1. Segmentation & personalization
An integrated CRM/RMS system merges customer
spend data with behavioral information from across
multiple touchpoints and channels. It enables you
to create a single, robust guest profile that includes
specifics such as demographics, preferences, source
markets, visited locations – getting as granular as
preferred room temperature and pillow type. Every
member of your team has access to this data and can
use it to create highly personalized experiences that
are proven to drive guest retention and create more
loyal brand advocates.
Moreover, research from Epsilon shows that 80
percent of customers are willing to make a purchase
when they’re offered custom-tailored experiences.
With an integrated solution in place, you can
determine the optimal rate to charge for those
customized services, revenue managing them in the
same manner you do your room rates to help increase
profitability throughout the guest travel journey.
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