{"id":9267,"date":"2025-07-07T14:59:46","date_gmt":"2025-07-07T14:59:46","guid":{"rendered":"https:\/\/leanhotelsystem.com\/?p=9267"},"modified":"2025-12-09T19:38:38","modified_gmt":"2025-12-09T19:38:38","slug":"les-cles-de-la-gestion-integree-du-marketing-hotelier-pour-accroitre-la-visibilite-et-les-revenus","status":"publish","type":"post","link":"https:\/\/leanhotelsystem.com\/fr\/gestion-integral-de-marketing-hotelero-claves-para-aumentar-visibilidad-e-ingresos\/","title":{"rendered":"Gestion int\u00e9gr\u00e9e du marketing h\u00f4telier : les cl\u00e9s pour accro\u00eetre la visibilit\u00e9 et les revenus"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"9267\" class=\"elementor elementor-9267\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-513ba2c e-flex e-con-boxed e-con e-parent\" data-id=\"513ba2c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d61d1c1 elementor-widget elementor-widget-hfe-breadcrumbs-widget\" data-id=\"d61d1c1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"hfe-breadcrumbs-widget.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<nav aria-label=\"Fil d&#039;Ariane\"><ul class=\"hfe-breadcrumbs hfe-breadcrumbs-show-home\"><li class=\"hfe-breadcrumbs-item hfe-breadcrumbs-first\"><span class=\"hfe-breadcrumbs-home-icon\"><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-home\" viewbox=\"0 0 576 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M280.37 148.26L96 300.11V464a16 16 0 0 0 16 16l112.06-.29a16 16 0 0 0 15.92-16V368a16 16 0 0 1 16-16h64a16 16 0 0 1 16 16v95.64a16 16 0 0 0 16 16.05L464 480a16 16 0 0 0 16-16V300L295.67 148.26a12.19 12.19 0 0 0-15.3 0zM571.6 251.47L488 182.56V44.05a12 12 0 0 0-12-12h-56a12 12 0 0 0-12 12v72.61L318.47 43a48 48 0 0 0-61 0L4.34 251.47a12 12 0 0 0-1.6 16.9l25.5 31A12 12 0 0 0 45.15 301l235.22-193.74a12.19 12.19 0 0 1 15.3 0L530.9 301a12 12 0 0 0 16.9-1.6l25.5-31a12 12 0 0 0-1.7-16.93z\"><\/path><\/svg><\/span><a href=\"https:\/\/leanhotelsystem.com\/fr\"><span class=\"hfe-breadcrumbs-text\">Accueil<\/span><\/a><\/li><\/ul><\/nav>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1ee08fc elementor-widget elementor-widget-heading\" data-id=\"1ee08fc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Gestion int\u00e9gr\u00e9e du marketing h\u00f4telier : les cl\u00e9s pour accro\u00eetre la visibilit\u00e9 et les revenus<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e0495cd elementor-widget elementor-widget-text-editor\" data-id=\"e0495cd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Le marketing n'est plus seulement un outil pour \"remplir des salles\". Aujourd'hui, c'est un <span class=\"notion-enable-hover\" data-token-index=\"1\">composante strat\u00e9gique du rapport co\u00fbt-efficacit\u00e9<\/span> l'industrie h\u00f4teli\u00e8re. De la premi\u00e8re impression num\u00e9rique \u00e0 la fid\u00e9lisation des clients, tout cela fait partie d'une strat\u00e9gie holistique qui n'a de sens que si elle est li\u00e9e \u00e0 la strat\u00e9gie de l'entreprise. <span class=\"notion-enable-hover\" data-token-index=\"3\">Le syst\u00e8me de gestion de l'h\u00f4tel est bas\u00e9 sur le fonctionnement quotidien de l'h\u00f4tel et sur les donn\u00e9es r\u00e9elles g\u00e9n\u00e9r\u00e9es par le syst\u00e8me de gestion de l'h\u00f4tel.<\/span>.<!-- notionvc: e0bcbac4-0e8e-4a9a-920c-7c9e6b7c05ef --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c9857ee elementor-widget elementor-widget-image\" data-id=\"c9857ee\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/marketing-hotelero-la-mejor-manera-de-hacerlo-1024x683.webp\" class=\"attachment-large size-large wp-image-9269\" alt=\"marketing h\u00f4telier : la meilleure fa\u00e7on de proc\u00e9der\" srcset=\"https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/marketing-hotelero-la-mejor-manera-de-hacerlo-1024x683.webp 1024w, https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/marketing-hotelero-la-mejor-manera-de-hacerlo-300x200.webp 300w, https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/marketing-hotelero-la-mejor-manera-de-hacerlo-768x512.webp 768w, https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/marketing-hotelero-la-mejor-manera-de-hacerlo-1536x1024.webp 1536w, https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/marketing-hotelero-la-mejor-manera-de-hacerlo-2048x1365.webp 2048w, https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/marketing-hotelero-la-mejor-manera-de-hacerlo-18x12.webp 