Five Reasons a PMS will Increase Your Hotel Revenue | hotel booking systems

Hotels are about the people; the people booking in for a comfortable stay and the people who work to make that stay memorable. Moreover, it is the personal touches that are remembered. Excellent and personable staff increase your hotel revenue with excellent salesmanship. And of course, by creating a desire to return to the hotel at a later date.

This is all well and good. However, the world has become technologically driven, and it stands to reason that your hotel must cater for that. Without a deeply-functional PMS, a hotel has its work cut out. There are many ways that a PMS will increase your hotel revenue. Let me walk you through the top 5.

1. Administering the customer experience

hotel customer experience | hotel software uk

If there is a member of your team hugging a desk, shuffling papers, or performing some other thankless administrative task, then they represent a hole in your customer experience. Nobody wants to be juggling bookings in a dark room, especially when they can make a difference out on the floor.

A PMS will free your staff up to interact with your guests. By taking on the clerical elements of a hotelier, they create the opportunity for customer interaction and help you build connections in a way that carves out memorable moments for guests. It's these moments your guests will consider the next time they need to make a booking in your area.

2. Increasing your hotel revenue online

online channel manager hotel | hotel management software uk

If there is one place you want to be as a hotelier, it is online. Whatever your geographical location, or additional facilities you offer, your guests are all the web. To increase your hotel revenue, your PMS needs to be capable of managing your online presence.

Most hotel guests are in your area for a reason beyond staying in a nice room for the night. They may be there to see Slipknot at your local concert venue, for instance, and those sweaty, tired rockers may not have been aware of your hotel. That is, until they were online looking for a place to stay - and it will have been your PMS that will have lured them conveniently through your door.

3. Distribution Management

hotel distribution management | hotel upselling

A PMS with a channel management function is hugely beneficial.  You can market yourself across all the OTAs and GDSs, as well as retail travel agents.

With such carnivorous competition in your market, creating partnerships in these channels is imperative.  It's important for survial, let alone increasing your hotel revenue.

It might be time to change your PMS if you are still manually updating the OTAs.

4. Transparent communication

hotel customer service tip | management systems for hotels london

Your PMS provides easy and clear communication between the various departments in your hotel. With your hotel functioning efficiently, your hotel is able to save time and offer guests a more personalised experience.

Importantly, your PMS is able to bypass unnecessary kerfuffle. Thus, you have the ability to craft moments for guests, because you will have built an environment for up-selling.  Remember - transparent communication enables you to respond to the whims and desires of your guests.

5. Profitable decision making

making better hotel business decisions | hotel software uk

Revenue and rate management in a modern PMS uses existing data to help identify trends and create profitable, enticing rate plans. With availability and competitor rates data available at your fingertips, you'll find yourself equipped and ready to react to the market.

With such information at your disposal, you can drive higher occupancy rates and implement a competitive room pricing strategy.  Manipulating this data and adjusting your rates accordingly will inevitably result in your hotel's revenue increasing - it's that simple.

Wrapping up

Yes, the hospitality industry is heavily influenced and manipulated by the human condition. But without a PMS installed into your hotel, your resources will be stretched beyond their ability to create a personal customer experience.

If you are a hotel owner, we'd love to hear how you increase your hotel revenue with your PMS. Comment below if you fancy sharing your best practices!

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Welcome Anywhere has over 30 years of experience in helping independent hoteliers deliver guests an unforgettable experience with its simple property management system that controls your daily activities. The best part -  it’s all cloud hosted! We develop scalable solutions for your property such as PMS, a Booking Engine and Channel Manager. Our team has a wealth of experience in the hospitality industry and we serve you to better serve your guests.

 

Call us today at + 44 (0) 33 0100 1090, or email us at sales@welcomeanywhere.com. We will be happy to walk you through Welcome Anywhere’s all-in-one solution for your property management needs.

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5 tips for maximising direct bookings in 2020 | hotel software uk

Hosted by TripTease, the Direct Booking Summit is now in its second year and is the first event of its kind devoted to helping hoteliers increase the number of direct bookings they receive.

The fact direct booking now has its own summit is a clear indication of how big a challenge it is for hoteliers (particularly independents) to drive bookings through their own websites as opposed to the commission-based alternatives.

The good news? If you’re an independent hotelier, there are five things you can do in 2020 to maximise your direct bookings - and they’re easier than you might think!

1. A blatantly-obvious online booking button

new website design for your hotel | hotel management software uk

We’ve offered this tip so many times in the past, but there’s no harm in reiterating it.

When you have a new website designed for your hotel, it’s easy to get lost in everything but the most important element - the call-to-action (CTA).

For a hotel, that’s the ‘book now’ button, courtesy of modern online hotel booking systems. If yours can’t be found immediately (i.e. without scrolling, or pinching to zoom on your phone [see tip 5]), you’re missing out on direct bookings - simple.

2. Nail the user experience

hotel industry tips | management systems for hotels london

A beautiful website isn’t necessarily a functional website or one that’s a pleasure to use.

Given the visual nature of this industry, we’ve seen far too many hotel websites where there has been too much time spent on the design, leaving the user experience to chance.

You need beautiful, original imagery and video if you’re to engage potential guests, but you also need to make it easy for them to navigate. Here’s our user experience golden rules:

  • Make it easy to book (see tip 1)
  • Put all of the important information within the upper-third of each page
  • Create a simple, clear menu

That’s it. Easy, right?

3. Make security a priority

5 tips for maximising your hotel's direct bookings in 2020 | hotel booking systems

Understandably, there’s a lot of nervousness about data protection and cybercrime these days, and your hotel website needs to give its visitors the confidence to hang around.

