Sorry to disappoint, but little blue cartoon characters aren’t the stars of this article - hotel sales manager tactics are. SMERF (or the SMERF market) has a totally different meaning in a hospitality context - one that we’ll explore in the next few paragraphs. Trying to diversify your business mix? Looking to fill some rooms in the off-season? By the end of this article, you’ll have gained a thorough understanding of SMERF in the hospitality industry, what benefits SMERF business can bring to your hotel, and how your hotel can attract SMERF guests and functions. What is SMERF (Social, Military, Educational, Religious, Fraternal)? Okay, let’s break down that acronym. SMERF stands for Social, Military, Educational, Religious, and Fraternal groups. Groups related to sports, entertainment, and recreation, like high school sports teams, fall into this category too. Common SMERF events include weddings, family reunions, religious seminars, and meetings for organizations like the Elks or Rotary Club. Event planners at hotels like Marriott and Hilton near convention centers and CVBs (convention & visitors bureau) understand the power of SMERF business as much as anyone. These groups book event space, room blocks, and F&B like corporate groups do, but there are some key differences. Unlike corporate group travelers, SMERF guests generally foot their own bill (rather than charging the company credit card). However, the SMERF segment is known to be more price-sensitive than corporate travelers since guests pay out of pocket for their expenses. Another notable characteristic of SMERF is because these guests aren’t traveling or booking event space for business functions, SMERF bookings often fall outside normal working hours - either at night, on weekends, or over holiday periods. Key Advantages of SMERF You might be wondering why to focus on SMERF meetings if guests are more price-conscious than your average high-rolling business traveler. Even if SMERF bookings aren’t going to fill your penthouse suites, this segment does present several compelling benefits. Offering incentives to this market segment can be a great way to fill up lower tiered rooms and increase occupancy (even ADR on unsold rooms) at your property: Fill need periods outside of working hours: Since SMERF events typically happen outside of work hours, this segment can be a perfect complement to a hotel’s existing corporate business. Does your hotel restaurant fill up during the lunch period but sit empty in the evenings? Is your RevPAR generally lower on weekend nights? SMERF can help you fill these gaps with events held on nights and weekends. Fill off-season periods: In addition to booking outside of working hours, SMERF groups can also drive business during your off-season. Seeing as SMERF is a more price-sensitive segment, these groups are looking for the best deal. With students paying out of pocket, the local Model UN team probably won’t want to hold their summit on the busiest, most expensive weekend of the year. Instead, they’ll choose a less expensive date - which might be exactly when you need a little boost in occupancy. Reliable group segment: SMERF is a reliable segment in all market conditions. Travel and economic trends can vary from year to year, and city-wide conventions can come and go, but the Smith clan is still going to hold their annual family reunion and the local chess club is still going to host their yearly tournament. Weddings, in particular, are more “recession-proof” than business functions; when companies tighten their belts or scale down conferences, couples still go all-out on the big day with extravagant F&B, A/V, and decor.. Size, budgets, and needs vary: Although SMERF groups have many similar characteristics, no SMERF group is the same. They come in all sizes and with a vast variety of needs and budgets. Therefore, hotels of all sizes and price ranges can target SMERF groups. Even if your hotel has limited F&B offerings or basic event space, it might be perfect for a SMERF group. With these benefits, SMERF can be a strategic way to fill need periods and lock in repeat events that happen year after year. How Can Your Hotel Attract More SMERF Business? The first step to launching a SMERF strategy is to understand your existing SMERF business. What kind of SMERF groups are booking your hotel already? What can you do to encourage repeat bookings from the same groups? Nurturing the relationships you already have is a great way to secure future bookings and to help you understand what drew those groups to your hotel in the first place. This knowledge will help you effectively market your property to new groups. Next, you can think about new leads to go after. Are there any local groups similar to groups who have stayed with you in the past? For example, if you’ve developed a strong relationship with a local chess club, maybe the local bridge club would be a good lead to investigate. Besides reaching out to organizations, clubs, or teams directly, you can sponsor or attend trade shows or work with the local destination marketing organization or convention and visitors bureau to spread the word about your hotel. As you start the prospecting process, remember that your SMERF contacts are unlikely to be professional meeting planners; they’re often volunteering their time, and maybe they’ve never booked a room block or signed a BEO before. Taking a little extra time to explain the process, answer questions, and offer advice can go a long way in these relationships. Although, from a numbers perspective, SMERF events might seem like they’re less important than a major corporate event, these events can be incredibly important to the attendees. SMERF guests will be delighted to see the hotel staff treating their event with the same level of care and attention as any Fortune 500 company’s event. And any extras you can throw in, like free airport pickups or an upgrade for a guest of honor will help you secure repeat business. There’s no perfect recipe to success with SMERF, so it’s crucial to learn as you go. After each event, make sure to ask for feedback from guests and employees to determine what you did right and where you can improve. Do you have any questions about SMERF? Let us know!
Hotel RFPs & Proposal Management Software Software Articles
Not able to make it to Dallas to check out the latest innovations at HITEC? Not to worry, Hotel Tech Report has you covered. Our team reviewed 96 product/feature launches to create a curated list of the most exciting innovations in the market and synthesize them into six key market trends
Did you know the average small business uses 40 different software applications, and the average hotel uses around 20? In an ideal world, every system in your hotel’s tech stack would help you automate tasks, reduce costs, grow revenue, and deliver a five-star guest experience. But we understand that getting up-to-date on the myriad of technology solutions available to hotels can be daunting! Where do you even start? In this article, we’ll introduce you to each piece of the hotel technology landscape, from revenue management to reputation management and everything in between. Drawing on insights from over 10,000 hotel software reviews written by hoteliers across the globe, this article will also highlight some top software vendors in each category. For more detailed testimonials and additional software choices, you’ll want to click over to the full list of vendors. Let’s dive in! 9 Hotel Operations Software Tools that Drive Efficiency This category of software includes the most essential technology for hotel operations: checking guests in, reconciling accounts, handling payroll, and getting feedback from guests. Your hotel’s size and complexity will determine which systems you need; small, limited-service hotels might be fine with a PMS and a payment processor, but a large resort could benefit from each category of software. 1. Property management systems (PMS): The PMS is the central hub for hotel operations. In this system, staff can check guests in and out, create and manage reservations, pull financial reports, manage guest profiles, and more. According to user reviews and analysis of system functionality, the top PMSs are Cloudbeds, Clock, and HotelTime, though there are over a hundred more great systems on the market. 2. Staff collaboration tools: Hotel staff are scattered across different floors, buildings, and shifts, so a communication platform is necessary to keep everyone on the same page. Systems like hotelkit, Monscierge, and ALICE can replace analog methods like walkie-talkies and logbooks, plus they can track tasks, reduce manual errors, and increase efficiency. 3. Housekeeping and engineering software: These tools digitize the operations of your housekeeping and maintenance departments, with the ability to automate task assignment, monitor real-time status of rooms or issues, and track task completion. Top software in this category includes hotelkit, Flexkeeping, and ALICE. 4. Guest feedback and surveys: Do away with the paper comment cards and give guests a digital platform to voice their feedback, such as GuestRevu, TrustYou, or Revinate. Not only are these tech solutions easy for guests to use, but they also allow hoteliers to customize, automate, and analyze guest comments and complaints. 