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-536303a elementor-widget elementor-widget-text-editor\" data-id=\"536303a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Dans cet article, nous allons passer en revue tous les aspects d'une <span class=\"notion-enable-hover\" data-token-index=\"1\">gestion int\u00e9gr\u00e9e du marketing h\u00f4telier<\/span>de l'approche strat\u00e9gique \u00e0 l'application de technologies telles que la technologie de l'information et de la communication (TIC). <span class=\"notion-enable-hover\" data-token-index=\"3\">Syst\u00e8me h\u00f4telier all\u00e9g\u00e9<\/span>L'importance de synchroniser le marketing avec les r\u00e9servations, la r\u00e9ception et la gestion des recettes. Si vous cherchez <span class=\"notion-enable-hover\" data-token-index=\"5\">accro\u00eetre la visibilit\u00e9, les revenus et l'efficacit\u00e9<\/span>Cette approche vous int\u00e9resse.<!-- notionvc: 681065e7-430e-45a0-b488-62b30770162d --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-739bbe2 elementor-widget elementor-widget-heading\" data-id=\"739bbe2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">En quoi consiste la gestion int\u00e9gr\u00e9e du marketing dans un h\u00f4tel ?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6078aee elementor-widget elementor-widget-heading\" data-id=\"6078aee\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">D\u00e9finition du marketing h\u00f4telier et de ses principaux domaines<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fc9c65d elementor-widget elementor-widget-text-editor\" data-id=\"fc9c65d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Le marketing h\u00f4telier englobe toutes les actions qui permettent d'attirer, de convaincre, de vendre et de fid\u00e9liser les clients. Il s'agit d'une discipline qui touche \u00e0 de nombreux domaines :<\/p><ul><li>Marketing num\u00e9rique (SEO, SEM, m\u00e9dias sociaux, marketing par courriel)<\/li><li>Image de marque et communication visuelle<\/li><li>Relations publiques et gestion de la r\u00e9putation en ligne<\/li><li>Publicit\u00e9 traditionnelle et campagnes ATL<\/li><li>Analyse des donn\u00e9es et mesure des performances<\/li><\/ul><p>Mais lorsque nous parlons de \"gestion int\u00e9gr\u00e9e\", nous voulons dire quelque chose de plus : <strong>\u00e0 une vision coordonn\u00e9e<\/strong>o\u00f9 le marketing n'est plus un domaine isol\u00e9 mais fait partie int\u00e9grante des activit\u00e9s de l'h\u00f4tel.<\/p><p><!-- notionvc: 45e55dcb-4a5a-4e70-8902-1099a0ee7a3e --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-226f540 elementor-widget elementor-widget-heading\" data-id=\"226f540\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">La n\u00e9cessit\u00e9 d'une vision unifi\u00e9e pour attirer et retenir les visiteurs<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a7d3df0 elementor-widget elementor-widget-text-editor\" data-id=\"a7d3df0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>La plupart des h\u00f4tels commettent l'erreur de s\u00e9parer le marketing et les op\u00e9rations. Cela conduit \u00e0 des incoh\u00e9rences : ce qui est communiqu\u00e9 n'est pas livr\u00e9, ou ce qui est v\u00e9cu dans l'h\u00f4tel n'est pas transmis.<\/p><p>A <strong>vision int\u00e9grale<\/strong> permet au marketing de communiquer ce que le client va r\u00e9ellement vivre, et \u00e0 chaque action d'avoir un impact direct sur les indicateurs cl\u00e9s de performance de l'entreprise. Pour ce faire, il faut <strong>des processus coordonn\u00e9s<\/strong> et la technologie qui relie les donn\u00e9es (comme un PMS int\u00e9gr\u00e9).<\/p><p><!-- notionvc: 3f5519ec-684d-4d2e-b289-3360085d734b --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7405f01 elementor-widget elementor-widget-heading\" data-id=\"7405f01\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Lier le marketing, les op\u00e9rations et la rentabilit\u00e9<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-80b7fb2 elementor-widget elementor-widget-text-editor\" data-id=\"80b7fb2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Le lien n'est pas th\u00e9orique, il est tangible :<\/p><ul><li>Une campagne d'e-mailing qui d\u00e9clenche des r\u00e9servations en basse saison<\/li><li>Une annonce Google Ads qui a un impact parce que le PMS a ajust\u00e9 le prix de mani\u00e8re dynamique.<\/li><li>Une action de marque qui renforce la r\u00e9putation et augmente le tarif moyen.