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How to conquer the guest before, during and after the stay
Email marketing is a very powerful tool for hotel management. The exchange of communication between the hotel and the guest in the post-reservation phase can be very profitable if managed in a strategic way.
As we have seen in this article, establishing a relationship with the guest before and after his stay helps to improve the guest experience and to create a positive association between the guest and the hotel, aimed at increasing guest loyalty.
It is not just a matter of informing the guest about the details of the reservation, but rather gathering and creating sales opportunities to increase guest's expenditure during the stay and contemporaneously enrich his experience.
Prestay emails allow the hotel to connect with the guest: attention paid to details such as providing useful information for arriving at the property or listing the events and activities that guests will be able to attend during the stay will help to make the customer feel pampered and at the center of the hotel's attention.
So far, all is clear, but putting this in place is not so simple. The difficulty in implementing these strategies is twofold: on the one hand we need to equip ourselves with tools that can automate all activities, on the other we need to know when and how to communicate them.
In this regard, below are some ideas and guidelines that can be used to create communications to be sent to guests before, during and after their stay.
The confirmation email is usually an automatic communication that is sent from the hotel's online booking system immediately after having received the reservation. Often at the time of booking a credit card is required, so it may be useful to inform the guest that the reservation has been successfully received and that the security of the payment method is guaranteed by PCI and Digicert certifications that the Booking Engine should have.
Being the first communication sent by the hotel to the future guest, it is a precious moment. It is the email with the highest opening rate so, in addition to thanking him for having chosen your property, you must take advantage of this moment to immediately establish a relationship with the guest. A guide to the top 5 attractions in the city will certainly be appreciated, as well as additional information on the services offered by the hotel or a link that leads to a page of the website with other interesting information tailored ad hoc according to the guest type.
About a week before arrival it is good to send a new communication, both to remind the guest that the stay is approaching and to offer additional services: an exclusive upgrade, a discount voucher to use hotel services (spa, gym, tasting). Planning and waiting for a trip are often the most exciting parts for the guest, so providing relevant information on local events, activities and services that the hotel provides is certainly a great way to create a connection with the guest and help him build his ideal vacation.
This moment could also be an opportunity to obtain information from the guest in order to customize his reception at the hotel through a short questionnaire (questions can include if the guest prefers flannel or linen sheets, etc.).
Often reservations are made well in advance, therefore sending a communication containing all essential information to reach the hotel few days before arrival is certainly useful for the guest. A reminder with the confirmation number, the hotel address and the transport services available can also be attached to this communication. This is another opportunity to offer an upgrade, a dinner or spa treatment. In this email it is useful to remember the check-in and check-out times (including early check-in and late check-out policies), any information that the guest must have at hand upon arrival or the link to check in online.
Once at the property, the guest must be pampered and the hotel must continue to manage expectations by remembering all the services available, the events (concerts, aperitifs) and other activities that might interest him. Now that the stay has started, the goal of this communication is to make sure that everything goes smoothly, so it can be useful to remind the guest to promptly communicate to staff if something is not as expected to avoid discomfort or unpleasant situations that could compromise the whole experience.
Within 24/48 hours from departure, it is a good idea to send a communication to the guest thanking him for having stayed at your property. This is an excellent opportunity to request feedback on the stay: the hotel can choose whether to include links to share his experience online on Tripadvisor and social media, or decide to insert the link for online sharing in a second email, sent only to customers who have positively evaluated the stay. All feedback is useful for management: in case of negative opinions, the hotel should thank the guest for his honesty and explain what steps he will take to prevent a particular situation from happening again. Asking for feedback shows interest towards guests and the commitment of the hotel to offer an excellent service.
The relationship with the guest does not end when the customer leaves the property, to leave a trace in the memory, the hotel must know how to do so by prolonging the relationship with offers, ad hoc promotions and interesting content.
Knowing how to effectively manage communications with the guest before, during and after his stay is fundamental for hotels that want to offer their guests a quality experience. Implementing an email marketing campaign with the aim of creating a relationship with the guest is a complex project, not only for the content creation but also for its execution. Without a technology able to support these activities, email marketing is a huge waste of resources. Not all hotel property management systems have an integrated CRM and often interfacing an external CRM does not simplify daily activities (working on two databases is complicated). A management system with integrated CRM instead, allows you to manage communications with guests within a single database, facilitating the search of information for staff when needed and simplifying the management of different communications through automatic rules.
Fill out the form below, one of our technicians will show you how a PMS system with integrated CRM can revolutionize the relationship with your guests and create new profit opportunities for your property.
We have been creating complete and highly specialized technological solutions for the hospitality industry since 1995.
Having an exclusive focus on a single industry, our investments have always been entirely dedicated to the development of our software and innovative applications for hotel and restaurant management.