5. Accounting and reporting: If your hotel accepts payments from guests and issues payments to employees and vendors, then you’ll benefit from an accounting and reporting system like myDigitalOffice, M3, or Omniboost. A modern accounting system reveals opportunities to reduce costs and maximize revenue, plus makes your accounting team more efficient with automated reports and integrations with other on-site software. 6. Payments Processing: Most guests prefer to pay for their reservations with credit cards, but a payment processing system is necessary to get the funds from the guest’s card into your hotel’s bank account. Payment processors like Profitroom, Mews Payments, and Adyen charge a small processing fee, but they make getting paid as seamless as possible. 7. Labor management: Hotels have dozens, if not hundreds, of employees, so scheduling is no easy task. Software such as Hotel Effectiveness’ PerfectLabor™, M3, and UniFocus include forecasting, insight into labor costs, and integrations with payroll and timekeeping systems. 8. Meetings and events: Whether your hotel has one private dining room or several floors of ballrooms and breakout spaces, meetings and events software can support every step of the sales and planning process - and the event itself. Highly rated meetings and events software includes Proposales, Event Temple, and Blockbuster by Duetto. 9. F&B and point-of-sale systems: The pandemic accelerated demand for features like contactless menus and online ordering, so there has been a huge wave of innovation in the F&B software space. Vendors like RoomOrders, Bbot, and Oracle’s MICROS can help restaurants modernize their operations, cut costs, reduce reliance on delivery platforms, and strengthen relationships with customers. 7 Revenue Management Tech Systems that Improve Yield Strategy The goal of revenue management is to sell the right room to the right guest at the right price, and revenue managers leverage a variety of software to achieve their RevPAR goals. 1. Revenue management systems (RMS): The secret weapon of any revenue manager is the RMS; this system analyzes historical data, market supply and demand, and forecasts to recommend the rates most likely to maximize revenue and profitability. You might also hear revenue management software like IDeaS, Duetto’s Gamechanger, or Atomize referred to as “yield management systems” or “pricing engines.” 2. Channel managers: A channel manager is the link between a hotel’s property management system and distribution channels like Booking.com, Expedia, and the GDS. Channel managers such as SiteMinder, Cloudbeds’ myallocator, and D-EDGE’s Smart Channel Manager allow hoteliers to make changes in one system, their PMS, rather than managing rates on each channel individually. 3. Central reservation systems (CRS): Larger hotels or hotels that are part of a chain or group might use a CRS to centralize all bookings, whether they’re made by call center staff, the hotel’s own website, or a third-party channel. The CRS will then send reservations to the PMS for room assignments. Popular CRSs include Pegasus, Windsurfer, and GuestCentric CRS. 4. Rate shopping and market intelligence: A key to revenue management success is selling competitive rates, but how do you know what your competitors are selling? Rate shopping tools, like OTA Insight, Siteminder Insights, and D-EDGE RateScreener, do the heavy lifting for you and present competitor rates and market forecasts in user-friendly dashboards and reports. 5. Parity management: OTAs ask hotels to provide rate parity, meaning selling the same rate across all channels, and, as a hotelier, you don’t want OTAs to sell cheaper rates than your hotel’s website. Parity management tools, like OTA Insight, FornovaDI, and Triptease give hoteliers access to dashboards that monitor rates across all channels in real-time. 6. Business intelligence: Revenue managers love data, but sometimes all that data is too much for Excel to handle. Business intelligence tools offer better solutions for slicing, dicing, and visualising data through dashboards and reports suitable for studying historical performance or predicting the future. Top BI applications include OTA Insight, Scoreboard by Duetto, and ProfitSage. 7. Upselling Software: Driving incremental revenue per guest is possible with upselling tools that automate the entire process - and use profile data and historical trends to serve the most compelling, personalized offers to each guest, like room upgrades or F&B items. Tools like Oaky, EasyWay Smart Upselling, and GuestJoy also enable hoteliers to start the upselling process before the guest arrives on property. 9 Guest Experience Platforms to Improve Satisfaction Scores How do you create a five-star guest experience in the digital age? A plethora of systems exist to delight guests, from contactless check-in solutions to modern in-room entertainment. 1. Guest messaging: Messaging platforms allow hotels to communicate with guests via their preferred platform: text messaging, email, or even apps like WhatsApp and Facebook Messenger. Top-rated systems like Monscierge, Whistle, and EasyWay support automated messaging and one central dashboard where staff can respond. 2. Keyless entry: Keyless entry software enables a guest to unlock their room or other secure areas like gyms or pools with a wave of their smartphone. Systems like Mobile Access by ASSA ABLOY, FLEXIPASS, and Openkey.co offer integrations with PMSs for a seamless arrival experience. 3. Guest apps: Digitize your in-room directory with a hotel app like ALICE, INTELITY, or Duve. These downloadable apps put everything guests need to know at their fingertips, from contact info and directions to room service menus and local recommendations. 4. Contactless check-in: In the wake of the pandemic, guests prefer a contactless arrival process, and software like EasyWay, Canary, and Duve make it easy for hotels to pivot to a fully digital check-in. Functionality includes ID scanning, digital registration cards, upselling, payment processing, and arrival time coordination. 5. In-room tablets: Just like the smartphone replaced our digital cameras and rolodexes, an in-room tablet can replace your rooms’ telephones, directories, room service menus, TV remotes, thermostats, and more. Tablet providers like SuitePad, Crave Interactive, and INTELITY are even proven to increase guest satisfaction and revenue. 6. Energy management: These systems have two goals: decrease your hotel’s energy costs and reduce your hotel’s environmental impact. Vendors like Verdant Energy Management Solutions, Telkonet, and EcoStruxure are designed with hotels in mind and seek to not only decrease costs, but also enhance the guest experience. 7. Guest room entertainment: Today’s guests want more than local cable channels on their guestroom TVs; systems like Monscierge ZAFIRO IPTV, and Sonifi provide interactive content and entertainment for all types of hotels, plus additional marketing and engagement opportunities you couldn’t get with traditional TV. 8. Mobile ordering/F&B: Bbot, RoomOrders, SABA F&B Ordering, and other systems provide an essential piece of technology for hotels and restaurants: mobile ordering. With this software, guests and customers can access menus, place orders, and pay from their smartphones, and F&B outlets can better manage order fulfillment and deliver an end-to-end contactless experience. 9. Hotel Wi-Fi: What was once a premium add-on is now an essential amenity at hotels, especially with a growing segment of travelers working remotely. To offer reliable high-speed internet access, hotels can partner with vendors like Cisco (Meraki), Percipia, or GuestTek that offer implementation services and ongoing support. 9 Marketing Tools to Lower Acquisition Costs and Drive Direct Bookings Of course, you don’t need any of the software listed above if nobody knows about your hotel! Marketing software allows you to tap into new audiences of guests and build relationships with your existing guest base. 1. Booking engines: For hoteliers seeking to increase direct business, a booking engine is essential. This software allows guests to book reservations on your hotel’s website by displaying rates and availability from your PMS, then integrating reservations into the PMS. Cloudbeds, Bookassist, and SiteMinder offer some of the best booking engines. 2. Reputation management: A reputation management tool helps you request, track, analyze, and respond to guest reviews across sites like Tripadvisor and Google and your own surveys. Some of the industry leaders are TrustYou, GuestRevu, and Revinate, and they can even assist in increasing guest review scores by revealing insights about guest sentiment. 3. Website builders and content management systems (CMS): Outsourcing your website design isn’t necessary with a CMS; these tools allow you to build, edit, and organize website pages and content, and they support integrations with booking engines, payment processors, widgets and more. Smart CMS by Bookassist, Profitroom, and Net Affinity are some of the top website builders. 