![](https://www.digipsyche.com/wp-content/uploads/2024/07/pexels-ketut-subiyanto-4907442-1140x760.jpg)
The Five Levels Hotels Need to Climb to Master CRM!
Did you know only 26% of hotels globally use a CRM? That’s a huge missed opportunity! CRM isn’t just for big brands; it’s a powerful tool for independent hotels and smaller chains to boost revenue and guest satisfaction.
Imagine:
👉🏻 Email marketing that pays for itself (ROI of 20-50 or more)
👉🏻 Increased revenue from upselling, cross-selling, and repeat business
👉🏻 Guests feeling truly valued with personalised experiences
Here’s your step-by-step starter guide to mastering CRM:
Level 1: Start Simple
➡️ Collect guest emails from bookings and check-in.
➡️ Send targeted email offers and promotions. (permission based)
Level 2: Personalise Your Approach
➡️ Use PMS to gather guest preferences (room type, dietary needs, etc.)
➡️ Segment email marketing based on these preferences and past purchases.
Level 3: Unlock Guest Insights
➡️ Implement a CRM system to group guests by booking habits (frequency, spending).
➡️ Identify VIPs and personalise communication based on RFM (Recency, Frequency, Monetary Value).
➡️ Use a CRM to gather guest info across all touchpoints (website, social media, phone calls).
Level 4: Automate & Delight
➡️ Set up automated email journeys based on guest behaviour (e.g., win-back emails for inactive guests).
➡️ Personalise front office greetings and guest experiences based on CRM data.
➡️ Plan surprise and delight moments for guests.
Level 5: The Guest-Centric Pinnacle
➡️ Integrate CRM with booking engines and apps for real-time personalisation (e.g., recommending preferred room types).
➡️ Leverage CRM data to personalise guest experiences across all touchpoints.
Where are you on your CRM journey?
This is a somewhat oversimplified view. It takes a lot more to get CRM right. Hopefully, the helicopter view helps visualise the possibilities.
Start by mastering the basics, and gradually progress towards deeper guest insights and personalisation. With a CRM strategy, you can transform your hotel into a haven for loyal, happy guests.
#hotelmarketing #hotelcrm #CRM #hotels #hospitalityindustry
![](https://www.digipsyche.com/wp-content/uploads/2024/07/1717499617123-75x75.jpg)
![](https://www.digipsyche.com/wp-content/uploads/2024/07/RevMark-75x75.jpg)