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Hotels

Hotels are perhaps in one of the most advantageous position to profit from the growing Internet distribution channel. Whether trading as an independent property or as part of a larger worldwide brand, hotels have the handy situation in that they already have instant access to their customers’ profiles.

Analysing the behaviour of your guests is the most important starting point. In fact, even with minimal profile information, it is possible to develop the long-term relationship with your guests so that they are rewarded for their loyalty. This is achieved by developing your CRM database. But this is only half the challenge: how do you make it work to grow your e-business?

Electronic distribution of hotel room nights is approaching USD21 billion in annual worldwide revenues. In 2002, approximately 8 per cent of all hotel room bookings were made on the Internet, and there is a general industry expectation that this will rise to 20 per cent in 2005 (source: The Center For Hospitality Research, Cornel).

In addition, in the first six months of 2003, 26 per cent of all accommodation bookings came via the Internet, at the expense of both voice and GDS bookings, both of which are steadily declining (source: Cornel).

For hoteliers, the significant point to note is that achieving revenue growth via the Internet is a realistic achievable. The good news is that once you begin the “e-relationship” with your guests, they’ll be more than eager to hear back from you on your promotions. forumline has the proven expertise in e-Solutions for hotels which can deliver your e-revenues.

Contact us today for more information on how your hotel business can become more profitable online by being more customer-centric.

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