The Benefits of Using CRM Software for Hotels

The global hotel business is one of the biggest industries in the world. It is estimated to have generated around $550 billion in revenue in 2016. That means that it is also one of the most competitive. In an age when the average consumer has more power than ever, and a time where technology makes convenience and personalised experiences a key differentiator between brands, embracing new technology can be one of the most important things a hotel can do to beat out the competition.

In particular, customer relationship management (CRM) software has become more important than ever in the travel industry. Adopting this kind of technology is one of the best ways to make a complete connection with consumers, fully understanding them and their needs. Let’s take a deep dive into some of the benefits of using CRM software for hotels, and how you can get the most out of this kind of solution.

One of the main benefits of CRM software for hotels is the boost it gives to marketing efforts. Once, not too long ago, booking hotels would be done solely by travel agents; now, however, with the rise of online booking services, most people do their own booking. And this is something that is unlikely to change in the near future — 85% of millennials check multiple sites before booking their travel to get the best deal possible. This makes effective marketing even more essential. Hotels need to not only have a strong presence on these sites, but to find a way to connect with consumers on a personal level.

CRM software can help you create personalised customer journeys. As consumers use more and more devices to interact with brands — like the 46% of millennials who book travel through a smartphone or tablet — CRM software can help you connect with consumers across each device. The resulting additional data allows you to more effectively personalise the messages sent to consumers, delivering the right offers at exactly the right time and place.

While most of the travel industry offers points programs, you can use CRM software to create a much more personal experience for your customers, one that will be much more effective in keeping them coming back for more. Statistics show that 77% of reward-based loyalty programs fail within the first two years, and 89% have negative social media sentiment. Furthermore, only 33% of travel loyalty program members would actively encourage family and friends to join the program following a positive redemption experience. By using CRM software you can not only improve upon traditional loyalty programs, but replace them completely with something that is altogether superior.

CRM software provides you with the ability to easily create things such as apps and customer portals, and use captured data to further improve the customer experience. Kimpton Hotels and Restaurants is an example of a company that has effectively leveraged CRM software for hotels to craft a “ridiculously personal experience” for every customer. Through using the best CRM technology, Kimpton has garnered the highest customer satisfaction scores (93%) and emotional attachment scores (89%) of any hotel company in the United States. You can read more about how they did it in this case study.

One of the reasons why hotels are such big business is because almost everybody uses them at least once in their lives. In 2016 alone, U.S. travelers completed 2.2 billion person-trips, both for leisure and business. This naturally results in an avalanche of online reviews and social media coverage of travel experiences, both positive and negative. As such, customer support is not only important, but essential. Therefore, be proactive in your support efforts — anticipate and solve problems before they even happen with the help of your CRM software.

CRM solutions give customer service reps easy access to relevant customer information —providing guests with the right answers to their queries, at any moment in the process, even before or after checkout. Additionally, case management tools, let you tune in to the conversation surrounding your brand and industry, giving you a full understanding of what your customers require, and providing it for them before they even ask.

Personalisation is key in this extremely competitive industry. Customers yearn for personal experiences — especially when prices are more or less the same — which requires businesses to go above and beyond to give them what they want. This is what keeps customers loyal to your brand.

No CRM software is better at providing this than Salesforce. The most complete CRM platform available, it allows you to personalise each customer touch point with content that is specifically tailored for them, guiding them through a journey from before their trip begins, during  their trip, to beyond, to lifetime loyalty.

Create guest portals and apps, code-free, to provide a more convenient experience for customers, and even upload those apps to AppExchange or find others there to build from. With a large array of products, Salesforce; is easily customisable to suit your own needs, and don’t worry about high costs, as you can find a price point that fits your business, with the option to grow as needed.

With the increase in competition in an already thriving industry, providing personalised experiences to your customers is more important than ever before. CRM software is the best way to accomplish this, providing all of the data and tools to reach new customers, and keep the ones that you already have. Don’t delay checking out your CRM options, and seeing what CRM software could be doing to boost your bottom line today.