{"id":13171,"date":"2025-10-13T11:52:14","date_gmt":"2025-10-13T10:52:14","guid":{"rendered":"https:\/\/www.voxelgroup.net\/blog\/?p=13171"},"modified":"2025-10-22T10:51:36","modified_gmt":"2025-10-22T09:51:36","slug":"estrategies-de-distribucio-hotelera-reserves-directes-vs-indirectes","status":"publish","type":"post","link":"https:\/\/www.voxelgroup.net\/blog\/ca\/estrategies-de-distribucio-hotelera-reserves-directes-vs-indirectes\/","title":{"rendered":"Estrat\u00e8gies de distribuci\u00f3 hotelera: reserves directes vs indirectes"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Tiempo de lectura:<\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutos<\/span><\/span><p><span data-contrast=\"auto\">La manera com els hotels comercialitzen les seves habitacions ha evolucionat significativament en els darrers anys. Avui dia, hi ha dos canals principals de distribuci\u00f3: la distribuci\u00f3 directa, on l\u2019hotel gestiona la relaci\u00f3 amb el client directament (per exemple, a trav\u00e9s del seu propi lloc web, aplicaci\u00f3, xarxes socials o tel\u00e8fon); i la distribuci\u00f3 indirecta, que implica intermediaris com les ag\u00e8ncies de viatges en l\u00ednia (OTAs), ag\u00e8ncies de viatges tradicionals o majoristes.<\/span><\/p>\n<p><span data-contrast=\"auto\">La distribuci\u00f3 directa i indirecta s\u00f3n dos enfocaments clau en la comercialitzaci\u00f3 d\u2019habitacions d\u2019hotel, i cadascun t\u00e9 avantatges diferents segons el tipus d\u2019hotel, la seva estrat\u00e8gia i el seu mercat objectiu. Cada m\u00e8tode presenta les seves pr\u00f2pies oportunitats i reptes, i la seva efectivitat dep\u00e8n de diversos factors: el tipus d\u2019hotel, el posicionament al mercat, l\u2019estrat\u00e8gia de vendes i el perfil del client.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Al <\/span><a href=\"https:\/\/www.voxelgroup.net\/events\/bavel-travel-summit\/\"><span data-contrast=\"none\">Bavel Travel Summit<\/span><\/a><span data-contrast=\"auto\"> 2025, Mustafa Korkmaz, CEO de JumbOnline, i Jacobo \u00c1lvarez, Director a Barcel\u00f3 Hotels, es van unir a Maud Christophe i Antonio Morales de Voxel, an Amadeus company, per a un debat interessant sobre com ambd\u00f3s enfocaments ofereixen beneficis \u00fanics i es complementen per a una estrat\u00e8gia de distribuci\u00f3 hotelera efectiva.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">Beneficis<\/span> <span data-contrast=\"none\">\u00fanics<\/span><span data-contrast=\"none\"> de <\/span><span data-contrast=\"none\">cada<\/span><span data-contrast=\"none\"> model de <\/span><span data-contrast=\"none\">distribuci\u00f3<\/span><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:160,&quot;335559739&quot;:80}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Hi ha molts avantatges a l\u2019hora de triar la distribuci\u00f3 directa o indirecta. Tot i que ambd\u00f3s models generen vendes i, en \u00faltima inst\u00e0ncia, reserves de clients, cadascun presenta beneficis \u00fanics que poden entrar en conflicte o, de vegades, complementar-se entre s<\/span><span data-contrast=\"auto\">\u00ed<\/span><span data-contrast=\"auto\">i<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cEls hotels i els majoristes compartim la mateixa mentalitat, tots volem vendre\u201d, va comentar Jacobo \u00c1lvarez. \u00c9s important tenir en compte que, tot i que aquests dos canals de distribuci\u00f3 semblen rivals, en realitat utilitzen mitjans diferents per assolir el mateix objectiu. El gran benefici de treballar amb ag\u00e8ncies de viatges en l\u00ednia i majoristes \u00e9s que compten amb grans equips de vendes i un profund coneixement del mercat internacional i\/o regional. Tot i que les cadenes hoteleres internacionals poden intentar assolir aquest nivell de comprensi\u00f3 global del mercat, continua sent inviable per als hotels tenir equips de vendes amb centenars de persones, com va destacar Mustafa Korkmaz.