CRM

The Fundamentals of
Customer Relationship
Management in a
Hospitality Setting

Part 2: The Hotel

Guest’s Journey
 RECAP: CRM

• CRM System → build meaningful database

of information and GUEST PROFILES
• CRM → Build meaningful RELATIONSHIPS
with as many of those profiles as possible
→ GROWTH OF BUSINESS
 Hotel Guests & Their
Decision-Making Process
= Their JOURNEY

• The journey includes aspects outside of Customer Relations

• Only when we UNDERSTAND our guests, can we build
meaningful relationships with them
• We therefore need to understand their entire journey
 The Journey: it’s a long one!
GUEST PROFILE “Guest A”

1. Guest A completes one part of the journey BEFORE visiting a hotel

◦ This is the BOOKING CYCLE
◦ Is a “self-led” journey, guided in part by the hotel

2. Guest A visits a hotel

◦ The activities that occur before, during and after the stay is the EXPERIENTIAL JOURNEY

3. The LIFETIME JOURNEY

◦ Guest A may only stay at a hotel once = shorter lifetime journey with this particular hotel
◦ Guest A may have really enjoyed their stay, and is a frequent traveler = longer lifetime journey
The INTEGRATED Journey

https://www.solimarinternational.com/
 “GUEST B”

BOOKING
JOURNEY
LIFETIME
JOURNEY
MAKES A BOOKING based
on CHOICE CRITERIA

EXPERIENTIAL
JOURNEY
Guest A hears about a certain GUIDING
destination from a friend the BOOKING JOURNEY

BROWSING

• Great SEO
• Videos and other
great content readily
available
• Blog
• Articles on travel
sites
Guest A starts to get more serious GUIDING
about traveling to Paradisia the BOOKING JOURNEY

COMPARING
• Website
• Chatbots
• Social media (for follows
& shares)
• Personal (marketing)
journey could begin here
Guest A has decided they’re going to GUIDING
Paradisia! the BOOKING JOURNEY

• Promotions / special
offers
• Planning tools
• Free consultations
• Follow-ups

CONFIRMING
Guest A has determined exactly what GUIDING
they want the BOOKING JOURNEY

• Booking widgets on
all platforms
• Simple telephonic
booking process
• Automated
confirmation

MAKES
BOOKING
WHY did Guest A choose OUR hotel?

Many factors or CHOICE CRITERIA played a role

 Guests base their choice of hotel on
CHOICE CRITERIA
BUSINESS TRAVELERS: LEISURE TRAVELERS:
• Amenities • Amenities
• FREE WIFI • FREE WIFI

• Free breakfast • Free breakfast

• Core services & facilities • Core services & facilities
• Transport • Swimming pool
• Conferencing / meetings
• In-room work facilities

Forbes Article
 Guests base their choice of hotel on
CHOICE CRITERIA

• EXPERIENCE & RECOMMENDATIONS • REVIEWS

• Personal • Travel sites
• Family / friends • Travel blogs
Positive
• Travel agencies Experiences! • LOCATION
• MARKETING Perceived • Security
• Promotional emails Quality • Tranquility
• Advertising
EASE OF BOOKING
 EASE OF BOOKING
• Our Guest’s booking experience can set the tone for their entire stay!
• Telephonic: MUST adhere to principles of CRM (Operational) and
excellent Customer Relations
• Digital:
• MOBILE is essential
• Superb UX on website; clear booking widget
• Booking links on social media, articles, blog
• Digital should be followed up with a phone call, e-confirmation or both.
So Guest A has made a booking. NOW WHAT?

They enter the EXPERIENTIAL JOURNEY!

• CRM System: their
status changes to
“guest” (no longer
“prospect”)

• They will likely now

enter a well-defined
automated
marketing
sequence

• Offer a “request a
call-back” CR
service
 CR Time to Shine
• CRM System: KNOW who is coming, and
when!
• Returning guests: CHECK their guest
history, use it to your advantage
• New guest – ascertain whether business
or leisure – welcome them accordingly
• Take careful note of guest’s home
country, and be aware of any cultural
and/or religious factors
• Be especially aware of any guests with
disabilities, have trained staff available
• If any “upsells” were selected or enquired
about prior to arrival, cover this with the
guest upon arrival
The Importance of CRM during a guest’s stay

• A satisfied guest might be neutrally pleased with their

experience at your hotel → MAY NOT RETURN
• Next visit to same destination, they could still be
primarily led by CHOICE CRITERIA of price, location
and/or facilities
• We need to connect with them emotionally – BUILD A
RELATIONSHIP – to generate a meaningful experience
that will resonate and hopefully be shared
• They will likely return!
 TIPS for building relationships
• From the very first phone call, always use your first
name, use titles with guests – NO BROADCASTING!
• Personalise your welcome – can build excellent rapport
• At check-in, remember to mention to guests if extra (no
cost) items have been added to their rooms
• Business: extra stationery
• Families: activities/toys
• Honeymooners: champagne
 TIPS for building relationships
• Quiet periods – take the time to circulate
• Don’t be afraid to let guests see rapport with colleagues
• Pay special attention to returning guests, with
personalised added touches – items with names
• Check-out is also key in relationship building – use
open-ended questions: instead of “Was everything ok?”,
opt for questions about their onward journey, for e.g.
 TIPS for building relationships

• Big groups – assign a point person (this can be

announced prior to arrival)
• Inform of schedule
• Introduce group leader to concierge
• Group itinerary and special requirements must be known to other staff
assisting

• If possible, offer a selection of travel goodies at check-in

• Provide wifi details as soon as possible
 TIPS for building relationships

• Take the time to become a location “specialist”

• Popular spots
• Child-friendly recommendations
• Operating times, walking distances
• “Name drop”

• Be aware of guests itineraries, and offer extra touches

around activities – e.g. snack bars prior to hikes, etc.
• LISTEN and RESPOND
 Listening and RESPONDING:
• “NO” vs Find a solution – NO is NEVER the answer (negative words)
• “We can’t do that” vs “Please allow me to figure out a solution”
• “We’re sold out” vs “Tonight our hotel is fully committed, may I offer to help you
find nearby accommodations?”
• “Checking out/in?” vs “Good Morning/Afternoon, How may I assist you?”
• “I don’t know” vs “ Please allow me to find out this for you”
• “I don’t work in that department” vs “I’m happy to help you find that right
person to better answer your question”
• “It’s our policy” vs “Let me see how I can help you with this”
• “You can’t do that” vs “Here are some alternative suggestions for you to…”
• “No Problem” vs “It’s my pleasure”
• “It’s not my fault” vs “On behalf of ___ and our hotel, I’m sincerely apologize….”
 NB in extending Guest
LIFETIME JOURNEY
• CRM System and
automated marketing is
crucial
• Based on time triggers
• Personalised triggers

• Keep guests in-touch but

DO NOT SPAM
• Birthdays
• Holidays
 LIFETIME JOURNEY
vs
LIFETIME VALUE
TIPS for extending LIFETIME JOURNEY
• Encourage online reviews, social media shares – helps to build
advocacy
• Reward referrals
• Reward loyalty
• Post-stay marketing to not only include promotions etc., but links
to articles, blog, etc.
TIPS for extending LIFETIME JOURNEY
• Be aware that past guests – not only potential guests – are
WATCHING
• Employ SOCIAL LISTENING
• Make the best of mentions, trends and posts – ask to repost (user-
generated content is INVALUABLE)

• Make use of REPUTATION MANAGEMENT

• Always respond to negative comments, in a respectable, non-
confrontational manner – move the conversation to a private platform asap
• Where possible, respond to positive comments, too! – request permission to
use as official testimonials
 REPUTATION MANAGEMENT
• What NOT to do
• DO NOT fine people for bad reviews!
• DO NOT lose your temper
• DO NOT engage with blackmailers
• DO NOT embarrass the reviewer
• DO NOT insult the reviewer
• Examples →
 REPUTATION MANAGEMENT
• What TO DO
• Should you suspect malicious activity, report it (especially repeat instances)
• Remain diplomatic in all your responses
• Example →
“Hi ………., thank you for your review. We have recently been
receiving reviews to our page by fake accounts on TripAdvisor.
This matter is currently being taken up and investigated with
TripAdvisor. As you currently have no solid profile with
TripAdvisor, we suggest you contact us personally, so we can
help you with your situation in the fullest. We only want our
guests to experience the very best in services when they stay
with us. We look forward to your contact!”
 REPUTATION MANAGEMENT
• What TO DO continued:
• Remain calm and consider whether the reviewer is perhaps being fair
• Use this as an opportunity to showcase your professionalism, and “re-
sell” the hotel by focusing on positives
• Example →
“Hi ……, we do regret you have experienced this with us. We are
always looking to improve our service to our guests and are
very proud of our high standard of service. However, I know
every now and then, it is possible to have a mishap! I’d like to
take this up with you personally and see how we can best
rectify the situation with you. Please do not hesitate to contact
our customer service management team on ………. and ask for
…….. . We look forward to your call.”
 REPUTATION MANAGEMENT
• What TO DO continued:
• Have a policy in place which assist staff in dealing with these occurences
• Be proactive:
• Ensure that the response to the reviewer has a point of contact at the hotel they
can speak to, that is responsible for the area of concern, and that there is a
procedure in place to rectify the situation. For example, if the reviewer does contact
and there is a valid reason for their complaint, you could offer incentive for the
reviewer to try your business again and see that it is not always this way
• Then investigate the matter internally – this is a MUST! Always find out why this
condition happened in the first place, review and fix the situation at hand, so it
doesn’t create this scenario again
Responding
to negative
reviews
Responding
to neutral
reviews
Respond to
positive
reviews, too
 FREE ACCOMMODATION REQUESTS
• Well known that bloggers / influencers use their online presence to
gain free accommodation at hotels
• THE HOTEL SHOULD DECIDE ON ITS OWN POLICY, and have page
on website dedicated to explaining this policy
• If such requests are considered, have a contact form available as
application
• ALWAYS carefully review such a request by investigating the
requestor
Q&A
Up Next:
• Implementing a CRM project
• Portfolio (Profile) management aspects