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If there's one sector where the customer experience is the biggest competitive differentiator, it's certainly the hotel industry, and understanding guest behavior is fundamental. But how do you turn data into relationships and relationships into profit? Integrating PMS (Property Management System) and CRM (Customer Relationship Management) is the answer. These systems form a powerful alliance to delight guests and boost hotel results.
In this article, we'll explain what CRM is and how integrating this powerful tool with PMS can transform the guest experience and your hotel's bottom line.
What is a hotel CRM?
A hotel CRM is a tool for managing relationships with guests, helping hotels understand, monitor, and communicate with their clients in a more strategic and personalized way.
More than a simple register, CRM organizes important data such as:
- Booking history and preferences;
- Notes on guest behavior;
- Interactions via email, WhatsApp, and social networks;
- Responses to satisfaction surveys;
- Special dates, such as birthdays and anniversaries.
In short, hotel CRM is the bridge between data and relationships - and when used in conjunction with PMS, it becomes a powerful tool for loyalty and revenue growth.
What does it mean to integrate the PMS with the CRM?
While the PMS manages the hotel's internal operations - such as reservations, check-in/check-out, housekeeping, and billing, among other functions, the CRM focuses on customer relations, storing data on preferences, history of stays, communication channels, and interactions with the brand.
By connecting the two systems, the hotel has a complete and strategic view of each guest, which allows it to personalize the experience, increase satisfaction, and generate new sales opportunities.
Loyalty in practice
Imagine recognizing a guest who has stayed with you before, offering them exactly the room they prefer, and even sending them a personalized offer in the month of their birthday, or even on the anniversary of their last stay at your hotel, for example. All this automatically, based on the data stored in the PMS and activated by the CRM.
This personalization generates recognition, welcome, and trust - three essential pillars for loyalty. A loyal guest not only returns but also recommends shares, and connects emotionally with the brand.
How does integration impact on revenue?
As well as improving the customer experience, integration between PMS and CRM helps to increase revenue per guest. With integrated data, it is possible to
- Carry out segmented campaigns based on the guest's profile;
- Offer upgrades, additional services, and personalized packages at the right time;
- Automate marketing actions, such as post-stay emails and invitations for future bookings;
- Identify behavioral patterns, such as booking frequency or preference for specific dates.
These actions increase the average ticket, reduce the cost of acquiring new customers, and optimize marketing investment.
Advantages for operations
In addition to the benefits for marketing and sales, integration also brings operational gains:
- Reduction of errors and rework with duplicate registrations;
- Automatic synchronization of data in real-time;
- Greater agility in customer service and decision-making;
- Alignment between the reception, reservations, and marketing teams.
Erbon's technology in favor of the experience
At Erbon, we believe that technology should be a strategic ally for hotels. That's why our PMS offers native integration with CRM systems, allowing hotels of all sizes to automate processes, personalize services, and exploit the potential of their data.
By combining efficient management with relationship intelligence, your hotel creates a more fluid, delightful, and profitable journey - for the guest and the business.
Want to know how to integrate your PMS with CRM and turn data into results? Talk to the Erbon team and discover the power of intelligent, connected management.
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