<\/li><\/ul><p>De tels r\u00e9sultats ne sont obtenus que lorsque <strong>les d\u00e9cisions de marketing sont bas\u00e9es sur des donn\u00e9es op\u00e9rationnelles<\/strong>et lorsque le PMS fait office de centre d'intelligence \u00e9conomique.<\/p><p><!-- notionvc: 313e2014-9c89-45ee-ae55-73b9e819a6a5 --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5529a66 elementor-widget elementor-widget-heading\" data-id=\"5529a66\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Strat\u00e9gies efficaces de gestion du marketing h\u00f4telier<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-963c753 elementor-widget elementor-widget-heading\" data-id=\"963c753\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Actions cl\u00e9s en mati\u00e8re de marketing num\u00e9rique pour les h\u00f4tels<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-239df6b elementor-widget elementor-widget-text-editor\" data-id=\"239df6b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Le marketing num\u00e9rique est d\u00e9sormais le principal canal pour attirer la demande directe. Quelques actions prioritaires :<\/p><ul><li>Optimisation du r\u00e9f\u00e9rencement pour les recherches transactionnelles (\"h\u00f4tel avec spa dans le centre de Madrid\")<\/li><li>Campagnes Google Ads bien cibl\u00e9es par intention de recherche<\/li><li>Strat\u00e9gies de marketing par courrier \u00e9lectronique avec personnalisation et automatisation<\/li><li>Les m\u00e9dias sociaux avec un accent sur le contenu exp\u00e9rientiel et la preuve sociale<\/li><li>Optimisation continue du site web de l'h\u00f4tel (WPO, CRO, conversion mobile)<\/li><\/ul><p><!-- notionvc: f7a8614d-62b1-440a-a156-5cfcdbd7145f --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-de9b0d4 elementor-alert-info elementor-widget elementor-widget-alert\" data-id=\"de9b0d4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"alert.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-alert\" role=\"alert\">\n\n\t\t\t\t\t\t<span class=\"elementor-alert-title\">Important : <\/span>\n\t\t\t\n\t\t\t\t\t\t<span class=\"elementor-alert-description\">Toutes ces actions doivent \u00eatre aliment\u00e9es par des donn\u00e9es provenant du PMS et du CRM, afin de bien segmenter et d'envoyer le bon message au bon moment.<\/span>\n\t\t\t\n\t\t\t\t\t\t<button type=\"button\" class=\"elementor-alert-dismiss\" aria-label=\"Ignorar este alerta.\" data-no-translation-aria-label=\"\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-far-lightbulb\" viewbox=\"0 0 352 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M176 80c-52.94 0-96 43.06-96 96 0 8.84 7.16 16 16 16s16-7.16 16-16c0-35.3 28.72-64 64-64 8.84 0 16-7.16 16-16s-7.16-16-16-16zM96.06 459.17c0 3.15.93 6.22 2.68 8.84l24.51 36.84c2.97 4.46 7.97 7.14 13.32 7.14h78.85c5.36 0 10.36-2.68 13.32-7.14l24.51-36.84c1.74-2.62 2.67-5.7 2.68-8.84l.05-43.18H96.02l.04 43.18zM176 0C73.72 0 0 82.97 0 176c0 44.37 16.45 84.85 43.56 115.78 16.64 18.99 42.74 58.8 52.42 92.16v.06h48v-.12c-.01-4.77-.72-9.51-2.15-14.07-5.59-17.81-22.82-64.77-62.17-109.67-20.54-23.43-31.52-53.15-31.61-84.14-.2-73.64 59.67-128 127.95-128 70.58 0 128 57.42 128 128 0 30.97-11.24 60.85-31.65 84.14-39.11 44.61-56.42 91.47-62.1 109.46a47.507 47.507 0 0 0-2.22 14.3v.1h48v-.05c9.68-33.37 35.78-73.18 52.42-92.16C335.55 260.85 352 220.37 352 176 352 78.8 273.2 0 176 0z\"><\/path><\/svg>\t\t\t<\/button>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cc3eed9 elementor-widget elementor-widget-heading\" data-id=\"cc3eed9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Quel r\u00f4le jouent les campagnes traditionnelles aujourd'hui ?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-837ab15 elementor-widget elementor-widget-text-editor\" data-id=\"837ab15\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Les campagnes traditionnelles (radio, presse, affichage) continuent d'avoir un impact, en particulier pour les h\u00f4tels de vacances, les cha\u00eenes ou les boutiques. Mais leur efficacit\u00e9 augmente lorsqu'elles sont int\u00e9gr\u00e9es \u00e0 des campagnes num\u00e9riques : <span class=\"notion-enable-hover\" data-token-index=\"1\">une strat\u00e9gie omnicanale am\u00e9liore la m\u00e9morisation et stimule la conversion<\/span>.<!