4. Direct booking tools: If you want to increase direct bookings, then an app like Triptease, Hotelchamp, or TrustYou can boost the number of shoppers who complete bookings on your hotel’s website. These tools let you display personalized messages, snippets of guest reviews, price comparison widgets, and more - all of which give guests reasons to book direct instead of on an OTA. 5. Digital marketing agencies: Don’t have the time or resources to handle digital marketing in-house? A digital marketing agency can lend their expertise to help your hotel succeed in search engine marketing, social media, content creation, and PR. Bookassist, Avvio, and Net Affinity are some of the leaders in this space. 6. Social media tools: Whether you’re trying to build a new audience or stay in touch with past guests, social media is an important component of your hotel’s marketing strategy. Social media vendors like BCV, Sprout Social, and Travel Media Group can help you achieve your reach and engagement goals. 7. Metasearch and ad tech: Metasearch channels, like Google, Kayak, and Tripadvisor, are powerful drivers of traffic to your hotel website - if you leverage them effectively. These sites require special connectivity and a bidding strategy, and tools like Bookassist, Avvio, and Koddi will help you manage budgets, track attribution, and understand market dynamics. 8. Website live chat/chatbots: Potential guests shopping on your website want answers now - without needing to pick up the phone. A chatbot, like one from Asksuite, Quicktext, or Whistle, use artificial intelligence to answer guest questions quickly and accurately, plus capture leads and increase conversion on your website. 9. Hotel CRM: Your database of guest email addresses is a gold mine - if you can leverage it strategically. A CRM system, such as Revinate, Profitroom, and dailypoint 360, allows you to capture email addresses on your website, send automated messages throughout the guest’s journey, create segments of profiles with specific characteristics, and analyze open rates, click-through rates, and conversion. F&B and MICE The food and beverage and meetings and events components of the hotel industry have their own technology solutions too. Whether you’re trying to streamline your room service offerings or support citywide conferences in a maze of meeting spaces, you can find software to help you execute any type of service or event. 1. Restaurant management: In order to run a restaurant smoothly, restaurateurs leverage point-of-sale software to manage stock in real-time, handle transactions, reserve tables, run reports, and more. Popular restaurant management software includes Vento ePOS, Oracle MICROS, and Lightspeed POS. 2. Mobile ordering and room service: Contactless service is the latest trend in F&B, but it seems likely to become the norm. Mobile ordering systems, such as Bbot, RoomOrders, and SABA F&B Ordering, allow restaurants to upload digital menus, accept online orders, and receive contactless payments, and customers can feel confident in more efficient service and accurate orders and bills. 3. Meetings and events intelligence: This category of software aims to help hoteliers maximize their meetings and events business by understanding market dynamics, uncovering insights about attendees, and optimizing pricing and space usage. Top meetings and events intelligence tools include Blockbuster by Duetto, IDeaS (SmartSpace), and Get Into More. 4. Group sourcing and RFP tools: Without software to assist, the RFP process is tedious. RFP software, such as Proposales, MeetingPackage, and Venuesuite, moves this process online and helps you to automate it, making all the back-and-forth more efficient and helping sales teams reach their goals. 5. Event management: Software doesn’t just help your sales team seal the deal, but also to plan and execute the event itself. Event Temple, Tripleseat, EVENTMACHINE, and others provide functionality to send proposals, get e-signatures, manage traces, communicate with clients, and create and edit BEOs and agendas. Looking for more resources on hotel industry software? Download the free 2021 HotelTechIndex Market Leaders Report.
The pandemic accelerated technological transformation across the hospitality industry. Contactless has become a must-have, fitness centers have gone virtual, guest communications have moved to mobile, and self-service has become standard. While some hotels found themselves rapidly deploying new technologies, other hotels have been playing the tech-long game for years. Here are some of the world’s most notable high-tech hotels. We've covered the tech strategies of great hotel groups like Viceroy and Noble House who implement everything from contactless check-in to digital concierge but this article focuses on some more wacky tech implementations with a bit of focus on form over function. This list features some pretty cool hi-tech gadgets and hotel room amenities that go above and beyond the typical flat-screen tv. Some of the cutting-edge technology on this list may off-put more traditional travelers but will undoubtedly hit the spot for tech-savvy millennials. Rather than layer technology onto the operation, these properties embed technology into the fabric of the operation, making it a focal point and key feature. Some use it as an Instagrammable moment at a specific location while others structure their entire brand around the tech-enabled guest experience. Either way, technology is front-and-center at these hotels. Henn Na Hotel, Japan “The Robot Hotel” Tokyo has become the marquee high-tech hotel. The brand concept is “commitment to evolution,” which appears across its operation in the form of robots. Lots of robots! The brand claims to be the world’s first hotel staffed by robots -- and there’s really no disputing that, as guests are greeted by robots at the front desk. At one property, the front desk is even staffed by dinosaur robots and iPad kiosks, which is quite the experience. Other high-tech features at some locations include a robot barista frothing lattes, espressos and teas, as well as a 360-degree VR space for guests to immerse themselves in virtual reality experiences. The hotel is also fully enabled with Wifi powered facial recognition, which eliminates the need for a hotel key altogether. Guests can access the property, and their individual guest rooms, seamlessly using biometrics. Very futuristic, indeed! YOTEL, New York City The YOTEL brand has been synonymous with technology since it opened its doors near Times Square. The showstopper was a massive robot arm dominating the lobby, providing automated luggage storage for guests (as well as safety deposit boxes to store valuables). The YOBOT also provides self-service check-in, which puts the brand far ahead of today’s contactless guest experience. The rooms -- called cabins -- may be small, but YOTEL uses technology to deliver its promise to “give you everything you need, and nothing you don’t.” This includes Smart TVs so that guests can connect their own devices and choose their own entertainment. The guest rooms also use motorized beds as space-savers and motion-activated sensors for lighting and AC to reduce carbon emissions. It’s all about efficiency, delivering an outsized guest experience in even the smallest spaces. Blow Up Hall 5050, Poland The Blow Up Hall 50/50 is an impressive mix of form and function. Designed by BAFTA-award-winning artist Rafael Lozano-Hemmer, the hotel combines a restaurant, bar, gallery, and hotel into a unique vibe. There are several digital art installations, including a commentary on surveillance capitalism embedded right within the lobby. The property eliminates the traditional touchstones of the hotel experience: there’s no front desk. The guest’s smartphone provides access to the property, from check-in to room keys to staff communications. The phone also acts as a room finder: after opening the app, the assigned room lights up and the door unlocks automatically. It’s these small tech flourishes that reinforce the property’s sense of mystery and intrigue. Hotel Zetta, San Francisco At the center of Silicon Valley, the centerpiece of Hotel Zetta is most definitely its virtual reality room in the lobby. Designed by a local tech startup (naturally), the VR cube gives guests a fully-immersive opportunity to experience virtual reality. There are also Nintendo Switch consoles and Oculus VR headsets available so guests can experience next-generation technology in the comfort of their rooms. Other tech touchstones include a vintage Atari Pong table in the Zetta Suite, which is modernized to include both the classic game and a Bluetooth speaker to play personal playlists. Each guest room is also equipped with Alexa-enabled voice control in every room. Guests can order a meal from room service, set an alarm or learn about on-property dining specials. Kameha Grand, Zurich The Kameha Grand isn’t one of those kitschy places that you’re embarrassed to stay at. Quite the opposite: the high-end “lifestyle hotel” is part of Marriott’s Autograph collection. And, with rooms designed by Marcel Wenders, it’s got all of the trappings of a luxury property. Rooms Our favorite rooms are, of course, the Space Suites. It’s the most futuristic room type on this list because it quite literally connects to space. The in-room TV features a live feed from NASA TV so that you can fuel those space dreams. The atmospheric vibes will contribute to that dreamy feel, with “outer space furnishings have been designed down to the smallest detail with a floating bed, pictures of galaxies, hovering astronauts and models of rockets.” Far out! Virgin Hotels The Virgin Hotel brand has always been tech-forward and guest-centric. Even prior to the pandemic, the brand empowered guests to control their own experiences right from the palm of their hand. Now, those features are dramatically expanded to be even more contactless. Named Lucy, the app allows guests to skip check-in, using their phone to select rooms and unlock doors. Guests can also use the app to order room service, adjust room temperature, control entertainment (in-room streaming and Apple Music), plan their trip around the city, or even follow custom exercise routines by Fitbod. Following on smartly with its brand promise, the app also offers three preset lighting modes for guestrooms: Get Lit for full brightness, Get in the Mood for dimmed relaxation, and Do Not Disturb for sleep. By putting all of these elements together into a single interface, Virgin Hotels puts the guest in control. 