the pandemic has had a positive impact on member retention and guest relations .
COMMUNICATING CARE For the Denver-based Sage Hotel Management , “ CRM has become crucial as it relates to guest sentiment and loyalty with travelers ,” says Patrick Pahlke , executive vice president and chief commercial officer . One critical use of CRM has been to communicate a hotel ’ s protective measures against COVID-19 and to put them at ease during their stay .
“ CRM as a marketing tool reinforces to our guests that we do ‘ know ’ them and their concerns , and that they aren ’ t just a confirmation number ,” Pahlke says .
When it comes to business and group travel , Pahlke says his sales team is making the extra effort to rebuild relationships through in-person meetings , not phone calls .
“ This sets a ripple effect with clients , it shows how important their business is , and that our sales team feels comfortable with traveling again ,” he explains .
SEEKING LIKE-MINDED PARTNERS To reach new guests and travelers as they launch three new brands , The Banyan Tree Group is partnering with like-minded organizations in one of their company ’ s key initiatives for 2022 , “ Collaborate to differentiate .” In the past year , The Banyan Tree Group has formed partnerships with airline associations , retailers , conservation projects , and the UNESCO Sustainable Travel Pledge in the hopes of pulling from the growing segment of sustainably-conscious travelers .
“ Our purpose-driven ethos of ‘ embracing the environment , empowering the people ’ stays true ,” says Ho Renyung , senior vice president of Brand HQ for The Banyan Tree Group . “ And both repeat and new customers can expect the brand promise of being part of a responsible travel movement .”
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