{"id":16345,"date":"2025-07-02T09:00:00","date_gmt":"2025-07-02T07:00:00","guid":{"rendered":"https:\/\/wubook.net\/blog\/?p=16345"},"modified":"2025-06-30T13:03:15","modified_gmt":"2025-06-30T11:03:15","slug":"analisi-rfm-hotel","status":"publish","type":"post","link":"https:\/\/wubook.net\/blog\/analisi-rfm-hotel","title":{"rendered":"Analisi RFM: cos\u2019\u00e8 e come sfruttarla per aumentare la revenue dell\u2019hotel"},"content":{"rendered":"\n<p>Care e cari WuBookers, a volte per conoscere meglio se stessi&nbsp;\u00e8 necessario conoscere gli altri. No, non vogliamo parlare di filosofia, ma introdurre un argomento che segue lo stesso principio: <strong>l\u2019analisi RFM<\/strong>. Si tratta di una tecnica di marketing che permette di segmentare la propria clientela per orientare meglio l\u2019offerta commerciale e le attivit\u00e0 di marketing dell\u2019albergo. Ecco in cosa consiste e come sfruttarla per aumentare i profitti. &nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"900\" height=\"600\" src=\"https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int5_20250630_18.jpg\" alt=\"rfm hotel ospite e receptionist\" class=\"wp-image-16354\" srcset=\"https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int5_20250630_18.jpg 900w, https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int5_20250630_18-300x200.jpg 300w, https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int5_20250630_18-200x133.jpg 200w, https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int5_20250630_18-768x512.jpg 768w, https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int5_20250630_18-600x400.jpg 600w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"cos\u00e8-lanalisi-rfm-alberghiera\">Cos\u2019\u00e8 l\u2019analisi RFM alberghiera<\/h2>\n\n\n\n<p>L\u2019analisi RFM esamina gli ospiti dell\u2019hotel (o casa vacanza o B&amp;B) secondo tre parametri, sintetizzati nelle iniziali dell\u2019acronimo:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Recency<\/strong>: quanto tempo \u00e8 trascorso dall\u2019ultimo soggiorno in struttura, quindi quanto di recente \u00e8 avvenuto;<\/li>\n\n\n\n<li><strong>Frequency<\/strong>: la frequenza di prenotazione, ovvero quanto spesso un ospite ha alloggiato in albergo;<\/li>\n\n\n\n<li><strong>Monetary<\/strong>: quanto spende il cliente.<\/li>\n<\/ul>\n\n\n\n<p>Questi dati possono essere esaminati per <strong>periodi di tempo limitati<\/strong>, ad esempio due anni, per avere una panoramica precisa del comportamento e della \u201cqualit\u00e0\u201d dei clienti.Ad esempio, un cliente che ha soggiornato di recente (ed \u00e8 stato soddisfatto dell\u2019esperienza) \u00e8 pi\u00f9 incline a ripetere la prenotazione, dunque \u00e8 pi\u00f9 remunerativo; una persona con una buona frequenza di acquisto dimostra una certa <a href=\"https:\/\/wubook.net\/blog\/fidelizzazione-clienti-in-hotel\">fidelizzazione<\/a>; e chi spende di pi\u00f9 \u00e8 sicuramente un ospite gradito, da incoraggiare anche per il futuro.<\/p>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"9444\" class=\"elementor elementor-9444\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6cfe7acd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6cfe7acd\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6349b64e\" data-id=\"6349b64e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2e4a2d1b elementor-widget elementor-widget-heading\" data-id=\"2e4a2d1b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">Vuoi saperne di pi\u00f9 su argomenti come \"Analisi RFM: cos\u2019\u00e8 e come sfruttarla per aumentare la revenue dell\u2019hotel\"?<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-658f5c7c elementor-widget elementor-widget-text-editor\" data-id=\"658f5c7c\" data-element_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>Iscrivendoti alla newsletter ricevi i consigli dei nostri esperti e le offerte commerciali pi\u00f9 vantaggiose:<\/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-cde307f elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"cde307f\" data-element_type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Successivo&quot;,&quot;step_previous_label&quot;:&quot;Precedente&quot;,&quot;button_width&quot;:&quot;25&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" name=\"Vuoi saperne di pi\u00f9\" aria-label=\"Vuoi saperne di pi\u00f9\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"9444\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"cde307f\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"Il blog di WuBook\" \/>\n\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-text elementor-field-group elementor-column elementor-field-group-name elementor-col-25 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-name\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tNome\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"text\" name=\"form_fields[name]\" id=\"form-field-name\" class=\"elementor-field elementor-size-md  elementor-field-textual\" placeholder=\"Il tuo nome*\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-25 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-md  elementor-field-textual\" placeholder=\"Email*\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-select elementor-field-group elementor-column elementor-field-group-field_8a05f78 elementor-col-25 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-field_8a05f78\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tTipo di struttura\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field elementor-select-wrapper remove-before \">\n\t\t\t<div class=\"select-caret-down-wrapper\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-eicon-caret-down\" viewBox=\"0 0 571.4 571.4\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M571 393Q571 407 561 418L311 668Q300 679 286 679T261 668L11 418Q0 407 0 393T11 368 36 357H536Q550 357 561 368T571 393Z\"><\/path><\/svg>\t\t\t<\/div>\n\t\t\t<select name=\"form_fields[field_8a05f78]\" id=\"form-field-field_8a05f78\" class=\"elementor-field-textual elementor-size-md\" required=\"required\">\n\t\t\t\t\t\t\t\t\t<option value=\"\">Tipo di struttura?