25hours Hotels Another brand that’s focused on high-tech without losing high-touch hospitality is 25hours. Thanks to an in-house multidisciplinary think tank, the Extra Hour Lab, the brand experiments with new ways of engaging with guests, both through digital and analog channels. That balance plays out in Cologne, where the record store greets guests alongside Perhaps that’s one aspect that distinguishes the futuristic, high-tech hotels: those that understand how to inject storytelling into the experience alongside the latest technology. Cityhub A hybrid between a comfortable hotel and a convivial hostel, Cityhub is futuristic in both its technology and its approach to hospitality. It’s part of a new wave of brands that blend categories and use technology to enable a more social experience. The Cityhub brand has an app but it also takes a cue from Disney and offers RFID wristbands. These bands are used not only for check-in and property access, but also at the bar, cafe or vending machines, where guests can serve themselves and charge their rooms. Without having to constantly pull out their phones, there’s a more personal element to the experience. Each “hub” has its own customizable lighting, temperature and audio streaming, so guests can control their vibe. There’s also an on-property social network, giving guests a digital lobby to meet and plan real-world adventures. The Atari Hotel, Las Vegas (coming soon!) A notable mention is the upcoming Atari Hotel in Las Vegas. This property will blur the boundaries between hotel and immersive experience, building on Las Vegas’ long history of blending entertainment with hospitality. The experience is straight out of Blade Runner: bright lights, massive marquees, and an “everywhere you look” focus on gaming. The Atari Hotel points to a far-more futuristic vision of hotels than anything else on the market today. It very well could be the first hospitality experience built just as much for the virtual world as for the physical one. Guests can host friends in their rooms for gaming marathons, with consoles, batteries, and spare controllers available for delivery. The Atari Hotel may redefine the category and establish a new mainstream travel trend: the gamer circuit. -- What are your favorite high-tech hotel amenities? Let us know if we missed any key ones like hotels with crazy underwater speakers, air conditioning activated by motion sensors, cool touchscreen applications, and more!
Each year Hotel Tech Report surveys thousands of industry insiders to find the best hotel tech jobs and employers globally. In 2020, the COVID-19 pandemic wreaked havoc on the hotel industry. The World Travel and Tourism Council predicts that 121 million of the 330 million jobs tied to tourism around the world will be lost in 2020. Despite existential challenges, hotels and their vendors have proven resilient in the face of the biggest challenge ever posed to the hospitality industry by working together. But there’s always opportunity in crisis. The pandemic has advanced digitization in the global economy by at least 5 years according to most experts. Hotels that already had adopted technology like contactless check-in and guest messaging software have had a massive advantage since the pandemic broke out and the importance of technology for running a successful hotel business will continue to rise over the coming years meaning that demand for hotel technology talent will grow with it. Here at Hotel Tech Report, we’ve interviewed countless hoteliers about their journeys from being hoteliers into lucrative technology careers like Del Ross, Marco Benvenuti, Sameer Umar, and Kevin Brown. For hoteliers furloughed on the sidelines, there is an unprecedented opportunity to pivot into a technology career leveraging skills and knowledge from hospitality experience. But which hotel tech companies should you apply to? Every year we do the hard work for you and survey thousands of hotel tech professionals to find the best companies to work for in the hospitality industry. We ask respondents to rate their employers from 1-10 on these key variables: Work-life balance Personal development opportunities Gender equality Confidence in company direction Values alignment 2021 Bonus Question: Rate your firm’s COVD-19 crisis response Hotel Tech Report creates this list each year for two reasons: (1) to help industry professionals find the best hospitality tech jobs and (2) to help hotel tech buyers understand that it’s just as important to partner with great organizations as it is to find great software tools and products. Vendor culture is important to every aspect of a vendor relationship: Product: Great workplaces attract the best talent who make the best products Customer Support: Happy client reps give better service and stay around longer developing deeper relationships. Sales: When a sales team has high turnover, innovation gets strangled because there isn’t enough cash coming in the door to invest in innovation. Our 10 Best Places to Work in Hotel Tech list features companies who foster wonderful work environments for employees. In return, those employees deliver incredible products and services to clients. Without further adieu here are 2021’s 10 Best Places to Work in Hotel Tech… 10. Siteminder (TIE) Right before the coronavirus pandemic broke out, industry leader Siteminder reached an incredible milestone earning itself unicorn status. Under the stewardship of CEO Sankar Narayan the firm quickly composed itself when the pandemic broke out and began rolling out initiatives to support both employees and customers like its World Hotel Index sharing real-time data with the industry when historical data just wouldn’t cut it. Siteminder has an internal slack channel called #stayingsocial dedicated strictly to team members having a social communal space in the age of remote work. This is pretty typical for a small startup but much rarer in the world of 700 employee behemoths. The great part about working at a large startup-like Siteminder is that there’s almost limitless upward mobility according to one employee working in operations at the firm, “They allow me opportunities to take on more responsibilities that are even beyond my scope to develop my skills and prep me up for bigger roles. They also give leadership training to enhance to continue developing my capabilities.” If you’re looking for a fast-paced global startup on a world domination path - then you should absolutely be dropping a resume at Siteminder. The best part is that they’ve got offices all around the world so even if you prefer the WFH life your colleagues shouldn’t be too far away no matter where you call home. 10. Atomize (TIE) This is Atomize’s first time making Hotel Tech Report’s annual Best Places to Work list but we doubt it will be their last. In true Swedish fashion Atomize rates amongst the highest on the list for gender equality with a 50% ratio of men to women on its leadership team. Atomize also rates very highly for culture alignment with a score of 97.8%. Perhaps the biggest standout for Atomize was how highly employees rated the firm’s COVID-19 response and support for clients during a crisis. “Everyone from finance to product development has chipped in to try to support clients. We have for instance developed a relief-program for those that are hurting really bad, we have updated the product to amend for the large drop in occupancy for hotels, etc,” one Atomize executive told Hotel Tech Report. Atomize made it through COVID-19 without a single layoff which is a testament to the longevity of the business and its and commitment to team members. During the crisis Atomize stayed calm, launched the 2.0 version of their core RMS product, and even found time to bring the team together for a BBQ this summer during a slow down in transmission rates. 