{"id":3216,"date":"2019-02-22T11:57:20","date_gmt":"2019-02-22T11:57:20","guid":{"rendered":"https:\/\/blueshifthospitality.com\/going-beyond-the-obvious\/"},"modified":"2024-10-22T11:05:01","modified_gmt":"2024-10-22T10:05:01","slug":"ir-para-alem-do-obvio","status":"publish","type":"post","link":"https:\/\/blueshifthospitality.com\/pt\/ir-para-alem-do-obvio\/","title":{"rendered":"Ir para Al\u00e9m do \u00d3bvio"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_padding=”5%” constrain_group_1=”yes” bottom_padding=”5%” left_padding_desktop=”10%” constrain_group_2=”yes” right_padding_desktop=”10%” left_padding_tablet=”0″ constrain_group_4=”yes” right_padding_tablet=”0″ left_padding_phone=”0″ constrain_group_6=”yes” right_padding_phone=”0″ text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][nectar_btn size=”medium” button_style=”see-through-2″ hover_color_override=”#eee7e5″ hover_text_color_override=”#ffffff” icon_family=”none” el_class=”btn-novo-layout-azul-escuro-voltar” text=”Back” url=”\/news-media\/”][vc_column_text]Ir para Al\u00e9m do \u00d3bvio<\/strong><\/p>\n

 <\/p>\n

O fim do \u201cboom\u201d?<\/strong><\/p>\n

Depois de cinco anos de crescimento sem paralelo, 2018 apresenta os primeiros sinais s\u00e9rios de travagem. Para j\u00e1 com mais impacto em ocupa\u00e7\u00e3o do que pre\u00e7o, mas todos sabemos que esta \u00faltima vari\u00e1vel demora mais tempo a ajustar, devido aos timings da contrata\u00e7\u00e3o.<\/p>\n

Tenho algumas d\u00favidas sobre se estamos num momento de estagna\u00e7\u00e3o ou de mero abrandamento. De acordo com um \u201cInsight Brief\u201d divulgado pela BlueShift em, Novembro, a compara\u00e7\u00e3o das taxas de crescimento das chegadas de turistas internacionais aos principais aeroportos \u2013 11% tanto em Lisboa como no Porto, \u00e0 data \u2013 n\u00e3o parecem compat\u00edveis com o abrandamento ou retra\u00e7\u00e3o que se verificam nas dormidas nos hot\u00e9is dos mesmos destinos. Come\u00e7a, assim, a tornar-se plaus\u00edvel a teoria de que o sofrimento do setor hoteleiro deriva, pelo menos em parte, de uma altera\u00e7\u00e3o estrutural do comportamento do consumidor. E l\u00e1 se vai a teoria de que o Alojamento Local n\u00e3o compete com os hot\u00e9is\u2026<\/p>\n

E agora?<\/strong><\/p>\n

J\u00e1 ningu\u00e9m tem d\u00favidas de que, com mais ou menos confian\u00e7a, os anos que a\u00ed v\u00eam ser\u00e3o um pouco mais dif\u00edceis. Obviamente, ningu\u00e9m nos vai tirar os 45% de crescimento de dormidas desde 2012, nem a elevada notoriedade e \u201cword-of-mouth\u201d nos mercados internacionais. Mas com menos crescimento veremos seguramente alguma press\u00e3o sobre os pre\u00e7os e a rentabilidade.<\/p>\n

O setor tem bem identificados os desafios e as \u00e1reas em que \u00e9 preciso focar a aten\u00e7\u00e3o nos anos que a\u00ed v\u00eam. Mas acredito que, em muitos casos, o importante \u00e9 ir para al\u00e9m do \u00f3bvio nas respostas que \u00e9 preciso dar para fazer face a essas dificuldades. Vou focar-me nos dois mais falados, e num que \u00e9 menos falado do que devia: os recursos humanos, a qualidade de servi\u00e7o e o revenue management.<\/p>\n

Mais talento, menos oper\u00e1rios<\/strong><\/p>\n

Provavelmente o desafio mais falado entre a intelig\u00eancia do setor \u00e9 o do talento. Claramente as escolas de hotelaria e gest\u00e3o hoteleira n\u00e3o t\u00eam capacidade para formar o volume de profissionais necess\u00e1rio. E o \u201cgap\u201d \u00e9 de tal ordem, que n\u00e3o \u00e9 o abrandamento da procura que vai resolver o problema.<\/p>\n

