Dear hoteliers, Many of you have asked me if points cards are an effective method to increase the loyalty of your direct hotel customers. Unless you are a known chain that owns hundreds of hotels around the world, my answer is: no. Of course, the title of my article is meant to be humorous: Booking did not change its loyalty program overnight! I just wanted to highlight the fact that the largest distributor with unlimited…
Dear hoteliers, We recently decided to interview hoteliers about their feelings and their advice on how to get through this painful period. The results…
Dear hoteliers, Today, we are going to talk about the Unified Data Repository, also called UDR or Data Management Platform by our Anglo-Saxon friends.…
Dear hoteliers, I haven’t written for over two months because, like you, I’ve been wrapped up in this totally unexpected situation. I’ve had to channel all my efforts into managing things and making sure we can still operate once the crisis is over. In the past two months, I’ve held many meetings, taken part in webinars and discussed the situation with dozens of hotel industry professionals. I’ve also gleaned ideas which have been used to…
Dear hoteliers, We analyzed about 400,000 trips that were made in 2019 to identify new trends in Lead Time. FYI: The Booking Lead Time…
Dear hoteliers, Some time ago, I was at a meeting with a hotel group just to catch up with them. Regarding their history and…
Dear hoteliers, Sorry about the grouchy title! But I am so sick of hearing negative comments about the GDPR that certain so-called “professionals” pass off as the truth. I just got back from the WTM, where dozens of hoteliers told me they’ve ended their loyalty campaigns because they’re no longer allowed to email their own clients. Misinformation is keeping them from using this effective strategy. What a pointless loss of profit! The GDPR was passed…
Dear hoteliers, I have never considered marketing to be an esoteric or abstract domain in which only Geniuses are capable of producing miracles. While…
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…
Dear Hoteliers, I am continuing to work on compiling a resource on CRMs for the hospitality industry. I have made a great deal of progress and if you wish, you can read the first two articles by clicking here: Article 1: “What will be the fourth digital revolution of the hotel world?” ; Article 2: “A CRM system for hotels? What does that mean exactly?” ; Although many solutions are not yet available on the market,…