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Jacobo \u00c1lvarez - Bavel Travel Summit 2025\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/xhTYkwYLKOU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><span data-contrast=\"auto\">Mentre que la majoria d\u2019hotels pateixen durant la temporada baixa, els majoristes poden utilitzar el seu coneixement de mercats no tradicionals per ajudar, cosa que els converteix en un actiu important en termes d\u2019avantatge financer en comparaci\u00f3 amb la distribuci\u00f3 directa. Tanmateix, durant la conversa, Jacobo \u00c1lvarez va destacar un benefici que nom\u00e9s ofereix la distribuci\u00f3 directa: el control de tota l\u2019experi\u00e8ncia del client, des de la reserva fins al seguiment posterior a l\u2019estada.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Les empreses tur\u00edstiques<\/span> <span data-contrast=\"auto\">\u00a0poden ajudar els hotels a augmentar les reserves durant les temporades baixes, per\u00f2 els treuen el poder de crear una relaci\u00f3 m\u00e9s propera amb els clients personalitzant la seva estada i mantenint el contacte fins, fins i tot, despr\u00e9s que hagin marxat de l\u2019hotel. La distribuci\u00f3 directa es duu a terme pel mateix hotel a trav\u00e9s del seu lloc web, campanyes de m\u00e0rqueting per correu electr\u00f2nic o trucades telef\u00f2niques. Permet a l\u2019hotel construir una hist\u00f2ria de marca, personalitzar ofertes i vendre la seva experi\u00e8ncia des del primer punt de contacte. Aquest model tamb\u00e9 ofereix un benefici financer significatiu per als hotels: en eliminar l\u2019intermediari, la propietat assegura marges m\u00e9s alts i una major rendibilitat.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\"><br \/>\n<\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">La <\/span><span data-contrast=\"none\">clau<\/span><span data-contrast=\"none\"> de <\/span><span data-contrast=\"none\">l\u2019\u00e8xit<\/span><span data-contrast=\"none\">: <\/span><span data-contrast=\"none\">el<\/span><span data-contrast=\"none\"> mix de <\/span><span data-contrast=\"none\">distribuci\u00f3<\/span><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:160,&quot;335559739&quot;:80}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Tenir una combinaci\u00f3 equilibrada entre canals indirectes i iniciatives de distribuci\u00f3 directa \u00e9s, sens dubte, la clau de l\u2019\u00e8xit per a la majoria dels hotels. Al final, hi ha molts punts de contacte en qu\u00e8 ambd\u00f3s models es complementen, assegurant taxes de reserva m\u00e9s altes i marges saludables.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Per exemple, \u00c1lvarez va mencionar com la intel\u00b7lig\u00e8ncia artificial pot ser extremadament \u00fatil per als hotels a l\u2019hora de desenvolupar estrat\u00e8gies de preus multivariables, per\u00f2 encara requereix supervisi\u00f3 humana constant, ja que podria convertir-se en un risc per al negoci. Per tant, tot i que els hotels tenen m\u00e9s formes de vendre gr\u00e0cies a les noves tecnologies disponibles al mercat, encara lluiten per aprofitar-les al m\u00e0xim.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cEmpreses com els majoristes o les OTAs poden facilitar realment l\u2019adaptaci\u00f3 dels hotels a aquestes tecnologies emergents\u201d, va comentar Korkmaz. Aix\u00f2 \u00e9s gr\u00e0cies als equips dedicats i a la infraestructura amb qu\u00e8 compten aquestes companyies, que els permet oferir un valor diferencial als hotels. A m\u00e9s, pel que fa al m\u00e0rqueting en l\u00ednia i la publicitat, continua sent un punt cr\u00edtic per als hotels a causa del seu alt cost i de la necessitat de comptar amb equips t\u00e8cnics interns per gestionar-lo. Amb l\u2019ajuda dels majoristes i les OTAs, els hotels poden apar\u00e8ixer f\u00e0cilment en m\u00e9s espais en l\u00ednia i fins i tot beneficiar-se de funcions publicit\u00e0ries que ofereixen aquests partners.