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Estratégias de captação para dinamização dos serviços de restauração na hotelaria
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Autores como Gomezelj (2016), Martin-Rios e Pasamar (2018), Suoto (2015) e Tajeddini, Altinay e Ratten (2017) acreditam que o setor hoteleiro pode ser visto como dos mais competitivos e, consequentemente, exige que os profissionais desta indústria tenham mentes criativas e inovadoras (Hon & Lui, 2016).
Talvez seja por isso que esta, estando dentro do setor dos serviços, utilize como estratégia a oferta de mais serviços do que o cliente está habituado ou à espera, que é o de puder pernoitar ou ficar alojado. Um desses serviços é dos alimentos e bebidas, denominado de departamento de food and beverage (f&b), que ao longo dos anos tem sofrido variadíssimas alterações, fortalecendo a sua posição, cada vez mais, dentro das unidades hoteleiras.
Ao mesmo tempo, a sociedade também tem evoluído, tanto ao nível do seu conhecimento e puder de escolha, como através dos desenvolvimentos ligados à tecnologia. O cliente apresenta-se mais exigente e com expectativas muitos elevadas, deixando de procurar o serviço e desejar vivenciar uma experiência. Segundo Fawaz (2015), o tipo de procura evoluiu, caracterizando -se pelo desejo de vivenciar experiências únicas, repletas de originalidade, design, autenticidade e partilha cultural.
Na possibilidade de gerir um negócio hoteleiro com sucesso, é necessário ter presente os concorrentes e o público-alvo a atingir. Logo, para puder oferecer serviços de f&b, dentro de um hotel, é importante contabilizar esses fatores, sendo que este se pode, facilmente, tornar num meio para os hotéis captarem diferentes tipos de clientes e trazer o reconhecimento, contribuindo, assim, para um melhor posicionamento da unidade hoteleira em que está inserido.
A presente dissertação tem como finalidade estudar sobre o consumo dentro dos restaurantes dos hotéis de cinco estrelas, situados na cidade do Porto, averiguando se ao desenvolverem e implementarem estratégias de captação de clientes, estas vão ser eficazes para a dinamização dos seus serviços de restauração.
Assim, posteriormente a uma revisão de literatura sobre conceitos como a restauração na hotelaria, o marketing hoteleiro, o marketing no setor de f&b e ainda, estratégias de
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captação, foi realizado um estudo, através de várias entrevistas a diretores e responsáveis pelo departamento de f&b nos hotéis, de forma a investigar fatores relacionados com o consumo nos restaurantes pertencentes a unidades hoteleiras, estratégias a utilizar no setor e se estas captam clientes, e por fim, o impacto que o departamento de f&b tem para um hotel.
Nesta investigação, foi possível provar que, cada vez mais, o setor de f&b tem um papel importante dentro dos hotéis, e uma emergência em que este funcione como uma fonte de rendimento e uma mais-valia para a unidade hoteleira em que está inserido e não como um setor complementar.
É possível fazer com que o consumo de uma refeição dentro de um restaurante de hotel se torne algo mais usual, através de algumas estratégias que para além de dinamizarem o serviço de restauração dentro dos hotéis, capta vários tipos de clientes, fazendo com que o preconceito ainda existente, desvaneça mais rapidamente.
Authors like Gomezelj (2016), Martin-Rios and Pasamar (2018), Suoto (2015) and Tajeddini, Altinay and Ratten (2017) believe believe that the hotel industry can be seen as one of the most competitive and, consequently, demands that industry professionals have creative and innovative minds (Hon & Lui, 2016). The hotel industry is extremely competitive, and perhaps that is why, being within the service sector, it uses as a strategy to offer more services than the customer is used to or expecting, which is to stay overnight, or stay in. One of these services is food and beverage, called the f&b department, which over the years has suffered many diferent changes, increasingly strengthening its position within hotel units. At the same time, society has also evolved, both in terms of its knowledge and choice, and through developments in technology. The client is more demanding and with very high expectations, no longer looking for the service but wanting to live an experience. According Fawaz (2015), the type of search has evolved, characterized by the desire to live unique experiences, full of originality, design, authenticity and cultural sharing. In order to run a successful hotel business, you need to keep in mind your competitors and the costumers you want to reach. Therefore, in order to be able to offer f&b services within a hotel, it is important to account for these factors, which can easily become a means for hotels to capture different types of customers and bring recognition, thus contributing to a better positioning of the hotel unit in which it is inserted. The purpose of this dissertation is to study the consumption within the restaurants of five star hotels, located in the city of Porto, to find out if, by developing and implementing customer acquisition strategies, they will be effective in boosting their hotel restaurants services. Thus, following a literature review on concepts such as hotel restaurants, hotel marketing, f&b marketing, and fundraising strategies, the study was conducted through several interviews with directors and managers of the f&b department in hotels, to investigate factors related to consumption in hotel restaurants, strategies to use in the sector and VI whether they attract customers, and finally the impact that the f&b department has on a hotel. In this research, it was possible to prove that, increasingly, the f&b sector plays an important role within the hotels, there is an emergency that this department works such as a source of income and an added value for the hotel unit in which it operates and not as a complementary sector, it is possible to make eating a meal inside a hotel restaurant something more usual, through some strategies that not only streamline the hotel restaurant service, but also captures different types of customers, causing the preconception that still exists to fade faster.
Authors like Gomezelj (2016), Martin-Rios and Pasamar (2018), Suoto (2015) and Tajeddini, Altinay and Ratten (2017) believe believe that the hotel industry can be seen as one of the most competitive and, consequently, demands that industry professionals have creative and innovative minds (Hon & Lui, 2016). The hotel industry is extremely competitive, and perhaps that is why, being within the service sector, it uses as a strategy to offer more services than the customer is used to or expecting, which is to stay overnight, or stay in. One of these services is food and beverage, called the f&b department, which over the years has suffered many diferent changes, increasingly strengthening its position within hotel units. At the same time, society has also evolved, both in terms of its knowledge and choice, and through developments in technology. The client is more demanding and with very high expectations, no longer looking for the service but wanting to live an experience. According Fawaz (2015), the type of search has evolved, characterized by the desire to live unique experiences, full of originality, design, authenticity and cultural sharing. In order to run a successful hotel business, you need to keep in mind your competitors and the costumers you want to reach. Therefore, in order to be able to offer f&b services within a hotel, it is important to account for these factors, which can easily become a means for hotels to capture different types of customers and bring recognition, thus contributing to a better positioning of the hotel unit in which it is inserted. The purpose of this dissertation is to study the consumption within the restaurants of five star hotels, located in the city of Porto, to find out if, by developing and implementing customer acquisition strategies, they will be effective in boosting their hotel restaurants services. Thus, following a literature review on concepts such as hotel restaurants, hotel marketing, f&b marketing, and fundraising strategies, the study was conducted through several interviews with directors and managers of the f&b department in hotels, to investigate factors related to consumption in hotel restaurants, strategies to use in the sector and VI whether they attract customers, and finally the impact that the f&b department has on a hotel. In this research, it was possible to prove that, increasingly, the f&b sector plays an important role within the hotels, there is an emergency that this department works such as a source of income and an added value for the hotel unit in which it operates and not as a complementary sector, it is possible to make eating a meal inside a hotel restaurant something more usual, through some strategies that not only streamline the hotel restaurant service, but also captures different types of customers, causing the preconception that still exists to fade faster.
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Keywords
Restauração na hotelaria Food and beverage (f&b) Estratégias de captação Captação de clientes Hotel restaurants Acquisition strategies Customer acquisition