9. Hotel Effectiveness Georgia (the U.S. state not the country) based Hotel Effectiveness is in the business of helping hotel owners more efficiently manage labor but the question is: how well do they manage their own labor? It turns out they do a pretty darned good job at fostering internal culture. Prior to the pandemic labor costs were the biggest focus area for most hotel ownership and management groups - despite the shift in focus Hotel Effectiveness managed to grow through the pandemic all while placing a heavy emphasis on quality of life for employees. Team members cite a high percentage of employees being groomed from junior roles into leadership positions, flexible PTO programs, and strong opportunities for women. PTO is great but Hotel Effectiveness management goes one step further where they encourage team members to completely unplug and not even check email during their vacation. Adding icing to the cake, employees raved about the firm’s response to COVID-19 where it was able to grow without any layoffs needed. One engineer raved about the Company’s COVID-19 response, “Hotel Effectiveness immediately shifted priorities specifically to address the changing needs of our clients. Hotel Effectiveness provided new guidance materials, payment options, and built new features (such as Daily Wellness Check-In) under tight deadlines to meet the new needs of our customers.” 8. EasyWay Big congrats to the first-ever Israeli startup to make this list! If you’ve ever been to Tel Aviv or the Start-up Nation (Israel), perhaps a job interview with EasyWay is the excuse you needed to visit one of the most amazing cities in the world packed with beautiful beaches, vibrant nightlife, and a foodie scene that’s truly in a league of its own. EasyWay is the quintessential startup with a mentality that so long as you hit your KPIs - the rest of your life is totally flexible. An EasyWay executive’s quote to Hotel Tech Report about the last 12-months at the company says it all, “The work around the clock in the COVID-19 time was crazy. We have developed so much stuff, that I almost miss this period. We've learned a lot from that, and staid on our feet! The rest of the team was great and it really gave me confidence in my own abilities. If you're the kind of person who likes to work hard and play hard - you’d be wise to check out EasyWay’s open positions. 7. Asksuite This is Asksuite’s second year making the list and true to their commercial team’s motto “rockets don’t have reverse”, even a pandemic couldn’t slow down this high flying Brazilian startup. Florianopolis may not be a hotel tech hub (yet) but the Asksuite team has access to lessons in language, hospitality and other training to upskill their way into global domination. During the pandemic, leaders have made themselves available for 1:1 meetings to support all colleagues and perhaps it’s this close communication that leads Asksuite employees to rate 98% confidence in the future success of the firm. Asksuite employees frequently cite an onboarding process that makes all team members feel like a part of the family in short order. 6. RoomRaccoon Despite the pandemic RoomRaccoon doubled the firm’s headcount in 2020 and achieved a major milestone in reaching 1,000 clients. Employees frequently cite similar aspects of the culture as differentiators like their annual international week at the Netherlands headquarters and an inclusive onboarding program. One employee within the marketing department told Hotel Tech Report, “This year RoomRaccoon decided to start hiring more new colleagues against the market trend of furlough and letting people go. To smoothen the onboarding process of our new hires we've created an E-learning program and two intensive onboarding weeks. So far we've onboarded 15 new hires since July 2020 that immediately are getting results. Something I'm really proud of!” If you’re looking for an ambitious organization with a strong remote culture and complementary annual trips to the Netherlands - don’t hesitate and check out open listings at RoomRaccoon. 5. Alliants The Alliants story is the cure to the common venture funded business gone wrong story. Alliants built the business developing custom software for ultra luxury hotel brands like Four Season and Jumeirah before ever dipping their toes into the SaaS world. That means they’ve got killer products, an eye for design and engineering to back it up. Starting in a consultative role for luxury brands has afforded Alliants a luxury not many early stage SaaS products have - cash flow. How would this impact you when you apply for a role there? Alliants employees are given a $5,000 stipend to invest in their own education and training. Whether it’s a paid marketing course or intro to Ruby on Rails - at Alliants you will be able to create your own journey and take control of your destiny. Have you ever had a boss block your calendar so people can’t book meetings with you? Well, Alliants employees have. During winter months with less daylight, CEO Tristan Gadsby blocked the entire team’s calendars from 11:30am - 1:30pm to encourage team members to get outside, walk or simply catch some rays. If that doesn’t sell you I don’t know what will. 4. ALICE This ain’t ALICE’s first rodeo, well it’s their fourth if we want to be precise about it. ALICE has made Hotel Tech Report’s Best Places to Work list 4 years in a row (2018, 2019, 2020, 2021). ALICE is an incredible place to work for former hoteliers because employees truly act as a strategic extension of their partner properties. During the pandemic, ALICE quickly pivoted to rollout closure checklists and other free assets to help partners quickly reconfigure their operations for the new normal. “The most memorable achievement while working at ALICE this past year was being able to provide support for our employees during the pandemic. The pandemic-related fatigue and anxiety impacted everyone and in different ways. We were able to provide support to our employees through group therapy sessions, health and wellness initiatives, increased one-on-one check-ins regarding fatigue, increased opportunities for learning and connection with one another virtually. I am so proud of how the leadership at ALICE has led us through the most difficult time in our industry's history, and with such care for both our customers, our industry as a whole, and our employees,” says one ALICE team member in an HR role. Just as important as supporting clients through COVID-19 is supporting colleagues. ALICE team members were constantly comforted that management understood the stress and challenges they were facing during this historic yet tragic year, encouraging an environment of transparency and honesty about how to cope with natural distractions from work in times of stress. 3. hotelkit Austria-based hotelkit is another repeat visitor on this list moving up from 4th to 3rd place. Founded in 2012 by hotelier Marius Donhauser, hotelkit is a majority female-run business that’s growing rapidly but responsibly throughout Europe. hotelkit’s team motto is “one team one dream” and while the team had to work remotely for a good portion of the year, colleagues are hopeful that 2021 will bring back the annual hotelkit Christmas party famous for great eats and poker. Under Marius’ leadership, hotelkit has fostered a culture that feels like family so it’s no wonder that employees rate the culture so highly across every single vector. 2. Cloudbeds Cloudbeds may be the fastest-growing hotel tech company right now so while their headquarters are in sunny San Diego the Company has got Silicon Valley energy pumping through its veins. Not to mention, Cloudbeds is extremely global with local managers in 40 countries. On March 11th (yes that’s right when COVID-19 took the world by storm) Cloudbeds announced the closing of an $80M funding round. Cloudbeds employees tend to share two main things in common: (1) they are extremely performance-driven and (2) they LOVE to travel. One Cloudbeds employee within the operations department told Hotel Tech Report, “I managed to get promoted on my 1 anniversary day at Cloudbeds, I was so happy and everyone was so attentive to me during this process. Cloudbeds is an amazing company, full of amazing individuals, it's so nice to see the owners in our calls and engaged with us all at all times. I used to think I had worked at good companies, till I met Cloudbeds. This is where I want to stay and grow. It will be hard for any other company to take me from here.” Cloudbeds has TONS of openings so make sure to browse their career page if you’re in the market. 1. Mews This is Mews’ 3rd year making the list ranking #2 in 2019 and #3 in 2020 - but this is their first year topping the list which is a testament to the strong culture at the firm. Like most fast-growing companies, the pandemic wreaked havoc on projections and business plans for Mews leading to some difficult decisions needing to be made. Mews not only came through what was maybe the darkest moment in the history of the hotel industry but came out stronger than ever before. Mews leadership set a strong course for the business cutting expenses, reorganizing the team, rebranding, focusing on remote deployments, and even making an acquisition. Quite a busy year - even if things had been normal. Mews management has created one of those infectious startup cultures that can almost feel cult-like at times often intoxicating entire trade show floors (pre-COVID). It’s not often that employees at an aggressive high-performance tier 1 venture-backed business get to see their founder dancing through a town hall (affectionately named Mews Con) in a silly costume. Mews pivoted from hyper-growth mode into a sharp focus on profitability right-sizing the business and is poised to come out of the pandemic far stronger than it went in. Lots of open roles to check out and we’re sure that list will continue to grow over the coming months.
