Dear hoteliers, I have never considered marketing to be an esoteric or abstract domain in which only Geniuses are capable of producing miracles. While it is true that marketing is an extremely precise, even mathematical science, and must be supported by good ideas, this also holds true for all other professional domains. But what about relationship marketing, that intangible marketing approach whose purpose is to increase the life cycle of your own guests (loyal guests repeating “consumption”…

Dear hoteliers, It is often said that a company’s true value is represented by its customer database. Indeed, a company in existence for many years probably has a large customer file and, therefore, a very regular quantity of orders from its loyal customers. In the hotel industry, this famous customer file is your Cardex system. A large part of your hotel’s value is based on the quality and relevance of your Cardex system. You certainly…

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…

Today everyone knows it and everyone does it: encourage customers to post comments on social networks and opinion sites. However, not everyone gets the same result. Why is that? Because some hoteliers work their e-reputation much more than others. What are the 3 key points to their success? Happy reading! Understand the subject The first step is to better understand the topic of e-reputation. It’s not just a note posted on the web. It really…

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