El crecimiento del sector turístico en Colombia y sus desafíos

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 turismo

De acuerdo con la OMT, el turismo hacia Colombia crece por encima del promedio mundial a una tasa del 12% en los últimos años.

Colombia en llegadas de visitantes del exterior no residentes superó 4,4% del promedio mundial en 2015, al crecer 6,06%. Si se compara el 2010 con ese año, el país creció 70,33%, al pasar de 2,6 millones de visitantes a 4, 4 millones.

Según el portal especializado en viajes y turismo ‘Lonely Planet’, Colombia es el segundo destino turístico con atractivos para visitar después de Canadá, en 2017, en un listado de diez países. Así mismo, el año pasado Colombia fue escogida por la guía de viajes de aventura y naturaleza, como el primer destino en este segmento para visitar dadas las perspectivas que ofrece la paz”, dijo la ministra de Comercio, Industria y Turismo, María Claudia Lacouture. (www.larepublica.co, febrero de 2017)

Varios factores sitúan a nuestro país como destino ventajoso para el mercado doméstico e internacional. Uno de los principales es el precio del dólar, que convierte a Colombia en un destino favorable para viajeros internacionales al tiempo que ofrece una alternativa económica viable para las vacaciones de los colombianos cuyos viajes a países dolarizados se tornan más costosos de lo normal.

Desafíos y Retos 

Los desafíos y retos a enfrentar en el sector, están en marcados en los siguientes puntos:

  • Seguir aumentando el tejido empresarial exportador de servicios de turismo para tener una oferta de lujo a quien viene a conocer el país.
  • Trabajar en conjunto con todos los actores del sector, para mejorar en competitividad, forjar una cultura de servicio acorde con el destino, mantener la calidad y el entusiasmo.
  • Cumplir con las normas, reglamentaciones y leyes vigentes para garantizar su operabilidad. (www.dinero.com, diciembre 2016)

El sector hotelero es uno de los ejemplos más claros del marketing relacional y directo. El marketing sobre los futuros y actuales clientes es además intenso, a través de email marketing, en las reservas on-line e incluso en la promoción y medios sociales; lo que le hace responsable del tratamiento y almacenamiento de datos personales muy sensible, especialmente de sus huéspedes, donde el traslado de personas es constante viniendo de multitud de países.

A los habituales servicios de administración de habitaciones y servicios, se suman otros donde el tratamiento de datos personales es evidente, como son:

  • La gestión de eventos
  • Los programas de fidelización
  • Servicios más personales en las instalaciones del hotel y realizados en ocasiones por terceros (spa, tratamientos de alimentación, gestión del minibar, etc.).

La gestión y administración de los propios hoteles (propiedad o arrendamiento, gestión externa o franquicia) puede traer consigo además ciertos riesgos pues en algunas ocasiones se pueden realizar transmisión de datos entre sociedades mercantiles sin haber realizado las debidas medidas que marca la Ley (básicamente el deber de información hacia el huésped y la contratación entre encargado de tratamiento y el responsable del dato), lo que podría ser calificado como una cesión no consentida, y por tanto sancionable por la ley 1581.

Todos estos tratamientos se suman a los informáticos y tecnológicos, ya que en la totalidad de los establecimientos existen computadores que mediante bases de datos y aplicaciones informáticas incorporan la automatización de la información y están expuestos a malos manejos, daños o fuga y robo de datos que pueden presentarse por el personal interno o por ciberdelincuentes o piratas informáticos.

¿Por qué hoteles?

Cuando un ciberdelincuente piensa en un hotel, piensa en una empresa con un volumen de negocio muy suculento. Una empresa que cuenta con millones de habitaciones, que son utilizadas por millones de clientes. Que genera negocio por sí misma pero que, a su vez, ofrece una tajada extra: las tarjetas de crédito de todos sus clientes. Cada vez que un cliente pernocta debe utilizar su tarjeta de crédito, si no es para pagar su habitación, es como garantía de depósito de los gastos que pueda generar durante su estancia.

Algunos hoteles atacados

Un buen ejemplo es el de White Lodging, una empresa que ofrece servicios a diferentes hoteles (Hilton, Marriott, Hyatt, Sheraton, Westin,…). Fue víctima de un ataque en 2013, aunque no se hizo público hasta un año después. En este asalto fueron comprometidas tarjetas de crédito y débito de los clientes que utilizaron algunos de los servicios de White Lodging en al menos 14 hoteles.

Hilton Worldwide, en noviembre de 2015 publicó una nota de prensa reconociendo que habían sido atacados. No especificaron el número de establecimientos afectados pero declararon que, entre la información robada de los terminales de punto de venta, se encontraban los números de tarjeta de crédito, el nombre completo, la fecha de caducidad y los códigos de seguridad.

 

No solo es necesario que las empresas del sector hotelero cumplan con la ley 1581 generando  un documento de privacidad y el registro RNBD ante la SIC, sino que es de suma importancia  que el recurso humano de los hoteles (recepción, dirección, marketing, comercial e incluso los gerentes o representantes) estén concientizados debidamente, conozcan la Ley y sobre todo como cumplirla de manera ágil y específica en el ámbito de sus funciones y responsabilidades profesionales pero también ayuden a cuidar el activo más valioso que se tiene, la información y los datos personales.

Fuente: www.hosteltur.com, Toni Martín-Avila (IT360.es), Ferrán Rebollo (SGPD), Mario Arauzo (ITsencial)

Conozca como implementar la Ley 1581 y realizar el registro, clic Aquí 

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