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Dear hoteliers, Recently, I read a fantastic article written by a hotel consultant who explained that CRM tools are one of the worst things ever to be used in the hotel industry. I found his article relevant, intelligently written and totally appropriate to what he had experienced. Indeed, what he relates, from his personal experience, represents the worst use of CRM ever imagined in a hotel! Which brings up an important point: often, the problem…

Dear hoteliers, As you know, without careful preparation a project seldom achieves the desired results. In any strategy, making a careful plan is a far better option than winging it. Email marketing is no exception to the rule. To reach your target audience and generate the desired traffic to your establishment(s), it’s important to define and control each of the steps that make up the production line of your email marketing campaign. What are the…

Dear hoteliers, For years, monitoring guest satisfaction has ceased to be a complicated matter. You can analyse your guests according to a set of criteria which are specific to you and that suits you very well. How do you carry out this analysis? Simple: ask all your guests to rate the hotel from 0 to 10 on a set of criteria (staff, cleanliness, service, breakfast, etc.) and then calculate an average. When the calculations have…

Dear hoteliers, Around one month ago Google launched its “Interpreter mode”, available on Google Assistant. Although the tool isn’t ideal yet, it heralds a future change which is probably as important as the explosion of low-cost flights or guest houses. I believe that it will be extremely positive for the hospitality sector. Here’s my view on the subject. Of course, you can send me an email or write in the comments section to tell me…

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