The hospitality industry is rapidly evolving, and one of the key drivers of growth today is the smart use of technology.
At a recent event hosted by Net Affinity, over 40 hoteliers gathered in the heart of London at DUKES Mayfair for an insightful panel discussion on how to harness technology to drive guest profitability.
Moderated by HOSPA CEO Jane Pendlebury, the panel featured prominent experts from across the industry, each sharing valuable strategies for integrating technology into hotel operations to enhance profitability.
Integrating a Tech Stack to Maximise Efficiency
Antje Kurd from Loxo Solutions set the stage by emphasising the importance of an integrated tech stack for any hotel.
At the core of this setup is the Property Management System (PMS), which serves as the foundation for data management and operations.
Kurd highlighted how effective integrations between the PMS and other systems streamline hotel operations, ensuring that hoteliers can maximise the use of their data, ultimately improving guest experiences and boosting profitability.
Enhancing Guest Experience through Data and CRM Systems
Dermot Herlihy, General Manager at DUKES London, focused on going beyond the PMS by leveraging loyalty programs and CRM systems.
By using data to personalise guest offerings and communication, hotels can create memorable experiences while optimising operations.
Herlihy also addressed the risks associated with a lack of system integration, warning that disjointed systems can negatively impact the guest experience, leading to dissatisfaction and loss of revenue.
Boosting Profitability through Targeted Upselling
Marion Abbey, Senior E-commerce Manager at Net Affinity, shifted the conversation to practical ways hotels can increase guest profitability through their Internet Booking Engine (IBE). She explained how targeted upsells and extras can significantly boost a hotel's revenue.
Abbey also emphasised the importance of understanding guest personas and business seasonality. By identifying the most profitable customers and the right timing, hotels can create tailored offers that resonate with their guests, driving higher revenue.
Ancillary Products as a Revenue Booster
Karim Kassam, Founder of ZIZ Hospitality and Managing Director at Horwood House, shared a real-world success story of how his Milton Keynes hotel used ancillary products, such as vouchers, to enhance the booking journey.
This approach not only increased revenue but also improved the guest experience. Kassam revealed that since implementing their digital strategy, Horwood House has seen a 48% increase in mobile bookings, with their voucher platform generating over £11,000 in December alone.
Connecting Through Networking
Our commitment to helping hotels leverage technology to grow profitability was evident throughout the evening. As an industry leader, we continue to innovate and provide the tools hoteliers need to thrive in the competitive online landscape.
In an industry as dynamic as hospitality, staying ahead requires leveraging the right technology. By integrating systems, using data to personalise guest experiences, and strategically upselling, hotels can significantly enhance guest profitability. Events like this are essential for sharing insights and fostering innovation, ensuring that hoteliers remain competitive in the digital age.
For more information about Net Affinity and their range of hotel technology solutions, visit our website.