Let us find your solution
Not sure which Email Marketing & Hotel CRM is right for your hotels? Let us find your solution

10 Best Email Marketing & Hotel CRM

Combine the power of a Hospitality CRM with personalized Email Marketing to drive revenue and bui...
Most Popular
This vendor is the most popular in the category with 43 reviews across 12 countries.
94
HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn more

COMPANY DESCRIPTION

Transform guest data into revenue with Revinate Marketing, the all-in-one CRM and marketing automation solution built for hotels by hoteliers... read more

  • Based in
    San Francisco (United States)
  • Founded in
  • 133 employees on Linkedin
Data-driven, automated CRM for hotels with focus on getting you closer to your guest.
Regional
This vendor has active customers in fewer than 3 countries, check the map on their profile to make sure they service your region.
77
HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn more

COMPANY DESCRIPTION

For-Sight is a Guest Customer Relationship Management software. It allows you to drive direct bookings, enhance your data and maximise your... read more

  • Based in
    Edinburgh, Scotland
  • Founded in
  • 20 employees on Linkedin
Guest satisfaction: before, during and after stay.
This vendor is trending with growing share of voice.
Learn more
71
HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn more

COMPANY DESCRIPTION

Being able to communicate with your guests is the essence of great service. The "Experience" CRM has built-in tools that permit you to take back... read more

  • Based in
    Paris, France
  • Founded in
  • 14 employees on Linkedin
Not sure which Email Marketing & Hotel CRM is right for your hotel?
Get custom recommendations
The mission of Clairvoyix is to provide our clients with the marketing technology and related ser...
Regional
This vendor has active customers in fewer than 3 countries, check the map on their profile to make sure they service your region.
63
HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn more

COMPANY DESCRIPTION

Clairvoyix is a full service marketing technology and services company dedicated to supporting the travel and leisure industry and other consumer... read more

  • Based in
    Henderson (United States)
  • Founded in
  • 13 employees on Linkedin

Recent Email Marketing & Hotel CRM Articles

thumb description

9 CEO predictions about the future of the hotel business

by
Hotel Tech Report

IDeaS CEO Ravi Mehrotra: Revenue management will be the glue that connects siloed departments “I’m no Nostradamus, but there are quite a few areas ripe for disruption. In my opinion, there are two main areas we will see a major category shift in the next five years. First, I believe automation in day-to-day revenue management will become standard, resulting in a higher-order shift of the revenue manager and leaders’ roles. This is especially true when we deal with inevitable market upturns, and most importantly, downturns. The sheer number and complexity of the daily decisions a revenue leader must make will exceed their capacity, driving them to rely on intelligent automation to ensure they remain competitive in a fast-paced market. Second, revenue management concepts will continue to spread across more segments in the guest’s total trip compilation, from the time they start searching online to the time they are reflecting on their memories and preparing to plan the next trip. All of this layers together to show that revenue management will be a major hub, if not the major driver, between marketing, distribution and sales systems. I think we will see players in complementary areas start to link themselves together to drive a more direct connection to revenue, while delivering the right price to the right person at the right time.”   Cendyn CEO Charles Deyo: CRM will be seen as an operational tool and not just as a marketing platform. “We will see more intelligent use of data with AI and bots to further leverage the guest experience. Because of more integrations between technology systems and a higher flow of data between platforms, bots and AI will increase in learned automation and intelligence that can deliver more of the right messages, at the right time through the right channel. We’re in the process of breaking new ground with CRM technology as the core with bots and AI serving based off centralized intelligence. In five years, it will all evolve around the model of a central global profile for guests that references a sophisticated rolodex of data to help serve the customer’s desire for personalization at every touchpoint. Bots will make recommendations, personalize communications and adjust service algorithms in real-time based on data points. CRM will no longer be seen as a marketing function, but rather an operational tool that intelligently orchestrates how everyone interacts with a guest.”   SiteMinder CEO Sankar Narayan: Data will make it possible for hotels to understand their guests like never before. “The emergence of new players in the market has been great for competition and I think it’s forced innovation that ultimately hotels have been the beneficiaries of. However, I think the breadth of choice now available to hotels, coupled with the level of complexity that now exists to keep up with today’s traveler, has indirectly created further disparity that means, as a hotel, it is more overwhelming than ever to know which technological solutions are best and if they will work together to make the day-to-day easier, not harder. I think the disparity and complexity will continue to grow over the next five years, but it will be met with tech innovators that rise to that challenge and provide a way for hotels to benefit from a single, holistic, reliable solution that unlocks a world of potential guests and personalizes every relationship. That will be the pinnacle of data democratization and I think it’s coming.  There is a huge opportunity to ace the guest journey end-to-end. I think the in-stay experience has traditionally been the sole focus for hotels, as it’s what they’ve always had immediate visibility and control over, but of course we know that the journey began long before the guest arrived and continues long thereafter – if it ends at all. The explosion of data and technology has made it possible for hotels to understand their guests in a way they’ve never been able to before, and it’s an opportunity I think most hotels are missing.”   Travel Tripper President Gautam Lulla: Winning hotels will be powered by technology platforms not products. “Traditionally, the companies in the hotel tech space have focused on being very good at one “category” of product. Sure, a PMS company could offer a booking engine, but ultimately it was more known for being a PMS company. The new startups in the space have amplified this trend. But now that companies are starting to mature and consolidate (ourselves included), the lines are going to start blurring and it’s going to be difficult to pigeonhole a company into a product type or category. The industry is moving quickly in the direction of a “platformization” model, where the breadth and interconnectedness of solutions will trump—or at least bring together—smaller niche solutions.”   Revinate COO Dan Hang: Antiquated systems will go extinct and secure cloud based systems with open architectures will be the status quo “There’s a big opportunity for hotel tech to become more guest-centric by bringing together all of the industry’s raw and disparate data and turning it into actionable insights. Unfortunately today, a lot of the tech in this space is antiquated, unnecessarily complex, inflexible, and not really optimized around the guest. For example, the property management system, even by name, is designed to manage an inventory of rooms in a building as opposed to optimizing guest experience or driving revenue.  Future systems need to close the gap I just mentioned. They need to harvest all the guest data, make sense of it all, and provide the hotelier with actionable insights or automated campaigns that drive revenue. With this year’s launch of the GDPR and all the news surrounding data breaches, I think we’ll also see increased efforts in security and data privacy protection over time.”   INTELITY CEO Robert Stevenson: Front and back of house tech will become unified. “Digital technologies for the guest and the back office will be very integrated and standard at hotels. There may be different usages from property to property, but automated processes, streamlined connections, and seamless messaging between guests and staff will be standard across the board. It will feel like a near frictionless experience for guests who opt-in to being entirely digital. Guests, vendors and hoteliers alike will look back and wonder how we ever dealt with the mishmash of technologies and implementations we do today.”   Oaky CEO Erik Tengen: Guests will truly experience hotels before they even book. “I think in 5-years upselling will be embedded in native platforms in our phones, offered on all communication channels, automated, hyper-personalised, integrated with the total revenue management strategy and gamified for the full (in destination) guest experience. I imagine guests booking and playing VR games pre-stay to experience the hotel, and adding activities to the stay after testing them out from their couch at home.”   Atomize Chairman Leif Jaggerbrand: Revenue management systems will specialize in tactical revenue management or strategic but not both. “I think we will see a clear split between strategic & tactical revenue management systems. Building a strategic revenue management system, and building a tactical revenue management system, are two VERY different skill sets. I deem it pretty close to impossible for any company to be #1 in both of those categories, the people that have the right skillset to build a tactical revenue management system won't be attracted to building a strategic revenue management system. As both strategic and tactical revenue management is utterly important hotels will have both type of systems.”   Hotelogix CEO Aditya Sanghi Small and mid-sized hotel businesses will flourish like never before with access to technology that was previously reserved only for large enterprises. “We are highly passionate about small to mid-sized hotel businesses. For a very long time, this segment didn’t have access to great technology as service providers across the globe concentrated on the five starred community, like Opera and Travelclick. Things are changing now. Tech providers are focusing on this segment as adoption of technology lagged in this sector. The popularity of this segment has also been purely driven by market dynamics, where travelers are now choosing to stay in independents and smaller properties. So, it’s time to focus on enhancing the guest experience for such properties. The community should look at creating more services/products that are geared towards the guest. Treating them like 5-star guests by leveraging AI driven technology can be used to serve and monetize better.”  

