“Because I have spent the last 20 years in a role that integrated and aligned Sales, Marketing, Revenue and Guest Experience/Reputation, I realize that what I consider a “digital marketing tool” may be controversial for some strictly marketing or strictly-revenue professionals, but hear me out.
If you are not earnestly working every day to increase true loyalty as represented by your Net Promoter Score (NPS), your marketing, sales, and revenue management results are being held back from their fullest ROI.
Decision-makers are going to look at your reviews and the more 5-Star reviews you have and the fewer 3s, 2s, and 1s you have, the better your conversions, your retention, and your brand’s perceived value will be. The key to any great relationship is Communication. Therefore, the tools you need to have and implement well are those that will promote excellence in communication. In addition to all the tools that every hotel should already have, like CRMs, guest engagement messaging, and apps to help elevate rapid service and reduce friction, here are some tools you should consider adding:
- A desk-free employee communication tool: this allows for all employees to access current information, best practices, inspiration, vision, and goals from the leadership, plus enables them to share successes and challenges both laterally and to decision-makers. This promotes a culture of caring, collaboration, and continuous improvement. Nudge and BeeKeeper would be two examples of this technology that every hotel should add to their tech stack.
- A reservation CoBot: there is nothing in hospitality that makes my heart sink faster than being transferred to a corporate office reservation center. Give your in-house reservations team the assistance they need in getting all the options and calculations done for them by an AI bot, so that they can quickly focus on personalized, gracious hospitality only. Look at AskSuite or HotelResBot as examples.
- Track your numbers and collaborate with your team for solutions: yes, you can track your scores by yourself, but Reputation Tracking tools are so affordable now and efficiency is key, so why not help your team track feedback and improvements when there is so much revenue riding on those scores? More than just the numbers, most tools will offer a way to communicate and collaborate with you on finding the root cause of issues and fixing them so they won’t recur. When your NPS rises, so will your profitability.”