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Published on : Tuesday, June 9, 2015
To enable marketers to improve on hotel-to-guest communications and track the success of each triggered marketing campaign, RMS Hospitality Solutions will demonstrate new Guest Marketing and Enterprise Reporting tools at HITEC next week in Austin, Texas. The RMS Guest Marketing suite enables hoteliers to send triggered correspondence, such as surveys and thank-yous, at pre-determined intervals to guests before, during and after each stay. The new Enterprise Reporting tool pre-schedules batch reports — by group, hotel, region, room type etc. — to the inbox of department managers or enterprise executives when they want it and as often as they need it. These solutions and many others that reside in The Hospitality Cloud will be on display June 16 to 18 at the Austin Convention Center in Booth 2207.
Guest Marketing and Enterprise Reporting are features of the new RMS 9+ property-management system. PMS is just one of several a la carte technologies that make up The Hospitality Cloud; channel management, business intelligence, tour desk, and preventive maintenance also reside in The Hospitality Cloud, and each element is designed to improve reservation management efficiencies and increase bookings via seamless, real-time online bookings and channel management integration. More than 4,000 properties in 25 countries currently rely on RMS for their property solutions, of which 60 percent are now fully operating via the cloud.
“Today, when you go to a restaurant, typically a greeter welcomes you, takes you to a table and provides you with menus; then a server brings you drinks and takes your order, and while you wait, a bus boy or other service staff stops to refill your water glass and see anything else is needed. Moments after the food is brought to the table, the server returns to make certain that everything is okay with the meal. This is the epitome of hospitality,” said David Jones, RMS global director of sales and marketing. “Why is it that restaurants get the service standard right, but hotels continue to do it wrong? Typically once guests get to their rooms, they don’t hear from anyone at the hotel until three days after they return home.
“At RMS, we are enabling hoteliers to engage more often with guests by bridging the communications gap from the moment a reservation is made,” Jones said. “Our new Guest Messaging feature enables marketers to send pre-stay correspondence just minutes after booking, thanking each guest for selecting the hotel and letting them know that hotel staff are eager to hear from them. Pre-scheduled communications can be sent via email or text that promotes services and encourages early reservations prior to arrival. Immediately after a guest has arrived, 9+ will trigger another message thanking each guest for checking in and advising what to do next if anything further is needed.”
The RMS 9+ HTML editor gives hotels the ability to create personalized messages that are used in conjunction with the system’s report writer. This tool can interrogate every field and every action in the system to select a targeted list of people for correspondence. For example, hoteliers can generate lists of people with the last name beginning M to Z, people who arrived between 10:00 a.m. and 10:00 p.m. on a given day, people who came from the Eastern time zone, or people who traveled with kids and requested information on family activities. The system can easily drill down from 100,000 names to 1,000 names to identify the right people for the right message or offer. Then, hoteliers can monitor the success of the campaign by the open/click-through rate.