How to take advantage of the digital age? Toni Omañas has the answer

Our Head of Americas & New Markets Developments, Toni Omañas, gave an interesting conference yesterday at the Chamber of Commerce of Medellin for Antioquia where he spoke about the current transformation that is taking place in the hotel sector and how to take advantage of the digital age through the innovative marketing tools that we have today and the latest trends that are appearing in the market.

The Cluster of Business Tourism, Fairs and Conventions organizes these gatherings in which entrepreneurs attracted by a common theme participate, seeking to share good business practices and success stories that could be applied to the exercise of the different companies in the tourism sector. A large group of hoteliers in the region wanted to know first hand some of the keys to maximize their income through direct bookings and reduce distribution costs. The event was also attended by Roiback members, Miquel Beltrán, General Manager in LATAM and Juliana Rincón, Sales Manager in Colombia.

Omañas spoke about the fundamental role that hoteliers have in knowing their customer target. «The difference in today’s digital age is the way you communicate with potential customers. Something that particularly draws the attention of this digital revolution is that the sales teams no longer have to harass and annoy their potential customers. This new philosophy, known as Inbound Marketing, is based on the fact that consumers are looking for products or services. It is no longer sold directly, but consumers are given the opportunity to acquire something.

He also stressed the importance of knowing how to correctly use all the information available (Big Data) and use it to reduce costs, improve decision making, identify more efficient ways to identify new opportunities and meet the needs of customers, offering new products and services that suit their interests and preferences. «Through the analysis of data, forecasts can be made based on the information obtained and analyzed in order to maximize the benefits, offering the right room to the right client, at the precise time and at the correct price.»

Finally, Omañas mentioned some of the steps to follow in order to maintain leadership in this digital revolution that we summarize here:

  1. Attract customer attention.
    Generate visits to the web page.
  2. Encourage offer engagement.
    Have a content that offers something attractive and useful for potential customers with the goal that they visit the website as many times as possible.
  3. Take the clients to the action and close the sale.
    Give a little more of what the clients expect, treat them in a personalized way and offer intuitive formulas and processes.
  4. Create and retain the interest of the clients.
    Build loyalty and made them become prescribers.


James Metzgermarzo 15, 2018

James Metzger

Senior Marketing & Communications Manager. James is an experienced Marketing & Communications professional with over 10 years experience within marketing and branding.