The experience gained over the years, together with what we acquire on a daily basis by being in contact with hospitality professionals, allows us to understand the real needs of the sector and to develop, based on new market trends and regulations, flexible and scalable solutions that can be customized according to the needs of each property, from independent ones to chains.
INFORMATION about the processing of personal data
Arts. 12 et seq of Regulation (EU) 2016/679 (GDPR)
Subject: information about the processing of personal data pursuant to arts. 12 et seq of Regulation (EU)
Introduction - Regulation (EU) 2016/679 («General Data Protection Regulation»), hereinafter GDPR) provides safeguards for natural persons with regard to the processing of their personal data. In accordance with the above legislation, the processing of personal data that refers to an identified or identifiable natural person, being the “data subject”, is based on the principles of correctness, legality and transparency, as well as the protection of confidentiality and the rights of the data subject.
This information is provided in compliance with the above Regulation to inform you that, with regard to your customer relationship with our organization, we hold certain data about you that was acquired, verbally or in writing, either directly or via third parties that carry out operations concerning you or that, in response to your requests, acquire information and provide it to us.
Pursuant to the GDPR, this information must be treated as “personal data” since it relates to you and must therefore benefit from the protection provided by the above Regulation. More specifically, in accordance with the Regulation, you are the data subject who benefits from the rights that safeguard your personal data.
Pursuant to arts. 12 et seq of the GDPR, as the Controller, our organization will process the personal data provided by you with the utmost care in compliance with the Regulation, implementing effective operational procedures and processes in order to guarantee the safeguards that protect the processing of your personal data. For this purpose, using material and operational procedures to safeguard the collected data, we undertake to protect the information provided, in order to avoid unauthorized access and disclosure, maintain the accuracy of the data and guarantee its appropriate use.
Consistent with this introduction, the following information is provided:
Collected personal data - Our organization, as the Controller, uses your personal data to carry on our business activities in the best possible manner.
You may be requested to provided some or all of the following data:
Length of time that your data will be retained - The collected data will be retained for the entire duration of the relationship or collaboration with our organization, and for 10 years after the end of the relationship. If during the contract period, data is processed that is not relevant to the administrative-accounting obligations arising under the contract, such data will be retained for the time necessary to achieve the purposes for which it was collected, and then deleted. You will be given specific information about the length of time that your data will be retained when the data is collected.
Mandatory or optional nature of providing data and consequences of refusal – The essential data needed to execute the contract must be provided to us, together with the data required to fulfill legal, regulatory and EU legislation obligations, as well as instructions from competent authorities and supervisory and control bodies.
Non-essential data, not required for execution of the contractual relationship, must be identified and considered additional information whose provision, if requested, is optional. Your refusal to provide such data would however mean that our organization will be less efficient when dealing with third parties.
Should "data that is sensitive or whose processing is subject to specific risks” be needed in order to carry out the contract, provide specific services or fulfill legal obligations, the provision of such data will be mandatory and, since it can only be processed following written consent from the data subject, you will have to give consent for its processing.
Methods of processing – Pursuant and consequent to arts. 12 et seq GDPR, the personal data that you provide will be recorded, processed and retained in our hard-copy and electronic files, in compliance with the adequate technical and organizational measures specified in art. 32 GDPR. The processing of your personal data may consist in any operation or series of operations described in art. 4, para. 1, point 2 GDPR. Personal data will be processed using suitable tools and procedures that guarantee security and confidentiality. Such processing may be carried out directly and/or via delegated third parties, both manually using hard-copy support and electronically using IT equipment and other instruments. In order to manage properly the relationship and fulfill legal obligations, personal data may be included in the internal documentation of the Controller and, if necessary, in the documents and registers required by law.
Activities which may be entrusted to external parties - When carrying out our activities as the Data Controller, we may occasionally request other operators to perform certain services on our behalf, such as processing or other services; services needed in order to carry out requested operations or activities; shipments and deliveries; accounting registrations; administrative activities. If the operator appointed by the Controller to carry out certain activities is a company that provides payment, tax collection and treasury management, banking and financial brokerage services, the following services may also be supplied: mass processing of payments, notes, checks and other securities; sending, placing in envelopes, transportation and sorting of communications; filing of documents; identification of financial risks; control of fraud; credit collection. The above operators will only be given the information needed to provide the requested services. They will be required to maintain confidentiality and forbidden to use the data provided for purposes other than those agreed. Operators that are not persons in our organization tasked with processing personal data will be appointed as Data Processors (pursuant to art. 28 GDPR) and will process the data to the extent strictly necessary in order to provide the requested service and solely for that purpose, guaranteeing that their persons tasked with processing have signed a confidentiality agreement. For any matters not indicated herein, these operators must provide specific information about the processing of personal data carried out by them.
Transfer abroad of personal data - The data provided by you will only be processed in Italy. If during the contractual relationship your data is processed in a non-EU State, your rights under EU legislation will be guaranteed and you will be informed on a timely basis.