Each year along with individual awards for the top-rated hotel software in each category, Hotel Tech Report recognizes the Top 10 most customer-centric global companies in the annual People's Choice Awards. The People's Choice Awards serve to honor and recognize companies who have balanced strong growth with a relentless focus on customer-centricity. The HotelTechAwards platform (by Hotel Tech Report) leverages real customer data to determine best of breed products and companies that help hoteliers grow their bottom lines. “The People’s Choice Award goes to a single company across all categories who demonstrates the strongest customer relationships during the HotelTechAwards. Cloudbeds had more than 550 hotelier customers come out to share overwhelmingly positive feedback about Cloudbeds products in the midst of a global pandemic. To have that kind of support from clients during the most challenging market in hotel history says all you need to know about Cloudbeds’ commitment to their partner properties,” says Hotel Tech Report CEO Jordan Hollander. Here’s the Official 2021 People’s Choice List: Cloudbeds SiteMinder RoomRaccoon Bookassist OTA Insight ALICE IDeaS Avvio Hoteltime hotelkit The key factors used to determine the annual People’s Choice Award include total verified customer reviews, geographic reach of reviews, and overall review sentiment and ratings. The best companies know that the most effective way to communicate their value proposition is to empower and amplify the voices of their happy customers. The People’s Choice Award recognizes companies whose customers really value the relationship and partnership. “Twenty years ago we lived in a world where hoteliers just used one of the three or four technology systems out there and typically just ended up using whatever system they had heard of before. Today there are thousands of SaaS choices in the market and dozens of great options available for most use cases but the market is moving so quickly that it’s hard for hoteliers to identify and keep track of the best products and companies. This award honors the companies whose hotel customers are the most vocal advocates of their products to make that process easy,” says Hollander. About the 2021 People's Choice Award The People's Choice Awards serve to honor and recognize companies who have balanced strong growth with a relentless focus on customer-centricity. Early on as a startup, it’s easier for companies to maintain strong customer relationships with a limited customer base. But as a company grows its install base and scales globally, maintaining high customer satisfaction becomes increasingly more challenging. Each year along with individual awards for the top-rated product in each category, Hotel Tech Report recognizes the top 10 most customer-centric global companies in the annual People's Choice Awards acknowledging the achievements of top innovators across all categories who embody the values, transparency, and customer-centricity that lie at the core of truly great companies. View Ranking Methodology>>
Hotel Tech Report has announced winners in the 2021 HotelTechAwards, based on more than 10,000 hotel software product reviews contributed by verified hoteliers during the competition. Winners are selected based on key performance metrics including product popularity, customer satisfaction, integration compatibility, customer support quality, and more. Winning a HotelTechAward is the highest achievement in the hotel technology industry. “In the midst of a global pandemic, 318,466 hoteliers visited Hotel Tech Report from every corner of the globe contributing 10,227 verified new product reviews during the 3-month awards period to share insights about their favorite tech products to run and grow their businesses. It has been inspiring to see this massive wave of hoteliers sharing technology insights and product recommendations,” says Jordan Hollander, CEO of Hotel Tech Report. “This is the most comprehensive dataset around hotelier preferences ever developed and it gives unprecedented insights into tech trends for hotels during a pivotal moment in history. Winning a HotelTechAward is a huge feat with the 2021 competition being the most competitive year ever. Every company on this list should be extremely proud of what they've contributed to the growth of the hotel industry.” During the HotelTechAwards, hoteliers from the world's leading hotel companies review the top tech products used at their hotels to increase operating efficiency, drive revenue, and improve the guest experience. This data is used to identify the best hotel tech products and organizations. "The HotelTechAwards are the only prize in the industry that is completely and transparently customer-driven — it's the hoteliers that decide who is best, and it's their opinion that matters most." Gautam Lulla, CEO at Pegasus. "We at SiteMinder believe strongly in the essence of openness; it is what underpins the very core of what we stand for, and the HotelTechAwards, through the program's data-driven and transparent process, aligns firmly with this value.” - Sankar Narayan, CEO at SiteMinder “This honor has deep, personal meaning as it is decided upon by our clients and represents our passion and focus for providing the most sophisticated revenue technology and comprehensive support.” Dr. Ravi Mehrotra Founder at IDeaS “The HotelTechAwards are a powerful stamp of approval for any company to possess and for hoteliers to trust. We value the HotelTechAwards process, which collects thousands of verified reviews from around the world each year.” Alex Shashou, Co-Founder at ALICE “HotelTechReport is the leading platform for technology in the hotel industry, and its meticulous and impartial verification process makes this one of the most prestigious awards.” Moritz von Petersdorff-Campen, Co-Founder at SuitePad The competition spans core areas of hotel software & technology: marketing, revenue, operations, and guest experience. 2021 Voting included participation from major hotel groups including Four Seasons, Hilton, Marriott, Accor Hotels, Hyatt, Intercontinental, Rosewood, and thousands of independents. "We originally created the HotelTechAwards as a democratized way to help our fellow hoteliers quickly determine best of breed vendors based on data they can trust and the scope of the competition this year is a testament to how far the industry has come in the last decade. The HotelTechAwards rating process is simple, transparent, and unbiased--judging is based on time tested ranking factors, publicly available data, and crowdsourced insights from verified hoteliers who have hands-on experience with each product.” The HotelTechAwards are often referred to as "the Grammys of Hotel Tech" and winners were selected from the top technology products around the world. The HotelTechAwards are the industry's only data-driven awards platform with winners determined not by a handful of judges or popularity votes but by a global community comprised of thousands of verified hotel technology users across more than 127 countries. Best Hotel Software Companies List >>
From canapes to chiavari chairs, banquets and event planning requires an incredible amount of detail and the best event planners are perfectionists. Whether you’re planning a wedding, a conference, or a meeting, you’ll likely use a Banquet Event Order to keep track of the intricacies of the event. If you’ve never used a BEO before or you’re looking to brush up on your knowledge, this article will explain how to create and use a BEO and what information it includes. We’ll even give you a free BEO template to get started. With a good handle on BEOs, you can exceed your clients’ expectations and produce extraordinary events that are memorable for all the right reasons.
