Hotel CRM
Your CRM Knows Too Much—and the Guest Is Starting to Notice
Hotel CRM can strengthen recognition and loyalty, but outdated, excessive or context-free guest data can turn personalization into discomfort. I examine where useful memory…
Customer Experience (CX)
10 articles available in English.
NEW PUBLICATIONS
Keep reading
Operational Performance
One Request, One Time
A guest should not have to repeat the same request to Reception, Housekeeping, Maintenance or F&B. I examine the operational cost of repetition and…
Hotel Strategy
The Invisible Guest: Why the Hotel Experience Belongs to More Than the Booker
A hotel stay rarely belongs to one person alone. The booker may not be the payer, decision-maker, primary user of services or the person…
Premium Publications
The Third Dimension of Hotel Guest Feedback: Knowing When to Act
For years, hospitality has focused on understanding what guests want and how they feel. But there is a less explored third dimension of guest…
Premium Publications
AI Shouldn’t Give Hotels More Answers. It Should Help Us Make Better Decisions
Artificial intelligence is expanding hotels’ ability to analyse information, but more answers do not automatically lead to better decisions. This article argues for moving…
Recommended Publications
The Survey Is Dead. Long Live the Conversation
Traditional guest satisfaction surveys are losing effectiveness: they arrive too late, create friction and deliver increasingly limited insight. Hospitality needs to move towards conversational…
Premium Publications
Anatomy of an Irrelevant Hotel Product
Most hotels are not truly competing through differentiation. They are fighting to survive in a market where their proposition is unclear or irrelevant. This…
Strategic Planning
The Real Cost of Lacking a Hotel Identity
Trying to appeal to everyone is one of the most expensive decisions a hotel can make. When a property fails to define what it…
Strategic Planning
The Ideal Guest Strategy
Defining the ideal guest is one of the most important strategic decisions in hospitality. This article presents a practical framework to identify the guest…
Premium Publications
EX and CX as a Brand Strategy: The Consistency That Builds Hotel Value
Aligning employee experience (EX) and customer experience (CX) is not a luxury but an essential hotel brand strategy. When teams genuinely live the service…