Author: Tomeu Fiol

CRM software is a crucial element that allows for effective communication and customer relationship management.

Today, whether your hotel or chain manages its online presence or not, your customers, and even your most loyal followers, will talk about your products or services in some places on the network.

For hotels, it is now more important than ever for each of the actions and processes involved in the purchase cycle of their consumers to be verified, manageable and optimisable.

Hotel loyalty no longer depends only on discounts or points programmes. Today, hotels can use first-party data, CRM and automation to better understand their guests, personalise communications and generate more direct bookings.

More and more, the goal of many hotel chains and independent hotels is to decrease how much they depend on OTAs and tour operators; in other words, improving their infrastructure in terms of direct sales strategies and tools that enable them to be more independent. Even though in some cases this means a substantial investment, the result is satisfactory, especially when they start having more direct reservations. But, which is the ideal combination to reach this goal?

From ADGTravel and Hotelinking, we have conducted a global benchmark study on newsletters. In it, we analyse the messages and their usability to evaluate their effectiveness and conversion power.