CRM integration and automation success story

The Challenge

Today, the most important asset of a business, especially in the tourism sector, is your client. However, the acquisition and preservation of contacts, sales opportunities and reservations is a complex task for hotels today. On one hand, there is high competitiveness in the sector; on the other hand, a dispersion of contacts of clients with the hotel chain hinders the communication of their patterns of behaviour as consumers.

The formula of any successful hotel company on the Internet is the thorough knowledge of the needs of their prospects during their shopping cycle, which we have come to know as the traveller's journey, without which it is impossible to implement communication, conversion and retention strategies that continue to achieve results long term However, the follow-up of the clients throughout their cycle is increasingly complicated for marketing and sales departments without the use of the appropriate tools, especially since the implementation of the GDPR (General Data Protection Regulation).

Therefore, Alua Hotels & Resorts, as a young chain that acquired hotels with an inherited guest base and with common challenges in the sector, was aware of its need to collect clean data of its clients from different sources and contact channels, to store them in a single place and manage them with a single tool. A tool that allows for analysis of the different phases of your clients' cycle (decision-making process, time of booking, the stay and return) to implement the most appropriate marketing and sales strategies that will easily adapt to new data protection regulations.