The transition from in-person events to virtual events has been quick -- and transformational. While event management and event planning will likely remain a core part of your hotel’s business, it likely will have morphed into a hybrid model that includes smaller onsite events with fewer people, augmented by remote options. On its face, this seems like a threat to the event-driven business model of many hotels. Dig a little deeper, though, and you’ll see an opportunity for your hotel to position itself as a knowledgeable advisor to event managers navigating this new reality. Things are definitely different -- and those changes bring opportunities as well. Here’s how Cvent’s hospitality product suite can enable your pivot and position you for success as you sell a new type of hybrid event model to event planners with its full end to end event management platform and marketing solutions. Capture Leads with Group Marketing Solutions In an environment with fewer events, leads are even more precious. There’s less business floating around, so it’s essential to give your team the tools and features to capture and nurture leads. And it’s not just filling the top of the funnel with leads for your sales team; you also want quality leads. Your group business can only grow by attracting quality leads that are well-suited for your venue -- and thus primed to convert. Group Marketing Solutions helps you identify, acquire, and convert leads with three core offerings: Sourcing network. The Cvent Supplier Network reaches over 92,000 event planners representing more than $19 billion in RFP value. The global reach of its venue sourcing platform means that you have more opportunities to find the ideal events for your venue. Planners turn to Cvent as the pathway to secure venues and so your presence on this platform is critical for driving new leads. Increased visibility. To make your venue stand out, your team benefits from a multimedia-rich marketing environment that puts your venue front and center. With tools to showcase what makes your venue unique, you can do a better job at differentiating your offering and landing the right leads. To further engage with the planners using Cvent, you have a few other tools: the Cvent Audience Network, where you can reach event planners all over the web; self-serve, multimedia custom microsites to showcase your property to event planners searching for venues; and Search Ads so you can advertise to event planners researching venues like yours to augment email marketing to your existing database. These value-added visibility tools maximize engagement and give you targeted ways to speak directly to the right planners -- and increase your odds of success. It’s all about capturing quality leads for your sales team to work their magic. Your team can create custom microsites to engage planners with images, videos and content about your venues and the surrounding destination. Streamlined RFPs. Turn your website into a lead generation machine by streamlining how event planners submit RFPs. Event planners are busy; so it’s especially important to make it easy for them to submit their group requests. If you make it difficult, they will simply go elsewhere! The SpeedRFP White Label solution streamlines this workflow, enabling planners to submit complete requests right from your website so that you can quickly respond with a winning proposal. Speed, convenience, and accuracy increase the quantity and quality of RFPs. Planners will love it -- and so will your sales team, as they can manage leads from a centralized portal, spend less time chasing down details. and leverage integrations with sales and catering software. Streamline your RFPs and make it easier for everyone by embedding RFP submissions in your website. Boost Profitability with Group Operations Solutions Once you've captured the leads and turned them into closed business, the next step is to effectively deliver a top-notch experience. By providing planners and attendees the tools and platforms to make life easier, you’ll increase the odds of future business. Cvent’s solutions for Group Operations focus on collaboration, transparency, and incremental revenue, plugged right into your CRS, PMS, revenue management, distribution, sales, and catering systems: Custom event websites. Promote and manage your group hotel reservations with Passkey, a centralized system that integrates sensible upsells right into the booking flow so attendees can easily personalize their experience from prearrival to check-in. This is one of those win-win situations: the guest enjoys more control over their experience, which makes the event planner and their client/organization look better -- and gives everyone an opportunity to capture more incremental revenue that makes the event more financially successful. Dynamic reporting tools also keep everyone informed with the latest event registrations and hotel bookings. Planning tools. Event planners have a lot on their plate. It all comes down to managing the smallest details to deliver an exceptional event experience. Cvent event management makes their jobs easier with a drag-and-drop event diagramming tool. With this easy and self-serve solution, planners can diagram tables, seating and trade show floors, as well as plan food and beverage, stage, audio/visual, and entertainment. The tool enables enhanced collaboration between planner and client as well, so there’s less back-and-forth via emails and attachments. Fewer surprises and greater control make for a better experience -- and a more successful event for planners and their clients. Detailed reports. Out-of-block room bookings are stressful. These castaways could potentially mean that the group is on the hook for added expenses. Reduce out of block castaways with detailed reporting around room reservations to identify rogue reservations and bring them back into the room block. Reports also show real-time pick-up, pace, and room list data. Reports also include analysis of event data around attendee engagement, event marketing efficiency, and other key data points throughout the life-cycle of an event. Close More Business with Group Sales Solutions In addition to marketing and operations, sales can benefit greatly from tools to help them work smarter and close deals more quickly. Manual data entry is a drain on sales team morale and effectiveness. For your group sales team, Cvent offers: RFP prioritization. An abundance of RFPs is a great problem to have. But it can also be overwhelming, leading sales teams to respond in a haphazard way. Cvent’s Lead Scoring eliminates doubt and sorts all incoming leads by score so sales managers focus on the right opportunities first. These machine-assisted intelligent lead scoring tools align timeframe, season, business mix and profitability to make your events business as lucrative as possible. The tool even evaluates planners’ alternative dates to find the best match for your property! RFP operations. Sales managers spend a lot of time responding to requests. Manually managing this process is not just a headache but it drastically limits productivity. Reduce the burden on sales (and make their lives easier) with RFP management software that automates manual tasks and improves the quality of responses. For instance, you can easily see scheduled events across the property to avoid wasting precious response time on internal coordination. Sales teams can also generate custom contracts and banquet event orders so they can push less paper and close more business. Real-time dashboard. Chasing group business is a daily battle. So you need up-to-date analytics to shape your day-to-day. Cvent’s analytics dashboard simplifies your workflow so you can provide the most accurate proposals quickly, and monitor your progress. Integrated metrics, such as response time, decline rate, and insights into declined bids, align property, regional, and national sales teams around the current state of affairs. The CSN business intelligence tool can also benchmark performance and expand on market-level insights to strengthen your hotel's competitive positioning. Grow Your Corporate Business with Transient Sales Solutions Especially in the current climate, scaling your corporate travel business is a challenge. Securing more business means that you must discover transient demand and then move quickly and efficiently to close the best customers for your property. You'll also want to leverage market intelligence so that you outsmart the competition. To boost your transient business, Cvent keeps your property visible and nimble, so that you’re well-positioned to find and respond to corporate RFPs. Here’s how: Enhanced visibility. Thanks to Cvent’s global sourcing network, you'll learn when new accounts are soliciting hotels in your area so that you can pitch for their business. Coupled with the ability to quickly respond to inbound market leads, this enhanced visibility gives your property a leg up when it comes to transient business. Digital tools. Marketing to corporate buyers requires consistency. You’ll also benefit from RFP scoring and lead visibility to keep your team on track when pursuing transient demand. Market intelligence. With GDS access and comp set benchmarking, you’ll have a direct line to transient pricing trends -- and see your rejection metrics compared to others for detailed bid loss analysis. Armed with these insights, you can create quality responses that convert more often. Bringing it All Together Trust and transparency. Control and collaboration. These are the blocks of success when it comes to group business. Your chosen event management software and group sales software solutions should make it easy for meeting planners engaging in venue selection and attendees who only engage with event technology upon arrival, which positions your property for repeat business as a valuable partner. And, with full real-time sync to your property’s core systems, you'll avoid tedious data entry and costly availability errors. There are many moving parts, changing conditions, and competing priorities when it comes to group sales; your technology should harness that energy and help your property live up to its full group potential!