* <\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Hotel\">Hotel<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Bed And Breakfast\">Bed And Breakfast<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Resort Village\">Resort Village<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Agriturismo\">Agriturismo<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Campsite\">Campsite<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Country House\">Country House<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Vacation Home\">Vacation Home<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Guest House\">Guest House<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Inn (+ 4stars)\">Inn (+ 4stars)<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Chalet\">Chalet<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Apartment\">Apartment<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Hostel\">Hostel<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Economy Hotel\">Economy Hotel<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Homestay\">Homestay<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Affittacamere\">Affittacamere<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Albergo Diffuso\">Albergo Diffuso<\/option>\n\t\t\t\t\t\t\t<\/select>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-hidden elementor-field-group elementor-column elementor-field-group-field_8136136 elementor-col-100\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"hidden\" name=\"form_fields[field_8136136]\" id=\"form-field-field_8136136\" class=\"elementor-field elementor-size-md  elementor-field-textual\" value=\"Wong Articolo\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-acceptance elementor-field-group elementor-column elementor-field-group-field_531d1ce elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-field_531d1ce\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tprivacy\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-subgroup\">\n\t\t\t<span class=\"elementor-field-option\">\n\t\t\t\t<input type=\"checkbox\" name=\"form_fields[field_531d1ce]\" id=\"form-field-field_531d1ce\" class=\"elementor-field elementor-size-md  elementor-acceptance-field\" required=\"required\">\n\t\t\t\t<label for=\"form-field-field_531d1ce\"> Compilando il form accetti la <a href=\"https:\/\/wubook.net\/page\/privacy-17.html\" target=\"_blank\">Privacy Policy.<\/a><\/label>\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-25 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-md\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">ISCRIVIMI<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\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<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<h2 class=\"wp-block-heading\" id=\"segmentare-e-classificare-il-pubblico-grazie-allanalisi-rfm\">Segmentare e classificare il pubblico grazie all\u2019analisi RFM<\/h2>\n\n\n\n<p>Conoscere le metriche RFM di ogni cliente serve a <strong>suddividere il proprio pubblico<\/strong> in\u00a0diversi cluster\u00a0<strong>per scala di valore<\/strong>. Un\u2019ipotesi potrebbe essere: <strong>ospiti migliori<\/strong>, che sono tornati pi\u00f9 volte nell\u2019ultimo anno e hanno speso molto; ospiti con un <strong>buon potenziale<\/strong>, ovvero coloro che hanno soggiornato solo una volta ma hanno investito un budget elevato.Oltre a questi, potrebbero esserci anche gli ospiti abituali ma che hanno speso poco o quelli occasionali (una sola prenotazione) e una spesa bassa. \u00a0<br>Infine, \u00e8 probabile che ci siano anche gli <strong>ospiti inattivi<\/strong>, ovvero quelli che appartengono a tutte le categorie ma non hanno acquistato una sistemazione negli ultimi due anni.<\/p>\n\n\n\n<p>Nella maggior parte dei casi, la percentuale degli ospiti a pi\u00f9 alto valore economico \u00e8 decisamente inferiore rispetto agli altri. L\u2019analisi RFM serve proprio a evidenziare come si distribuisce il tuo pubblico nelle varie categorie e ad aiutarti a strutturare meglio le tue <a href=\"https:\/\/wubook.net\/blog\/strategie-di-marketing-alberghiero\">strategie di marketing<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"900\" height=\"600\" src=\"https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int8_20250630_75104.jpg\" alt=\"rfm hotel segmentazione pubblico\" class=\"wp-image-16351\" srcset=\"https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int8_20250630_75104.jpg 900w, https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int8_20250630_75104-300x200.jpg 300w, https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int8_20250630_75104-200x133.jpg 200w, https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int8_20250630_75104-768x512.jpg 768w, https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int8_20250630_75104-600x400.jpg 600w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"i-vantaggi-dellrfm\">I vantaggi dell\u2019RFM<\/h2>\n\n\n\n<p>L\u2019analisi RFM offre dunque numerosi