{"id":2979,"date":"2017-11-23T16:08:44","date_gmt":"2017-11-23T16:08:44","guid":{"rendered":"https:\/\/blueshifthospitality.com\/top-management\/"},"modified":"2024-10-22T11:16:02","modified_gmt":"2024-10-22T10:16:02","slug":"top-management-a-dura-batalha-pelo-preco-medio","status":"publish","type":"post","link":"https:\/\/blueshifthospitality.com\/pt\/top-management-a-dura-batalha-pelo-preco-medio\/","title":{"rendered":"Top Management &#8211; A Dura Batalha pelo Pre\u00e7o M\u00e9dio"},"content":{"rendered":"[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; top_padding=&#8221;5%&#8221; constrain_group_1=&#8221;yes&#8221; bottom_padding=&#8221;5%&#8221; left_padding_desktop=&#8221;10%&#8221; constrain_group_2=&#8221;yes&#8221; right_padding_desktop=&#8221;10%&#8221; left_padding_tablet=&#8221;0&#8243; constrain_group_4=&#8221;yes&#8221; right_padding_tablet=&#8221;0&#8243; left_padding_phone=&#8221;0&#8243; constrain_group_6=&#8221;yes&#8221; right_padding_phone=&#8221;0&#8243; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; gradient_type=&#8221;default&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][nectar_btn size=&#8221;medium&#8221; button_style=&#8221;see-through-2&#8243; hover_color_override=&#8221;#eee7e5&#8243; hover_text_color_override=&#8221;#ffffff&#8221; icon_family=&#8221;none&#8221; el_class=&#8221;btn-novo-layout-azul-escuro-voltar&#8221; text=&#8221;Voltar&#8221; url=&#8221;\/pt\/noticias-e-conhecimento\/&#8221;][vc_column_text]<b><span data-contrast=\"auto\">\u201cTop Management\u201d<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><strong>A Dura Batalha pelo Pre\u00e7o M\u00e9dio<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>\u00c9 mais f\u00e1cil abrir a porta \u00e0 ocupa\u00e7\u00e3o do que implementar uma estrat\u00e9gia de revenue<\/p>\n<p>Nos primeiros anos do atual ciclo de acelera\u00e7\u00e3o da procura tur\u00edstica em Portugal, que acompanhei como gestor, vi-me sistematicamente confrontado com a dificuldade em aumentar pre\u00e7os, devido a um comportamento geral do mercado muito mais focado na taxa de ocupa\u00e7\u00e3o. A implica\u00e7\u00e3o a n\u00edvel de rentabilidade \u00e9 evidente: cada euro em pre\u00e7o \u00e9 um euro em resultado operacional, ao passo que um euro em ocupa\u00e7\u00e3o, depois de retirados os custos vari\u00e1veis, apenas passar\u00e1 \u201cpara baixo\u201d um valor \u00e0 volta de 40 c\u00eantimos.<\/p>\n<p>\u00c0 partida, identificavam-se dois motivos evidentes para esse comportamento aparentemente irracional:<\/p>\n<ul>\n<li>Estando o setor a emergir de um per\u00edodo muito dif\u00edcil, haveria uma parte consider\u00e1vel de unidades a operar com n\u00edveis de atividade abaixo dos n\u00edveis de efici\u00eancia m\u00ednima, logo precisando, antes de mais, de \u201cencher quartos\u201d;<\/li>\n<li>Haveria d\u00favidas, quer do lado da hotelaria, quer da distribui\u00e7\u00e3o, sobre a sustentabilidade do novo ciclo, dificultando estrat\u00e9gias mais ambiciosas de contrata\u00e7\u00e3o, por exemplo a n\u00edvel de Tour Operadores e MICE.<\/li>\n<\/ul>\n<p>A estes dois fatores, sempre se juntou a d\u00favida sobe um terceiro: at\u00e9 que ponto a dificuldade de acesso das empresas a conhecimento e t\u00e9cnicas de revenue management poder\u00e1 constituir uma parte da explica\u00e7\u00e3o? Note-se que aqui entendo o termo \u201crevenue management\u201d de forma lata, enquanto capacidade de definir e implementar uma estrat\u00e9gia de gest\u00e3o de pre\u00e7os e canais baseada em t\u00e9cnicas de previs\u00e3o de procura, de forma a maximizar a rentabilidade operacional. Algo que sabemos estar ainda hoje, limitado a uma minoria das empresas hoteleiras com acesso ao tipo de compet\u00eancias e ferramentas necess\u00e1rias.<\/p>\n<p>A BlueShift realizou recentemente um estudo sobre a evolu\u00e7\u00e3o comparativa, por regi\u00e3o, da taxa de ocupa\u00e7\u00e3o e pre\u00e7o m\u00e9dio da hotelaria entre 2012 e 2016. A an\u00e1lise efetuada, ao cobrir um per\u00edodo j\u00e1 alargado de crescimento, gera alguns insights interessantes sobre a din\u00e2mica do setor.