Business consulting - Hotel José Antonio Cusco
Date
2024-01-25
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
La empresa Cartir Peru S.R.L., tiene como principal actividad económica el
servicio de alojamiento, cuenta con cinco hoteles que operan en Lima, Cusco y Puno.
Siendo en la ciudad del Cusco el tercer hotel construido, iniciando sus operaciones el
2003, con el nombre comercial Hotel José Antonio Cusco, con categoría cuatro
estrellas. El objetivo de la investigación es realizar un business consulting del referido
hotel, a fin de plantear la mejor alternativa de solución frente a la identificación del
problema principal.
Para ello, se tuvo que realizar un análisis profundo de las entrevistas hechas a los
directivos y mediante el apoyo de la herramienta Notas de Insights, se determinó una
lista de problemas. Para luego, con la aplicación de la Matriz Complejidad versus
Beneficio determinar el problema principal; el que se basa, en la baja presencia en los
canales digitales, lo que ha generado un bajo nivel de ventas por este canal siendo de
1.82% en comparación al 45% de ventas de los hoteles de la misma categoría en Cusco.
De acuerdo, a los hallazgos encontrados se propuso implementar estrategias; los
cuales proponen un cambio mediante el uso de tecnologías digitales y la aplicación del
marketing digital; para lograr conectar a un nuevo público, cuyas formas de pensar y ver
la vida son diferentes al enfoque que actualmente tiene el hotel. Proponiendo un cambio
en su propuesta de valor, bajo la propuesta del uso de una App Móvil del hotel y el
enfoque de ser eco amigable y compartir la cosmovisión andina, lo cual, marca la
diferencia con la competencia y va adhiriendo las preferencias de la Generación Z y
Millennials, quienes serán parte del público objetivo.
Este giro en el modelo del negocio repercutirá directamente en el incremento de
las ganancias del hotel al aumentar las ventas del canal digital a un valor cercano del
20% en un año.
The company Cartir Peru S.R.L., whose main economic activity is the accommodation service, has five hotels that operate in Lima, Cusco and Puno. Being in the city of Cusco the third hotel built, beginning its operations in 2003, with the commercial name Hotel José Antonio Cusco, with a four-star category. The objective of the investigation is to carry out a business consulting of the aforementioned hotel, in order to propose the best alternative solution to the identification of the main problem. For this, an in-depth analysis of the interviews made to the managers had to be carried out and with the support of the Insights Notes tool, a list of problems was determined. Then, with the application of the Complexity Matrix versus Benefit, determine the main problem; which is based on the low presence in digital channels, which has generated a low level of sales through this channel, being 1.82% compared to 45% of sales of hotels of the same category in Cusco. According to the findings found, it was proposed to implement strategies; which propose a change through the use of digital technologies and the application of digital marketing; in order to connect with a new public, whose ways of thinking and seeing life are different from the focus that the hotel currently has. Proposing a change in its value proposition, under the proposal of the use of a Mobile Apps of the hotel and the focus of being eco-friendly and sharing the Andean worldview, which marks the difference with the competition and is adhering to the preferences of the Generation Z and Millennials, who will be part of the target audience. This change in the business model will have a direct impact on the increase in hotel profits by increasing sales of the digital channel to a value close to 20% in one year.
The company Cartir Peru S.R.L., whose main economic activity is the accommodation service, has five hotels that operate in Lima, Cusco and Puno. Being in the city of Cusco the third hotel built, beginning its operations in 2003, with the commercial name Hotel José Antonio Cusco, with a four-star category. The objective of the investigation is to carry out a business consulting of the aforementioned hotel, in order to propose the best alternative solution to the identification of the main problem. For this, an in-depth analysis of the interviews made to the managers had to be carried out and with the support of the Insights Notes tool, a list of problems was determined. Then, with the application of the Complexity Matrix versus Benefit, determine the main problem; which is based on the low presence in digital channels, which has generated a low level of sales through this channel, being 1.82% compared to 45% of sales of hotels of the same category in Cusco. According to the findings found, it was proposed to implement strategies; which propose a change through the use of digital technologies and the application of digital marketing; in order to connect with a new public, whose ways of thinking and seeing life are different from the focus that the hotel currently has. Proposing a change in its value proposition, under the proposal of the use of a Mobile Apps of the hotel and the focus of being eco-friendly and sharing the Andean worldview, which marks the difference with the competition and is adhering to the preferences of the Generation Z and Millennials, who will be part of the target audience. This change in the business model will have a direct impact on the increase in hotel profits by increasing sales of the digital channel to a value close to 20% in one year.
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Keywords
Consultores de empresas--Planificación estratégica, Hoteles--Perú--Cuzco
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