thumb description

Revinate and GCommerce Announce Partnership to Help Hoteliers

by
Kelly Robb

SAN FRANCISCO - Revinate, the software as a service (SaaS) company that helps hotels make the most of every guest, today announced a partnership with GCommerce, a leader in hospitality digital marketing services. Together, the companies can offer their clients a complete suite of digital marketing solutions to capture guest bookings throughout the entire traveler lifecycle, from discovery to booking to return visit. Kelly Robb, VP of Marketing and Growth at Revinate says, "Getting guests to book direct is harder now than ever before given the digital acumen of OTAs. Hotels need a strong partner, like GCommerce, to level the playing field and ensure that they can compete and win. With the addition of services around Revinate Marketing, GCommerce can provide clients with the industry's most powerful CRM, to ensure that the first booking will not be the last." "We have looked at a lot of guest data and email marketing solutions and I am excited to be able to offer Revinate Marketing to our customers," says Lindley Ferris, SVP Marketing at GCommerce. "In addition to being able to segment by audience and serve the most relevant emails, the data from Revinate Marketing will help us better understand our clients' guests to improve our overall marketing efforts." Aparium Hotels is one of the first companies to leverage both GCommerce's services and Revinate's software. Jenna Reed, Creative Director at Aparium Hotels, says, "As a joint customer, I'm excited to see Revinate and GCommerce working closely together to drive revenue on behalf of their clients. Both companies deeply understand the industry and the pressure on hotels to drive direct bookings. Both companies have been incredible partners and have given us the tools and expertise we need to hit our revenue goals."