You can do this by investing in a PCI-compliant online booking system for their credit card payments, and by ensuring that you have an ‘https’ security certificate for the website. The latter displays the little padlock icon in most browsers and is an industry-standard form of security.

These little things will add credibility to your brand and encourage people to hang around long enough to book.

4. Rate parity

rate parity to maximise direct bookings | hotel upselling

If you’re advertising rates higher or lower on your website compared to the OTAs, you’ll be both breaking their rules and confusing guests.

Sound odd? Not really. Guests want transparent pricing, and finding multiple prices for the same room at the same hotel across multiple websites including your own doesn’t exactly inspire confidence. Why are they different?

If you have price parity across all of your online channels, the choice of booking method for the guest will usually come down to whichever website they land on when they’re at the buying stage of the customer journey. If yours keeps them engaged and makes it easy to book, why would they head back to an OTA?

5. Mobile compatibility

5 tips for maximising direct bookings in 2020 | hotel booking systems

Test your hotel website on your mobile phone.

Most of the people who visit your website will do so on their smartphone. And that means everything should auto-adjust to fit any screen size, while keeping that all important CTA (re-read tip 1!) front-and-centre.

Whats the experience like? Painful?

You’re missing out on direct bookings!

Wrapping up

You’ll never achieve 100% direct bookings for your hotel. If you do, we’d love to hear from you.

But you won’t - sorry.

That doesn’t matter though, because by using our tips above, you’ll significantly increase the portion that originate from your own website and in turn establish a brand that people want to return to again and again.

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Welcome Anywhere has over 30 years of experience in helping independent hoteliers deliver guests an unforgettable experience with its simple property management system that controls your daily activities. The best part -  it’s all cloud hosted! We develop scalable solutions for your property such as PMS, a Booking Engine and Channel Manager. Our team has a wealth of experience in the hospitality industry and we serve you to better serve your guests.

Call us today at + 44 (0) 33 0100 1090, or email us at sales@welcomeanywhere.com. We will be happy to walk you through Welcome Anywhere’s all-in-one solution for your property management needs.

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How To Create A Killer Room Rate Strategy For Your Hotel | Hotel Software UK

We can write teaching-gran-to-suck-eggs articles about being customer focussed on repeat until they become white noise. And it stands to reason; your hotel's warm and friendly experience will always be top priority. However, you can't provide warmth or friendship if there's nobody booked in to experience it.

You're still running a business, after all... right?

Those doors need to swing open; heads need to hit pillows. Your hotel may have a parade of loyal customers coming back to you every time they're in the area, but how often do they visit? You still need a murderously good room rate strategy for your hotel.

Here are a few ideas to get as many guests as possible through your door.

Adopt Psychological Pricing

Psychological Pricing | Hotel Upselling

This might just be the oldest trick in the book - but still one of the best.

We know there's no tangible difference between £99 and £100. When you have time to weigh it all up and talk about it, there isn't a lot of value that can be found in the £1 you're losing. But when people are comparing prices and looking to book online, £99 looks a lot cheaper.

In fact, it looks almost £10 cheaper!

Keep an eye on the competition

Create Room Rate Strategy | Hotel Management Software UK

If your hotel's struggling to get people through the door, there's a good chance that it might be happening to other hotels in your area, and some of them may have tried to counteract the quiet period by creating a low room rate strategy.

It's always good to know what your competition are doing.

By using your PMS, researching OTAs, or by using social listening techniques on Twitter and Facebook, you can keep tabs on them. If a competitor's basic room price is lower than yours, then combat it. Can you lower your price to match? Can you add something of value to your own room to capture the interest of potential guests?

Offer packages

Create a Room Rate Strategy | Hotel Booking Systems

Is your hotel just a building full of beds? Does it have a restaurant in which you could add a set price for a meal? A free breakfast, perhaps? If your hotel can add value to the customer's stay, then go ahead and create the ideal package for your guests.

Even if there's little extra you can offer, you can create great experiences by partnering with other businesses in the area. Between you and the local golf course, for instance, can you work together and create a package with great value? And what about local attractions and museums?

There's always opportunity to add value to your customers stay, whether you have extra facilities or not.

Implement a length of stay strategy

How To Create A Killer Room Rate Strategy For Your Hotel | Hotel Upselling

Is your hotel in a bustling city? Is there a local festival or attraction happening? Could it be that there is so much to do that it might just take more than one night to make the most of the trip?

A convincingly low price on multiple nights might just tempt your guests into elongating their visit. Even if this sounds like you're losing money on the room, you may just make up for it at the bar and restaurant.

Wrapping up

For some hotels, standard room rates are as much a fixture of the hotel as that great big tree in the car park. However, some things shouldn't be quite so immovable. By using real-time data, and creating tantalising offers you could still attract people through the door.

Look at your room rate strategy often. In fact, look at the OTAs and GDSs on a near daily basis to see what's happening in the market. I am sure, with one of these strategies, you'll be filling your hotel in no time!

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Welcome Anywhere has over 30 years of experience in helping independent hoteliers deliver guests an unforgettable experience with its simple property management system that controls your daily activities. The best part -  it’s all cloud hosted! We develop scalable solutions for your property such as PMS, a Booking Engine and Channel Manager. Our team has a wealth of experience in the hospitality industry and we serve you to better serve your guests.

Call us today at + 44 (0) 33 0100 1090, or email us at sales@welcomeanywhere.com. We will be happy to walk you through Welcome Anywhere’s all-in-one solution for your property management needs.

Read More