While all hotels have a good amount of guest data to use, very few feel confident that the data they do have is structured in a way that’s useful to them. This has big implications for the hotel’s bottom line.
The second biggest pain point for hotels is staff lacking the knowledge and skills to use the CRM effectively. No one goes into hospitality because they’re data experts, so having a CRM solution that makes it easy on the users is going to have a direct impact on the effectiveness of CRM.
The third biggest CRM challenge hoteliers face is the limitations of the CRM solution itself. This is a complex issue, but when investing in a CRM solution, first and foremost you want to invest in a hospitality-specific solution.