Author: Alba Navarro

Is Your CRS-CRM Integration Sabotaging Guest Experiences?

Imagine a guest is excited about their stay at your hotel. They’ve booked a room, expecting a seamless experience. But, behind the scenes, your systems – CRS (Central Reservation System) and CRM (Customer Relationship Management) – are barely speaking to each other. The result? Miscommunication, missed opportunities and a frustrated guest who doesn’t feel valued.

This is the reality for many hotels using poorly integrated CRS-CRM systems. When these systems don’t work seamlessly, the cracks start to show. 

Here’s what happens:

1. Fragmented Data:

When your CRS and CRM aren’t natively integrated it means they aren’t connected directly, so can’t share data and communicate with each other. This results in data transfer being delayed, incomplete or outright wrong. And it means your front desk might not have real-time access to a guest’s preferences or loyalty status. The personalized service that guests expect? It gets lost in the shuffle.

2. Missed Upselling and Loyalty Opportunities:

Without seamless integration, hotels miss out on key moments to upsell or offer personalized rewards. Think about it: if your CRM doesn’t immediately tell your CRS that a guest has earned loyalty points or is eligible for a special offer, that opportunity is gone. Your guest ends up feeling like just another booking instead of someone who deserves tailored treatment.

3. Increased Labor and Manual Work:

A poorly integrated CRS-CRM creates more work for your staff. Manual data entry to fill in the gaps becomes a daily burden. Not only is this likely to result in human error, it also takes time away from high-value tasks like engaging with guests or improving operational efficiency.

4. Higher Reliance on OTAs:

When you can’t effectively use your own systems to attract and retain guests, you end up relying on third-party Online Travel Agencies (OTAs). While OTAs bring in bookings, their high commissions eat into your profits, making it harder to run a sustainable operation.

The Solution: Native Integration

A natively integrated CRS-CRM solves these issues by allowing real-time, seamless data sharing. Guests are recognized immediately, their preferences applied automatically and upselling happens effortlessly. Your staff spends less time on manual processes and more time creating unforgettable guest experiences.

More importantly, with native integration, you reduce your reliance on OTAs, driving more direct bookings and lowering your distribution costs. It’s a win for your hotel, and your guests.

In a world where personalization drives loyalty, can your hotel afford not to integrate?

Posted in Industry Trends

The rules of online visibility are changing – thanks to Google’s generative AI search

For years, staying visible online was relatively straightforward. You’d optimize your site with keywords, stuff your pages with content and hope Google ranked you well. The strategy was simple: more words, more keywords, more traffic. 

But then Google flipped the script. 

With the introduction of generative AI search, Google has moved from static search results to dynamic search “threads”. Now, instead of resetting after every query, the search evolves. Users refine their searches and Google’s AI adapts, narrowing down the results based on previous inputs. In this new system, flat keyword stuffing just doesn’t cut it anymore.

But, here’s the problem: many hotels are still stuck in the old mindset. They’re relying on outdated SEO practices, producing spammy, irrelevant content that no longer works. And the result? They’re becoming invisible in search results.

So, what should hotels do?

– Stop keyword stuffing. That era is definitely over. Google’s generative AI focuses on “relevance”. If your content isn’t useful or doesn’t answer real questions, you’ll be pushed aside.

– Create human-like content. AI can help get you started, but it can’t finish the job. Hotels need to move beyond robotic, AI-generated content that lacks personality and connection.

– Answer real guest questions. Think about the most common questions your guests ask when they check in. Answer those directly in your content.

– Use FAQs strategically. Don’t bury FAQs on a generic page. Place them exactly where your guests need them. If someone is reading about your golf course, include the related FAQs on that same page.

– Respond to reviews. Google’s Gemini AI is layering this new technology into everything – hotel reviews, business listings and search results. Make sure you’re responding to reviews and engaging with guests because that’s the content that will stand out.

The hotels that thrive in this new landscape will be the ones that adapt quickly. They’ll create content that feels natural, answers real questions and resonates with both search engines and humans.

**Generative AI isn’t just a trend – it’s the future of search.**

The question is: will your hotel rise to meet it, keeping you always ahead or just get left behind?

The choice is yours.

Posted in Industry Trends