A hotel marketers guide to CRM

Typically, the marketing department plays the lead role in CRM, acting as the primary user and key operator of CRM software and managing guest communications and data.

As the guardian of the hotel’s brand, the marketing manager ensures that all guest communications are on brand and on message. Additionally, as a primary generator of demand, they use the CRM system to find opportunities to drive revenue and increase profits.

The marketing manager also acts as data scientist, extracting data and running reports to keep colleagues informed of trendsand patterns in guest behavior and preferences.

Key areas of responsibility for the hotel marketer

CRM administration: Oversees the implementation of CRM software, staff training, testing and maintenance, and acts as key operator and liaison to the CRM provider.

Planning: Works with the CRM team to set objectives, strategies and KPIs for the coming year and align them with marketing activities. Creates an annual calendar of marketing campaigns to keep the hotel top of mind, boost occupancy during periods of low demand, and drive higher ADR during periods of high demand.

CRM evangelist: Ensures that all staff understand the value of CRM to the hotel, use the software to its fullest capabilities, and input data correctly. Branding. Ensures that all guest communications are consistent with the hotel’s branding, including messaging, tone and visual appearance.

Messaging: Works with the CRM team to create templates and customized emails, including confirmations, pre-stay emails, promotional offers and newsletters.

Segmentation: Creates targeted subscriber lists based on variables such as location, interests, nature of travel, rate code, booking source, time of stay, stay frequency and total spend.

Marketing campaigns: Works with the revenue manager to identify revenue opportunities and sends customized offers to subscriber lists to achieve objectives.

Template updates: Updates email templates promptly to reflect changes to staffing, cancellation policy, check-in procedures and other details.

Loyalty programs: Oversees guest loyalty initiatives, including program membership, guest recognition, and tracking of stay frequency and total spend.

Guest feedback: Works with the CRM team to create guest satisfaction surveys and response templates and analyze results.

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