<\/p>\n<ul>\n<li><strong>A capacidade de crescer de forma equilibrada, alavancando o pre\u00e7o m\u00e9dio e a rentabilidade,<\/strong> <strong>n\u00e3o \u00e9 um exclusivo das regi\u00f5es mais maduras<\/strong>, como Lisboa (Fig. 1) e Algarve, verificando-se tamb\u00e9m em destinos menos desenvolvidos e com maior atomiza\u00e7\u00e3o empresarial, como o Centro e o Norte.<\/li>\n<li><strong>Destinos tradicionalmente mais dependentes da tour opera\u00e7\u00e3o<\/strong> <strong>apresentam as<\/strong> <strong>maiores dificuldades<\/strong> <strong>de canalizar a press\u00e3o da procura para aumentos de pre\u00e7o m\u00e9dio<\/strong>, fazendo-o com um desfasamento de dois a tr\u00eas anos, superior ao pr\u00f3prio ciclo de contrata\u00e7\u00e3o \u2013 s\u00e3o os casos da Madeira e dos A\u00e7ores.<\/li>\n<li><strong>A in\u00e9rcia do pre\u00e7o \u00e9 agravada em contextos de incerteza quanto ao cen\u00e1rio competitivo<\/strong>, podendo gerar situa\u00e7\u00f5es incoerentes em que um elevado crescimento de ocupa\u00e7\u00e3o \u00e9 acompanhado por uma queda sustentada de pre\u00e7os. A regi\u00e3o dos A\u00e7ores (Fig. 2), que tem convivido com cen\u00e1rios de elevada incerteza a n\u00edvel de liga\u00e7\u00f5es a\u00e9reas, \u00e9 um caso paradigm\u00e1tico.<\/li>\n<\/ul>\n<p>A BlueShift estima que, nas tr\u00eas regi\u00f5es em que se registaram desfasamentos, de dois a tr\u00eas anos, entre o disparo da procura e a resposta ascendente do Pre\u00e7o M\u00e9dio \u2013 Madeira, A\u00e7ores e Norte \u2013, <strong>o valor perdido para as empresas do setor, em termos de resultado operacional, poder\u00e1 ascender a um valor na ordem dos \u20ac 45 a 50 milh\u00f5es\/ ano, cerca de 12% dos resultados do setor a n\u00edvel nacional.<\/strong><\/p>\n<p>Este valor, obviamente indicativo e baseado em pressupostos que podem ser desafiados, representa um alerta para a ind\u00fastria como um todo:<\/p>\n<ul>\n<li><strong>Para os agentes privados, evidencia a necessidade, de, com a ambi\u00e7\u00e3o e os meios poss\u00edveis, investir no desenvolvimento de compet\u00eancias de revenue management,<\/strong> que permitam prever adequadamente a procura e refletir atempadamente as suas varia\u00e7\u00f5es na sua contrata\u00e7\u00e3o e gest\u00e3o de canais;<\/li>\n<li><strong>Para as entidades p\u00fablicas, evidencia a import\u00e2ncia de estabelecer um quadro competitivo est\u00e1vel e seguro para os agentes econ\u00f3micos, <\/strong>planeando e comunicando adequadamente as pol\u00edticas que afetam o mercado, sejam elas a estrat\u00e9gia aeroportu\u00e1ria, ou altera\u00e7\u00f5es estruturais e n\u00edvel de licenciamento de Alojamento Local ou outros formatos, para referir apenas dois exemplos que est\u00e3o na ordem do dia.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2984 size-medium\" src=\"https:\/\/blueshifthospitality.com\/wp-content\/uploads\/2017\/11\/ex1-pt-300x195.png\" alt=\"\" width=\"300\" height=\"195\" srcset=\"https:\/\/blueshifthospitality.com\/wp-content\/uploads\/2017\/11\/ex1-pt-300x195.png 300w, https:\/\/blueshifthospitality.com\/wp-content\/uploads\/2017\/11\/ex1-pt.png 567w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p><span data-contrast=\"auto\">Fig. 1: Evolu\u00e7\u00e3o da Taxa de Ocupa\u00e7\u00e3o e Pre\u00e7o M\u00e9dio na Regi\u00e3o de Lisboa<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2982 size-medium\" src=\"https:\/\/blueshifthospitality.com\/wp-content\/uploads\/2017\/11\/ex2-pt-300x200.png\" alt=\"\" width=\"300\" height=\"200\" srcset=\"https:\/\/blueshifthospitality.com\/wp-content\/uploads\/2017\/11\/ex2-pt-300x200.png 300w, https:\/\/blueshifthospitality.com\/wp-content\/uploads\/2017\/11\/ex2-pt.png 567w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Fig. 2: Evolu\u00e7\u00e3o da Taxa de Ocupa\u00e7\u00e3o e Pre\u00e7o M\u00e9dio na Regi\u00e3o dos A\u00e7ores<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b><span data-contrast=\"auto\">A CONTRIBUTION FROM\u2026<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">M\u00e1rio Azevedo Ferreira<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\"> | <\/span><strong>CEO do Grupo NAU Hotels &amp; Resorts<\/strong><\/p>\n<p><strong>Tendo em conta a tua experi\u00eancia com unidades NAU em diferentes regi\u00f5es, reconheces as diferentes realidades refletidas nos n\u00fameros apresentados?