TOURISM AND HOSPITALITY: CUSTOMER CENTRIC CRM IMPROVES CX

The hotel industry is a highly diverse sector with small hotels, apartments, rural houses… and importanta players creating intermediation platforms. A hospitality oriented CRM has always been seen as something used by the large chains, when in reality it has turned into the best ally of any establishment to provide five-star service to its guests.

CRM for hotels, travel agencies and transportation companies is a great marketing tool that facilitates profitable operations through more targeted marketing and more personalized relationships with travelers, guests and corporate clients.

The proper use of CRM for hotels allows establishments to increase direct bookings from their website (up to 40% on average) and incorporate new products and services for cross-selling, such as entertainment packages.

Through a deeper understanding of guest preferences and needs, hotels and entertainment companies are able to offer their customers leisure packages and third-party services, increasing customer loyalty and revenue per guest. Better understanding customer preferences contributes to better planning and management of reservations when choosing rooms that suit their tastes: close to the elevator, on a specific floor, type of bed…

Implementing a hotel CRM should not be a headache for the managers of the establishments, whose focus should be managing the business. Our experience with companies in the hospitality and tourism industry has led us to propose a solution that is easy to integrate, allows multi-channel communication to adapt to the needs of our guest’s preferences and incorporates automation to facilitate the day-to-day operations of hotels.

There are multiple benefits of implementing Salesforce CRM: greater personalization at all points of contact with the customer (pre-stay, stay, post-stay), which increases customer satisfaction and loyalty; a better rating in reviews online; the possibility of offering new services that become new sources of income; or the possibility of designing specific marketing and commercial strategies outside the guidelines set by the large intermediation platforms or tour operators. Add value to the business process and put the customer at the center of the strategy. The important thing is not to deliver an invoice, but all the services generated around it. Offer a truly personalized, seamless experience based on real customer data.

Our experience with customers such as Ilunion Hoteles, Trasmediterránea, ONA Hotels, Food Box, LSG Group, Alsa and InterCruises, has allowed us to learn in depth what the challenges and needs of the sector are. Customer insights and intelligent support processes are the key to having a Satisfied Customer. Therefore, by incorporating Salesforce CRM you will achieve that 5 star review that any business in the hospitality and tourism industry desires.