Small Business CRM Helps B&B Owners Compete Against Hotel Chains

As large hotel chains have centralized reservations and feedback systems, it's often difficult to tell whether you're speaking to a reservations agent in Cleveland or Chattanooga, even though you're trying to book a room in Chicago. However, CRM systems have become so sophisticated that reservations agents can access your entire history with a chain, no matter who you're calling. For many travelers, CRM applications populate reservation preferences at online booking sites, making it unnecessary to even speak to someone on the phone.

That may be fine for business travel, but what about for romantic getaways? Many vacationers love the idea of the scaled-down delights of a small bed and breakfast. At the same time, seasoned travelers often bristle, on ratings sites like TripAdvisor, about the challenges of tracking down a property owner to make a booking or to enquire about special services.

Small business CRM packages appeal to entrepreneurial B&B owners who want to provide the same level of customer service as a fully-staffed hotel without having to hire extra team members. Because many hospitality industry CRM systems connect to web lead forms, B&B owners can make it easy for prospective guests to request information online. By tracking leads through a small business CRM system, owners can follow up with prospects quickly, making sure they have enough information to make their decisions and secure bookings.

CRM software can help B&B owners organize guest information more effectively, as well. As guests select breakfast entrees or make special requests for their stay, CRM tools can flag reservations that require special attention. Best of all, hosted CRM tools can be linked to outside appointment-setting or telemarketing firms. There, flexible operators can answer calls around the clock to confirm reservations, accept credit cards, or make adjustments to travel plans.

Best of all, with the information collected about guests during their stay, innkeepers can follow up with satisfaction surveys and special offers that build top of mind awareness and generate additional bookings.

Of course, most B&B owners and innkeepers still encourage guests to sign a quaint registry book upon check-in. However, the real work of a savvy B&B is happening inside a small business CRM system.