thumb description

Cendyn CEO: This is what hotels can learn from the Grateful Dead

by
Hotel Tech Report

Cendyn’s Charles Deyo isn’t your typical hotel tech founder by any stretch of the imagination.  Deyo is an avid scuba diver, he meditates under pyramids for spiritual guidance and even plans to play guitar at an underwater music festival next year.  By 1996, the same year that Expedia was born, Deyo had spent 20 years in the hotel industry before founding Cendyn with his wife Robin to help hoteliers win in the digital age. Cendyn’s first product to market was its eProposal solution which allowed hotels to accept group business RFPs via their websites and grow their group business. While eProposal is still a core component of the Cendyn Hotel Sales Suite, it is only a small piece of Cendyn’s current offering.  Today Cendyn’s sales and marketing solutions power more than 30,000 hotels globally through products that touch on hotel CRM, sales software and hotel digital marketing services.   Back in 1996, Cendyn’s initial product to market was its eProposal solution which allows hotels to accept group business RFPs via their websites to increase group bookings.  Today, eProposal is still a core component of the Cendyn Hotel Sales Suite.    The best tech companies listen carefully to client pain points and develop solutions based on those requirements.  The history of Cendyn is a textbook example of how to build a great business by listening to your customers. As the internet boomed through the early 2000s Deyo and his team noticed that there was a huge skills deficiency in digital marketing amongst hotels and began to offer digital marketing services to help clients grow their direct channel. During our interview with the Cendyn chief, Deyo told Hotel Tech Report that the biggest inspiration for building his empire was Grateful Dead frontman Jerry Garcia.  When asked why, he noted that the Grateful Dead is not just an iconic band but is actually one of the greatest brands of all time. The Grateful Dead brand is so prolific that at its peak it raked in more than $90M per year.  Deyo believes that the Grateful Dead’s success could be attributed to one of Garcia’s core beliefs that is summed up in this iconic quote: “We did not want to just be the best at what we did, but the only ones doing it.” ~Jerry Garcia Deyo has always wanted to innovate ahead of the competition and be the “only one doing it” as an ode to Garcia.  When Deyo started Cendyn there were few (if any) online platforms facilitating group business RFPs in hotels and he wanted eProposal to be the only one doing it.  While others were busy copying his recipe for success, Deyo was pioneering the concept of hotel CRM to provide actionable marketing insights where hotel marketers previously lacked any tools to make data driven marketing decisions. Cendyn is yet again pushing ahead with plans to change the way hotels leverage CRM systems within their businesses.  Historically, the hotel CRM sits within the marketing function but Deyo and his team believe it will become much more operational in the future and Cendyn is focused on pioneering the ways hotels leverage CRM systems for operations and not just marketing. Related article: "Super Angel" Dave Berkus on the convergence of PMS, CRS and hotel CRM Deyo believes that hoteliers, too, can benefit massively from living by Jerry Garcia’s credo.  The hotel industry is one of the most competitive in the world and in order to stand out hoteliers must find unique ways to can add value for hotel guests, shareholders and staff.  In this exclusive interview we spoke with Cendyn CEO Charles Deyo about the competitive advantage enjoyed by hotel technology early adopters, the evolution of hotel CRM as an operational tool and more. Power couple Charles and Robin Deyo co-founded Cendyn together What was your background prior to starting Cendyn? Before starting Cendyn I had many years of hospitality experience including 13 years at Hyatt Hotels as Regional Controller and AVP of Sales and Marketing, 3 Years at Kerzner International as Senior Vice President during the development of Atlantis in the Bahamas and 3 Years as Regional Vice President at Boca Resorts (which also owned The Biltmore and Registry Hotels). Tell us about the Cendyn founding story. After spending 20 years in the hotel industry, I realized that hotels needed software solutions to run their business better. We developed solutions that eliminated the pain points for hotels and drove sales and marketing performance. When Robin and I started Cendyn in 1996, the Internet bloomed in front of us and we decided to use this new medium to develop web-based tools that could help the industry we had worked in for years run their businesses better. The first product we brought to market was eProposal, which is still the industry leader almost 20 years later as part of the Cendyn Hotel Sales Suite. Back then, I did it all, from being the programmer to the accountant and everything in between. We were a small, family-run tech firm. After expanding into hotel CRM and digital marketing, (we were one of the early trailblazers in these areas for the industry), the momentum kept going as we won some of the biggest brands and best hotels in the world as clients. That really amped up with the investment from Accel-KKR a few years ago that gave us opportunities to open new locations, acquire companies and accelerate product innovation. Today, we’re lucky to have over 30,000 hotel clients using our solutions. Who was Cendyn's first customer? Frank Calaguire at Starwood. Frank and I worked at Hyatt together and we deployed our first SAAS solution (Cendyn eProposal) at The Westin back in the 90’s. Frank was a good friend and the Managing Director at Westin Copley Place. eProposal is now in over 22,000 hotels worldwide. The hotel tech market is incredibly competitive, how does Cendyn stand out? Cendyn is a cloud-based software and services provider that develops integrated technology platforms for driving sales and marketing performance in the travel and hospitality industry. The Cendyn Hospitality Cloud offers the most complete set of innovative software and services in the industry, covering hotel marketing, guest engagement, group sales, and event management. Cendyn's eInsight CRM is more than a marketing tool and delivers operational insight Who is one mentor that has made a big impact on your entrepreneurial journey? This is probably not one you hear everyday in hotel tech interviews but The Grateful Dead has had a huge influence on my perspective both personally and within the realm of entrepreneurship.  Jerry Garcia said: “We did not want to just be the best at what we did, but the only ones doing it.” Most people don’t realize that the Grateful Dead was one of the most successfully marketed bands of their time and turned their brand into a cash cow which generated $95 million a year at one point. What's one commonly held belief that most hoteliers believe to be true that is actually wrong? Hoteliers believe delivering personalized experiences is hard. I have always looked at technology as an enabler for innovation. With the right enablers, hoteliers can take advantage of technology to make personalization easy, which is one of the cornerstones of our eInsight CRM product. I think either hotels don’t know where to start with their data, or they haven’t democratized access to the right people who can leverage it to drive home personalization. Hotels that standardize 2-way communication among systems and make data integrations a priority are the ones able to break through and outperform in personalization. Information is more relevant, robust and customized when all the systems are speaking to the touchpoints guests have in the journey. What's the most surprising thing you've learned about scaling technology into hotels since founding Cendyn? I was always surprised that standardized integration took so long for our industry. Today, we integrate to hundreds of hotel systems which is key to getting a true 360-degree view of your guest. There are hotels leading the way in how they use technology integrations and those at the other end of the spectrum, but what we do see day-in-day-out is in those hotels that have done so, they have an improved ability to; send the right message to the right guest, through the right channels; gain a clear understanding about the history and preferences of each guest in real time regardless of how they booked; empower their guests to receive information and communicate in the ways that work for them; and deliver the best kind of service, whether it be human interaction or through the use of technology. How do you see hotel tech changing in the next 5-years? We will see more intelligent use of data with AI and bots to further leverage the guest experience. Because of more integrations between technology systems and a higher flow of data between platforms, bots and AI will increase in learned automation and intelligence that can deliver more of the right messages, at the right time through the right channel. We’re in the process of breaking new ground with CRM technology as the core with bots and AI serving based off centralized intelligence. In five years, it will all evolve around the model of a central global profile for guests that references a sophisticated rolodex of data to help serve the customer’s desire for personalization at every touchpoint. Bots will make recommendations, personalize communications and adjust service algorithms in real-time based on data points. CRM will no longer be seen as a marketing function, but rather an operational tool that intelligently orchestrates how everyone interacts with a guest. For Cendyn specifically, we will continue to grow our organic revenue at 20% year over year, along with continued evaluation of M&A opportunities. Do you have any new products or feature launches? As we continue to operationalize CRM for hotels, our latest release of eNgage allows for more sophisticated algorithms that anticipate varying engagement opportunities with hotel guests that, in turn, alert hotel staff. We have a lot of hotels using this solution with great success for personalization, including our client TFE Hotels, headquartered in Australia. They’ve got eNgage across their international hotel group in Australia, New Zealand, Germany, Denmark and Hungary. What advice do you have for hoteliers in this economy? Adopt more technology. Even with all the strides the hotel industry has made, it is still behind other industries. Technology must have an ROI by driving sales and marketing performance. With eInsight, our CRM product, we drove an average 33X ROI for our hotel customers in 2018.  As the economy hits an inevitable slow down, technology will determine the winners and losers.   What's one piece of advice that you have for any entrepreneurs looking to get into the hotel tech space? Keep it simple. Make it valuable. This has been a mantra of Cendyn from the beginning of our company. What is the best book you've read lately? I think we are experiencing significant generational differences due to technology, social media and the varying thought processes. Given that, I thought “Sticking Points” by Haydn Shaw does a great job of explaining how we can make this work with our evolving business teams. Great people working in harmony make great companies. What is your favorite podcast Cendyn’s upcoming podcast series, of course. What is one thing that most people don't know about you? I play guitar and am certified in scuba diving. I plan to play the underwater music festival in Big Pine Key, FL next year. I also meditate under a pyramid on life and business opportunities when needed.

