{"id":14193,"date":"2024-10-01T08:24:41","date_gmt":"2024-10-01T08:24:41","guid":{"rendered":"https:\/\/www.palisis.com\/resources\/como-o-fiasco-da-ticketmaster-deu-ma-fama-aos-precos-dinamicos\/"},"modified":"2026-02-24T07:20:32","modified_gmt":"2026-02-24T07:20:32","slug":"como-o-fiasco-da-ticketmaster-deu-ma-fama-aos-precos-dinamicos","status":"publish","type":"post","link":"https:\/\/www.palisis.com\/pt-pt\/resources\/como-o-fiasco-da-ticketmaster-deu-ma-fama-aos-precos-dinamicos\/","title":{"rendered":"Como o fiasco da Ticketmaster deu m\u00e1 fama aos pre\u00e7os din\u00e2micos"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Ultimamente, os pre\u00e7os din\u00e2micos t\u00eam sido not\u00edcia por todas as raz\u00f5es erradas. Na primeira p\u00e1gina de uma pesquisa no Google pelo termo, s\u00f3 aparecem artigos sobre o recente <a href=\"https:\/\/www.bbc.com\/news\/articles\/cp3dr5r700vo\">fracasso da venda de bilhetes do Oasis<\/a> e sobre os esfor\u00e7os das autoridades reguladoras para controlar os pre\u00e7os din\u00e2micos ou proibi-los completamente.   <\/p>\n\n<p class=\"wp-block-paragraph\">Esta \u00e9 provavelmente uma boa altura para esclarecer alguns factos sobre os pre\u00e7os din\u00e2micos para os operadores tur\u00edsticos que possam estar preocupados com a possibilidade de acabarem como a Ticketmaster ao oferecerem esses pre\u00e7os.<\/p>\n\n<p class=\"wp-block-paragraph\">Nesta publica\u00e7\u00e3o, vamos ver o que correu mal com a Ticketmaster, porque \u00e9 que toda a gente est\u00e1 t\u00e3o chateada e como \u00e9 que os operadores tur\u00edsticos podem aprender com o esc\u00e2ndalo e abordar os pre\u00e7os din\u00e2micos de forma respons\u00e1vel.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-dynamic-pricing\"><span class=\"ez-toc-section\" id=\"O_que_e_o_preco_dinamico\"><\/span>O que \u00e9 o pre\u00e7o din\u00e2mico?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p class=\"wp-block-paragraph\">Em termos simples, o pre\u00e7o din\u00e2mico \u00e9 uma forma de ajustar automaticamente os pre\u00e7os com base na procura. Abordamos este assunto em pormenor em &#8220;<a href=\"https:\/\/www.palisis.com\/pt-pt\/resources\/precos-dinamicos-101-o-que-precisas-de-saber\/\" target=\"_blank\" rel=\"noreferrer noopener\">Pre\u00e7os din\u00e2micos 101<\/a>&#8220;. As principais vantagens dos pre\u00e7os din\u00e2micos s\u00e3o a maximiza\u00e7\u00e3o das receitas e a melhoria da utiliza\u00e7\u00e3o da capacidade. Se for bem aplicado, o pre\u00e7o din\u00e2mico ajuda-te a encher lugares, a ganhar mais dinheiro e a recompensar as reservas antecipadas com tarifas reduzidas.     <\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-qw.googleusercontent.com\/docsz\/AD_4nXezL-_CJppNbVfK9tvTGfe8XtrbKQgLzF5OoEWl-3Cy0TfzjSPWqzzCOZq9x9DfGs65vG1vt3uWR1sb1W9ikSYFl81OfI_mMc_NuzIGL-YnWq4xhX6Y9b0PENP3uQRa6BGBr6sCzWBLZevAs3wUI1yDIlJ0?key=P819ZZas4no4mOlS-6rNSw\" alt=\"\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\">H\u00e1 anos que os hot\u00e9is e as companhias a\u00e9reas utilizam os pre\u00e7os din\u00e2micos para ajustar os pre\u00e7os em fun\u00e7\u00e3o da procura, da sazonalidade, dos dias da semana e de eventos especiais. Um efeito indireto dos concertos esgotados, como os de Oasis e Taylor Swift, que causaram a rea\u00e7\u00e3o da Ticketmaster, foi o facto de os hot\u00e9is terem aumentado drasticamente as tarifas dos quartos e at\u00e9 cancelado as reservas existentes para os fins-de-semana desses concertos.   <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-ticketmaster-amp-oasis-where-did-it-all-go-wrong\"><span class=\"ez-toc-section\" id=\"Ticketmaster_Oasis_%E2%80%9Conde_e_que_tudo_correu_mal%E2%80%9D\"><\/span>Ticketmaster &amp; Oasis, &#8220;onde \u00e9 que tudo correu mal?&#8221;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p class=\"wp-block-paragraph\">No in\u00edcio de setembro deste ano, a venda de bilhetes para os espect\u00e1culos limitados de reuni\u00e3o dos Oasis gerou uma enorme procura e longas filas virtuais na Ticketmaster. O modelo de pre\u00e7os din\u00e2micos da Ticketmaster ajustava os pre\u00e7os de acordo com a procura ou &#8220;reflectia o valor de mercado&#8221;, como diziam os defensores da sua pol\u00edtica. Os f\u00e3s que tiveram a sorte de chegar \u00e0 p\u00e1gina de reservas depois de horas na fila encontraram bilhetes a serem vendidos por <a href=\"https:\/\/www.theguardian.com\/business\/article\/2024\/sep\/10\/oasis-ticketmaster-urged-to-refund-fans-dynamic-pricing-debacle#:~:text=believes%20that%20Ticketmaster's%20'in%2Ddemand,nasty%20shock%20at%20the%20checkout.%E2%80%9D\">mais do dobro do valor original<\/a>.  <\/p>\n\n<p class=\"wp-block-paragraph\">Os aumentos de pre\u00e7os enfureceram os f\u00e3s, deram origem a memes e levaram a que os reguladores governamentais interviessem no Reino Unido e na Irlanda. A Ticketmaster, os Oasis e a pr\u00f3pria pr\u00e1tica de pre\u00e7os din\u00e2micos foram alvo de duras cr\u00edticas.   <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-lessons-for-operators\"><span class=\"ez-toc-section\" id=\"Licoes_para_os_operadores\"><\/span>Li\u00e7\u00f5es para os operadores  <span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p class=\"wp-block-paragraph\">A boa not\u00edcia para os operadores tur\u00edsticos que utilizam os pre\u00e7os din\u00e2micos \u00e9 que \u00e9 muito improv\u00e1vel que alguma vez tenhas de lidar com uma procura t\u00e3o extrema que fa\u00e7a com que o teu sistema de emiss\u00e3o de bilhetes aumente os pre\u00e7os de forma descontrolada. Dito isto, o incidente sublinha alguns princ\u00edpios fundamentais para uma utiliza\u00e7\u00e3o eficaz e respons\u00e1vel dos pre\u00e7os din\u00e2micos. <br\/><\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-pricing-is-a-balance-between-customer-satisfaction-and-profit\"><span class=\"ez-toc-section\" id=\"A_fixacao_de_precos_e_um_equilibrio_entre_a_satisfacao_do_cliente_e_o_lucro\"><\/span>A fixa\u00e7\u00e3o de pre\u00e7os \u00e9 um equil\u00edbrio entre a satisfa\u00e7\u00e3o do cliente e o lucro  <span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p class=\"wp-block-paragraph\">A confus\u00e3o da Ticketmaster mostra-nos um extremo do <a href=\"https:\/\/www.palisis.com\/pt-pt\/resources\/encontra-um-equilibrio-entre-precos-dinamicos-e-satisfacao-do-cliente\/\">equil\u00edbrio entre o pre\u00e7o e a satisfa\u00e7\u00e3o do cliente<\/a>. Ao fazer pender a balan\u00e7a t\u00e3o fortemente a favor do lucro, a Ticketmaster fez com que os clientes se sentissem enganados e prejudicou a reputa\u00e7\u00e3o dos artistas para os quais vendia bilhetes.   <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-transparency-is-vital\"><span class=\"ez-toc-section\" id=\"A_transparencia_e_vital\"><\/span>A transpar\u00eancia \u00e9 vital  <span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p class=\"wp-block-paragraph\">Se os f\u00e3s soubessem que os pre\u00e7os seriam elevados devido \u00e0 procura e que a disponibilidade seria limitada, as coisas poderiam ter corrido de forma diferente. Mas a falta de transpar\u00eancia alimentou a indigna\u00e7\u00e3o e tornou a situa\u00e7\u00e3o muito pior.   <\/p>\n\n<p class=\"wp-block-paragraph\">Quando analisares a tua pr\u00f3pria estrat\u00e9gia de pre\u00e7os din\u00e2micos, considera a possibilidade de informar os clientes sobre <em>a raz\u00e3o pela qual<\/em> determinados hor\u00e1rios e \u00e9pocas custam mais ou t\u00eam menos disponibilidade. Longe de irritar os clientes, podes descobrir que isto te ajuda a comunicar o valor das horas de ponta e das ofertas de \u00faltima hora.   <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-prepare-for-demand-surges\"><span class=\"ez-toc-section\" id=\"Prepara-te_para_picos_de_procura\"><\/span>Prepara-te para picos de procura<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p class=\"wp-block-paragraph\">\u00c9 muito improv\u00e1vel que o teu neg\u00f3cio tur\u00edstico venha a ter o tipo de procura insana que a reuni\u00e3o do Oasis gerou. Mas factores como o turismo de massas, a viralidade das redes sociais e o patroc\u00ednio de influenciadores podem contribuir para uma procura superior \u00e0 habitual. <\/p>\n\n<p class=\"wp-block-paragraph\">Normalmente, este \u00e9 um bom problema, mas vale a pena ter um plano para ele e saber como as tuas defini\u00e7\u00f5es de pre\u00e7os din\u00e2micos ir\u00e3o responder.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-know-your-otas-policies\"><span class=\"ez-toc-section\" id=\"Conhece_as_politicas_das_tuas_OTAs\"><\/span>Conhece as pol\u00edticas das tuas OTAs<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p class=\"wp-block-paragraph\">Os Oasis e a sua dire\u00e7\u00e3o distanciaram-se da Ticketmaster, afirmando que n\u00e3o sabiam que os pre\u00e7os din\u00e2micos seriam utilizados.  <\/p>\n\n<p class=\"wp-block-paragraph\">Mais uma vez, embora seja improv\u00e1vel que uma rela\u00e7\u00e3o com terceiros traga tanta m\u00e1 publicidade ao teu neg\u00f3cio, vale a pena compreender como as OTAs com que trabalhas definem os seus pre\u00e7os e atribuem a disponibilidade. N\u00e3o se trata apenas de evitar um fiasco de pre\u00e7os, \u00e9 bom senso comercial.   <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Os pre\u00e7os din\u00e2micos t\u00eam estado nas manchetes ultimamente por todas as raz\u00f5es erradas. Neste artigo, vamos ver o que correu mal <\/p>\n","protected":false},"author":2,"featured_media":14194,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[46,49,55,131],"tags":[],"class_list":["post-14193","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry","category-article","category-reservations","category-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Como o fiasco da Ticketmaster deu m\u00e1 fama aos pre\u00e7os din\u00e2micos | Palisis<\/title>\n<meta name=\"description\" content=\"Os pre\u00e7os din\u00e2micos t\u00eam estado nas manchetes ultimamente por todas as raz\u00f5es erradas. 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