-- notionvc: f046a654-9bec-40d6-97a5-366e744be7c4 --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1ca49ca elementor-widget elementor-widget-heading\" data-id=\"1ca49ca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Gestion des canaux, strat\u00e9gie de marque et positionnement<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-815099c elementor-widget elementor-widget-text-editor\" data-id=\"815099c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>L'image de marque ne se r\u00e9sume pas \u00e0 un joli logo. C'est la fa\u00e7on dont l'h\u00f4tel est per\u00e7u sur Booking, Google, Instagram ou TripAdvisor. C'est pourquoi elle est essentielle :<\/p><ul><li>D\u00e9finir une proposition de valeur claire<\/li><li>Unifier la conception visuelle sur tous les canaux<\/li><li>Coordonner le message entre le num\u00e9rique et le pr\u00e9sentiel<\/li><\/ul><p>La gestion des canaux (directs et OTA) devrait suivre cette logique : <strong>plus de coh\u00e9rence = plus de confiance = plus de conversion<\/strong>.<\/p><p><!-- notionvc: a1a9135d-4e06-4bdd-aece-d6c28035c78d --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2eff139 elementor-widget elementor-widget-heading\" data-id=\"2eff139\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Int\u00e9gration du marketing dans la strat\u00e9gie commerciale de l'h\u00f4tel<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a7510fc elementor-widget elementor-widget-text-editor\" data-id=\"a7510fc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>La strat\u00e9gie de marketing <strong>ne doit pas faire cavalier seul<\/strong>. Il doit \u00eatre align\u00e9 sur les objectifs de l'entreprise :<\/p><ul><li>Si nous voulons augmenter l'ADR, nous le communiquons avec une valeur ajout\u00e9e.<\/li><li>Si nous voulons augmenter les s\u00e9jours de longue dur\u00e9e, nous les encourageons par des offres directes.<\/li><li>Si le taux d'occupation est faible, nous lan\u00e7ons des campagnes sur des segments \u00e0 potentiel.<\/li><\/ul><p>Un PMS qui synchronise la disponibilit\u00e9, les prix et les campagnes permet cette ex\u00e9cution coordonn\u00e9e sans effort manuel.<\/p><p><!-- notionvc: f819f819-3cd6-4269-948d-77ef33f9e5af --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa44c60 elementor-widget elementor-widget-heading\" data-id=\"aa44c60\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Comment augmenter les revenus gr\u00e2ce \u00e0 une bonne strat\u00e9gie de marketing ?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-399f092 elementor-widget elementor-widget-heading\" data-id=\"399f092\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Activer la demande en basse saison et optimiser la haute saison<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-031ee89 elementor-widget elementor-widget-text-editor\" data-id=\"031ee89\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>C'est l\u00e0 que l'on voit l'impact du marketing sur la rentabilit\u00e9. En basse saison :<\/p><ul><li>Campagnes cibl\u00e9es g\u00e9ographiquement pour attirer les vacanciers<\/li><li>Promotion des r\u00e9servations directes pour les segments locaux<\/li><li>Packs d'activit\u00e9s exp\u00e9rientielles<\/li><\/ul><p>En haute saison :<\/p><ul><li>Vente incitative \u00e0 partir du moteur de r\u00e9servation<\/li><li>Vente crois\u00e9e automatis\u00e9e \u00e0 partir du PMS<\/li><li>Segmentation des clients r\u00e9guliers pour une fid\u00e9lisation pr\u00e9coce<\/li><\/ul><p><!-- notionvc: 7141ba93-109a-4b5d-bc4a-7edad193b1c4 --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e7a385f elementor-widget elementor-widget-heading\" data-id=\"e7a385f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Vente incitative, vente crois\u00e9e et personnalisation de l'offre<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f25ec09 elementor-widget elementor-widget-text-editor\" data-id=\"f25ec09\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Gr\u00e2ce au PMS, nous pouvons proposer des am\u00e9liorations automatiques en fonction du profil du client, ou des services suppl\u00e9mentaires (d\u00e9part tardif, parking, spa) sans intervention manuelle.<\/p><p>L'essentiel est que <strong>le marketing ne vend plus des \"chambres\", mais des exp\u00e9riences sur mesure<\/strong>ce qui augmente le revenu par personne (RevPAG).<\/p><p><!