Global CRM Study Preview: What’s Next for the Future of CRM
Global CRM Study Preview: What’s Next for the Future of CRM — By Nicki Graham

Cendyn™ · 3 Oct

The importance of a single source of truth as the centerpiece of a profitable customer relationship management strategy is one of the key takeaways from H2C's Global CRM Study. The vendor-agnostic study combined findings from an online survey of 62 executives of both global and regional hotel chains and interviews with 25 hotel executives and 11 technology providers.

The future of CRM, AI and machine learning for hotel marketing
The future of CRM, AI and machine learning for hotel marketing — By Casey Munck

Cendyn™ · 7 Apr

Technology has dramatically shifted the way hotels engage with customers, says Cendyn’s Casey Munck. Continuous optimization based on unified data is the key to success in the future.

Aggregating your hotel data with CRM
Aggregating your hotel data with CRM — By Nicki Graham

Cendyn™ · 5 Sep

It wasn't long ago that all the information hotels had on a guest could fit on a single registration card. In the late 1980s, the introduction of the property management system marked the beginning of the digitization of data.

Use actual intelligence to expand revenue potential throughout the guest journey
Use actual intelligence to expand revenue potential throughout the guest journey — By Michael Bennett

Cendyn™ · 23 May

We can't escape the topic of AI today. In a world of big data and personalization, it's shaping how we approach everything in the hospitality industry. But as powerful as artificial intelligence is, machine learning must be leveraged alongside hotel expertise and data management strategy to drive forward smarter, more accurate marketing results.

Revenue Manager’s guide to CRM
Revenue Manager’s guide to CRM — By Nicki Graham

Cendyn™ · 9 May

Hotels use CRM to engage guests from the moment they book a room, throughout their stay, and on to every return visit. Every touch point along the way, from personalized marketing emails to confirmation to survey or post-stay offer, tells the guest, "We understand you, we value your business, and we're here to help." But CRM doesn't just happen naturally. Whether you work for an independent boutique hotel or a big-brand resort, you need a clear understanding of goals and responsibilities. You also need fast, reliable software that works quietly in the background, automating guest communications, collecting data, and building rich guest profiles.

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Hit the OTAs with a rebound: 5 direct booking strategies for hotels
Hit the OTAs with a rebound: 5 direct booking strategies for hotels — By Casey Munck

Cendyn™ · 8 May

Love them or hate them, the OTAs are here to stay. Smart hotels know they must take control of their data and deploy smart marketing strategies to lure guests to book direct, which provides the lowest cost per acquisition and builds customer loyalty.

Segmentation throughout the guest journey
Segmentation throughout the guest journey — By Nicki Graham

Cendyn™ · 2 May

How do you communicate with your guests once they've made a booking? Before answering this, think for a minute about all the different ways a guest could book a reservation with your hotel – direct, OTA or travel agent to name a few. Also think about how many reasons there are for travelling – business, vacation, family, friends etc. Given this, now think about how you are communicating with every one of those guests:

Hotel marketing to millennials
Hotel marketing to millennials — By Casey Munck

Cendyn™ · 3 Apr

Millennials, defined as people born between 1982 and 2000, now make up the largest living generation. And they are spending more than ever on travel, with 26% saying they spent more on vacations than in the previous year. What's more, they are also taking charge in helping plan vacations with their parents, with multi-generation travel making up 32% of anticipated domestic trips, higher than any other generation.They are obviously ready to travel and willing to spend on what matters to them, offering tremendous marketing opportunities. However, they are not often swayed by traditional marketing methods. To effectively target millennials, hotels need to embrace their needs and celebrate their passions.Millennials at a glance

A hotel marketer's guide to CRM
A hotel marketer's guide to CRM — By Nicki Graham

Cendyn™ · 15 Mar

Typically, the marketing department plays the lead role in CRM, acting as the primary user and key operator of CRM software and managing guest communications and data.As the guardian of the hotel's brand, the marketing manager ensures that all guest communications are on brand and on message. Additionally, as a primary generator of demand, they use the CRM system to find opportunities to drive revenue and increase profits.The marketing manager also acts as data scientist, extracting data and running reports to keep colleagues informed of trendsand patterns in guest behavior and preferences.

