Guest Perspectives Post COVID-19: What Hotel Guests Want From a ‘New Normal’
Guest Perspectives Post COVID-19: What Hotel Guests Want From a ‘New Normal’ — By Terri Miller

Concilio Labs, Inc. · 15 May

As human beings, we know change is inevitable. They say life is 10% of what happens to us and 90% is how we respond to it. There's no question the hospitality industry will rebound from this challenging period. And when we do, it would be naive to think everyone will resume life as we knew it. We need to first acknowledge guests will adjust the way they travel and interact with hotels. But we have to go further than just acknowledgment. We must understand, adapt, and respond before the first guests ever (re)crosses our threshold. We need to actively re-instill trust before a guest even considers travel.

Is Your Hotel Intelligent?
Is Your Hotel Intelligent? — By Terri Miller

Concilio Labs, Inc. · 27 Mar

Work smarter, not harder. It's an age-old sentiment that has inspired countless professional and personal agendas over the years. With the help of modern processes and technology, we are continually finding new ways to streamline and simplify. We relentlessly implore brands, co-workers, partners, and family members to adopt updated platforms that curate a more convenient, efficient experience. In simple terms, the more sophisticated the technology, the better our user experience becomes. While this is an exciting realization, it also brings us back to the recurring question… what's next? What tech-centric trend is positioned to take over and inspire us to do things differently? From artificial intelligence (AI) and machine learning (ML) to guest intelligence and more, we are entering an era in which intelligent technology is influencing almost every consumer touchpoint across every industry. Hospitality is no exception, as the modern traveler has higher expectations for a hyper-personalized, relevant—and ultimately, seamless—experience from any size or type of hotel property they frequent. So the new question becomes not just can you simplify, but is your hotel intelligent? What is guest intelligence, and how can it transform your brand? Guest intelligence is about producing insight for guests that are both smart and actionable. This intelligence tells decision-makers not just the who, what, when and where, but also the why. It's the knowledge of why guests behave as they do that allows hotels to adapt to meet guest expectations, inspire them to spend more and keeps them coming back. Intelligence is the holistic and flexible understanding of guests that comes from gathering, contextualizing and analyzing data. Customer intelligence means going a step further to place information into context, so we learn that our 33-year-old, grad-school-educated guest has recently married, moved and started a new job.

Current Hotel CRMs May Be Doing More Harm Than Good
Current Hotel CRMs May Be Doing More Harm Than Good — By Terri Miller

Concilio Labs, Inc. · 24 Jan

Hotels worldwide are looking for technological advances to thrive in this competitive environment. As a result, many are turning to CRM systems to gain an advantage. Hotels are pouring millions of dollars into driving loyalty through guest engagement, but without reliable data and technology, many initiatives fail to deliver. While CRM can, at its core, represent so many things, CRM technology is the system hotels have in place to manage interactions with current and potential guests. The prioritization of building relationships is nothing new to the hospitality landscape. Hotel CRM technologies have taken many forms over the years as they evolved to meet modern demands of businesses and consumers alike.

Evolution of the Hotel CRM
Evolution of the Hotel CRM — By Terri Miller

Concilio Labs, Inc. · 10 Jan

The success of any hotel hinges on its ability to curate memorable guest experiences and lasting customer satisfaction. Of course, this mission rests heavily on a hotelier's shoulders when we consider the many competing demands associated with running a hotel. Maximizing revenue streams, empowering staff and training new employees, monitoring guest feedback, streamlining operations — these are just a few of the considerations on a hotelier's mind at any given time. So how do hoteliers ensure customer satisfaction is always top of mind in today's highly competitive hospitality industry? And in an increasingly connected world, how do hoteliers cut through the noise to effectively develop relationships with their existing and prospective guests? The answer lies in CRM (Customer Relationship Management) software. CRM platforms integrate into a hotel's operational structure to build a comprehensive database of guest information, playing a critical role in the cultivation of loyal, satisfied customer bases.