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">El <\/span><span data-contrast=\"none\">futur<\/span><span data-contrast=\"none\"> de la <\/span><span data-contrast=\"none\">distribuci\u00f3<\/span> <span data-contrast=\"none\">hotelera<\/span><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:160,&quot;335559739&quot;:80}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Entendre que el mix de distribuci\u00f3 \u00e9s la clau per a una estrat\u00e8gia de distribuci\u00f3 hotelera exitosa \u00e9s el primer pas cap a un futur m\u00e9s saludable per a la ind\u00fastria del turisme. Tot i aix\u00f2, encara hi ha reptes que cal abordar per garantir una sinergia completa entre hotels i empreses tur\u00edstiques. \u201cActualment, tot est\u00e0 molt fragmentat, amb centenars de gestors de canals, centenars de PMS i prove\u00efdors amb APIs diferents, cosa que genera inefici\u00e8ncies en la distribuci\u00f3\u201d, va assenyalar Korkmaz.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Perqu\u00e8 un agent de viatges, una OTA o un majorista ofereixi un servei de distribuci\u00f3 fluid als hotels, ha de proporcionar una integraci\u00f3 amb tots els prove\u00efdors tecnol\u00f2gics que utilitza cada propietat. Aix\u00f2 no nom\u00e9s requereix molt de temps i esfor\u00e7, sin\u00f3 que tamb\u00e9 pot generar discrep\u00e0ncies en la informaci\u00f3 si la integraci\u00f3 no es fa correctament. Per a Korkmaz, una soluci\u00f3 <\/span><i><span data-contrast=\"auto\">plug and play<\/span><\/i><span data-contrast=\"auto\"> amb una API est\u00e0ndard resoldria la manca d\u2019integraci\u00f3 al mercat i permetria als partners tecnol\u00f2gics treballar millor en nom dels hotels.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Mustafa Korkmaz - Bavel Travel Summit 2025\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/Z_M996YgGpw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><span data-contrast=\"auto\">Finalment, tot i que molts encara pensen que la distribuci\u00f3 indirecta \u00e9s massa costosa a causa de les tarifes i comissions, els hotels estan comen\u00e7ant a adonar-se que la distribuci\u00f3 directa tamb\u00e9 comporta un cost elevat associat a la gesti\u00f3 de totes les noves tecnologies del mercat. La clau \u00e9s con\u00e8ixer b\u00e9 la teva propietat i els perfils dels teus clients per tenir un pla clar sobre quan utilitzar cada model i aix\u00ed obtenir m\u00e9s reserves i construir una estrat\u00e8gia de distribuci\u00f3 hotelera saludable.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Descobriu els principals avantatges de tots dos models de distribuci\u00f3 hotelera.<\/p>\n","protected":false},"author":15,"featured_media":13163,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_sitemap_exclude":false,"_sitemap_priority":"","_sitemap_frequency":"","footnotes":""},"categories":[1642],"tags":[],"coauthors":[2136],"class_list":{"0":"post-13171","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-digitalitzacio"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Estrat\u00e8gies de distribuci\u00f3 hotelera: reserves directes vs indirectes - Voxel - Blog<\/title>\n<meta name=\"description\" content=\"La manera com els hotels comercialitzen les seves habitacions ha evolucionat significativament en els darrers anys. 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