vantaggi. Permette infatti di:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>categorizzare i clienti in gruppi sulla base del loro comportamento: questo \u00e8 un dato molto utile per ricavare anche un <strong>quadro della qualit\u00e0 percepita<\/strong>\u00a0e del grado di soddisfazione. In questo senso, anche le recensioni sono un indicatore importante;<\/li>\n\n\n\n<li>individuare i cluster su cui vale la pena lavorare, i <strong>clienti potenziali<\/strong>\u00a0e quelli invece che \u00e8 meglio abbandonare;<\/li>\n\n\n\n<li>tradurre i dati <strong>in buyer personas<\/strong>, ovvero in dati demografici, interessi e preferenze specifiche che possono essere sfruttate nelle attivit\u00e0 di marketing;<\/li>\n\n\n\n<li>condurre\u00a0<strong>ulteriori analisi<\/strong>\u00a0per identificare i canali di provenienza e migliorare gli investimenti sulla base del loro valore;<\/li>\n\n\n\n<li>di conseguenza, <strong>personalizzare comunicazione e promozioni<\/strong>\u00a0per indirizzarle verso i pubblici migliori e prevederne il reale potenziale (compreso il punto di breakeven).<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"900\" height=\"600\" src=\"https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int0_20250630_21498.jpg\" alt=\"analisi rfm hotel ospite alla reception\" class=\"wp-image-16348\" srcset=\"https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int0_20250630_21498.jpg 900w, https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int0_20250630_21498-300x200.jpg 300w, https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int0_20250630_21498-200x133.jpg 200w, https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int0_20250630_21498-768x512.jpg 768w, https:\/\/wubook.net\/blog\/wp-content\/uploads\/2025\/06\/int0_20250630_21498-600x400.jpg 600w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/figure>\n\n\n\n<p>Facciamo un esempio concreto. Abbiamo scoperto che i clienti alto spendenti optano spesso per la <a href=\"https:\/\/wubook.net\/blog\/consigli-per-servizio-in-camera-hotel\">colazione<\/a>&nbsp;<a href=\"https:\/\/wubook.net\/blog\/consigli-per-servizio-in-camera-hotel\">in camera<\/a>. Bene, \u00e8 il caso allora di prevedere almeno una proposta con questo servizio incluso. Oppure ancora: hai rilevato che gli ospiti migliori tendono a prenotare molto prima, oppure sotto data. <strong>Le tue offerte dovrebbero attivarsi di conseguenza<\/strong>, sia per quanto riguarda il tempo che i canali. Chi prenota molto prima della data di arrivo forse ha cercato informazioni online pi\u00f9 a lungo: farsi trovare al momento e nel posto giusto (sulle OTA ma anche sui metamotori) \u00e8 la chiave per attirare l\u2019attenzione di chi si muove con largo anticipo!I gruppi pi\u00f9 remunerativi possono poi essere&nbsp;<strong>stimolati con azioni ad hoc<\/strong>&nbsp;come campagne di e-mail marketing mirate.<\/p>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"9461\" class=\"elementor elementor-9461\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7130d722 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7130d722\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-72eed895\" data-id=\"72eed895\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7dd64c1a elementor-widget elementor-widget-heading\" data-id=\"7dd64c1a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">Rimani aggiornato sulle ultime tendenze del settore hospitality.<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-70ccbe9c elementor-widget elementor-widget-text-editor\" data-id=\"70ccbe9c\" data-element_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>Iscrivendoti alla newsletter ricevi i consigli dei nostri esperti e le offerte commerciali pi\u00f9 vantaggiose:<\/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-1563a68 elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"1563a68\" data-element_type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Successivo&quot;,&quot;step_previous_label&quot;:&quot;Precedente&quot;,&quot;button_width&quot;:&quot;25&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" name=\"Rimani aggiornato\" aria-label=\"Rimani aggiornato\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"9461\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"1563a68\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"Il blog di WuBook\" \/>\n\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-text elementor-field-group elementor-column elementor-field-group-name elementor-col-25 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-name\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tNome\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"text\" name=\"form_fields[name]\" id=\"form-field-name\" class=\"elementor-field elementor-size-md  elementor-field-textual\" placeholder=\"Il tuo nome*\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-25 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-md  elementor-field-textual\" placeholder=\"Email*\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-select elementor-field-group elementor-column elementor-field-group-field_8a05f78 elementor-col-25 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-field_8a05f78\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tTipo di struttura\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field elementor-select-wrapper remove-before \">\n\t\t\t<div class=\"select-caret-down-wrapper\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-eicon-caret-down\" viewBox=\"0 0 571.4 571.4\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M571 393Q571 407 561 418L311 668Q300 679 286 679T261 668L11 418Q0 407 0 393T11 368 36 357H536Q550 357 561 368T571 393Z\"><\/path><\/svg>\t\t\t<\/div>\n\t\t\t<select name=\"form_fields[field_8a05f78]\" id=\"form-field-field_8a05f78\" class=\"elementor-field-textual elementor-size-md\" required=\"required\">\n\t\t\t\t\t\t\t\t\t<option value=\"\">Tipo di struttura?