thumb description

Deep dive into Revinate's hotel marketing and CRM technology

by
Hotel Tech Report

In our Product Deep Dive series, we go deep into one solution to help hoteliers evaluate and assess the best software for their specific situations. In hospitality, relationships are everything. When a potential guest browses search results on third-party channels, price is the most prominent attribute. If a hotel wants to capture this booking, reputation and brand must be strong enough to push through the clutter. Ideally, the hotel has established a relationship with this potential guest and has thoughtfully nurtured this relationship over time. A top-of-mind relationship encourages more direct bookings, which improves overall profitability per booking.  This relationship materializes through return visits to your property or hotel group. To accomplish these objectives, hoteliers turn to top rated hotel marketing software, such as Revinate, that delivers 1:1 relationship building via email marketing, powered by a hotel CRM with rich guest profiles.  Revinate’s hotel marketing platform combines email marketing, CRM and upsell functionality into one suite that facilitates stronger connections between guests and hotels. Here’s what you need to know about Revinate.     Revinate CRM helps you build rich guest profiles and leverage their data to drive incremental revenue In a recent presentation, Chief Revenue Officer Karen Stephens shared how Revinate’s focus on data unlocks revenue for hotels. With deep integrations across 45 different property management systems, the value of data is made more accessible and valuable through rich guest profiles. By busting silos and bringing this information together in one view, it's much easier to personalize messaging which in turn fosters a more accurate and authentic guest relationship.   Revinate’s guest profiles include data that helps personalize communications to ensure that you are delivering the right offer to the right guest at the right time. Of course, it's not easy to integrate data into existing workflows. Data is often isolated in disparate systems, creating quite the complexity for hotels that want to merge data sources into a single view. Complexity adds cost and impedes speed, tempering even the most ambitious initiatives. Revinate’s product integrations solve this problem allowing the software to both pull and push data from core systems. Related reading: Everything you need to know about hotel CRM software Grow your email list at the front desk and enrich those contacts with data from various systems automatically Revinate wrangles this complexity with its various PMS integrations. By synchronizing information between the PMS, and Revinate’s marketing suite, hoteliers can rely on rich guest profiles to improve segmentation. Each guest becomes a segment of one, which empowers the hotel to prioritize personalization over mass marketing. Data from these integrations are then aggregated and distilled into unified dashboards that eliminate the need to log into multiple systems. With PMS data pulled all the way up, hoteliers can see a top-level view of guest profile count, guest geography, average stay length, average spend, and more. Since Revinate surfaces all of this data into a single view, hoteliers can easily monitor the recency, frequency, and monetary value of individual guests, segments, or the entire property. This is called RFM analysis, which identifies customers most likely to purchase again in the near future. For example, marketers could target a segment of Loyal Guests Without Stays in the Past 90 Days to re-engage a cohort with slipping frequency.     The dashboard also shows how many guest profiles have emails attached, which acts as a useful metric and motivator for the front desk, says Revinate CRO Karen Stephens: “The number one thing properties want to do is to gather emails at the front desk. You can filter this by custom time field. This means you can set a goal with the front desk to collect a certain number of emails in a certain timeframe. What’s measured gets done, and this is a great way to check that.” Notable feature: View into top booking channels. It’s impossible to surface this information in typical email marketing. Booking channel insights help you understand your best channels and run your distribution accordingly.   Revinate's profile-based approach decreases unsubscribes and increases revenue per contact As they aggregate information across touchpoints, these rich profiles become the center of the guest relationship. Guest communications flow from there, says Karen Stephens, Revinate’s CRO, “All the fields on here can be used as merge tags in communications, so it’s really a beautiful way for hotels to surface this data and understand how to speak to each guest.” Instead of relying only on instinct or common demographic segmentation, hotel marketers can now use any data point on a guest’s profile as a hook. With recency, frequency, and spend data readily available alongside guest preferences, marketers can deploy smart segmentation to send personalized emails. Divide your hotel’s total email list subscriber count by total revenue from email offers and you’ll come to a ‘revenue per subscriber’ metric.  When your email list subscribers receive generic content that doesn’t meet their needs they become more likely to unsubscribe and each unsubscribe costs you real money. Conversely, personalized product recommendations generate up to 170% lift in revenue compared to non-personalized recommendations (Bariliance). For example, the guest below could be pulled into a campaign targeting Past Guests with Last Stay Over 90 Days, Past Guests with VIP Status, or Past Guests Who Work for Amazon, as well as a campaign for Spa Lovers.   Rich profiles on Revinate's dashboard highlights key guest history summary data   Another option for hotel marketers looks at recent survey data for segmentation opportunities. Dissatisfied guests may be carefully segmented to avoid certain types of promotions or phrasing. For example, a guest who felt that the room wasn’t well-designed shouldn’t be paired with a promotion focused on room design. All of this is rolled up into the guest profile, which becomes the “single source of truth” about a guest’s history with a property.   Revinate's guest profile integrate directly with guest surveys for attribution analysis   Increase ancillary revenue and grow tRevPAR with upsells In recent years, hotels have looked at airline ancillary revenue with envy. As airlines saw such strong results with unbundling, hotels have dedicated more attention to incremental revenue. With fixed costs for rooms and on-property amenities, additional revenue has outsized impact on profitability. Alongside the traditional Revenue Per Available Room, many hotels now track Total Revenue Per Available Room and/or Total Revenue Per Client to monitor how well they're doing at growing revenue from upsells and non-room sources.   Data from Phocuswright on which add-ons interest hotel guests most.   Revinate’s rich guest profiles are tied deeply to email marketing, which means that email campaigns can be precisely targeted for optimal performance. With detailed analytics to show which campaigns work best, revenue can be easily attributed to the proper segment. This analysis can be looped back into hotel marketing workflow to improve incremental revenue efforts continuously.   Upselling and targeted offers can help marketers pick up lost revenue in real time   As far as pricing, Revinate's Marketing platform allows for an Oaky-style model with upselling functionality charged on a flat fee basis. This is in contrast to some other upsell platforms, such as Nor1, that charge up to 20% on commissions. The simple flat fee structure aligns everyone towards a common goal: more revenue from precisely targeted campaigns that don't alienate guests. Notable feature: Any field in a guest profile can become a merge tag or a segment. Hotels that develop accurate guest profiles can create smarter segments that personalize messaging more accurately. Precise segmentation means marketing to guests based on hotel-chosen attributes (such as “wine lover”) and not just basic segments (such as geography).   Revinate integrates seamlessly with sales applications to drive more group business When using smart segmented campaigns, Revinate’s clients see an average of 73% higher revenue per recipient. Whether it's a one-time campaign or automated, the efficacy of e-mail marketing is greatly improved by segmentation based on Revinate’s rich guest profiles. The power of using data to inform segmentation becomes quite clear when considering examples of marketing campaigns geared towards specific segments. Group segment: Target group bookers with specific offers by importing lists from third-party event management software, such as Social Tables and EventPro, RFP software, such as Cendyn Sales Suite and Cvent Hospitality Cloud, or hotel CRM software, like Revinate and Salesforce.  Once these lists arrive into Revinate’s system, e-mails are matched with existing guest profiles to further enhance your segmentation abilities.     Corporate: Target specific companies to encourage more direct bookings by showing show what’s included with the corporate rates. Business travelers that book out-of-program may not realize what they're sacrificing, as far as negotiated perks. Use this segmentation to inform this cohort about the benefits of booking direct or via their corporate booking tool.       Locals: Boost transient revenue by segmenting drive markets to entice nearby guests with exclusive deals. Messaging can be targeted to individual cities, giving marketers the chance to be more nuanced in writing copy that resonates with guests from each city.       Current guests: Use “time of week targeting” to extend existing stays. The “Sunday Check Outs” segment is low-hanging fruit that engages on-property guests with 1:1 offers that aren’t public. Weekday targeting could also focus on upselling additional activities, such as spa booking or in-destination activities.     Notable feature: Real-time email list integrity checks. The system monitors database health to maintain email deliverability and sender reputation. By keeping your list accurate and avoiding spam flags from email providers, you’ll enjoy higher open rates which lead to more conversions.  Each email you send has a theoretical monetary value so email sendability is critical for hotel email marketing success.   Is Revinate the best hotel marketing platform for you? Revinate’s hotel marketing platform is a powerful ally for hotel marketers looking to optimize marketing efforts and nurture long-term relationships with guests. With its centralized, data-rich approach, hotels can engage in ways that meet guest expectations, preserve guest privacy, and deliver business results.   Related reading: Everything you need to know about hotel CRM software

thumb description

Why is it that real estate agents love Zillow but hotels hate the OTAs?