A hotelier's guide to the top social platforms in Asia-Pacific
A hotelier's guide to the top social platforms in Asia-Pacific — By Nicki Graham

Cendyn™ · 16 Feb

The Asia-Pacific region, not including South Asia, already boasts over two billion mobile users, with China accounting for just under half of that. These countries have an average mobile phone penetration rate of 62 percent, with that number expected to climb to 69 percent in the next few years. An effective marketing strategy for hotels must include mobile – if customers are willing to respond to it. Because of the level of mobile penetration, social media as a platform plays a critical role forengagement with both business and leisure travelers in Asia, and as such, are part of the complete travel journey.Facebook, Instagram, LinkedIn, and Twitter, along with messaging app Whatsapp, enjoy similar penetration and popularity in many Asia-Pacific markets, especially in markets including Australia, Hong Kong, Japan, and Singapore. However, locally developed applications, due to user preference or regulatory restriction, may rival or outstrip that of the aforementioned social media channels. For example, in China (excluding Hong Kong, Macau, and Taiwan), Facebook, Instagram, and Twitter are actively blocked by the government, and are accessible only by using virtual private networks, giving rise to homegrown competition.Younger travelers who have not yet established loyalty relationships with hospitality brands are more likely to do so with those providers who use media they know and like. Increasingly, social media is that conduit, and especially for operators that accept social media-connected payment options, these could make or break first brand impressions with Asia's next generation of travelers. Below is an introduction to a few of the most influential social media platforms in China and Japan, along with suggestions for their best use.

The key trends shaping the hospitality industry in 2018
The key trends shaping the hospitality industry in 2018 — By John Seaton

Cendyn™ · 14 Dec

In your opinion, what are the top three trends that hoteliers should be aware of going into 2018?The evolving nature of the guest experience and keeping up with guests' needs and expectations is a huge focus for the hospitality industry. For a hotel, managing the customer relationship is one of the most critical elements of gaining and increasing loyalty, and yet can be the most difficult for hotels to master, as customers interact with them via a burgeoning number of contact points: email, mobile, social media, at the front desk and throughout the hotel property. Never before has technology played a more important role in improving what is ultimately the human experience of hospitality, both in terms of curating and providing it, but also in the way that customers express their gratitude for that experience in the form of loyalty. Secondly, understanding the capabilities of artificial intelligence (AI) and how that can focus and positively affect the interaction between the guest experience and the hotel. The focus for technology companies serving the hospitality industry is to enable hotels to communicate more effectively with their guests so that they are able to deliver the right message to the right person, at the right time and importantly through the right channel for that guest. With GDPR coming into effect in May 2018, never before has it been so important for hotels to ensure their communication with the guest is relevant and the data they store about a guest is compliant with these new regulations. Lastly, a key focus is personalization. Technology companies will need to work more closely together for the benefit of mutual customers to enable personalization between the hotel and their guests. Customer relationship management (CRM) is no longer just a tool for the sales and marketing departments, CRM is a tool that benefits the operations, revenue management, and distribution departments as well. Because of this, hotels are looking to integrate CRM with their other technology vendors as well, bringing the various data sources into one central place to create a single version of truth about that guest. This enables greater personalized communication between the hotel and the guest. For example, integrating a CRM to a revenue management system has enabled our customers to now offer personalized pricing based on the guests' profile including the recency, frequency and monetary value of that guest to the hotel.2. What is the biggest challenge the hospitality industry is facing? One of the biggest challenges, and opportunities, is how small our planet has become and ultimately how that has made travel easier and more accessible than ever before. This challenge opens up a wealth of opportunity but every culture and guests' needs are different. The industry needs to be mindful of this when managing travel and guest experiences on such a scale. Combine this need with the GDPR regulations coming into effect in 2018, it is imperative that hotels are working with CRM solution providers to ensure the guest profile data is accurate, communication is effective and profile data is managed in compliance with the new regulations.3. In the next 5 years, what role do you see Cendyn playing in the hospitality industry?CRM has become front of mind for hoteliers across the globe. Not just because of its ability to process data and provide a clear, digestible view of that data, but because it is the only way to process data from multiple technology platforms within a hotel and then provide a single version of truth for every guest. This has become imperative for hoteliers who want to provide a truly personalized experience, drive loyalty to their brand and stay competitive. In the next five years, this will become even more apparent as guests become savvier and demand more from their travel experiences. For hoteliers to stay ahead of the curve, we've seen that using data to pave the way in how hoteliers communicate with their guests has revolutionized how they can learn more about guests' interactions, drive direct bookings, maintain brand presence with their most valuable guests and stay competitive in their market. Our continued investment enables hoteliers to keep their guests at the forefront of what they do, and concentrate on providing exceptional, personalized customer service at all times. And as AI becomes more of the norm, hoteliers will need to embrace the ability to use machines/technology to aggregate information and learn from data to provide a seamless experience for every guest.

