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Guest Experience

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Dear Hoteliers, When marketing CRM, I often bring the subject up with hoteliers. But most of the time they don’t really understand the concept. Why not? Because in the past, many companies have used the term incorrectly to describe systems that aren’t CRM, or are only a small part of a CRM system. A CRM system is not a mailing solution. A CRM system is not a customer database. A CRM system is not a customer satisfaction…

After years of working on the OTAs, today I can update the many tricks they use which directly affect the profits of your hotel. These tricks are much more than simple “gimmicks”. They are, in fact, actual diversions to the detriment of your income and to the benefit of themselves. The OTAs have virtually unlimited budgets and overwhelm you with their power. Yet, many hotels succeed in reining them in and do very well. The…

Is the guest experience the future of hotel distribution? Martin Soler, a friend and close collaborator, recently told me about an article which had generated quite a storm and lead to some polemical discussion in the hotel world: https://www.tnooz.com/article/give-distribution-to-otas-focus-on-guest-experience/ In the article, David Turnbull (co-founder of the SnapShot company) states: “If I was starting a hotel from scratch, I’d give all my distribution to OTAs and just concentrate on the guest and their experience.” Is this…

More and more, we hear people talking about “guest relations,” “following the customer journey,” “Big Data,” “CRM,” and so on. But what do all of these concepts mean and how should you respond? Do independent hoteliers necessarily need to address these subjects specifically? Is there a risk, however remote, for those who don’t do so? Today, it appears obvious that we are at the dawning of a new age in the hotel industry. We have…

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