by
Hotel Tech Report

While Zillow and Expedia are similar in many ways, Zillow is loved by many in the real estate industry while Expedia and its rival Booking are widely considered to be “frenemies” of the hotel industry. One look at Zillow and Expedia side-by-side and it’s easy to see that the two marketplaces have quite a bit in common. Not only were both founded by the same serial entrepreneur (Rich Barton) but they were both built upon a simple, yet extremely powerful core concept: in markets where there are seemingly infinite options to choose from - consumers benefit from transparency and easy access to information. Funny enough Zillow's name (which is a play on combining the words 'zillions' and 'pillow') could have worked just as easily for Expedia. In Rich Barton's own words: “Zillow was pretty much a logical extension to what we did when we built Expedia. With Expedia, we were giving power to the people, giving travelers the power to plan their own trips, to make decisions for themselves, to see all the prices and all the choices and be able to take the time they wanted in planning something that was so important to them, a trip.  Wow, it’s 2005, I can’t believe that we can’t access all this marketplace information. We should give power to the people in real estate, too.” Expedia and Zillow side-by-side So one might wonder why given such similar roots and underlying principles the relationship between agents and Zillow is one of positivity and collaboration while the one between OTAs and hotels is tense and fraught with frustration. The main reason for this difference of sentiment lies in dramatically different market dynamics.  Brokers are service providers (intermediaries) and generally incur low fixed costs relative to hotel businesses (suppliers) which are extremely capital intensive. Zillow makes money selling optional advertising solutions to brokers while the OTAs make money charging mandatory commissions to hotels.  These commissions eat into hotel profitability and disintermediate relationships with guests. This is the dynamic that has lead to what is widely debated (and dramatically coined) “direct booking wars”. Zillow made a strategic decision to kill the real estate software market in an effort to build stronger relationships with broker clients.  In 2012 the Company launched premier agent websites and more recently it launched a property management solution for rentals.  In order to save face with their hotel industry partners, the OTAs have been following some of Zillow’s moves. The OTAs have been buying and building accomodations software to improve their industry relationships but the OTA duopoly (Expedia/Booking) and rising commissions make it extremely dangerous for hoteliers to adopt OTA supplied tech.   A hotelier complains about Booking.com's business practices on LinkedIn Hotels are rightfully wary of accepting cheap or free software from OTAs because they know that “low cost” or “free software” will ultimately lead to increased dependency and in turn higher commission fees and less control of their businesses.  In the words of one hotelier1, “Booking.com does the best thing for Booking.com; not for us.” Zillow investor and famed venture capitalist Bill Gurley recently commented on the ambitions of Booking and Expedia that (via Skift), “the boldest move any OTA (online travel agency) could make, would be to be putting more R&D (Research & Development) dollars into hotel property management systems than anyone on the planet”. Hotels who opt to buy software from an OTA are letting the proverbial fox in the henhouse. The similarities between real estate listings on Zillow and hotel listings on Expedia are obvious but the differences between the two underlying businesses are more nuanced.  Few understand this better than Revinate’s Dan Hang who has served as a senior executive in both industries. For years Dan led product management at Trulia which was acquired by Zillow for $3.5B in July of 2014.  Following the Zillow acquisition, Dan led the combined firm’s rental business before joining top rated hotel marketing and email software provider Revinate as Chief Product Officer where he has since taken the reigns as COO. Having personally built both real estate and hotel software, Dan brings a unique perspective on these rapidly evolving market dynamics so we caught up with him to learn about how his real estate technology experience informs his views on hotel tech. Dan, what’s your take on how hotels should view OTA software? I worked a lot on the tools provided to real estate professionals.  I think similar types of tools, whether provided by OTAs or others, could be beneficial to hotels.  Hoteliers struggle from the fact that their technology is antiquated and their systems don't talk to one another very well.  Modern cloud-based software can help them make more efficient use of data, cut training costs, and satisfy guests. If I were a hotelier, I'd of course be wary of providing too much power to any vendor or supplier -- including the OTAs.  That said, I'd also take a hard look at what the technology could provide to my business and weigh that benefit carefully with the strategic risk. Taking a step back, tell us about your career. I loved math more than anything when I was a kid, and that led me to study engineering in college and grad school.   I started my career in 2000, right around the time that the tech bubble burst. It was a difficult time, but it was also a great time to learn! I learned that product management was the function where you get to make decisions around what to build and why, so I eventually moved around to get to that department.  I later ended up moving to San Francisco because I had a great chance to be an early employee at Trulia, which turned out to be a great choice. My role there exposed me to SaaS, mobile, ad tech, agile development, and how to scale a company from 10 to over 1000 employees and through an IPO. Trulia eventually got bought by our main competitor, Zillow.  I shifted roles for another year, running Zillow Group’s Rental division as a general manager before getting the startup bug again  which is why I made the jump to Revinate. What about the Revinate product enticed you to leave Zillow? Since 2009, Revinate has been on a mission to help hoteliers better understand their guests and deliver more personalized communications and experiences - all in the name of driving more direct revenue. One thing that makes Revinate really unique is that our platform was imagined and designed by our team of actual hotel industry veterans who intimately understand the pain points that hoteliers face every day. That’s why our product suite ( Marketing, Surveys, and Reputation) is as intuitive, specialized and easy-to-use as it is. Across all three products, our underlying goal is to empower hoteliers (both at the property and group level) to unlock the incredible power of their guest data and help them generate higher revenue, engagement, and repeat bookings. With thousands of happy customers in more than 135 countries, it’s been a wild and fun ride - but I can honestly say, the best is still yet to come!   