single guest ’ s interaction in order to deliver targeted content depending on the guest ’ s specific experience needs ,” Legrande adds .
Radisson is conducting a large transformation program to harmonize PMS systems across all its properties , establish a single platform to process reservations and develop a single global CRM platform that will support marketing automation capabilities and is integrated with the company ’ s loyalty program , Radisson Rewards . The transformation will also build a consolidated reporting landscape and ensure everything is integrated across multiple digital platforms , like the mobile app and website .
Radisson ’ s marketing automation is powered by SAP Marketing , which is used as an orchestration platform and is integrated with different channels ( email , mobile app notification , web / app personalization ) and touchpoints ( CRS , PMS , loyalty , etc .), Legrande explains .
PERSONALIZING SYSTEMS Personalizing CRM systems is an important way to ensure guests have a comfortable and memorable experience during and in between stays . Crescent Hotels & Resorts , Fairfax , Virginia , builds a complete life cycle program for their properties , which incorporates guest reservation information , demographic , stay-related and on-property purchase behavior information from the PMS into the CRM .
“ This provides a much deeper view than most typical hotel property systems . By building the full life cycle email marketing into the CRM , the system will know if , for example , for a guest who regularly purchases golf during their stay , their return stay messaging can be modified with Artificial Intelligence to incorporate those spending habits making the messaging more personalized ,” says Nancy Johns , senior vice president , Integrated Marketing and Digital Solution , Crescent Hotels & Resorts . “ Or , if a guest hasn ’ t booked within their regular booking patterns , a lifecycle email will trigger automatically for that guest with a tailored marketing message with an invitation to return .”
At Sightline Hospitality , the CRM system is personalized by transactional emails – dynamic seasonal images so that the content automatically speaks to the time of the year , dynamic seasonal activity calendars to ensure that the user has access to the latest seasonal programming ( local activities to feature based on their hotel stay ), custom variables in the copy and personalized cart abandonment and upsell .
New York-based EOS Hospitality is currently incorporating personalization of guest messaging through their CRM .
“ We send customized pre-stay emails based on stay details , with personalized offers ( i . e ., upgrades , amenities , activities ) based on room type , daily rate , number of guests , etc .,” says Mike Givens , senior director , Digital Marketing and
BY BUILDING THE FULL LIFE CYCLE EMAIL MARKETING INTO THE CRM , THE SYSTEM WILL KNOW IF , FOR EXAMPLE , FOR A GUEST WHO REGULARLY PURCHASES GOLF DURING THEIR STAY , THEIR RETURN STAY MESSAGING CAN BE MODIFIED WITH ARTIFICIAL INTELLIGENCE TO INCORPORATE THOSE SPENDING HABITS MAKING THE MESSAGING MORE PERSONALIZED .
– NANCY JOHNS
October 2022 hotelsmag . com 73