{"id":2961,"date":"2020-01-30T10:45:44","date_gmt":"2020-01-30T09:45:44","guid":{"rendered":"https:\/\/www.hotelinking.com\/en\/?p=2961"},"modified":"2026-03-11T10:07:49","modified_gmt":"2026-03-11T09:07:49","slug":"importance-hotel-specific-technology","status":"publish","type":"post","link":"https:\/\/www.hotelinking.com\/en\/blog\/hotel-technology\/importance-hotel-specific-technology\/","title":{"rendered":"Why is a hotel-specific technology necessary?"},"content":{"rendered":"\r\n

Technology advances are enabling the different industries to immerse themselves in the net, transferring and managing a vast amount of data. One of these sectors is the hotel one, for which contact details are fundamental when defining the right marketing, sales and revenue strategies<\/strong>; in other words, when communicating and converting customers through the different channels.<\/p>\r\n\r\n\r\n\r\n

Nevertheless,\r\nmany of the technological advances that enable to centralise and manage these\r\ncontact details haven\u2019t been conceived with the needs of tourism in mind.\r\nHotels increasingly need a specific\r\ntechnology <\/strong>that considers the idiosyncrasy within the sector and that makes\r\nit possible to obtain, manage and make\r\nthe most of guest details <\/strong>in order to optimise strategies.  <\/p>\r\n\r\n\r\n\r\n

How can a specific technology help the hotel to grow? <\/strong><\/h2>\r\n\r\n\r\n\r\n

Technology\r\nfor hotels can add significant benefits to the property at least in terms of\r\nfour aspects: hotel management, data compilation, guest experience and the\r\nreputation of the hotel.<\/p>\r\n\r\n\r\n\r\n

1. Technology in hotel management.<\/strong><\/p>\r\n\r\n\r\n\r\n

Technological\r\ntools do not need to be solely used to optimise marketing strategies since they\r\nare also an opportunity to increase\r\neffectivity when performing the property\u2019s own processes. <\/strong>A technology we\r\nknow as PMS (Property Management System) , and that takes care of the\r\nproperty\u2019s daily arrangements.<\/p>\r\n\r\n\r\n\r\n

This\r\nhotel management tool enables to improve marketing and revenue actions as it\r\nmakes it easier to plan and apply rate changes, offers and quotas , as well as\r\nroom availability, check ins and check outs among other information. But also, some\r\napplications that make it possible to produce performance reports to analyse\r\nand optimise the team\u2019s efforts and their strategies.<\/p>\r\n\r\n\r\n\r\n

Other technological tools that are necessary, such as certain CRM (Customer Relationship Management) <\/a>with automation, make it possible to program tasks or processes <\/strong>so that they are repeated in time. Automations that speed marketing and sales actions up and also minimise the efforts of your hotel\u2019s employees so that they can focus on more important tasks. <\/strong><\/p>\r\n\r\n\r\n\r\n

2. Booking details.<\/strong><\/p>\r\n\r\n\r\n\r\n

The obtention of real and verified data <\/strong>to\r\napply improvements on products or\r\nservices, <\/strong>and also to improve\r\nmarketing strategies <\/strong>is fundamental. And as you may have observed, the\r\ndifference when obtaining relevant contact details during the booking process\r\nis entirely distinct if this booking is made through the direct channel or the\r\ncommissioned one. <\/p>\r\n\r\n\r\n\r\n

On\r\nthe one hand, the hotel that has its own\r\nbooking engine <\/strong>does have the possibility to obtain reliable data during the\r\ndirect sale process. However, currently up to 80 % hotel bookings can come from\r\ncommissioned channels. And when hotel sales are made through these\r\nintermediaries, there is a great lack of\r\ncontact information. <\/strong>This happens because these channels filter the information that makes it to the\r\nproperty. <\/strong>This means that there is valuable information that third parties\r\nkeep for themselves. <\/p>\r\n\r\n\r\n\r\n

To alleviate this situation, hotels must look for alternatives that enable them to obtain enough qualitative information, the right Hotel Data<\/a>, to optimise their strategies. One of these processes is the use of captive portals where users can authenticate themselves and register through the WiFi network, for example, of the hotel. A system that makes it possible to capture guest details and that can become a tremendous competitive advantage versus intermediary channels. <\/strong><\/p>\r\n\r\n\r\n\r\n

Even though\r\nthere are properties that worry about the economic investment related to this\r\ntechnology or that are unaware of the existence of these tools, this system\r\nmakes it possible to acquire valuable guest data, offering the opportunity to\r\nintegrate them with a CRM to organise, segment and study guest profiles in\r\ndepth. <\/p>\r\n\r\n\r\n\r\n

3. Guest experience.<\/strong><\/p>\r\n\r\n\r\n\r\n

There\r\nare guest segments that can no longer enjoy their hotel experience without technological services or applications. <\/strong>From\r\nthe very moment they make their booking, the processes prior to the check in\r\nand the arrival to the hotel itself to contracting any product or service until\r\nthe end of their stay. At some stages during the experience or customer\r\njourney, some guests cannot live without\r\nthe presence of a technological application. <\/strong><\/p>\r\n\r\n\r\n\r\n

This\r\nis due to how easy it is for guests to\r\nrequest <\/strong>to the hotel products or services through their mobile devices. <\/strong>There are increasingly more hotels\r\nthat bet on adding more electronic devices to their facilities, still, it is\r\ntrue that this feature is what undoubtedly favours\r\nthe improvement of the guest experience<\/strong>.<\/p>\r\n\r\n\r\n\r\n

Also, as previously mentioned, gaining access to the hotel\u2019s WiF<\/a>i, which is nowadays a must for the guest experience, makes it possible to obtain relevant information to complete the Hotel Data. <\/strong>Therefore, data collected in these processes can also be analysed by the hotel. Additionally, these details reflect real results of the guest experience; useful information to launch or improve the hotel\u2019s loyalty strategy. <\/strong><\/p>\r\n\r\n\r\n\r\n

4. Hotel reputation.<\/strong><\/p>\r\n\r\n\r\n\r\n

At a\r\ntime when the reputation of a property is key for its success or failure, technology\r\nonce again can help us with the impact comments on social media and reputation\r\nportals have. <\/p>\r\n\r\n\r\n\r\n

For\r\nexample, instead of performing quality surveys manually, there are properties\r\nwhich prefer satisfaction surveys with\r\napplications <\/strong>that guests can access while in-house.  <\/p>\r\n\r\n\r\n\r\n

This enables the hotel itself to control their online reputation. <\/strong>But, furthermore, it allows the property to <\/a>solve incidences during the stay<\/a> <\/strong>so that the opinion of the guest is not negative but positive once their doubt or problem has been solved – <\/strong>an optimal way to anticipate potential conflicts and to improve the scores and averages on these opinion portals. <\/p>\r\n","protected":false},"excerpt":{"rendered":"

Nowadays, all sectors are going through a great revolution: data revolution. <\/p>\n","protected":false},"author":2,"featured_media":2976,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[35,36,62],"class_list":["post-2961","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotel-technology","tag-hotel-crm","tag-hotel-reputation","tag-hotel-technology"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts\/2961","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/comments?post=2961"}],"version-history":[{"count":3,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts\/2961\/revisions"}],"predecessor-version":[{"id":14776,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts\/2961\/revisions\/14776"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/media\/2976"}],"wp:attachment":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/media?parent=2961"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/categories?post=2961"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/tags?post=2961"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}