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Personalize, Deliver and Delight: CRM Can Make Your Hospitality Business a Success

Hospitality industry is all about customer contact and personalization. As AirBnB and similar online services disrupt the traditional hospitality markets, you need all the tools you can get to stay competitive. Hospitality industry has access to a rich trove of data it can tap to deliver personalized services across multiple channels and deliver added value to combat the pricing pressures from the likes of AirBnB.

However, success requires a comprehensive approach that addresses multiple areas of your business, starting with omnichannel presence and customer journey to driving loyalty and automating sales and marketing. Here are some core initiatives that you should focus your efforts on.

Happy guests are loyal guests

It’s hard to overstate just how important customer loyalty is in hospitality industry. Repeat customers are driving growth, particularly in upper midscale, upscale, and upper upscale hotels. However, when it comes to loyalty guests are not focused solely on lower prices, instead they are looking for hotels to deliver personalized and exclusive experiences. Research by rDialogue has shown that 67% of travel loyalty members and 70% of retail loyalty members want access to member-only experiences. 

In practice, this means that you should not focus solely on prices and discounts but also on upselling and cross-selling. 

Invest in delighting your customers

Delivering an experience that delights your customer is not just about loyalty it is also about increasing revenue. Services like TripAdvisor now play such an important role in guests’ decisions that a single point increase in the TripAdvisor score (from 3.4 to 4.4) means that a hotel can raise its prices by 11 percent without measurable impact on occupancy or market share.

But delivering an exceptional experience can be difficult and the process starts a long way before the guest sets a foot in your lobby. Every part of the guest journey needs to be addressed: booking a stay, pre-stay communication, on-site experience and post-stay communication. Your efforts need to be more than just about collecting satisfaction data after the stay is over. The journey has many touchpoints and you should take advantage of each one of them.

Put CRM front and centre

CRM is not just a tool for sending e-mail and it’s not just a fancy way of maintaining user contact information. As a hospitality company you are a customer service company, so it makes sense to put CRM in the centre of your operations. The first step is to integrate your customer data from other systems into your CRM to ensure you have a single version of the truth. 


Hospitality.CRM - a comprehensive CRM software developed for the hospitality industry with the aim to improve your guest experience

There is simply no way to design a truly special and personalized guest experience without having their data in a single place and delivering it to your employees. You need to empower your staff with the right information, so they can offer specials, extra activities or new services based on the information you have about customers.

Another upside to implementing a CRM system that aggregates information is that you make it possible for your people to resolve any potential issues faster by providing them with the right information, in the right context and at the moment when they need to make decisions. Problems are solved faster and you have better tools to address your guests’ concerns and issues, enabling you to support customers throughout their journey.

So, yes, delivering an exceptional guest experience can be difficult. But with the right Hotel CRM in place, hotels can shift their focus to us, demanding guests and make sure, we get what we expect and sometimes even more. Only then it is more likely we will come back and that we will spread the good word.

Alan Uzelac, Sales Consultant, Adacta

Experienced Sales Consultant with a demonstrated history of working in the information technology and services industry. Strong sales professional skilled in Marketing Management, Negotiation, Business Planning, Analytical Skills, and Microsoft business solutions.

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