How to Win the Battle Between Privacy and Personalization
How to Win the Battle Between Privacy and Personalization — By Terri Miller

Concilio Labs, Inc. · 13 Dec

It's hard to believe that 2018 is drawing to a close. It's safe to say that few topics this year have been more relevant than the themes of both privacy and personalization. Hoteliers are swimming in opportunities to learn more about their current (and prospective) guests than ever before. But with that opportunity to swim also arrives the opportunity to sink. Many hoteliers find themselves stuck between the need to personalize their offering with user data and the need to tread carefully within new GDPR rules and regulations. If they don't tap into guest data to curate a more personalized, unique experience, they may not appeal to guests — but if they don't secure data the right way, they're putting guest privacy (and their reputation) at risk.

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Staying Ahead of Millennial Guest Expectations
Staying Ahead of Millennial Guest Expectations — By Terri Miller

Concilio Labs, Inc. · 29 Nov

With impressive buying power, evolving consumer behaviors and penchant for experiences, millennials have and will continue to have a major impact on the hospitality industry. After all, as of 2015 there were already eighty million millennials in America alone, armed with $200 billion in annual buying power. This generation is large, diverse (both in age and in preference) and quite simply, a segment that hoteliers cannot afford to ignore. In 2017, studies were released claiming that millennial families were likely to spend more and travel more than all other generational segments. Despite the predicted drop in travel spending across U.S. households, the 9.5 million millennial families were expected to spend 19% more on vacation and intend to travel 35% more than the previous year. As with any consumer segment, effectively marketing to millennials requires brands to understand what they value most in the products/services they invest in and find a way to appeal to those needs. This consideration becomes especially interesting when we look to the millennial consumer, as their buying habits and motivations differ from other generations, not to mention their wide range of ages. The oldest Millennials are now 38, while the youngest are just 18. Millennials are also less susceptible to traditional marketing and advertising than past generations. Only about 1% of millennials claim that a compelling ad influences them and 84% of millennials dont trust traditional advertising. Rather than taking the traditional route, millennial consumers show preferences for brands that are notably authentic, share the same values (social or otherwise) and who leverage digital to personalize their offering. According to studies, 62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer. They expect brands to not only be on social networks, but to engage them. They want to know the personality behind a brand and feel as though that company is making a conscious effort to understand and connect with them as a consumer. An interview of over 1,300 millennials showcased that millennials are highly educated, career-driven, politically progressive and despite popular belief do indeed develop strong brand loyalty when presented with quality products and actively engaged by brands. But just what does this mean for hoteliers hoping to stay ahead of millennial expectations? For hoteliers, catering to the millennial traveler requires ongoing investment in enhanced guest experiences. Those hotels which create an offering that is somehow unique/boutique, personalized and guest value-driven are the hotels which are likely to establish long-term loyalty within this generational group. We explore three key ways that hoteliers should look to embrace the mobile traveler below. Go Digital

Are You Driving Positive And Profitable Guest Relationships?
Are You Driving Positive And Profitable Guest Relationships? — By Terri Miller

Concilio Labs, Inc. · 14 Nov

Welcome to the "Age of the Customer." As we witness the ongoing rise of digital trends, hyper-personalization, and value-driven marketing initiatives, we realize that it is increasingly the customer, not the company, driving business decisions. So, how can businesses get to know their customers? By spending time where their customers are—online. Social platforms and online mediums represent a thriving hub of valuable data, providing a wealth of customer insights. In a time where understanding customers is the primary key to a company's survival and subsequent success, tapping into data streams is more integral than ever before. This is particularly true in the hospitality industry, as a hotel's success can be directly attributed to their ability to provide value in the form of a positive and unique guest experience. In fact, in a recent survey, more than half of the travelers interviewed said they were happy to provide personal information if it meant getting relevant deals, discounts, and personalized service. This really comes as no surprise. Look to the success of ventures such as Airbnb, a travel platform that has truly mastered the modern art of consumer personalization and mobile functionality. However, the concept of guest personalization extends far beyond email and message interactions. It should drive all aspects of the guest experience that a hotel provides, making data one of the most valuable currencies available to hoteliers. Don't believe us? At a recent EyeForTravel tradeshow, 67% of representatives indicated customer loyalty could be improved by investing more in data, analytics and the resulting opportunities for personalization. Of course, the need for a data-driven and personalized guest relations strategy can be a double-edged sword as well. Hotels cannot fulfill that need without quality, actionable data. Moreover, with such an influx of data now available to hotels via online channels, the demand for an insight-driven data platform to unlock meaningful insights becomes paramount. Why? Because data can't provide any value to hoteliers unless it is properly collected, intelligently applied to various segments of the guest experience and made accessible to staff and other systems. Think of it this way — the data is the lockbox, and the data platform provides the code. It is one thing to understand your guests and quite another to be able to act on that data. So the question becomes; how can hotels utilize various data streams through a centralized platform to drive more value into their guest relationships and inspire long-term guest loyalty?

