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 hotel owners and managers, Today’s article is aimed at both hotel owners And PMS: it gives a global vision of the factors at…
Dear hotel owners and managers, Today, I’d like to talk to you about the various levers that affect the customer journey, from the initial…
Dear hotel owners and managers, I know that 95% of people mix their online reputation and guest satisfaction analysis. I did the same thing myself for years. It was only when I started digging into the subject that I realized that this was a huge mistake. Since the dawn of time, we’ve been told that we need a single percentage to track our satisfaction rate. This is not true! My thinking comes from my work…
Dear hoteliers, Many of you have asked me if points cards are an effective method to increase the loyalty of your direct hotel customers.…
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.…
Dear hoteliers, Today, we are going to talk about artificial intelligence in the hotel industry. Lately, I have noticed that discussions and feelings get pretty heated when the subject comes up. To a certain extent, it makes sense! Influenced by popular works such as I, Robot, Terminator or Blade Runner 2049, the world’s collective imagination has massively distorted our notion of AI. Fantasy has sometimes replaced fact and common sense. And a lack of understanding…
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, For years, monitoring guest satisfaction has ceased to be a complicated matter. You can analyse your guests according to a set of…
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)…