5 ways AI is transforming hotel marketing
5 ways AI is transforming hotel marketing — By Casey Munck

Cendyn™ · 22 Nov

Artificial intelligence is enabling the hotel industry to do incredible things. From creating hyper personalized guest experiences to identifying unrecognized revenue opportunities, AI empowers innovation and growth by distilling information and deducing patterns into actionable insights.

Diving deep into data intelligence to drive guest loyalty & hotel revenue
Diving deep into data intelligence to drive guest loyalty & hotel revenue — By Xundong Ding

Cendyn™ · 20 Nov

Why is hospitality such a data rich industry? The hospitality industry caters to millions of people daily. It is a data rich field capturing massive volumes of information, all generated from different systems like bookings, POS, PMS and loyalty. It's now possible to add public social media data, online review data, and other sources of guest information like service requests and post-stay feedback to the mix.

Adapting your hotel marketing plan for 2018
Adapting your hotel marketing plan for 2018 — By Nicki Graham

Cendyn™ · 23 Oct

Who is staying in your hotel? Why are they staying at your hotel? What led them to book your hotel over the one down the road?It's a hotel marketer's job to know the answers to all of these questions, and now's the right time to be asking yourself them. As we all prepare and plan for 2018, making assumptions or asking your staff isn't the right way to get the answers. Your data is. And now is the right time to be looking at it. It will give you the intelligence you need to plan for and deliver targeted, relevant, personalized messages to your target guests, resulting in better conversions.Josh Herman, Director of Marketing at Fontainebleau, Miami Beach shares his thoughts on targeting, "Fontainebleau has a young, hip, 'cool place to be' image in the marketplace. It's a true celebrity "see and be seen" destination, and an image we've worked extremely hard to build. I was surprised that our data told us that certain times of the year we do a significant amount of family business. Or, certain times of the year our customer base can really vary in age or geographic location. So, we adapted our marketing programs and messaging accordingly.It's our job as marketers to make sure that we're appealing to the right types of customers and its data that helps us allocate our marketing budgets toward targeting the guests that have the highest propensity to book and have a great experience. Everyone has a target customer base, regardless of property size, image, etc. As a luxury property, if we attract customers that can't afford to be here or are not going to take advantage of all the great amenities then shame on us because we're not doing our job from a marketing perspective. The same applies to any property."Our SVP Global Marketing & Business Development, Michael Bennett is the first to admit that achieving this level of targeting is not only necessary to stay competitive, it enables hoteliers to continually drive revenue and loyalty with the guests that really matter. "We like to think of a technology platform that complements digital marketing as a seamless customer relationship management (CRM) solution that resides in a hotel to manage what the human capabilities can simply not do: