CRM IN HOTEL INDUSTRY

CRM is essential in the hospitality industry as it helps a company exceed its customers’ expectations by enhancing the
aesthetic value of its services and providing the opportunity to build effective interpersonal relations.
One-stop Database: Contains all relevant data pertaining to its customers
which are constantly updated to accommodate any changes. This facilitates for
quick identification of data regarding the customer which aids in faster problem
solving.
1
Enhances Sales Productivity: Repetitive sales tasks like sending bulk e-mails
and generating reports can be automated. The CRM mobile access allows sales
teams in the hotel industry to have ready access to their customers’ preferences,
which helps them to create more lucrative offers for their clients.
2
Customer Retention: While competition and product dissatisfaction
account for only 9% and 14% of customer loss respectively, 69% of customers
move away from one company to another due to the lack of personal bond with
the company.
3
Customization: CRM software allows the hotel industry to customize products
according to the target audience. While for certain customers, value for money
is the priority, for many others luxury and overall experience matter the most 4
CRM
Increased Referrals: With its focus on customer satisfaction, CRM creates a
good referral base as contented customers give favorable reviews which in turn
solidifies the company’s reputation. 5
Better Customer Support: CRM builds an effective customer support system
that is fast and provides assistance to clients through phone, chat, e-mail and
even in person.  6
ALIGNING WITH THE NEW NORMAL
How CRM can help hotels with recovery post COVID?

02. Email marketing 04. Pre-arrival surveys 06. On-property communication

01. Segmentation 03. Pre-arrival emails 05. Guest profiles 07. Tracking and reporting
 ALIGNING WITH THE NEW NORMAL
Segmentation
Reliable segments from the past may have
changed drastically since the global pandemic.
It is important to strategize about what segments
will be the first to be able to travel.  1
Tracking and reporting
While ramping up, it’s imperative to keep
track of progress and successes. A robust
CRM allows to prepare, strategize, build,
and restructure for a strong recovery.
On-property Communication
The human side of hospitality will always be what
makes people travel, and that will never change. While
guests are onsite, automated emails can be used to
communicate about:
• Changes to dining reservations
• Updated pool opening hours
• Revised cleaning schedule
(contd.) Email marketing
People need confidence before they travel again. Safety
will be a huge deciding factor for those thinking about
booking, which should be kept in mind while deciding
communication efforts.
2
Pre-arrival emails
Pre-arrival emails can be the best way to excite guests
3 about their upcoming trip and communicate about
important changes like check-in process change, room
cleaning schedules etc. Dynamic content can be used.
7
Pre-arrival surveys
4 Pre-arrival surveys will allow open up the dialogue with
guests & make them feel comfortable before arriving.
Channeling queries and storing the data within CRM will
6 streamline re-opening and the guest experience.
5
Guest profiles
Guest profiles are the cornerstone of CRM.  Those
customers should be targeted who are more likely to
travel based on location and previous spend.