Karisma Hotels & Resorts Goes All in on Personalization

Partnership with Salesforce and TELMEX will allow the resort company to access a continuous flow of information on guests, allowing staff to anticipate needs and provide personalized service.
Michal Christine Escobar
Senior Editor, Hotels
escobar
Margaritaville Island Reserve Riviera Maya
Margaritaville Island Reserve® Riviera Maya
Margaritaville Island Reserve Riviera Maya
Margaritaville Island Reserve® Riviera Maya

In early December, Karisma Hotels & Resorts announced a new partnership with Salesforce and TELMEX. The strategic agreement encompasses several cutting-edge technological projects that promise to redefine the landscape of hospitality services by streamlining customer relationship management and enhancing overall communication infrastructure.

The key initiatives include the implementation of a hotel Middleware, serving as the technological communication channel for applications using MuleSoft, Salesforce's premier solution for API and application connectivity. Furthermore, the initiative introduces a unified Central Rate model, positioning Karisma Hotels & Resorts at the forefront of hotel administration and offerings. The partnership also involves the implementation of Salesforce's CRM for marketing, sales, and operations while also integrating the Salesforce Einstein solutions, the world’s first CRM artificial intelligence that delivers AI-created content across every sales, service, marketing, commerce, and IT interaction at hyper-scale. The real-time data this integration provides will enable Karisma Hotels & Resorts to enhance customer engagement and adapt content dynamically within their Salesforce CRM, utilizing natural-language prompts and advanced AI capabilities to meet evolving customer information and needs seamlessly. 

To learn more about how Karisma Hotels & Resorts plans to put this partnership to good use, HT spoke with Miguel Ortiz Millan, Chief Information Officer at Karisma Hotels & Resorts.

How will this partnership improve the hotel's relationship with guests during their planning process?

Karisma Hotels & Resorts’ processes have always been centered around the guest experience. The alliance between TELMEX, Salesforce, and Karisma adds the best in CRM, agile communications capabilities, and technology applications to our hospitality experience. From the initial touchpoint with Karisma, we aim to provide the best experience and exceed guest expectations.

How will this partnership create more personalized interactions with guests?

Salesforce CRM and a continuous flow of information will allow Karisma to personalize every guest interaction. Whether a guest engages on KarismaHotels.com or places a room service order while on resort, the centralized data on guest preferences, stay history, and special requests will be accessible to our staff allowing them to anticipate needs and provide personalized service.

What kind of operational efficiencies will this partnership create for the hotel?

We're introducing several behind-the-scenes functionalities, including a controlled flow for data and applications. This ensures efficient communication between diverse data points, automating processes and enhancing transaction security. 

What is one thing you're most excited to see happen in the near future that will be directly linked to this partnership?

There is a great deal of buzz surrounding the topic of AI, and both Salesforce and TELMEX are leaders in this field. We are excited to empower our sales team with AI to help them provide the best experience for every guest interaction.

Where did the idea for this partnership come from and how long was it in the works before it came to fruition?

We have worked with TELMEX in technology integrations and communications processes for many years and know their capabilities. We have also worked in the past with Salesforce on smaller projects. We asked ourselves, “Why not create one unified business solution that covers the end-to-end journey of our customers?” After identifying that a technology solution alone was not enough, it was clear that there was a need for a hospitality touch to be embedded in the process to provide the best all-around experience for guests, which led to joining forces for this partnership.

What problems might this partnership solve for the hotel?

This partnership provides an opportunity for Karisma Hotels & Resorts to automate processes, improve data integrity, and implement standardization. Most importantly, the partnership allows us to provide an elevated Karisma experience for our guests from the beginning of their booking process to their return home from their vacation, and when they are ready to book a return stay.

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