While traveling to a new destination, visitors always have a range of accommodation and leisure options. If you are in the hospitality industry, you are probably facing two major challenges –
The primary concern is to differentiate the quality of service from the competitors. Suppose you have a resort near Gokarna beach, however, there are other hotels as well, in the same location. How do you sustain in the competition and offer superior service to the visitors? Why do people choose your resort leaving other available options?
The second issue is to get more repeat visitors. People usually like to visit new places. It needs a major attraction to bring them back to your hotel again and again. Ordinary hospitality and average service can never make them feel at ease. Here also you need something more to retain your customers.
Now, let’s explain how CRM software can help you address both the above challenges.
Understand Likes and Dislikes of Guests
“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” – Steve Jobs, Apple
Hoteliers need to have intense knowledge of their guests’ requirements, activities, and preferences. So that you can deliver excellent hospitality, create value and therefore, stimulate customer retention at its highest level.
Each person has an individual preference while outing for a trip. Some people like adventurous trips and some prefer holidays only for relaxation. Likewise, there are differences in room and service requirements as well.
For this, you have to understand the likes and dislikes of your guests. That can only be done by tracking their service and product consumption history with a suitable CRM system.
You need to create an exceptional experience adjusted to the guests’ needs to maintain the organization’s long-term success.
Below are some quick facts about travelers and their practices-
- More than 50% of hotel bookings take place online.
- 3 in 4 travelers agree that smartphones are very important, even crucial.
- 1 in 3 travelers admits to using smartphones more when they travel than they do at home.
- Leisure travelers read an average of 6-7 reviews before booking (spending an average of 30 minutes, although 10% spend more than an hour); business travelers read an average of 5 reviews.
- 30% of travelers use the mobile app to find hotel details.
Provide Personalized Experience that Makes Their Holiday Memorable
“The easiest kind of relationship is with ten thousand people, the hardest is with one.” – Mahatma Gandhi
Hotel CRM lets you ace this aspect of guest delights with a display of information regarding your guests. These records help you provide a perfect sense of personalized hospitality.
For example, while checking in, the hotel members can greet your guest by name. The attendant can show them suitable rooms, which they will prefer most.
Plus, it also generates accurate reports with every detail, so that you can observe your client’s consumption patterns and provide service accordingly.
A happy guest is the future asset of your hotel business. Suppose you visited Maldives Beach Resort and had a wonderful experience. Your Facebook images can influence your friends to visit the place.
Considerably, 72% travelers post vacation photos, 46% check-in to a location and 70% update their Facebook status while still on vacation.
Besides, more than 50% of customers worldwide made a purchase of service or product based on the online recommendation. A CRM facilitates you to monitor the social media channels and also speed up responses to online queries and feedback.
Integrate CRM for Superior Infrastructure and Workflow Automation
“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.” – Bill Gates
Sometimes it’s difficult to stay updated about your hotel. Yes, it’s possible. If you own a big resort with several branches in different locations, staying informed about everything is really difficult. With Customer Relationship Management software you can have all the information on your dashboard. So, it gets easy for you to record and monitor the accommodation status and other necessary details.
CRM allows you to-
- Check availability of rooms
- Maintain a record of all guests & their contacts.
- Add and edit contact details of guests.
- Allocate, categorize, and communicate seamlessly with your guests.
- Store basic details of room & services your guests have opted for.
- Save significant dates regarding check-in and check-out from the hotel.
Follow up Guests for Retention and Recommendation
“Loyal customers, they don’t just come back, they don’t simply recommend you, they insist that their friends do business with you.” – Chip Bell
Recommendation and publicity are two important drivers for developing the travel and tourism industry. With a systematic recording system, you can contact your past customers, inform them about the latest offers and discounts, and send auto-generated and personalized emails and messages.
By following up with the old guests, you can be able to add value to them. It reinforces the probability of them coming back and recommendations from their end.
“Quality is remembered long after the price is forgotten.” – Aldo Gucci
To sum it up, the Hospitality CRM empowers you with maintaining world-class services across your Hotel chain. Once this is entirely implemented, scaling the business will become a real deal.
CRM system gives employees day-to-day reports which they can refer to manage and assist guests. It allows them to determine which approaches will lead to satisfy guests and address some usual concerns which they would need to deal with.