Revinate Marketing Dashboard - read what customers are saying here Why do you think that agents love Zillow but many hotels hate the OTAs? Zillow and Trulia, through cost effective, hyperlocal, efficient advertising, offered agents with ways to grow their businesses -- many times with less dependence on the broker or franchise.  That’s a pretty great value proposition for an agent. In fact, many entrepreneurial agents have been able to use their ad spend on Zillow and Trulia to grow their businesses from zero to millions of dollars and a team of agents.  The equivalent in the hotel industry would be if an indie could, through heavy use of OTAs, fill beds and compete well with franchises and bigger brands. I think we know that’s not really possible with hotels though. Hotels have high costs (real estate, labor, etc) that don't really exist for agents.  I think that's part of the difference. Zillow, while controversial to the industry, for sure has many raving fans in agents. The same is likely not true for hotels with OTAs. So OTAs, despite their huge scale and market power, have probably not won as many fans. When did you first become interested in hotel technology? At Trulia, I worked on developing software for real estate agents.  It was no easy task as real estate agents are extremely busy and not typically very tech savvy.  To gain traction, we had to focus a lot on simplicity and ease-of-use. Hoteliers have similar challenges in that they are also extremely busy and don’t have a ton of bandwidth to learn new systems.  They need quick access to information, a simple UX, and automation wherever possible. That’s what we work hard to provide. How would you characterize the learning curve moving from real estate tech into hotel tech? Given the similarities between industries, the learning curve wasn’t as steep as you would think.  In both places, you find legacy tech, much of which is on-premise. In both cases, users feel hamstrung and unable to do what they need to do. I was slightly surprised by the lack of standardization around data and just the challenges around integration in general.  However, that too was analogous to real estate, where I’d seen an evolution of data going from offline and hard to find to online and ubiquitous. What makes 'hotel tech' different than just 'tech'? One of the biggest differences I see  is that hotel buyers tend to be a bit more risk averse,  so it places an even higher burden on tech vendors like us to prove value early. That’s why we are so committed to getting our customers launched and successful as early as possible. Do you think it's harder for hotel tech companies to raise capital? Not necessarily.  Capital has been readily available for the past many years, and a decent chunk has flowed into this sector.  Attending PhocusWright this year served as a good reminder for me of just how many small tech companies there are in our space.  The fragmentation tends to make it hard to achieve scale, but that actually makes the prize for the winners who can figure it out even greater. What's the single biggest opportunity that hotels are missing today? There’s a big opportunity for hotel tech to become more guest-centric by bringing together all of the industry’s raw and disparate data and turning it into actionable insights.  Unfortunately today, a lot of the tech in this space is antiquated, unnecessarily complex, inflexible, and not really optimized around the guest. For example, the property management system, even by name, is designed to manage an inventory of rooms in a building as opposed to optimizing guest experience or driving revenue. How will the hotel technology landscape be different in 5-years? Future systems need to close the gap I just mentioned.  They need to harvest all the guest data, make sense of it all, and provide the hotelier with actionable insights or automated campaigns that drive revenue.  With this year’s launch of the GDPR and all the news surrounding data breaches, I think we’ll also see increased efforts in security and data privacy protection over time. Do you think that branded hotels have better or worse technology that unbranded properties? It’s hard to generalize, but I will say, one clear advantage of being part of a large group is access to the brand’s full tech stack. However, bigger brands are notorious for using old, legacy systems.  In some cases, they even build their own proprietary systems which can cause a lot of headaches. But unbranded properties may not have access to any technology at all. Either they don’t understand the value themselves or have a hard time convincing ownership on why it’s worth the investment. With that said though, there are some really cool, smaller groups out there (and even some indies) who understand the role modern technology plays in their overall success and are willing to take risks and make the investment. These are the guys to lookout for as I believe  they will be the ones who change the way hotels operate...even the big enterprise brands. If you were to start a business in hotel tech tomorrow that wasn't in your own market segment what would it be and why? Revenue management. Maybe because I’m a numbers guy at heart.  I find pricing strategy really fascinating. What's one piece of advice you have for engineers and entrepreneurs who are interested in starting a tech company that serves hotels? My biggest advice would be to remember that the hotel industry is about people - not technology. Most hoteliers got into the business simply because they love people.  They love delivering amazing experiences to their guests and they’re highly motivated by making others happy. So even if you, as an engineer or entrepreneur are motivated by using cool tech or measuring the hard numbers of the impact you can make in one area or another, it’s important to keep in mind the human aspect of this industry.  Your user is motivated by delighting guests, so don’t just put the user in the center of what you build - put the guest in the center as well. How will this technology ultimately provide a better, more memorable experience for the guest? That question should never be far from the engineer’s or entrepreneur’s mind. What's one podcast, newsletter or book that you recommend hoteliers read if they'd like to eventually move into tech? Clay Christensen’s Innovator’s Solution is my favorite book on innovation.  It was a huge inspiration to me as a product manager, but the thinking in there is applicable to any general manager.  Most books have one idea, but this one had a new important idea in every chapter. What is your favorite hotel in the world? The Resort at Squaw Creek in Tahoe.  I’ve gone there a couple dozen times -- in both summer and winter -- with my family over the past five years or so.  In the winter, you can ski Squaw straight from the hotel. In the summer, the pool is awesome for my kids and I love running from there.  There are fancier hotels out there, but for me, it’s perfect because they have everything my family and I need. And now, we have so many wonderful memories there, which makes it even more fun to go back to year after year. What is one thing that most people don't know about you? I’ve traveled to 48 states, which is a result of having lived on both coasts, having family in the middle, and traveling a bunch.  I have a goal of getting to all 50, but Arkansas and North Dakota are still out there -- taunting me. One of these days I’ll get to both!