The 5 Best Ways to Improve Engagement within Your Hotel App
The 5 Best Ways to Improve Engagement within Your Hotel App — By Terri Miller

Concilio Labs, Inc. · 25 Oct

Mobile technology represents many things. For some of us, it's a daily tool to increase efficiency and convenience. For others, it's a go-to source for social connection and outlets. For many, it's the device(s) which help us to do our job. However, more than anything, the primary mission of mobile technology is to make our lives easier — a consumer demand that becomes especially true when we consider travel-related apps and technology. Let's face it, whether traveling for business or for leisure, the process of getting from point A to point B can be rather taxing. Booking flights and hotel reservations, getting a sense of local attractions, ensuring you have access to business-related or family-friendly amenities; each pillar of the travel planning (and execution) process can bear its own challenges. However, with the use of mobile technology and apps, prospective travelers can finally expect a more seamless, hassle-free and personalized experience. And considering the digital nature of today's economy, consumers are no longer just demonstrating a preference for a mobile experience — they are demanding it. Mobile Apps are Today's Table Stakes

Is Your Hotel Taking Advantage of all Guest Touchpoints? Here are 4 to Consider
Is Your Hotel Taking Advantage of all Guest Touchpoints? Here are 4 to Consider — By Terri Miller

Concilio Labs, Inc. · 11 Sep

Success in the hospitality industry is largely defined by a hotel's ability to connect with their guest(s) while attending to their unique set of needs and expectations. The opportunities your hotel has to establish a genuine connection and rapport with each guest are referred to as "guest touchpoints" — the moments in which a guest is in direct contact with your hotel staff. This may seem like a relatively simple concept but establishing these connections with prospective guests can prove difficult, at times, when these touchpoints are often fleeting compared to the total amount of time individuals spend traveling.

Voice of the Guest: How Data Informs the Hotel Guest Experience
Voice of the Guest: How Data Informs the Hotel Guest Experience — By Terri Miller

Concilio Labs, Inc. · 12 Jul

What makes an exceptional guest experience? This is the question hoteliers find themselves continuously striving to answer as they work to refine (and evolve) their service offering. However — this is also a question that can garner countless different answers, depending on which guest you ask. The better question for hospitality experts becomes, what tool or methods can provide hoteliers with critical insights if they had the opportunity to ask every prospective guest what matters most to them? In other words, how can hoteliers capitalize on the fruits of an individual conversation they can't actually have, but need to in order to understand how to provide exceptional, personalized service? Genuinely effective hospitality marketing involves the recognition and understanding of each guest's needs and desires, frustrations, values, travel behaviors, and more.

Hotel CRMs Are Ready for Innovation
Hotel CRMs Are Ready for Innovation — By Terri Miller

Concilio Labs, Inc. · 1 Jun

In the fast-paced environment of the hospitality industry, most hoteliers would agree that developing and sustaining strong guest relationships is key to long term success. For that reason, customer relationship management (CRM) tools have become one of the most valuable strategic and tactical solutions in the hotel ecosystem. Over the last few years, the leading hotel CRM platforms have advanced to become much more guest-centric, enabling visibility into centralized guest history data, preferences, and buying behaviors, while also acting as highly effective outbound email marketing solutions. In fact, it's noted that 79% of leads fail to convert without a CRM, and the ROI on CRM is usually more than $5 to every $1 invested. However, as the modern guest continues to evolve, and the number of communication channels continues to grow, it has become apparent that the potential for CRM influence is exponential.