Hotels and Resorts invest in MarTech

As technology continues to advance, hotels and resorts that invest in MarTech will continue to set themselves apart and deliver unforgettable experiences to their guests. MarTech, short for Marketing Technology, has emerged as a game-changer, helping these establishments streamline their operations, enhance guest experiences, and boost their bottom lines.

Hotels and resorts in Switzerland are so beloved by travelers from all over the world

• Stunning scenery: Switzerland is home to some of the most beautiful scenery in the world, including the Alps, the Swiss lakes, and the Jura Mountains. Hotels and resorts in Switzerland often offer stunning views of the surrounding countryside, making them the perfect place to relax and rejuvenate.
• World-class amenities: Hotels and resorts in Switzerland offer a wide range of world-class amenities, including luxury accommodations, fine dining, and spa treatments. Travelers can expect to experience the highest standards of service and hospitality at Swiss hotels and resorts.
• Convenient location: Switzerland is centrally located in Europe, making it easy to access from all over the world. Many Swiss hotels and resorts are also located close to major airports, making it easy to get to and from your destination.
• Wide range of options: There is a wide range of hotels and resorts in Switzerland to choose from, catering to all budgets and needs. Whether you are looking for a luxury ski resort, a charming chalet in the Alps, or a family-friendly hotel in a major city, you are sure to find the perfect place to stay in Switzerland.

To Improve Guest Experience

MarTech can help hotels and resorts improve their customer experience in a number of ways. Marketing Technology empowers hotels and resorts to personalize their offerings, making every guest feel special. Through data analytics and CRM systems, establishments can gather and utilize guest preferences, allowing for tailored experiences.

Example:
A hotel that uses a CRM system can track a guest’s stay preferences, such as their preferred room type and amenities. When the guest returns, the hotel can use this information to provide the guest with a more personalized experience. For example, the hotel might upgrade the guest to a better room type or provide them with a special amenity, such as a welcome basket.

To Increase Direct Bookings

MarTech can help hotels and resorts increase direct bookings by making it easier for customers to book directly with them, instead of booking via third-party platforms (i.e. Booking.com). Website booking engines can make it easy for customers to book rooms, compare rates, and make changes to their reservations. Email marketing and Performance marketing campaigns can be used to promote special offers and discounts to customers who have booked directly with the hotel in the past.

Example:
A hotel that uses a website booking engine can make it easy for customers to book rooms directly with the hotel. The booking engine can allow customers to compare rates, view room availability, and make changes to their reservations. On the other hand, the hotel can also collect data about its customers, such as their booking preferences and travel dates. This data can then be used to improve customer relevance and build targeted marketing automation campaigns.

To Reduce Marketing Costs

MarTech can help hotels and resorts reduce their marketing costs by automating repetitive tasks and streamlining processes. For example, email marketing software can be used to automate the sending of email campaigns. Social media marketing platforms can be used to automate the posting of social media content.

Example:
A hotel that uses email marketing software can automate the sending of email campaigns to its customers. This can save the hotel time and money, as it does not need to manually send each email. The hotel can also use the email marketing software to track the performance of its email campaigns and see which ones are most effective.

To Improve Marketing ROI

MarTech can help hotels and resorts improve their marketing ROI by tracking the results of their marketing campaigns and identifying which campaigns are most effective. For example, CRM systems can be used to track customer conversions and see which marketing campaigns led to those conversions. Server-Side tracking tools, such as Fusedeck, help identify every click an activity on a page. As a consequence, you can identify the most interesting pages or channels.

Example:
A hotel that uses a CRM system can track customer conversions and see which marketing campaigns led to those conversions. This information can then be used to focus future marketing efforts on the campaigns that are most effective. The hotel can also use the CRM system to identify which customers are most likely to convert into bookers. This information can then be used to target these customers with special offers and promotions.

To Replace First-Level Support

Guests often seek routine information, like breakfast timings or room handover policies. These recurring queries can distract staff from their primary responsibilities and, at times, they may not have the immediate answers. The ideal approach is to proactively address these questions and enhance the overall guest experience. In this era of online bookings, hotels and resorts have access to guests’ email addresses and mobile numbers. Leveraging automation tools can help in efficiently managing communications during their stay.

Example:
For instance, right after check-in, why not send an SMS to guests with the wifi password? A few minutes later, an email can follow, providing them with general information about their stay and details about the hotel’s facilities. Furthermore, guests can also be encouraged to reach out if anything is missing in their room. This way, hotel and resort staff can focus on their core responsibilities and allocate more time to specific guest requests. This proactive approach not only improves efficiency but also enhances the guest experience.

To Boost Revenues Thourgh Upselling

Every hotel or resort aspires to offer guests more than just accommodation. By understanding various criteria, preferences, and guest behavior, it becomes crucial to present the most relevant additional services and products. Investing in MarTech equips hotels and resorts with the means to tap into additional revenue that guests might otherwise spend elsewhere, such as at a different restaurant or spa.

Example:
For instance, when the CRM tool is integrated with a marketing automation tool like customer.io, it becomes possible to send notifications to guests staying for multiple nights. In the late afternoon, an enticing offer like a complimentary dessert at the hotel’s restaurant or a free drink at the bar could be extended. This not only encourages guests to alter their plans but also provides a solution for those who haven’t made any plans yet.

To Offer a Bad Weather Alternative Programme

Hotels and resorts understand the importance of catering to their guests, rain or shine. It’s no secret that bad weather can put a damper on outdoor activities and plans. This is where MarTech can play a crucial role in enhancing the guest experience by offering alternative indoor programs.

Example:
Hotels and resorts could notify guests about the Bad Weather Alternative Programme in the event of rain or a storm bysending an email alert to the relevant customers, early in the morning. Why not sharing the 3 most interesting activities, based on preferences of the guests. For example, families could be invited to visit a museum that offers experiences designed for young children.

To Monitor Client Satisfaction

Using Net Promoter Score (NPS) is a highly effective approach to assess and enhance guest satisfaction. NPS serves as a valuable metric, gauging how likely guests are to recommend a hotel or resort to others. For those who do not already possess a specialized feedback gathering tool, implementing software like Netigate is a swift and efficient solution. With the assitance of MarTech tools, hotels and resorts to collect feedback seamlessly and evaluate guest satisfaction systematically, ultimately improving their services.

Example:
For instance, satisfaction can be assessed at various stages of the customer journey, employing both online and offline methods. Offline approaches may involve placing concise paper feedback forms in each room or setting up on-site devices for customers to provide feedback. However, the most widely adopted method is creating an NPS online form using a platform like Netigate and sharing it with clients at the most appropriate moments, often through a QR code or email alert.

To Enhance Online Reputation

Client satisfaction is the cornerstone of a hotel or resort’s reputation, and it’s the key to securing repeat business. To bolster this reputation, why not leverage the positive feedback from guests who have already had a great stay? These satisfied guests can be your most powerful advocates. By offering incentives or gestures of appreciation, you can encourage them to generate positive content, and all this can be done cost-effectively.

Example:
Utilizing a CRM system, hotels and resorts can identify the platform through which a guest made their initial booking. In such cases, it’s a prudent move to send an email to select guests, requesting them to share their positive experience on the booking platform. This targeted email campaign can be directed at customers who’ve enjoyed their stay and include a direct link to the review page.