As businesses continue to grow and transform, it's imperative to keep up with the ever-changing landscape. Every industry has witnessed a significant transformation over the years, particularly with the rise of digital technology. The digital age has enabled hoteliers to collect and analyze data from various sources, including social media interactions, email campaigns, and on-property ancillary spends, to name a few.
However, relying on outdated manual methods to analyze data can be time-consuming and often inaccurate, leading to human errors, accidental duplicates, and other mistakes. Hoteliers looking to optimize guest engagement and revenue need to consider implementing automated business intelligence solutions.
Business Intelligence (BI) solutions can help hotels to clean and organize their data efficiently and accurately, thus delivering valuable insights that lead to optimized guest engagement and higher revenue. Combining BI capabilities with CRM data, CRM Analytics provides a clear and accurate view of each guest, reveals trends and audiences over time, and delivers other transformational business insights.
By applying BI to real-life situations, hotels can gain impactful, actionable intelligence about interactions with their brand and their customers' needs. In this blog post, we'll explore how CRM Analytics can transform your hotel's relationship with your guests.
CRM Analytics: Applying business intelligence to understand your guests' needs
The hospitality industry is data-rich, and hotels collect millions of data points per year that need to be cleaned, consolidated, and organized to produce valuable insights. Most hotels use disparate platforms for daily operations, making it challenging to aggregate the data needed to gain insights and make better-informed decisions.
Knowing which guests make restaurant reservations, travel with their family, or frequent your golf course is crucial for creating personalized communications and future offers that speak to each guest's unique interests. When hotels send overly general messages not relevant to a guest, that guest is left disappointed and will most likely look elsewhere for more personalized and engaging travel experiences.
Only when customer data is gathered in one central location can hotels see the big picture. They can see the history of each guest, their purchases, requests, preferences, and more, which are essential for effective personalized 1:1 engagement. Aggregated data can also reveal new audience segments that deserve attention. This advanced level of data analysis allows hotels to make better-informed decisions when it comes to marketing and customer service.
Anticipate your guests' needs
Utilizing CRM Analytics allows hotels to drill down into the details of each guest, including the ability to gain insights on various aspects of individual campaign successes (and areas for improvement) with pre-built campaign profile and stays dashboards. This allows you to monitor performance using the most updated information available and make changes when necessary to increase ROI.
In our increasingly competitive industry, personalized guest engagement makes all the difference between an ordinary stay and one that is truly exceptional. Hotels need to understand their guests to deliver those personalized high-touch experiences that today's customers expect through relevant communications as well as on-property experiences. Being consistent, showing your guests you know who they are, and delivering exceptional customer service to support that messaging is the best strategy for increasing guest satisfaction and loyalty.
Connect your marketing team
The insights discovered through CRM Analytics are not only beneficial to your marketing team but can also improve efficiencies throughout your organization as you uncover a deeper understanding of how each marketing activity impacts overall hotel performance. When your marketing team has access to this intelligence, they can become more active in decision-making as they can see what has worked well in the past and can provide suggestions for future campaigns and operational changes based on guest requests.
CRM Analytics and its reports can help your departments work together as a single unit and ensure goals are aligned instead of working as siloed entities pursuing their objectives.
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