-- notionvc: 7309ee3c-cfbc-4756-a9cd-3f067f7c0c39 --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2a51ee5 elementor-widget elementor-widget-heading\" data-id=\"2a51ee5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Le marketing comme levier de la gestion de la r\u00e9putation en ligne<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7ea34f1 elementor-widget elementor-widget-text-editor\" data-id=\"7ea34f1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>La r\u00e9putation en ligne ne se g\u00e8re pas uniquement \u00e0 partir de la r\u00e9ception. Une strat\u00e9gie de marketing bien ex\u00e9cut\u00e9e :<\/p><ul><li>Invite \u00e0 donner son avis gr\u00e2ce \u00e0 des outils automatiques apr\u00e8s le s\u00e9jour<\/li><li>R\u00e9pondre rapidement aux critiques<\/li><li>Utiliser les meilleures critiques dans les campagnes<\/li><li>Am\u00e9lioration des \u00e9valuations sur les portails (Booking, Google, TripAdvisor), ce qui permet d'am\u00e9liorer la qualit\u00e9 de l'h\u00e9bergement. <strong>affecte directement les conversions et les tarifs<\/strong>.<\/li><\/ul><p><!-- notionvc: 8f9ffe8b-769c-41e0-a778-3dca5ff97e5b --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8c0b527 elementor-widget elementor-widget-image\" data-id=\"8c0b527\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/la-mejor-gestion-de-marketing-para-tu-hotel-1024x576.webp\" class=\"attachment-large size-large wp-image-9271\" alt=\"la meilleure gestion du marketing pour votre h\u00f4tel\" srcset=\"https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/la-mejor-gestion-de-marketing-para-tu-hotel-1024x576.webp 1024w, https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/la-mejor-gestion-de-marketing-para-tu-hotel-300x169.webp 300w, https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/la-mejor-gestion-de-marketing-para-tu-hotel-768x432.webp 768w, https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/la-mejor-gestion-de-marketing-para-tu-hotel-1536x864.webp 1536w, https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/la-mejor-gestion-de-marketing-para-tu-hotel-18x10.webp 18w, https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/la-mejor-gestion-de-marketing-para-tu-hotel.webp 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7c7f68e elementor-widget elementor-widget-heading\" data-id=\"7c7f68e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Outils technologiques pour le marketing h\u00f4telier<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fe72083 e-n-tabs-mobile elementor-widget elementor-widget-n-tabs\" data-id=\"fe72083\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;horizontal_scroll&quot;:&quot;disable&quot;}\" data-widget_type=\"nested-tabs.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"e-n-tabs\" data-widget-number=\"266805379\" aria-label=\"Separadores. Abra itens com Enter ou Espa\u00e7o, feche com Escape e navegue utilizando as teclas de seta.\" data-no-translation-aria-label=\"\">\n\t\t\t<div class=\"e-n-tabs-heading\" role=\"tablist\">\n\t\t\t\t\t<button id=\"e-n-tab-title-2668053791\" data-tab-title-id=\"e-n-tab-title-2668053791\" class=\"e-n-tab-title\" aria-selected=\"true\" data-tab-index=\"1\" role=\"tab\" tabindex=\"0\" aria-controls=\"e-n-tab-content-2668053791\" style=\"--n-tabs-title-order: 1;\">\n\t\t\t\t\t\t<span class=\"e-n-tab-title-text\">\n\t\t\t\tPMS, CRM et autres solutions\t\t\t<\/span>\n\t\t<\/button>\n\t\t\t\t<button id=\"e-n-tab-title-2668053792\" data-tab-title-id=\"e-n-tab-title-2668053792\" class=\"e-n-tab-title\" aria-selected=\"false\" data-tab-index=\"2\" role=\"tab\" tabindex=\"-1\" aria-controls=\"e-n-tab-content-2668053792\" style=\"--n-tabs-title-order: 2;\">\n\t\t\t\t\t\t<span class=\"e-n-tab-title-text\">\n\t\t\t\tAutomatisation des campagnes\t\t\t<\/span>\n\t\t<\/button>\n\t\t\t\t<button id=\"e-n-tab-title-2668053793\" data-tab-title-id=\"e-n-tab-title-2668053793\" class=\"e-n-tab-title\" aria-selected=\"false\" data-tab-index=\"3\" role=\"tab\" tabindex=\"-1\" aria-controls=\"e-n-tab-content-2668053793\" style=\"--n-tabs-title-order: 3;\">\n\t\t\t\t\t\t<span class=\"e-n-tab-title-text\">\n\t\t\t\tAvantages de l'int\u00e9gration du syst\u00e8me Lean Hotel\t\t\t<\/span>\n\t\t<\/button>\n\t\t\t\t\t<\/div>\n\t\t\t<div class=\"e-n-tabs-content\">\n\t\t\t\t<div id=\"e-n-tab-content-2668053791\" role=\"tabpanel\" aria-labelledby=\"e-n-tab-title-2668053791\" data-tab-index=\"1\" style=\"--n-tabs-title-order: 1;\" class=\"e-active elementor-element elementor-element-ddc912a e-flex e-con-boxed e-con e-child\" data-id=\"ddc912a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f32f5ce elementor-widget elementor-widget-text-editor\" data-id=\"f32f5ce\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Pour que le marketing soit vraiment efficace, <strong>a besoin de donn\u00e9es unifi\u00e9es<\/strong>. Cela n'est possible que lorsque les outils PMS, CRM et marketing sont int\u00e9gr\u00e9s.