\u00edvel) e Occ% (ocupa\u00e7\u00e3o) v\u00eam naturalmente \u00e0 mente. Essas m\u00e9tricas refletem a natureza \u00fanica de nosso neg\u00f3cio, mas sua exist\u00eancia tamb\u00e9m direciona nossa aten\u00e7\u00e3o e a\u00e7\u00f5es. Observar os KPIs do seu hotel se traduz na otimiza\u00e7\u00e3o das principais atividades para influenciar positivamente esses KPIs. Como o velho<\/p>","protected":false},"author":1,"featured_media":14370,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11,197],"tags":[660],"class_list":["post-14369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotel-kpi","category-marketing","tag-roomdex"],"yoast_head":"\n9 Essential Hotel KPIs to Optimize Your Upsell Marketing Performance<\/title>\n<meta name=\"description\" content=\"In this article, you find nine essential hotel KPIs to measure and optimize your upsell marketing performance.\" \/>\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.revfine.com\/pt\/desempenho-de-marketing-de-upsell-de-kpis-de-hoteis\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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