How to Shape the Hotel Guest Journey with Hospitality Suite CRM

The hospitality industry is cutthroat, with hotels constantly undercutting each other’s prices and taking whatever steps they can to get even the slightest advantage over a competitor. It’s easy to see why the margins can be so small.

But there are better options out there other than underpricing your product.

What is hospitality CRM?

CRM stands for Customer Relationship Management (CRM) and it’s all about managing the relationship that you have with your guests both as a group and individually. It’s important that you cater your service to that specific guest from start to finish. It’s that personalized experience that’s going to bring guests back again and again.

If you’d like more details on exactly how CRM can benefit your business, check out this article on why the hospitality industry needs CRM.

Why CRM matters

Your hotel is first and foremost a business and CRM is good for your bottom line. A 2017 study by the accounting firm Accenture found:

  • 56% of customers were more likely to shop at a retail store or online if the company recognized them by name;
  • 58% said they were more likely to make a purchase if the retailer made a recommendation based on past purchases or preferences;
  • 65% said they were more likely to shop at a retailer if the company knew their purchase history.

Most of all, 75% of consumers said that they were more likely to buy from a retailer that offered even one of these services.

In other words, tracking your guests’ preferences pays off, literally.

Setting up Hospitality Suite CRM

When you sign on with Hospitality Suite CRM, you can rest assured that you’re not doing anything to jeopardize the systems that you currently have in place. Hospitality Suite CRM seamlessly integrates with your Property Management System (PMS), Spa Management System (SMS), and Table Management System unifying the customer’s data onto a single platform.

When Hospitality Suite CRM becomes your central tool for managing your customer interactions and touchpoints, you receive a fuller and more complete understanding of your guest’s personality, likes, and dislikes.

Using Hospitality Suite CRM for Hotel Reservations

Because Hospitality Suite CRM is built with Dynamics 365, it can be integrated with numerous PBX phone systems. That means the CRM is working from the very first call.

When a guest calls the hotel, Hospitality Suite CRM will pull up the guest’s profile so that the reservation agent has it at her fingertips. In the instant the phone is answered, the reservation agent knows if the guest prefers a room on the ground floor or one far away from the pool. You’ll know if the guest prefers a late check-in or tends to show up early when checking in.

All of these details are in the guest’s profile. The reservation agent can make a guest feel special by remembering the guest’s preferences and making adjustments before the guest even asks for them. A simple, “I see you prefer a room on the ground floor, would you like me to request a room on the ground floor for this stay?” is the little touch that makes a big difference.

How Hospitality Suite CRM works in the background to continue the guest journey

Once the room is reserved, the human role within the guest’s journey is put on hold. Now, Hospitality Suite CRM goes to work. Through automated communications, your guest will receive a confirmation email with details about the hotel booking including check-in time and check-out date.

As the date of the hotel stay approaches, Hospitality Suite CRM continues to have contact with the guest. A week before the visit, a “Your trip is just around the corner…” email goes out to remind the guest that her stay is coming up. The night before the visit, an email goes out reminding your guest what time check-in is, offering directions to the hotel, and directing the guest on where to park.

The morning of, a text message is sent to the guest telling her how the hotel staff is getting ready for her arrival and thanking her for choosing the hotel. The text message includes the exact address of the hotel so that she can just click on the link and map it through a smartphone.

How Hospitality Suite CRM works when the guest arrives

When the guest arrives at the hotel, the Hospitality Suite CRM has already warned the housekeeping staff that this guest likes two extra towels in her room. Those towels are already in the guest’s room waiting for her.

At check-in, the concierge welcomes the guest by name and thanks her for staying at the hotel once again. Through Hospitality Suite CRM, the concierge knows that this particular guest likes to go to the gym during visits so the concierge makes an effort to point the gym out on the map. 

Perhaps the guest likes to visit the spa during her stay, so the concierge offers to book a spa appointment for the next day. The concierge takes extra care to request the guest’s “regular” masseuse.  As one last touch the concierge prints out and presents the guest with a detailed itinerary outlining their entire stay.

Through Hospitality Suite CRM, the hotel and resort staff can submit and manage amenity orders with ease. What results is a unique and memorable guest experience that treats each guest as an individual person with individual wants and needs.

How Hospitality Suite CRM turns the hotel staff into a cohesive unit

Behind the scenes, Hospitality Suite CRM is helping the hotel and resort staff manage the wants and needs of each guest.

Each day, a guest arrivals report is generated by Hospitality Suite CRM. The report is used by the operations team to improve inter-departmental communications and prepare for the arrival of new guests.

When resort guests arrive to check-in, Hospitality Suite CRM generates a unified itinerary with details about the guest’s entire stay including appointments at the spa and reservations at the restaurant.

Each member of the housekeeping staff will receive special notes on the preferences of hotel guests. Guest A likes fresh towels, while Guest B frequently asks for more shampoo. These little touches can be taken care of before the guest even asks.

How Hospitality Suite CRM deals with guest issues

If something goes wrong during a guest’s stay, the hotel staff can use Hospitality Suite CRM to log the customer issue. Automated emails will ensure that all staff members are aware of the issues and as updates are made; those alerts will go out to all employees as well.

Back of house issues can also be dealt with through Hospitality Suite CRM. Internal help desk cases for departments like housekeeping, engineering, and I.T. are recorded and distributed to the rest of the staff.

These updates allow the entire hotel staff to deal with issues immediately and efficiently. When it comes to issues with guests, not only can the problems be dealt with but the concierge can address those issues with the guest and let the guest know that the problem has been fixed promptly.

By relaying this information to the guest, she knows that her issues have been heard and dealt with; she knows she is important.

How Hospitality Suite CRM works when the guest checks out

Hospitality Suite CRM does not stop working when the guest walks out the door. After the guest checks out, an automated email is sent to the guest asking her to comment about her stay via an online portal. Any issues brought up by the guest are immediately submitted to the hotel manager, who can reach out to the guest personally.

Following the visit, you can keep the conversation with the guest alive with ongoing targeted email marketing. Through the Hospitality Suite CRM, you can create detailed marketing lists based on any criteria in the vast data pool of guest profiles.

These constant points of contact will keep your hotel at the forefront of a guest’s mind so that when it’s time to book another stay, she thinks of your hotel first.

How Hospitality Suite CRM brings guests back for another stay

You can also use Hospitality Suite CRM to make offers that appeal to your guests. With the profile that you’ve built up, you know if a guest is likely to opt for your hotel if you offer a AAA discount or if offering a free night might incentivize the guest to stay longer.

According to a survey by the accounting firm PwC, one of the reasons hotel guests are more likely to join a loyalty program or be loyal to a specific hotel is because that hotel offers a more personalized experience for loyal customers. Free hotel nights for frequent stays and upgrades that appeal to the guest all incentivize a guest to return.

The survey further found that this holds true for young and old travelers alike. Whether you’re dealing with a Baby Boomer or a Millennial, loyalty rewards and a personalized experience keep guests coming back again and again.

How Hospitality Suite CRM can be customized for the needs of your business

The beauty of Hospitality Suite CRM is that it’s customizable. As the hotel manager, you’re able to choose whether the guest receives an email or a text alert. You get to decide how many points of contact to make with the guest before she arrives for her stay. You get to decide when and how to follow up with a guest.

You are in complete control.

Hospitality Suite CRM gives you more control over the guest’s journey. You’re guiding the guest along a path to make sure that she feels welcomed even before arriving at your hotel. You’re in control of the special details within your hotel to make sure that the guest feels special from the moment she walks through the door.

With the help of Hospitality Suite CRM, you can treat the guest like the individual, special, and important person she is.