Of course they are! In resort hotels, the stay goes far beyond simple accommodation. They are designed to offer a very different kind of stay, with activities, gastronomy, leisure and relaxation of all kinds, since the guest tends to be more varied than at a conventional hotel — although nowadays specialised resort hotels are increasingly proliferating, focused on a specific theme and a particular type of guest. Managing to build loyalty in resort hotels can be an arduous task or become something simple. It will depend on whether or not you have the necessary tools.
The importance of implementing a hotel CRM
The scale of these tourist complexes, such as the Valentín Imperial Riviera Maya with more than 500 suites, highlights the variety of guests who are constantly searching, arriving, leaving and deciding whether to come back. A hotel CRM is crucial to manage this diversity and to capture as much guest information as possible, so that it can serve us during the stay and, of course, once they leave the resort — but... what does a hotel CRM like Fideltour do?
Constant Updating of the Database
The Fideltour CRM not only collects customer information and data, but also constantly updates this information, as it integrates with the rest of the data sources. This allows hotels to maintain an accurate, up-to-date database, essential for personalising communications and marketing strategies.
Optimisation of sales processes
By automating everything related to sales, the CRM makes processes simpler and more effective, adapting to customers' preferences. This ranges from the initial booking to cross-selling and additional services.
Cross-selling is also included in this area. Through a personalised email marketing strategy you can offer additional products or services. These strategies not only increase the cost of the final purchase and the ROI, but also boost the guest's overall satisfaction.
Improving the hotel's reputation
A satisfied guest is more likely to leave positive reviews, which constitute genuine social proof. This brings value and quality to the brand, improving its online reputation and attracting new customers.
Discover how to turn guests into brand ambassadors with the magic of loyalty.
The magic word: loyalty
Keeping a customer satisfied and loyal is far more profitable than acquiring a new one. Using a CRM helps to retain customers and build their loyalty through personalised follow-up of each one, adapting to their specific characteristics and needs.
Strategies to increase direct bookings in a resort hotel
For loyalty in resort hotels to be effective, it is essential to complement the use of a hotel CRM with personalised digital marketing strategies.
Personalised email marketing campaigns
Sending personalised emails (also known as newsletters) with exclusive offers and recommendations based on the guest's history is essential to increase the relevance and effectiveness of marketing campaigns. Beforehand, you should have carried out a study of the different audiences and created specialised segments for each type of campaign.
Optimising your website
Make sure the hotel's website is easy to navigate, optimised for mobile devices and offers a simple and, above all, secure booking process. A good user experience and good design are crucial to encourage direct bookings.
Miguel Hita, CSO of Fideltour, explains the keys to direct hotel bookings.
A humanised presence on social media
Encouraging and sharing guest-generated content on social media to create a real, human and close-knit community around the brand and increase the hotel's visibility is crucial in this type of hotel complex, which tends to have a somewhat different image from other chains. Social media is a very powerful tool for building brand image and attracting new customers.
A technology stack tailored to the hotel's needs
This includes property management systems (PMS), online booking platforms, data analysis tools, social wifi and all kinds of integrations that provide information about the guest and their movements. A well-integrated technology stack not only optimises operational efficiency, but also enriches the guest experience by offering a coherent and personalised service.
In conclusion
Building loyalty in resort hotels requires a combination of advanced technology and effective, highly personalised marketing strategies. By investing in technology and in building strong relationships with guests, resort hotels can set themselves apart from the competition and ensure their long-term success.
Take your hotel to the next level
If you want to improve your hotel's reputation, increase direct bookings and revolutionise the way you communicate with your guest, request a free loyalty audit and optimise your service to maximise customer satisfaction and retention.
