A few months ago, I wrote about some B&B's that were using CRM software to compete head to head with large hotel chains. With businesses experiencing unprecedented travel budget cutbacks and consumers thinking twice about their vacation plans, even the most successful hotels are thinking about how they can get through 2009.
Hoteliers who can leverage the right CRM software with the right associate training can help their companies survive a recession. That's what InterContinental Hotel Group plans to do. Tom Seddon, the Chief Marketing Officer for the company behind top brands like Holiday Inn and Crowne Plaza, told BrandWeek that his company is banking on help from CRM solutions to grow business.
Hotel operators like Holiday Inn can use CRM software to achieve some important goals, such as:
Building Loyalty. Competition among hotels often keeps rates close for similar properties in a market. By using CRM software to run an effective loyalty rewards program, hoteliers can win more repeat business -- even beating out less expensive competitors.
Recovering Lost Business. Reporting on specific feedback can also win customers back after a hotel stay that didn't meet their needs.
Managing Inventory. By reaching out to regular customers using CRM tools and direct e-mail, hotel managers can minimize the number of unsold rooms on any given night.
Reducing Marketing Expenses. CRM systems can analyze the effectiveness of regular advertising and special promotions. Calculating ROI on a regular basis helps marketers like Seddon eliminate poor performing ads or campaigns.
Hotels may not be able to change the state of the economy, but they can help prospective guests change their minds about heading out on the road this year.
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