<\/p><p>Par exemple :<\/p><ul><li>Le Lean Hotel System en tant que PMS centralis\u00e9<\/li><li>Marketing avec Mailchimp, ActiveCampaign ou des solutions internes<\/li><li>CRM pour segmenter les campagnes en fonction du comportement des clients<\/li><\/ul><p><!-- notionvc: d29bff33-45ff-4b8b-9912-9a6c14d7c554 --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div id=\"e-n-tab-content-2668053792\" role=\"tabpanel\" aria-labelledby=\"e-n-tab-title-2668053792\" data-tab-index=\"2\" style=\"--n-tabs-title-order: 2;\" class=\"elementor-element elementor-element-67264a6 e-flex e-con-boxed e-con e-child\" data-id=\"67264a6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3cdff1c elementor-widget elementor-widget-text-editor\" data-id=\"3cdff1c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Il ne s'agit plus d'envoyer des courriers en masse, mais de s'informer :<\/p><ul><li>Campagnes automatis\u00e9es bas\u00e9es sur le cycle de l'h\u00f4te<\/li><li>Messages par type de client, langue ou historique<\/li><li>Suivi des ouvertures, des clics, des r\u00e9servations et des annulations<\/li><\/ul><p>Tout cela doit <strong>retour d'information avec les donn\u00e9es PMS<\/strong> optimiser les investissements<\/p><p><!-- notionvc: 3e32278c-5649-41da-8d85-480f58c304dd --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div id=\"e-n-tab-content-2668053793\" role=\"tabpanel\" aria-labelledby=\"e-n-tab-title-2668053793\" data-tab-index=\"3\" style=\"--n-tabs-title-order: 3;\" class=\"elementor-element elementor-element-6dcbf7e e-flex e-con-boxed e-con e-child\" data-id=\"6dcbf7e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d389b02 elementor-widget elementor-widget-text-editor\" data-id=\"d389b02\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Quelques avantages concrets :<\/p><ul><li>Activation des campagnes en cas de baisse des stocks<\/li><li>Personnalisation des e-mails en fonction du type de chambre r\u00e9serv\u00e9e<\/li><li>Suivi de la campagne jusqu'\u00e0 la conversion r\u00e9elle<\/li><li>Synchronisation avec le moteur de r\u00e9servation pour mesurer les retours directs<\/li><\/ul><p><!-- notionvc: d8152c65-2289-42d2-a1d7-0338e5f76067 --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-45edeeb elementor-widget elementor-widget-heading\" data-id=\"45edeeb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Marketing h\u00f4telier : num\u00e9rique ou traditionnel ?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d7d4e4a elementor-widget elementor-widget-text-editor\" data-id=\"d7d4e4a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Si ce texte devient plus long, je l'utiliserai pour un autre article, je pense qu'une comparaison g\u00e9n\u00e9rale pourrait \u00eatre int\u00e9ressante.<\/p><p><!-- notionvc: 8f9ffe8b-769c-41e0-a778-3dca5ff97e5b --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4d8327c elementor-widget elementor-widget-html\" data-id=\"4d8327c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div style=\"margin-bottom: 12px;\">\r\n  <span style=\"color: #d63384;\">\ud83d\udccc<\/span>\r\n  <h3 style=\"display: inline; font-family: 'Roboto', sans-serif; font-size: 16px; color: #000000; font-weight: bold; margin: 0;\">\r\n    Diff\u00e9rences en termes de port\u00e9e, de co\u00fbt et de personnalisation :\r\n  <\/h3>\r\n  <span style=\"font-family: 'Roboto', sans-serif; font-size: 16px; color: #000000;\">\r\nLe marketing num\u00e9rique permet de segmenter les publics, de mesurer les r\u00e9sultats et d'ajuster les campagnes en temps r\u00e9el. Il est plus souple et plus rentable en termes de conversion. Le marketing traditionnel, bien que moins pr\u00e9cis, reste utile pour renforcer la marque et atteindre des publics moins num\u00e9ris\u00e9s, mais avec un investissement plus important et moins de contr\u00f4le.\r\n  <\/span>\r\n<\/div>\r\n\r\n<div style=\"margin-bottom: 12px;\">\r\n  <span style=\"color: #d63384;\">\ud83d\udccc<\/span>\r\n  <h3 style=\"display: inline; font-family: 'Roboto', sans-serif; font-size: 16px; color: #000000; font-weight: bold; margin: 0;\">\r\n    Comment les combiner en fonction du profil de l'h\u00f4tel et de son public cible ?