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Brittain Resorts CMO on Next Generation Omnichannel Guest Acquisition in Hotels

Patrick Norton, CMO at Britain Hotels and Resorts, shares how he overhauled their tech stack with a $5 million investment, focusing on automation and data-driven marketing to boost revenue and enhance guest experiences.


Jordan Hollander in Marketing

Last updated May 21, 2024

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Patrick Norton, the Vice President of Sales and Marketing at Britain Hotels and Resorts, shares his insights and experiences in overhauling the tech stack at Britain in a recent podcast episode. With a background in hospitality spanning over two decades, Patrick's journey from starting at the reservations desk to becoming an owner showcases his deep understanding of the industry. Under his leadership, Britain Hotels and Resorts have grown from seven to twenty premier resorts, with plans for further expansion nationally. Patrick's focus on automation with human oversight and leveraging innovative technology, such as a CDP and Power BI, has propelled Britain towards success. In this article, we delve into Patrick's strategies for putting data at the forefront of hotel operations, enhancing personalization, and drawing inspiration from the e-commerce industry to boost conversion rates and revenue. Explore how Patrick Norton's forward-thinking approach has positioned Britain Hotels and Resorts as a leader in the hospitality industry.


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How Automation Can Catalyze Portfolio Growth

In this episode, we dive into the strategic advancements driving the growth of Britain Hotels and Resorts. Key focus areas include the integration of automation with human oversight, the prioritization of data-driven operations, the development of dynamic marketing strategies, the redefinition of the technology matrix, and the adoption of innovative guest communication tools. These approaches aim to streamline operations, enhance efficiency, and elevate the guest experience through the strategic use of technology and data.

  • Automation with Human Oversight: The focus on growing the company with automation while maintaining human oversight is a key strategy discussed in the episode. By creating an assembly line type execution of sales and marketing, the goal is to streamline operations and enhance efficiency without replacing human roles. This approach emphasizes the importance of leveraging technology to augment and enhance existing strategies rather than replacing them entirely.

  • Data-Driven Operations: The emphasis on putting data at the forefront of hotel operations is highlighted as a key strategy for success. By utilizing a Customer Data Platform (CDP) and business intelligence tools, the goal is to gather and process customer data in a non-invasive way to create robust customer profiles. This data-driven approach allows for more personalized and tailored marketing messages, leading to improved conversion rates and customer satisfaction.

  • Dynamic Marketing Strategies: The discussion around dynamic marketing strategies focuses on moving away from one-size-fits-all approaches to more personalized and tailored marketing campaigns. By utilizing AI-driven technology, the goal is to create unique customer journeys that offer the most dynamic offers and paths to conversion. This approach includes implementing abandonment programs, personalized emails, and targeted follow-ups to maximize conversion opportunities.

  • Technology Matrix Redefinition: The redefinition of the technology matrix at Britain Hotels and Resorts is a key aspect of the episode. By shifting the focus away from the Property Management System (PMS) to a more product-agnostic approach centered around a CDP and business intelligence tools, the company aims to create a more flexible and scalable technology ecosystem. This shift allows for seamless integration of various tools and systems while prioritizing data aggregation and processing.

  • Innovative Guest Communication: The use of innovative guest communication tools, such as Ivy's text messaging software, is highlighted as a key strategy for enhancing the guest experience. By leveraging non-intrusive communication methods, hotels can promote on-site services, gather valuable guest data, and tailor promotions to individual guest preferences. This approach not only enhances the guest experience but also improves conversion rates and customer engagement.

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The Britain Hotel Technology Matrix

Patrick Norton thinks differently than most hoteliers when compiling his tech stack by placing data aggregation and processing at the center of his technology hub, rather than the Property Management System (PMS). He believes that the PMS is an important tool but not the central focus of the technology ecosystem. This forward-thinking approach challenges the traditional mindset in the industry where the PMS is typically considered the core technology. Patrick's innovative perspective emphasizes the importance of leveraging a Customer Data Platform (CDP) and business intelligence tools to gather and process customer data for personalized marketing strategies. This approach aims to enhance the guest experience and drive revenue by tailoring marketing messages to individual preferences and behaviors.

Hoteliers, in the ever-evolving landscape of hospitality, the key to success lies in embracing innovation and leveraging technology to enhance guest experiences and drive revenue. In this insightful podcast episode, Patrick Norton, Vice President of Sales and Marketing at Britain Hotels and Resorts, shares invaluable strategies and experiences that can revolutionize the way you approach sales and marketing in your properties.

From redefining the role of a Property Management System (PMS) to prioritizing data-driven marketing through Customer Data Platforms (CDP) like Revenate, Patrick's approach emphasizes automation with human oversight, not as a replacement but as a powerful augmentation to your existing strategies. By focusing on personalized marketing, dynamic customer journeys, and revenue generation, Patrick showcases how technology can be harnessed to create a seamless and tailored guest experience.

Moreover, the emphasis on continuous learning, humility, and the ability to adapt to changing market dynamics are crucial skills that every hotelier should cultivate to stay ahead in today's competitive environment. By taking inspiration from successful e-commerce practices and adopting a forward-thinking mindset, you can transform your hotel operations and drive growth in a rapidly evolving industry.

So, if you're looking to elevate your hotel's digital strategy, boost conversion rates, and unlock new revenue streams, this podcast episode is a must-listen. Dive into the full conversation with Patrick Norton on Hotel Tech Insider to discover how you can implement these innovative strategies and technologies to propel your hotel business to new heights. Tune in now and embark on a journey towards digital transformation and success in the hospitality industry.

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Jordan Hollander
Jordan is the co-founder of Hotel Tech Report, the hotel industry's app store where millions of professionals discover tech tools to transform their businesses. He was previously on the Global Partnerships team at Starwood Hotels & Resorts. Prior to his work with SPG, Jordan was Director of Business Development at MWT Hospitality and an equity analyst at Wells Capital Management. Jordan received his MBA from Northwestern’s Kellogg School of Management where he was a Zell Global Entrepreneurship Scholar and a Pritzker Group Venture Fellow.