* <\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Hotel\">Hotel<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Bed And Breakfast\">Bed And Breakfast<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Resort Village\">Resort Village<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Agriturismo\">Agriturismo<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Campsite\">Campsite<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Country House\">Country House<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Vacation Home\">Vacation Home<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Guest House\">Guest House<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Inn (+ 4stars)\">Inn (+ 4stars)<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Chalet\">Chalet<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Apartment\">Apartment<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Hostel\">Hostel<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Economy Hotel\">Economy Hotel<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Homestay\">Homestay<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Affittacamere\">Affittacamere<\/option>\n\t\t\t\t\t\t\t\t\t<option value=\"Albergo Diffuso\">Albergo Diffuso<\/option>\n\t\t\t\t\t\t\t<\/select>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-hidden elementor-field-group elementor-column elementor-field-group-field_8136136 elementor-col-100\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"hidden\" name=\"form_fields[field_8136136]\" id=\"form-field-field_8136136\" class=\"elementor-field elementor-size-md  elementor-field-textual\" value=\"Wong Articolo\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-acceptance elementor-field-group elementor-column elementor-field-group-field_531d1ce elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-field_531d1ce\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tprivacy\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-subgroup\">\n\t\t\t<span class=\"elementor-field-option\">\n\t\t\t\t<input type=\"checkbox\" name=\"form_fields[field_531d1ce]\" id=\"form-field-field_531d1ce\" class=\"elementor-field elementor-size-md  elementor-acceptance-field\" required=\"required\">\n\t\t\t\t<label for=\"form-field-field_531d1ce\"> Compilando il form accetti la <a href=\"https:\/\/wubook.net\/page\/privacy-17.html\" target=\"_blank\">Privacy Policy.<\/a><\/label>\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-25 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-md\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">ISCRIVIMI<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\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<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<h2 class=\"wp-block-heading\" id=\"come-fare-lanalisi-rfm-per-il-tuo-hotel\">Come fare l\u2019analisi RFM per il tuo hotel<\/h2>\n\n\n\n<p>Fare un\u2019analisi RFM manualmente non \u00e8 cosa semplice, soprattutto in presenza di una mole di dati consistente. Ecco perch\u00e9 esistono <strong>software appositi<\/strong>\u00a0di Business Intelligence e Data Analysis che scandagliano il tuo database e restituiscono un quadro della situazione.<br>Per quanto importante, questo tipo di analisi non \u00e8 per\u00f2 l\u2019unico consigliato per aumentare la revenue, anzi. ADR e <a href=\"https:\/\/wubook.net\/blog\/revpar-significato\">RevPAR<\/a>, ad esempio, sono indicatori altrettanto essenziali per capire lo stato di salute della struttura e migliorarne le prestazioni.<\/p>\n\n\n\n<p>Strumenti di raccolta e indagine precisi e completi come Zak, <a href=\"https:\/\/wubook.net\/?utm_source%3DReferral%26utm_medium%3Dbanner%26utm_campaign%3Dwong-link-header\">il PMS per hotel di WuBook<\/a>, semplificano molto le attivit\u00e0 legate alla strategia di marketing e l\u2019operativit\u00e0 in generale: per questo, prima di addentrarsi in indagini sofisticate, \u00e8 bene assicurarsi di avere la dotazione tecnologica giusta per far fronte alle attivit\u00e0 quotidiane, ordinarie e straordinarie.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A volte per conoscere meglio se stessi \u00e8 necessario conoscere gli altri. No, non vogliamo parlare di filosofia, ma introdurre un argomento che segue lo stesso principio: l\u2019analisi RFM. Si tratta di una tecnica di marketing che permette di segmentare la propria clientela per orientare meglio l\u2019offerta commerciale e le attivit\u00e0 di marketing dell\u2019albergo. Ecco in cosa consiste e come sfruttarla per aumentare i profitti.<\/p>\n","protected":false},"author":2638,"featured_media":16357,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[387],"tags":[],"class_list":["post-16345","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gestione-hospitality","content-wrap"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Analisi RFM per Hotel: cos\u2019\u00e8 e a cosa serve<\/title>\n<meta name=\"description\" content=\"Scopri come l\u2019analisi RFM (Recency, Frequency, Monetary) per gli Hotel permette di profilare il pubblico e personalizzare l\u2019offerta, aumentando i ricavi.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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