<\/strong><\/p>\n<p>Partilho as an\u00e1lises e conclus\u00f5es apresentadas, e, mais ainda, revejo-as quando aplicadas \u00e0 NAU Hotels &amp; Resorts. Assumimos a gest\u00e3o dos nossos hot\u00e9is em 2013, em plena crise financeira, e num contexto de reestrutura\u00e7\u00e3o. No in\u00edcio, t\u00ednhamos que reintroduzir um conjunto de unidades no mercado, e realizar cash rapidamente, pelo que apost\u00e1mos em alguns Tour Operadores, \u201cbed-banks \u201ce OTAs, ao melhor pre\u00e7o que nos foi poss\u00edvel. Mas, simultaneamente, inici\u00e1mos um conjunto de a\u00e7\u00f5es para dotarmos a nossa organiza\u00e7\u00e3o de ferramentas e compet\u00eancias que nos permitissem potenciar o pre\u00e7o. Em resultado, de 2014 at\u00e9 hoje, o nosso Pre\u00e7o M\u00e9dio cresceu 50%, muito mais do que os 20% que aumentou a Taxa de Ocupa\u00e7\u00e3o. O crescimento n\u00e3o foi uniforme em todas as unidades e foi, de facto, mais f\u00e1cil e r\u00e1pido crescer em Pre\u00e7o nas unidades de Lisboa e Algarve, do que na do Alentejo.<\/p>\n<p><strong>De um modo geral, o que achas que \u00e9 determinante para conseguir crescer sustentadamente em pre\u00e7o m\u00e9dio?<\/strong><\/p>\n<p>Tudo come\u00e7a pela procura: se esta pressionar a oferta, os pre\u00e7os crescem; se diminuir, os pre\u00e7os baixam. \u00c9 uma verdade econ\u00f3mica incontorn\u00e1vel. Mas estas varia\u00e7\u00f5es podem ser mais ou menos pronunciadas em fun\u00e7\u00e3o da sofistica\u00e7\u00e3o da gest\u00e3o. O primeiro fator \u00e9 o produto em si. Mas n\u00e3o chega ser bom, \u00e9 preciso que se saiba, atrav\u00e9s de uma estrat\u00e9gia de comunica\u00e7\u00e3o adequada. E a estrat\u00e9gia de marketing, para al\u00e9m da comunica\u00e7\u00e3o, deve incluir a estrat\u00e9gia de pre\u00e7o e de distribui\u00e7\u00e3o. Cada hotel tem que definir uma segmenta\u00e7\u00e3o adequada e objetivos de pricing em cada segmento. N\u00e3o \u00e9 o mesmo conquistar eventos MICE no Inverno, turistas balneares no ver\u00e3o, ou golfistas na \u201cshoulder season\u201d. \u00c9 ainda essencial crescer nas vendas diretas, o que implica desenvolver um website de qualidade, investir em comunica\u00e7\u00e3o, e, se a escala o permitir, implementar uma estrat\u00e9gia de fideliza\u00e7\u00e3o e de CRM. Por fim, os dois elementos cr\u00edticos: recursos tecnol\u00f3gicos \u2013 PMS, Channel Manager, Revenue Manager -, e recursos humanos competentes e motivados. A alternativa? Fazer garantias com dois ou tr\u00eas Tour Operadores, recebendo antecipadamente, mas deixando 30 a 40% de margem nas m\u00e3os de intermedi\u00e1rios\u2026 e dormir mais ou menos descansado. Mas algumas insolv\u00eancias recentes dizem-nos o contr\u00e1rio&#8230;<\/p>\n<p><span style=\"color: #000000;\">Written by <a style=\"color: #4390ff; text-decoration: none;\" href=\"https:\/\/www.linkedin.com\/in\/filipe-santiago\/\" target=\"_blank\" rel=\"noopener\">Filipe Santiago<\/a><\/span><br \/>\n<span data-contrast=\"auto\">November, 2017<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This article was published in Publituris Hotelaria as part of the \u201cTop Management\u201d series. You can access the printed version <span style=\"color: #4390ff;\"><a style=\"color: #4390ff;\" href=\"\/wp-content\/uploads\/2017\/11\/20171101_TopManagement_11_Batalha_Pelo_Preco_Medio.pdf\" target=\"_blank\" rel=\"noopener\">here<\/a> <\/span>and the online version <span style=\"color: #4390ff;\"><a style=\"color: #4390ff;\" href=\"https:\/\/www.publiturishotelaria.pt\/2017\/11\/14\/dura-batalha-pelo-preco-medio\/\" target=\"_blank\" rel=\"noopener\">here<\/a><\/span>.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;full_width_background&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; top_padding=&#8221;5%&#8221; constrain_group_1=&#8221;yes&#8221; bottom_padding=&#8221;5%&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; 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