Personalized Guest Communication in the Hotel: This is how intelligent the Use of HubSpot is in the Hotel Industry

Are you already inviting your guests to have personal communication with your hotel? Do you accompany them along the entire customer journey with tailored interactions based on individual wishes and needs? Do you offer your guests a unique experience – with communication that is as individual as your guests themselves?

Remember, every personal interaction creates treasured memories and real connections with your hotel at every single touch point. Because guests who feel that their concerns are deeply recognized and valued will want to visit your hotel several times and enthusiastically recommend your special service to others. This conviction leads to a valuable, lasting boost of your reputation.

HubSpot may not be your first association when it comes to a tool for handling individual customer communications in the hotel industry. However, if used in the right way and place, this platform can become your decisive advantage.

Have you ever contemplated the fact that all of our exchanges and relationships are based on communication? Even the influential communication scientist Paul Watzlawick once made the famous statement “You cannot not communicate”.

Interpersonal relationships are characterized by constant exchange. So you are constantly conveying a message, verbally and non-verbally.

When it comes to addressing customers in the hotel industry, this insight demonstrates that every contact, every message and even non-response has an effect on the relationship and shapes the impression of your guests.

Through digital communication via a CRM system, you interact very closely with your guests, adapt your offers and services precisely to individual wishes and expectations, and always communicate personally, efficiently and appreciatively.

The right feeling and knowledge of your guests' expectations and needs creates a stable, trusting relationship with them.

• Even more guest satisfaction: Your guests become more committed to your hotel business because they have seamless, positive experiences in communication that they want to repeat.
• Better reviews: Happy guests want to share their experiences with others. They become convinced advocates of your hotel on social networks and review platforms.
• Increased sales: Personalized offers and up-selling options attract interest from the target group because you tailor your offers precisely to the preferences of your guests. This way you increase revenue without ever appearing intrusive.

What Challenges does the Hotel Industry face?

Fragmented data, increasing revenue expectations and changing guest expectations are just some of the challenges that the hotel industry has to overcome every day. Added to this are missed opportunities in the digital optimization and automation of many processes and an overhead that ties up resources unnecessarily and can become a hindrance to competition.

In one word: Yes. But how?

Hubspot equips your hotel business with a highly efficient, seamlessly connected central system. In this way, you manage and bundle all of your guests' data, can connect the platform to other systems and have a perfect central location for personalization, higher direct bookings and optimized guest service.

Personalized guest communications: HubSpot gives you the ability to segment and automate. For example, you can classify guests according to their preferences and send them tailored offers for room upgrades or special events - even during their stay in the hotel.

Automated workflows: Your team has more time for individual guest support when HubSpot takes care of recurring tasks. The system handles and automates emails, feedback surveys and follow-ups.

Real-time analytics and reporting: HubSpot provides you with detailed insights into the efficiency of your activities. You recognize the preferences of your guests and receive valuable feedback.

Of course, there are a number of specialized systems that are tailored to the needs of the hotel industry and also offer good solutions. Especially in the segment of small and medium-sized guest houses or boutique hotels, you are actually very well looked after and switching to this digital solution would be less advisable due to the costs and complexity of the system.

For ambitious hotels as well as larger hotels and hotel chains, HubSpot has a decisive advantage: As an all-in-one platform, it combines four strong and well-developed core areas that, when combined, 
can perfectly cover your guests' customer journey and accompany them highly efficiently.

These core areas intertwine seamlessly and support you in interacting very personally at every point of contact and giving your guests that special something in communication.

With HubSpot, hotels can optimize their operations, better understand their guests and create an outstanding guest experience that ensures long-term competitive advantages.

1) In the Marketing Hub, you identify and segment your guests according to their preferences, booking behavior and interests. You create professional content strategies for your hotel's appearance on social media channels, for example. You can use automated email campaigns to send personalized welcome and follow-up emails to your guests and generate leads to landing pages or booking inquiries. You measure your performance in detailed and meaningful analysis tools and reports.

Example: How your marketing team develops guest-focused promotions for the off-season.

2) The Sales Hub provides a 360-degree guest view of customer needs and upselling options, pipeline management to clearly organize booking requests or follow-ups, and automation options for email reminders for open offers or incomplete bookings.

Example: This is how your reservations team responds automatically and personalized to requests for group bookings.

3) In the Service Hub, you record and process inquiries and complaints centrally and efficiently in the ticket system. You offer fast support via email, live chat or chatbots and can quickly identify weak points and increase your service quality using feedback management. For even more service, HubSpot lets you build helpful knowledge bases or FAQ pages where you can easily clarify questions such as check-in or check-out in a generally accessible manner.

Example: This is how your customer service quickly clarifies and resolves damage reports to the satisfaction of the guests.

4) The CMS Hub lets you create personalized websites with offerings based on user behavior, location, and language. You can easily manage seasonal offers and increase direct bookings through targeted SEO activities.

Example: Your web team automatically generates the content of your hotel page in the respective national language of your guests.

You have probably already realized it by now. A scalable CRM system like HubSpot is a strong companion for the customer journey in the hotel. And you've also already recognized your options. If you are inclined to use HubSpot for personalized and automated addressing in your hotel, we would like to provide you with some valuable considerations:

Does HubSpot potentially meet your hotel's needs and resources better than your current hotel CRM?

Can your existing system be personalized or does it have ways to connect to HubSpot?

Could segmentation and personalization be crucial milestones for your marketing or business?
Can an audit of the current infrastructure and data situation possibly be useful to identify potential or quick wins for the future?