Winning hotel sales strategies take into account a variety of factors related to internal business performance, competitive analysis and market trends. Great hotel sales teams have a deep understanding of both their product (i.e. hotel rooms, catering spaces, amenities) and the greater market trends. Great sales leaders conduct a regular SWOT analysis and value analysis to better understand their property's unique selling propositions (USPs). The reality is that no matter how strong a hotel sales strategy is, every hotel sales & catering team needs the right tech to succesfully execute on those strategies. The right tech tools put your sales and catering team in control of their own destinies. Greater productivity and more automation of tedious tasks boosts job satisfaction and gives staff the confidence to do more high-impact work that leads to more revenue. Many solutions now also include predictive analytics to guide efforts automatically, helping staff to pursue the most promising leads effortlessly. The increased effectiveness also builds good will with guests. When staff more ably respond to requests -- with increased accuracy and 3D space visualizations -- event organizers feel much more confident in their venue selections. Best-in-class event management solutions also include strong collaboration features to build trust and boost conversions with event planners and organizers. Here's a look at the essential tech for your sales and catering team. Hotel Sales Platforms & CRMs Sales platforms and CRMs are the backbone of successful sales. The sales team needs to be organized and focused on the most lucrative leads first. A sales platform/CRM will give the sales team a centralized repository for tracking the sales pipeline so that promising leads don’t slip through the cracks. Other leads may need more nurturing over time; a dedicated CRM is a critical piece of this puzzle. Hotels have one significant choice in this category: to use a specialized hospitality CRM or a major brand that serves all industries. For users of CRMs not specifically focused on hospitality, some feel a disconnect with customer service. It really comes down to whether you prefer a CRM solution with global scale or one targeted to hospitality. Global scale can mean that there are many strong integrations with existing tools, while specialization means that the tool delivers targeted functionality essential to hotels. Here are the top three sales team CRMs for hospitality, plus one startup to consider. Salesforce: The most well-known CRM provider enables data-driven sales and marketing through its rich guest profiles and robust engagement tracking. The software is familiar to many, which simplifies on-boarding new staff. There’s a tradeoff there, however: specialized support may be harder to come by. Amadeus Delphi: Amadeus’ CRM module is accessible on mobile and combines a detailed overview of function space with guest room availability so sales can act quickly and accurately. The Simple module supports hotels with less than 5,000 square feet of space, while the Advanced module extends to multiple properties, making this a solid contender for all kinds of properties. Startup to consider: Quore Sales is an alternative to the major brand names mentioned above. The tool supports efforts across your entire hotel staff and ensures more transparency, accountability, and collaboration across your entire team -- without any legacy hangups. Want to learn more about Hotel CRM? Meetings and Events Intelligence When it comes to leveraging data to close more group business, it’s ideal to have a ‘second brain.’ There’s only so much capacity during the work day. And often, valuable nuggets are buried deep in the data. Meetings and events intelligence tools push further into the data to find opportunities, trends, and threats that enable sales teams to be more effective. While some other categories here include advanced reporting and detailed analytics, a standalone business intelligence tool often outperforms. The specialized focus means that the tool has a deeper set of data than the average event management software, and can truly unearth new insights that were inaccessible outside of a dedicated events intelligence tool. Here are a few meetings and events intelligence tools that help you get more out of your data, as well as one startup to consider. IDeaS SmartSpace: The visual strategy management solution bridges sales and revenue with deep analytics around business trends and performance of a hotel’s event spaces. The tool includes a space utilization tool to illustrate effective use of space, as well as a pricing strategy tab that breaks down conversions by arrival data, team member, booking type, and meeting class. KNOWLAND: Knowland helps teams achieve their group goals with deep analytics on group booking patterns, market benchmarking, and planner buying behavior. Predictive analytics based on “the industry’s largest historical database of actualized events” accelerate sales cycles by matching inbound requests with the highest likelihood of success Startup to consider: A winner of the 2019 HotelTechAwards, Get Into More’s strategic tool manages meetings, events, and groups for both branded and non-branded hotel. The tool visualizes data and enables better analysis outside of spreadsheets and reports. For properties building a la carte events/meeting technology, this is a go-to for business intelligence. Group Sourcing & RFPs When sourcing groups, timing is everything. Strong RFP management capabilities ensure that your team is responding to the highest-value RFPs quickly and accurately. One of the biggest struggles faced by event planners is the lack of timely responses to their requests; some even complain that venues don’t even respond. This delay is directly tied to the increase in RFPs received by hoteliers. Reducing the delay is a main benefit for hoteliers that use an RFP management tool that streamlines responses. These tools can pull together responses quickly, and even provide more self-service options to event planners so that hotels have less work to do for each proposal. Group sourcing is also a key part of this category. The major players, such as Cvent, offer hotels a direct line to event planners. These tools are able to match hotels with groups by looking at the characteristics of each group and determine hotels that would be ideal venues. This makes inbound RFPs more likely to be a good fit for hotels, reducing staff labor and increasing the odds of closing group business. Here are a few group sourcing options, as well as one startup to consider. Cvent Hospitality Cloud: Cvent’s platform achieves three things: help hotels find buyers through increased visibility, win business with lead scoring, and optimize business with metrics and business intelligence. Reviewers appreciate the ability to set up a profile at the property level that includes a variety of offers, which increase transparency with meeting planners. Cendyn Sales Suite: Cendyn also takes the platform approach. Its Sales Suite ties into Cendyn’s other products and centers around its eRFP automation, which reduces RFP response times while increasing the accuracy. Reviewers mention an innovative video chat function gives sales teams a way to differentiate proposals with video content. Startup to consider: The top reviewed vendor in group sourcing/RFP management is Event Temple, popular with those who don’t want to tie into a larger platform with many bells-and-whistles. Reviewers love its all-in-one approach, which assists with everything from lead prospecting, client retention, email automation, ROI analytics, and performance metrics. Event planning software Hoteliers use event planning software to manage the operational intricacies of on-property events. From collaborating on table layouts to providing a visual layer for event planners to request proposals, these tools improve the experience for everyone. By providing event visualization capabilities that represent your space and your resource inventory, you can deliver on the meeting experience, plan events faster, easier and more accurately. Ultimately, this makes event planners more confident and secure in their venue selections because they can visualize how the event may look in a particular space. There’s also the issue of uneven transfer of information. In traditional models of managing event sales, there can sometimes be some missed information in the hand-off from sales to catering. Event planning software ensures that hotels deliver exactly what’s been promised to the event organizer. There are fewer questions and stronger accountability. The These are the top event planning tools, as well as one startup to consider. Amadeus Hospitality Diagramming: Amadeus’ diagramming tool allows properties to accurately plan events with organizers, planners, and guests. The intuitive interface via the web makes it easy to organize room plans, including a 3D virtual walkthrough of the completed room. Plans can be shared with others for review, feedback, and approval. Social Tables: Owned by Cvent, the tool has expanded functionality to become integral to many event planners worldwide. The focus on collaboration between planners and properties on both mobile and desktop. The suite also features online sales and marketing solutions, 2D and 3D room diagramming, business intelligence for hotels, and event attendee management. Startup to consider: Allseated’s scrappy approach appeals to independents and technologists alike: the freemium business model lowers barriers to entry and the immersive 3D walkthroughs of specific events is a huge bonus to event planners and guests. Where Should You Invest Right Now? Sales and catering technology can transform the way your hotel approaches group business. With the right tools, your sales team can prospect more effectively and your catering team can deliver knockout events that make guests sing their praises. While this category of technology can be a lot to sift through, focus on the functionality with the biggest bang for your buck. If you already have a CRM (and your team actually uses it daily), then it may be best to focus on event planning software and diagramming solutions that give event planners a way to visualize their events. However, if your sales team isn’t using a CRM yet, now may be the time to invest in a holistic solution that provides both sales tools and event management. The most underinvested area within this space lies in meetings and events intelligence solutions. Such solutions provide near instant ROI and should be considered by every type of hotel that has a decent group business mix. With a comprehensive capability at the heart of your group sales and event delivery operation, you’ll see a massive improvement in productivity, revenue, and client satisfaction.