Purposes of processing your personal data - The main purpose for which our organization will process your personal data is to enable the relationship described in the introduction to become established and/or develop, as well as to ensure that it is administered correctly.
In particular, the following purposes of processing are identified:
Personal data will be processed to fulfill legal obligations, as well as the administrative, insurance and tax obligations envisaged under current legislation, to satisfy accounting and commercial needs, and to fulfill in a timely manner the contractual and legal obligations deriving from the contractual relationship with the data subject. The data provided may also be used to contact the data subject in the context of market research relating to the products or services, or in the context of commercial campaigns or offers. The data subject is free, in all cases, to refuse consent for such purposes and also to specify the manner in which to be contacted or to receive commercial information.
Extent of knowledge of your data - The following categories of data processors or persons tasked with processing by our organization may become aware of your data:
Personal data may also become known by parties that have agreements with us, as indicated in the section entitled “Methods of processing”. We may delegate the fulfillment of certain obligations or deeds to such parties, for the purpose of executing the contractual relationship with the data subject.
Communication and dissemination - Our organization may communicate your data externally, i.e. make it known to one or more specific parties, in order to fulfill all required legal and/or contractual obligations. In particular, your data may be communicated to:
We may communicate your data:
In all cases, your data will only be communicated to operators in order to contribute to fulfillment of the contractual relations that may arise with the data subjects concerned.
Dissemination - We will not disseminate your data indiscriminately, i.e. we will not make it known to unspecified subjects, or make it available for use or consultation.
Trust and confidentiality - We recognize the importance of the trust shown by data subjects who consent to the processing of their personal data and, therefore, we undertake not to sell, hire or rent such personal information to others.
Any debt collection activities and/or communication of omitted payments – Following the signing of the contract for the provision of services, our organization may use the contact details you provide (in particular phone number and email address) in order to undertake reminder activities with reference to debt collection and omitted payments. These communications can be made via email, certified mail, phone call, SMS and WhatsApp. The contact data collected for the purpose of this paragraph will be kept for the entire duration of the relationship or collabration with our organization and in any case until the balance of all payments due on the aforementioned contract.
Rights pursuant to arts. 15 et seq GDPR - Pursuant to art. 15 GDPR, you are entitled to obtain confirmation of whether or not your personal data has been processed, even if the results have not yet been recorded. Exercise of this right depends on verification of the identity of the data subject, by presentation of an identity document that will not be retained by our organization, but merely checked to verify the legitimacy of the request.
You are entitled to access to your personal data and the following information:
If the data is transferred to another country or to an international organization, you are entitled to be informed about the existence of adequate guarantees pursuant to art. 46 GDPR.
You are entitled to request the controller to amend or delete your personal data, in whole or in part, or to restrict the processing of your personal data or to object, in whole or in part, to its processing.
To exercise these rights, contact the “Data Controller” for our organization at via Adriatica n.62 – 47843 Misano Adriatico or call +390541604894 or write to the email@example.com. The Controller will respond within 30 days of receiving your formal request.
If your rights concerning your personal data are infringed, you may complain to the competent authority:
“Guarantor for the protection of personal data - Garante”.
Identification details of the Data Controller and, if appointed, the Representative in the territory of the State and the Data Processor.
Controller - This organization is the Controller of processing: ERICSOFT ITALIA SRL with registered offices at via Adriatica n.62 – 47843 Misano Adriatico; Tel: +39 0541604894; fax: 0541604862; certified e-mail address: firstname.lastname@example.org; e-mail: email@example.com.
Data Protection Manager – The Data Protection Manager is Mario Brocca, who can be contacted at +39
0371/5943191 - firstname.lastname@example.org – email@example.com
Data Processors - The Data Processors are external firms with which contractual relations have been established, and which need your personal data in order to fulfill those agreements.
Each data subject may send a letter to the Data Controller, at the above address, requesting information about any Data Processors that have been appointed and to be informed about any persons appointed to perform that function in future.
Please note that the above Data Processors are not responsible for fulfilling requests from data subjects to exercise their rights pursuant to arts. 15 et seq GDPR. That activity is carried out exclusively by this organization as the Data Controller.
Representative in the territory of the State - Pursuant to art. 4, para. 1, point 17 GDPR, it is confirmed that none of the related circumstances envisaged in the Regulation are applicable and that, accordingly, our organization has not appointed any Representatives in the territory of the State for the purpose of applying the regulations that govern the processing of personal data.
Processing without need for consent from the data subject - Even without your consent, this organization is entitled to process your personal data should it be necessary in order to:
Furthermore, your express consent is not required when the processing:
Il TITOLARE del Trattamento
ERICSOFT ITALIA SRL
helpdesk: 365 days a year
from 8:00am to 8:00pm
Offices: from Monday to Friday
from 09:00am to 01:00pm and from 02:30pm to 06:00pm
Address: S.S. Adriatica 62, Misano Adriatico (RN)