The biggest CRM challenge for hotels is hiring the right people. Lack of talent is a much bigger threat to the hotel industry than our world-renowned outdated technology.
Somewhere along the way, hotel CRM has evolved into just sending emails to guests. The typical five-step email cycle breaks down as follows:
1. Booking confirmation email
2. Reminder email
3. Check-out email
4. Request to review the property on TripAdvisor (2-3 emails)
5. Discount emails for the remainder of your life
Break the cycle. You have too much information about your guest for you not to care about segmenting. Break down your lists by geography, interests, age, and then stay in touch for more than just discounts.
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