Considero que existem dois grandes erros que precisam de ser corrigidos na abordagem ao talento: o primeiro, \u00e9 limitar o universo de recrutamento \u00e0s escolas especializadas. O setor precisa de gestores que tragam uma vis\u00e3o nova e ferramentas diferentes. Claro que atrair e reter este tipo de talento exige mudan\u00e7as estruturais na organiza\u00e7\u00e3o. O que refor\u00e7a a gravidade do segundo erro \u2013 insistir numa cultura organizacional fortemente hier\u00e1rquica e pouco promotora da iniciativa. Insistam nisso e esque\u00e7am toda a Gera\u00e7\u00e3o Z que agora entra no mercado.<\/p>\n

Servi\u00e7o sim, mas humano<\/strong><\/p>\n

\u00c9 o chav\u00e3o do setor \u2013 servi\u00e7o, servi\u00e7o, servi\u00e7o. Totalmente de acordo. A quest\u00e3o \u00e9, que servi\u00e7o? O cliente millennial procura cada vez mais aquilo que \u00e9 local e genu\u00edno, e foge do que \u00e9 standardizado e, de algum modo, \u201cfake\u201d. Acredito que \u00e9 preciso desempoeirar um pouco a perspetiva e come\u00e7ar a ter gente mais genu\u00edna a atender os clientes. Cada um com a sua personalidade e capaz de ter uma conversa interessante sobre o que fazer hoje \u00e0 tarde na cidade. Obviamente, n\u00e3o \u00e9 o livre-arb\u00edtrio total, \u00e9 o equil\u00edbrio entre organiza\u00e7\u00e3o e espontaneidade. N\u00e3o, n\u00e3o \u00e9 f\u00e1cil. Faz-se com as pessoas certas e com muita forma\u00e7\u00e3o. Ver CitizenM.<\/p>\n

Revenue qu\u00ea?<\/strong><\/p>\n

Depois de alguns anos em que estava reservado aos grupos hoteleiros com maior massa cr\u00edtica, o revenue management parece ter-se finalmente democratizado. Seria uma excelente not\u00edcia para um setor em aparente mudan\u00e7a de ciclo, em que \u00e9 fundamental defender o pre\u00e7o e a rentabilidade. Mas, infelizmente, esta tend\u00eancia \u00e9 mais aparente do que real, sobretudo quando falamos de unidades stand-alone n\u00e3o ligadas a marcas internacionais \u2013 a maioria do tecido empresarial do setor.<\/p>\n

No meu trabalho de consultor deparo-me frequentemente com empres\u00e1rios e gestores que dizem ter este processo bem agarrado. Infelizmente, quando se vai ver, limitam-se a ter um colaborador a colocar pre\u00e7os em plataformas online, na melhor das hip\u00f3teses com o apoio de uma empresa que lhes d\u00e1 respostas de pacote \u2013 X% de ocupa\u00e7\u00e3o = Y\u20ac de pre\u00e7o. Revenue n\u00e3o \u00e9 e-commerce nem yield de pre\u00e7os din\u00e2micos. \u00c9 um macro-processo para definir e implementar uma estrat\u00e9gia para todo o neg\u00f3cio. E sem estrat\u00e9gia, quem nos defende quando vierem as nuvens negras?<\/p>\n

Escrito por Filipe Santiago<\/a><\/span><\/p>\n

Fevereiro, 2019<\/p>\n

Este artigo foi publicado na Ambitur. Pode aceder \u00e0 vers\u00e3o impressa aqui<\/a> e \u00e0 vers\u00e3o online aqui<\/a><\/span>.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”full_width_background” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_padding=”5%” constrain_group_1=”yes” bottom_padding=”5%” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”1419″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”custom” max_width_custom=”500″][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” constrain_group_2=”yes” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][nectar_global_section id=”173″][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt<\/p>\n","protected":false},"author":2,"featured_media":2818,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[73],"tags":[],"class_list":["post-3216","post","type-post","status-publish","format-standard","has-post-thumbnail","category-opinion-pt"],"yoast_head":"\nIr para Al\u00e9m do \u00d3bvio - Blueshift<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blueshifthospitality.com\/pt\/ir-para-alem-do-obvio\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ir para Al\u00e9m do \u00d3bvio - Blueshift\" \/>\n<meta property=\"og:description\" content=\"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blueshifthospitality.com\/pt\/ir-para-alem-do-obvio\/\" \/>\n<meta property=\"og:site_name\" content=\"Blueshift\" \/>\n<meta property=\"article:published_time\" content=\"2019-02-22T11:57:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-22T10:05:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blueshifthospitality.com\/wp-content\/uploads\/2024\/01\/Blueshift_Banners_News-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"859\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Filipe Santiago\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Filipe Santiago\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blueshifthospitality.com\/pt\/ir-para-alem-do-obvio\/\",\"url\":\"https:\/\/blueshifthospitality.com\/pt\/ir-para-alem-do-obvio\/\",\"name\":\"Ir para Al\u00e9m do \u00d3bvio - 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