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…
Dear Hoteliers, I am continuing to work on compiling a resource on CRMs for the hospitality industry. I have made a great deal of…
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.…
You may have noticed that my previous articles have been shorter than usual…this is because I’ve been preparing a rather thorough report for you…
Independent hoteliers often complain about not having enough time to accomplish certain tasks which they nevertheless consider to be very important for the future of their hotel. Indeed, between upgrading to comply with safety standards, classification, marketing, “special” guests, equipment and logistics problems in the hotel, accounting, human resources, appointments with suppliers, etc., it is simply and physically difficult and sometimes even impossible to manage everything. An independent hotelier rarely has the time to work…
More and more, we hear people talking about “guest relations,” “following the customer journey,” “Big Data,” “CRM,” and so on. But what do all…
Recently, a friend of mine shared a series of highly interesting analyses that he had carried out on the percentage of canceled bookings and…