Customer data is omnipresent, from booking timelines to event purposes to F&B purchasing habits. As the volume of industry data becomes larger than ever before, hotel management firms require powerful hotel CRM software that can analyze and put this data to work for them.
With these hotel CRM strategies, you may increase earnings in ten different ways:
- Recognize customer profiles.
Big data assists hotel CRMs in providing a personalized experience for customers, from marketing to check-in to room service. Having all of your data in one location makes it simple to create powerful and thorough client profiles.
Separately tag each type of information so that you may study certain data sets. You will be able to see these trends if you segment your clients.
- Rank the group’s business leads.
Group business is a formidable and profitable market area, but hotels can waste a significant amount of time analyzing, comparing, and responding to RFPs. The hotel must weigh room availability, meeting space and A/V requirements, food and beverage costs, and other criteria, often devoting substantial effort to leads that are ultimately unsuitable.
Scoring sales leads enables hotels to focus their efforts on the most profitable prospects, as well as those with the highest conversion rates.
Kapture’s Hotel CRM software is a powerful and simple-to-use lead scoring system. A hotel customizes the system with its own features, such as the number of different types of rooms, event spaces and sizes, and group ceiling, as well as priorities such as event fit, group size, and profit needs.
- Make communication more automated.
Automating communication in the run-up to the event ensures a smooth, streamlined experience for the customer. For example, a hotel CRM with automation can email reminders about—and copies of—the signed contract and the signed BEO. It can automatically follow up prior to the deposit deadline and deliver the rooming list to the client.
Post-event communication builds on the framework that has previously been set in order to encourage repeat business. Some hotels automatically send a thank-you letter to their guests following their stay.
- Increase repeat business.
What is the significance of repeat business? Finding a new customer is between 5 and 25 times more expensive than keeping an existing one, according to the Harvard Business Review! From organizations planning mid-week retreats to wedding planners looking for a weekend, the most successful hotels target the groups that are most compatible with the resort. They then cultivate a positive friendship.
We’ve already seen how data can be used to identify and rate a property’s most valued consumers, as well as improve communication. These characteristics not only help a hotel land first-time clients as efficiently as possible, but they also help convert those consumers into repeat customers and improve the customer experience.
Sales representatives understand which accounts require special attention and can devote time to cultivating those connections. Automated reminders can assist sales representatives in staying in touch with important clients. Share news or information that is relevant and valuable to them, particularly when annual occasions approach.
- Create possibilities for personalized upselling.
To avoid upselling, the additional products should focus on providing a better experience for the customer. However, this is only achievable if you have enough data to make an educated judgment about what the customer might want and can deliver it to them at the appropriate time.
- Improve sales activities
Are sales managers proactively pursuing high-scoring leads? Is the sales plan working? Gather data on which techniques are most effective to measure the success of the sales team’s actions.
You can, for example, track which email templates are most effective. Or see whether marketing to one neighboring state generates more business than marketing to another.
- Plan effective F&B.
Profitable F&B is efficient F&B! Collect and evaluate data so you know what to have on hand and when to keep it on hand. Keep an eye out for must-know trends such as dinners that sell quickly throughout the holiday season, poorly selling side dishes, and hot-ticket new F&B items that are in high demand.
In this manner, you can supply your F&B to avoid disappointed holiday groups while also reducing food waste.
With access to common menus via hotel CRM software, the sales team can include the same meal in event proposals. They can effortlessly distribute pre-planned meals with dietary restrictions to participants.
- Harvest F&B data
Are you looking for clients who want unique experiences or things that they can’t obtain anywhere else? Conduct A/B tests with your customers to evaluate if one signature item is more popular than another—and whether it is also profitable for your company.
Collect information on your clients’ favorites as well: does your group business contact like a particular dessert or drink? Have it ready in the room when you arrive, or bring it out on the house.
- Create dynamic and customizable pricing.
When done correctly, dynamic pricing can increase hotel income while also producing satisfied consumers. Many businesses employ dynamic pricing, such as airline ticket rates that vary depending on the booking window and Uber rides that are susceptible to’surge’ pricing. However, the hospitality business has a unique chance to incorporate consumer data into dynamic pricing, making customers feel more welcome.
Knowing how your best clients are divided (i.e., customer segmentation) reveals where you should direct your dynamic pricing and marketing expenditures. In the hotel sector, standard client segmentation includes solitary travelers, couples, and groups. However, you can narrow your search even more by group type or location.
Your group reservations may be dominated by athletic leagues or corporate organizations. Based on your results, you can create marketing strategies that target these demographics. Then you can devise a dynamic pricing plan.
You can also keep track of the habits and preferences of certain groups who book blocks of rooms at your hotel using the Hotel CRM software. Consider an annual sci-fi event in your area that attracts large crowds from library-based book clubs in other states.
- Increase account penetration.
It all comes down to data when it comes to measuring and expanding account penetration. Measure how much business a group performs with your hotels so that you may expand in both directions. More meetings (at different properties in your portfolio) and at a higher frequency.
Increase the proportion of the company’s total hotel business that takes place at your hotels. Don’t be afraid to recommend a property in your portfolio that you believe would be a good fit for specific functions.