The effective use of CRM in the Croatian tourism industry

When I started working in the tourism industry here in Croatia, I started using the V8 version of Fidelio. Using it on a daily basis, I began to realize its great potential in retaining old customers. In today’s business climate, it is imperative to retain your customer, as your purchasing power is greater than that of the new customer, who still needs to be sure of the quality of your services.

I maintain that the success of any hotel lies in the organization of its services. Two things come to mind, the food and the spa treatment. The CRM system, which is well organized, will give you an idea of ​​each and every guest’s daily meal plan. Assuming that every guest eats breakfast, which is pretty much the norm these days, and assuming that a certain amount of food needs to be prepared for dinner for HB guests, a closer look at the CRM system will definitely allow you to offer these guests who They are your standard BB dinner at reduced prices. However, the entire process must be carefully organized, as you will only have one chance to do it.

Diners seek variety and that is why the dinner offered must be executed in the appropriate manner. Most of the work will fall on customer service to carry out this operation. The simple fact is that the preferred type of communication with the guest is oral where attributes like smile, flowery setting and soft voices will win over the guests. To carry out an operation of this type, you need an outdoor restaurant and the terrace restaurant, both restaurants must be a la carte, the terrace restaurant with very expensive food that would serve as a kind of bait and the open air . one, preferably located next to the pool that would be the center of operations. The only possible solution is the open barbecue of fish and meat. By offering these types of foods, one will eliminate waste. However, on the other side of the spectrum, there is the question of the service that must be bypassed. It is completely inconvenient for paying guests to go get their own food. Therefore, there should be two serving units close to each other and a server should be assigned to each table.

When it comes to spa treatments, once again, a careful look at the incoming guest list would determine the spa center’s offer. The universal treatment that you can’t go wrong with is massage. It is important for the CRM system to note all attempts to reach out to the guest, as negatives can turn into positives, especially if the hotel chain is a member of the larger luxury rewards program.

To conclude this short review, in my experience, CRM systems are underutilized, but to maximize them, staff need to be properly trained and rewarded because these sales initiatives need to be properly awarded.