Dear hoteliers, Today, we are going to talk about the Customer Data Platform, also called CDP or Data Management Platform by our Anglo-Saxon friends. If you don’t know what this is all about, don’t panic! The subject is really in its infancy in the hotel world. However, I firmly believe that the CDP will become a major, if not indispensable, tool in the years to come. Able to offer a 360° view of your customers…
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…
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 loyalty – they’d been working for years with a colleague who managed their Pre/post-stay customer relations – out of all our services, they only used our email campaign solutions. Their PMS and Channel Manager were connected well; but their PMS did not enable any 2-way comms (upstreaming and downstreaming of information)…
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…
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 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, I am continuing to work on compiling a resource on CRMs for the hospitality industry. I have made a great deal of…
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 to read and reread during the summer: a detailed analysis of 600,000 reservations. Below you will find some excerpts from the infographic, along with my personal comments on the points which I find interesting or which require immediate action. Please feel free to share this study of our hotel market. You…