This text is part of the special Business Tourism section
According to a survey carried out by the Association hôtellerie Québec (AHQ) in 2023, the hotel industry will be lagging behind in terms of digital transformation. In particular, we discover that 58% of respondents do not have any tool for managing their customers, an omission that costs them dearly in terms of time and lost profits.
“We need to update ourselves technologically to remain competitive,” says Véronyque Tremblay, President and CEO of the AHQ. “In another era, all you needed was good wifi. Now it takes a lot more to attract customers. »
Various tools are now available to hotel owners, allowing the management of customer profiles, reviews left online, prices, and even digital keys. The CEO, however, qualifies: “Each hotelier must evaluate whether the technologies are useful to him. » A family B&B might not benefit from digital locks, but a hotel aimed at young, trendy professionals would.
One thing that should not be overlooked is the establishment’s online presence. Before making a reservation, more than 95% of potential customers consult hotel reviews and websites, notes Véronyque Tremblay. To stand out, an up-to-date website with professional photos of rooms is essential. It is also essential to respond to comments left by former customers. “Otherwise, the reputation of the establishment will suffer,” she recalls.
A multitude of tools
To navigate the jungle of technological tools, hoteliers can turn to consultants like Hotelus Digital, which collaborated on the survey. On its site you can find an up-to-date list of tools that meet the needs of Quebec establishments. “We evaluate all the software to ensure that it works well in French and English and that it complies with taxation in Quebec,” underlines Michel Poirier, president of the company.
A tool will be found at the heart of the hotel, he believes: the PMS ( property management system). There you can manage room prices, staff and services such as the spa or restaurant. “Different applications will be grafted around this,” explains the founder of Hotelus Digital.
You then have to think about booking rooms. Ideally, a potential guest will be able to complete the transaction directly on the hotel’s website, as electronic travel agencies like Booking and Expedia keep around 20% of the amount. A presence on the sites is still essential, according to Michel Poirier, because it increases the visibility of the establishment.
Ultimately, a hotelier may want to adopt a CRM (customer relationship management). This is the software in which the information of all customers will be listed and from which information can be drawn for possible marketing campaigns. “We can follow up with customers, send them a message that says: ‘You came last year for Valentine’s Day, so you might be happy to know that we have a special this year.’ », Illustrates the consultant.
Time and money
Only one problem with all these tools: their adoption requires time and money. “The survey revealed that 60% of hoteliers invest less than 2% of their room revenue in technology,” laments the CEO of the AHQ. In most cases, it’s because they lack the manpower to do it. Only 54% mentioned a lack of financial means. » This situation places hoteliers – the majority of whom are independent – in a vicious circle: technologies would save staff time, but implementing them is impossible, because it would be too time-consuming.
One metric particularly concerns the CEO: it costs 20% more to attract a new customer. “We have to invest in promotion, package pricing, we have to look for it,” she sums up. In return, a customer who we manage to retain, perhaps thanks to automated campaigns or a post-stay survey, will bring in more money with less effort.
“Today, the customer is able to do everything themselves,” notes Véronyque Tremblay. For as little as a hotel offers, they can check in on their phone, receive a digital key, or even order food. All actions that can free up time for staff, who will be more available to devote themselves to the main task: guaranteeing an unforgettable stay.
This content was produced by the Special Publications team at Duty, relating to marketing. The writing of the Duty did not take part.