\r\n  <\/h3>\r\n  <span style=\"font-family: 'Roboto', sans-serif; font-size: 16px; color: #000000;\">\r\n      Les h\u00f4tels urbains ou d'affaires ont tendance \u00e0 se concentrer sur des campagnes num\u00e9riques g\u00e9o-localis\u00e9es et sur la recherche directe. Les h\u00f4tels de vacances peuvent combiner les m\u00e9dias traditionnels et les m\u00e9dias sociaux. Dans les h\u00f4tels de charme ou de luxe, une bonne image de marque dans les m\u00e9dias sp\u00e9cialis\u00e9s, associ\u00e9e \u00e0 un contenu num\u00e9rique \u00e0 fort impact, tend \u00e0 \u00eatre plus efficace.\r\n  <\/span>\r\n<\/div>\r\n<div>\r\n  <span style=\"color: #d63384;\">\ud83d\udccc<\/span>\r\n  <h3 style=\"display: inline; font-family: 'Roboto', sans-serif; font-size: 16px; color: #000000; font-weight: bold; margin: 0;\">\r\n    Cas o\u00f9 la strat\u00e9gie omnicanale fait la diff\u00e9rence\r\n  <\/h3>\r\n  <span style=\"font-family: 'Roboto', sans-serif; font-size: 16px; color: #000000;\">\r\nLorsque le num\u00e9rique et le traditionnel sont correctement int\u00e9gr\u00e9s, la visibilit\u00e9 et la confiance augmentent. Les h\u00f4tels qui ont combin\u00e9 des campagnes bien cibl\u00e9es avec des actions de marque ont am\u00e9lior\u00e9 leur conversion directe, augment\u00e9 leur taux moyen et r\u00e9duit leur d\u00e9pendance \u00e0 l'\u00e9gard des OTA.\r\n  <\/span>\r\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-054794c elementor-widget elementor-widget-image\" data-id=\"054794c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/gestion-integral-hotelera-1024x576.webp\" class=\"attachment-large size-large wp-image-9270\" alt=\"gestion h\u00f4teli\u00e8re int\u00e9grale\" srcset=\"https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/gestion-integral-hotelera-1024x576.webp 1024w, https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/gestion-integral-hotelera-300x169.webp 300w, https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/gestion-integral-hotelera-768x432.webp 768w, https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/gestion-integral-hotelera-1536x864.webp 1536w, https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/gestion-integral-hotelera-18x10.webp 18w, https:\/\/leanhotelsystem.com\/wp-content\/uploads\/2025\/07\/gestion-integral-hotelera.webp 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-63d83dc elementor-widget elementor-widget-heading\" data-id=\"63d83dc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Meilleures pratiques en mati\u00e8re de gestion du marketing h\u00f4telier<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e5f0c5 elementor-widget elementor-widget-n-accordion\" data-id=\"4e5f0c5\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;default_state&quot;:&quot;expanded&quot;,&quot;max_items_expended&quot;:&quot;one&quot;,&quot;n_accordion_animation_duration&quot;:{&quot;unit&quot;:&quot;ms&quot;,&quot;size&quot;:400,&quot;sizes&quot;:[]}}\" data-widget_type=\"nested-accordion.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"e-n-accordion\" aria-label=\"Accord\u00e9on. Ouvrez les liens avec Enter ou Space, fermez-les avec Escape et naviguez avec les touches fl\u00e9ch\u00e9es.\">\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-8210\" class=\"e-n-accordion-item\" open>\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"1\" tabindex=\"0\" aria-expanded=\"true\" aria-controls=\"e-n-accordion-item-8210\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><h3 class=\"e-n-accordion-item-title-text\"> Segmentation de la client\u00e8le et focalisation sur le buyer persona <\/h3><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-8210\" class=\"elementor-element elementor-element-2a90274 e-con-full e-flex e-con e-child\" data-id=\"2a90274\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-25b6a18 elementor-widget elementor-widget-text-editor\" data-id=\"25b6a18\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Travailler avec des personas d'acheteurs vous permet de personnaliser les messages et les campagnes en fonction du type de client. L'utilisation des donn\u00e9es PMS facilite les segmentations utiles orient\u00e9es vers une conversion r\u00e9elle.