Check out our other 2020 Hotel Visionary Award Winners
We also awarded Hyatt, Edwardian Hotels London and Motel 6 with a 2020 Hotel Visionary Award! Check out their stories here.
However, the results of this technology project encompass so much more than that. For example, not only are all of RLHC’s 1,100+ properties connected to its CRM and loyalty platform (previously only 275 were), but also RLHC can match reservations made via OTAs to loyalty data stored in its custom CRM solution. Additionally, RLHC improved the new-member sign-up process and loyalty award credit request process for hotels via an internal hotel owner’s portal they already have access to. The previous platform required a separate portal and log-in process to access these hotel-facing functions. And a new loyalty award rule management system with a business user-facing interface allows the loyalty team the ability to setup ad hoc automated award rules without vendor or internal IT team support. A large part of loyalty is marketing, and with the new system, RLHC found it was able to reduce the time to implement a promotional campaign tied to loyalty awards from between 7 and 14 days to just one hour. In addition to increased performance, the solution is now able to provide reliable tracking of email delivery, opens, and clicks that were previously unavailable.
Reliable data and analytics is also important for hotels to interact with guests effectively, and this new integration layer allows RLHC’s internal teams visibility into reservations for all guests (regardless of loyalty status), allowing for a 360˚ view of the customer for the purposes of segmentation, reporting and analysis, marketing automation, loyalty currency award (ad hoc and automated processes), and more. A combined feed of PMS data via HAPI, and integrations with the SynXis and Windsurfer CRS platforms to the RLHC Integration Layer has resulted in reservation, loyalty and guest data being delivered in real time to both the new CRM and RLHC’s back end Enterprise Data Warehouse, when the company had to previously wait overnight for this data.
In the near future, Edwards believes this technology will improve via an artificial intelligence integration that will interact directly with guests to answer questions specific to their reservations and RLHC hotels.
“Additionally, with the new CRM and Integration Layer connecting multiple systems, we can begin to expand these solutions to allow for improved customer service,” Edwards notes. “Cutting down the time for guests to get answers to their questions, while giving time back to hotel operations through new technology is an exciting project moving forward.”