Load more

Recent Email Marketing & Hotel CRM News & Community Updates

Revinate and GCommerce Announce Partnership to Help Hoteliers

Revinate

SAN FRANCISCO - Revinate, the software as a service (SaaS) company that helps hotels make the most of every guest, today announced a partnership with GCommerce, a leader in hospitality digital marketing services. Together, the companies can offer their clients a complete suite of digital marketing solutions to capture guest bookings throughout the entire traveler lifecycle, from discovery to booking to return visit. Kelly Robb, VP of Marketing and Growth at Revinate says, "Getting guests to book direct is harder now than ever before given the digital acumen of OTAs. Hotels need a strong partner, like GCommerce, to level the playing field and ensure that they can compete and win. With the addition of services around Revinate Marketing, GCommerce can provide clients with the industry's most powerful CRM, to ensure that the first booking will not be the last." "We have looked at a lot of guest data and email marketing solutions and I am excited to be able to offer Revinate Marketing to our customers," says Lindley Ferris, SVP Marketing at GCommerce. "In addition to being able to segment by audience and serve the most relevant emails, the data from Revinate Marketing will help us better understand our clients' guests to improve our overall marketing efforts." Aparium Hotels is one of the first companies to leverage both GCommerce's services and Revinate's software. Jenna Reed, Creative Director at Aparium Hotels, says, "As a joint customer, I'm excited to see Revinate and GCommerce working closely together to drive revenue on behalf of their clients. Both companies deeply understand the industry and the pressure on hotels to drive direct bookings. Both companies have been incredible partners and have given us the tools and expertise we need to hit our revenue goals."