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-8211\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"2\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-8211\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><h3 class=\"e-n-accordion-item-title-text\"> Coordination entre le marketing, la r\u00e9ception et les r\u00e9servations <\/h3><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-8211\" class=\"elementor-element elementor-element-42da114 e-con-full e-flex e-con e-child\" data-id=\"42da114\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-fb09a13 elementor-widget elementor-widget-text-editor\" data-id=\"fb09a13\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Lorsque ces services travaillent en harmonie, les campagnes sont renforc\u00e9es en contact direct avec le client. Si les services de r\u00e9servation et de r\u00e9ception sont au courant des promotions, ils peuvent conclure davantage de ventes ou faire de la vente incitative au bon moment.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-8212\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"3\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-8212\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><h3 class=\"e-n-accordion-item-title-text\"> Ex\u00e9cution de campagnes coh\u00e9rentes avec la marque de l'h\u00f4tel <\/h3><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-8212\" class=\"elementor-element elementor-element-c58692a e-con-full e-flex e-con e-child\" data-id=\"c58692a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-82728c7 elementor-widget elementor-widget-text-editor\" data-id=\"82728c7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Toutes les actions de marketing doivent \u00eatre coh\u00e9rentes avec l'identit\u00e9 de l'h\u00f4tel. Du site web aux courriels en passant par le contenu des r\u00e9seaux, tout doit renforcer le m\u00eame message pour susciter la confiance et la coh\u00e9rence.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-8213\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"4\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-8213\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><h3 class=\"e-n-accordion-item-title-text\"> \u00c9valuation continue et prise de d\u00e9cision fond\u00e9e sur des donn\u00e9es probantes <\/h3><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-8213\" class=\"elementor-element elementor-element-252348e e-con-full e-flex e-con e-child\" data-id=\"252348e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-86c1e98 elementor-widget elementor-widget-text-editor\" data-id=\"86c1e98\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Le marketing doit \u00eatre constamment mesur\u00e9 et ajust\u00e9. Un PMS connect\u00e9 vous permet de prendre des d\u00e9cisions bas\u00e9es sur les performances r\u00e9elles, d'optimiser les investissements et d'abandonner ce qui ne fonctionne pas.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2bc620 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"e2bc620\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.linkedin.com\/products\/chapp-solutions-lean-hotel-system-pms\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fab-linkedin\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 32H31.9C14.3 32 0 46.5 0 64.3v383.4C0 465.5 14.3 480 31.9 480H416c17.6 0 32-14.5 32-32.3V64.3c0-17.8-14.4-32.3-32-32.3zM135.4 416H69V202.2h66.5V416zm-33.2-243c-21.3 0-38.5-17.3-38.5-38.5S80.9 96 102.2 96c21.2 0 38.5 17.3 38.5 38.5 0 21.3-17.2 38.5-38.5 38.5zm282.1 243h-66.4V312c0-24.8-.5-56.7-34.5-56.7-34.6 0-39.9 27-39.9 54.9V416h-66.4V202.2h63.7v29.2h.9c8.9-16.8 30.6-34.5 62.9-34.5 67.2 0 79.7 44.3 79.7 101.9V416z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Suivez-nous sur Linkedin et ne manquez rien !<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Inicio Gesti\u00f3n integral de marketing hotelero: claves para aumentar visibilidad e ingresos El marketing ya no es solo una herramienta [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":9269,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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En la actualidad, es un componente estrat\u00e9gico de la rentabilidad....\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leanhotelsystem.com\/fr\/les-cles-de-la-gestion-integree-du-marketing-hotelier-pour-accroitre-la-visibilite-et-les-revenus\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gesti\u00f3n integral de marketing hotelero Haz esto y gana clientes.\" \/>\n<meta property=\"og:description\" content=\"El marketing ya no es solo una herramienta para &quot;llenar habitaciones&quot;. 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