Is your hotel ready to implement GDPR guidelines?

Hotelogix

The General Data Protection Regulations has caused quite a stir in the hospitality industry of late. With the deadline for implementation, 25th of May 2018, drawing closer, we thought it would be a good idea to run you through the specifics.  Understanding why? Living in a data-driven age, where we have access to ample information on various subjects, from the closing stock price of a particular company to scores of the latest game and other tabloid gossip. However, all this information may include individuals names, addresses, bank details and passport information. In reality, most people would like to retain some control over their personal data to ensure that their data is protected. This is the reason why GDPR is being implemented by the European Union.  You may or may not operate within the European Union, so why is this applicable to you? The gist is that you need to pay attention to GDPR requirements, if you need to process the personal information of “EU data subjects” (citizens of the EU), offer them goods or services, monitor or track their activities and do business with them.  So where do I start?  For starters you could begin with looking at your organization’s data security and data governance parameters. Before starting to process personal data, sifting through the rights and freedoms of EU data subjects should be a good place to start. Here are a few of them for your reference: For an organization like a hotel, that deals with a lot of data, having a dedicated Data Protection Officer is a must. Pseudonymization is another idea put forth by the GDPR so as to have an encrypted method of tracing data to a particular individual. Thereby, restricting access to unauthorised personnel.  Individuals have the right to request access to any data you may have on them. To be more specific: ❏        How you will use that data? ❏        List of third parties that may have access to it ❏        For how long you will store that data? ❏        Any such request must be responded to, within a month Data Portability is another right of these subjects, where in they can ask for their information to be transferred to another processor (Competitor). Right to be forgotten is another area where the individuals can ask you to permanently get rid of data that you have on them. They can also withdraw any consent that they have previously given to you. Notification of breach entitles you to notify the individuals who have been affected by the breach within 72 hours of its occurrence. We’ve covered a lot of ground so far, but that’s not to say that the GDPR compliance comes without its challenges. To avoid running into any complications, it’s best that your hotel is prepared for this change. Let’s run you through a few tips to keep your head above the water: Inform your staff: The first thing is to bring everyone up to speed about GDPR and the EU citizens that it affects. Since your staff will be constantly interacting with guests, it's better that they are aware of how they can handle such situations. A habit of building trust: The first step here could be to let them know that you follow these strict security standards. A certificate of GDPR compliance on your website, and frontdesk is sure to build that first level of trust.  Review record policies and procedures: Start documenting the information that flows into your hotel. All this information should be recorded based on: -          What data is stored -          Where it’s being stored -          Where the data comes from -          Who all have access to this data -          The external parties involved like distribution channels and data providers -          And if the guest has agreed to collecting his/her data Informing and asking guests for their consent: Your guests’ approval on handling their data is one of the key aspects that you must look into. Keeping them informed about how long this data will stay in your possession are all confidence-building measures that will ease the process for you. Understanding their rights: As mentioned above, the rights of the EU citizens is something you must pay heed to. This will help you in gearing towards GDPR compliance. Being prepared does reward you! Handling guest requests regarding privacy rights: Understanding how you help secure the EU citizens’ data is very important. This will enable you to sort out any queries that they may have about the security of their data. This will  give you an edge, if there are any complaints raised. Data Breaches: Your hotel must be prepared to handle any data breaches. You must be able to detect the breach and also identify the exact data and whom that data belongs to. A notice of breach must be brought to these individuals’ attention within 72 hours. Checking with third-party service providers: There could be multiple sources that handle guest data -          OTAs -          GDS -          Loyalty Programs   All the above mentioned third-party service providers are connected to your Property Management System/ Central Reservation System. Make sure that they are GDPR compliant as well or it would defeat the purpose.  There’s a lot more to GDPR than the points we just covered, but these should suffice in getting you started.  And if you already have, this should assist you in implementing it.  Let us know your views on the subject. If you’d like to understand something more specific about GDPR you could mention it in the comments and we can look into it curating more content on the topic.   Sources: ●     GDPR Compliance For Dummies, Informatica Special Edition ●       Crowehorwath.ie ●       Hospitalitytech.com ●       Gdprforhotels.uk

Clairvoyix Named Top Rated Email Marketing Software in the 2018 HotelTechAwards

By Hotel Tech Report

February 12, 2018 -  Hotel Tech Report has named Clairvoyix 2018’s top rated Email Marketing Software based on data from thousands of hoteliers in more than 40 countries around the world.  Over 100 of the world’s elite hotel technology products competed for a chance to win this prestigious title. The HotelTechAwards platform (by HotelTechReport.com) leverages real customer data to determine best of breed products that help hoteliers grow their bottom lines. “Email marketing is quickly becoming thought of as one of hoteliers top weapons to fight against the OTAs.  Email databases are effectively like loyalty programs so working with a provider who can help you clean, analyze and act on data is critical to generating significant revenue from the channel.  As GDPR takes effect working with best-in-class providers like Clairvoyix becomes more critical than ever,” says Hotel Tech Report’s Jordan Hollander. Clairvoyix is poised for sustained growth in 2018. When surveyed, Clairvoyix customers rated the Company in a league of its own with regards to return on investment (ROI) - more than 14% above the category average. “The team acts like a partner not a vendor. They do everything they can to make sure each deployment is a success. For our stakeholders the greatest advantage is real ROI and revenue performance metrics that help making strategic long-term decisions easier,” says an Ojai, California based marketing manager who’s been a customer for years. To read the full review and more, head to the Clairvoyix profile on Hotel Tech Report