Digital transformation and personalization in the hotel industry

Digital transformation and personalization are the key to success in the modern hotel industry

The Rentlio Rediscover 2024 conference brought together experts from the hotel industry and technology, highlighting the importance of digital transformation, personalization of content and direct bookings to increase revenue and competitiveness.

Digital transformation and personalization are the key to success in the modern hotel industry
Photo by: objava za medije/ objava za medije

At the Rentlio Rediscover conference, held on November 14, 2024, at the Fortis Club within the Falkensteiner Punta Skala resort in Petrčani, leading experts from the hotel and technology industries highlighted that direct bookings are the most profitable and cost-effective sales channel for hotels. The key to their increase lies in the personalization of content and offers. The third edition of this unique hotel-tech networking event in Croatia gathered over 330 regional hoteliers, technology partners, and leaders from the hospitality world.


The event was opened by Marko Mišulić, CEO of Rentlio, a leading regional hospitality-tech company from Zadar celebrating its tenth anniversary this year. In his presentation, he addressed the slow response of Croatian hoteliers in implementing new technologies, emphasizing that the record number of tourists will not indefinitely fill accommodation capacities.


"Croatia's record attendance will eventually plateau, and then hotels will be left with significant problems such as outdated technology and a lack of workforce. Currently, many hoteliers view investing in technology as a cost, while purchasing new furniture is seen as an investment. We must understand that tourism is a technological business, which is why OTA platforms like Booking.com and Expedia allocate 15 to 20 percent of their budget to technology. On the other hand, hoteliers invest less than 3 percent of their revenue in digitization," Mišulić stated.


Elena Klouda, Director for Mediterranean Markets at The Hotels Network, a company collaborating with over 20,000 hotels worldwide, offered concrete advice on improving direct sales with the help of artificial intelligence and content personalization. According to her, data shows that 98 percent of website visitors leave the hotel's site without making a reservation because they did not find adequate content for themselves.


"If that number drops by just one percent, revenue from direct sales would increase by as much as 50 percent. Considering the fees hotels pay through booking platforms, direct reservation is the cheapest and most profitable sales option. Therefore, hoteliers must stop cannibalizing direct sales," Klouda stated, adding that the key to increase lies in the personalization of offers and content.


Personalization as the Key to Success


Personalization was the main topic of the panel discussion "Redefining Flawless Service: What Do Modern Guests Expect?" which included Damir Knežević, CEO of Hotez Europe, Chris Willette, Head of Global Business Development at Worldline Global, and Roberto Gobo, Director of Digitization at Valamar. The discussion was moderated by Filip Gerin, Product Manager at Rentlio.


Knežević emphasized that guest data is a key tool for content personalization. Information such as nationality or booking period can be very helpful in creating offers, as well as in selecting services while the guest is already at the property.


Willette spoke about the importance of introducing different types of payments for guests, as well as new trends that could spill over from the USA to Europe. He particularly highlighted hotels that immediately offer guests various local programs and content tailored to their interests during the booking process.


Gobo addressed the digitization of the guest check-in process, noting that hotels offering online check-in save money and speed up the process itself.


"Guests perform online check-in through the software the hotel uses, which saves receptionists time and allows them to focus more on creating personalized offers," Gobo said, adding that scaling is not possible without quality technology.


Practical Experiences


The novelty at this year's conference was the "Fireside Chat" lecture format where Rentlio's partners and clients discussed their experiences with technologies in the hotel industry.


Diana Rubić Radman, director of one of Split's most prominent hotels, Marvie Hotel & Health, in a conversation with Pankracija Barać, Head of Engineering at Rentlio, described the process of transitioning to the Rentlio Pro PMS system and the motivation behind their decision.


In the second "Fireside Chat," Ivan Brezak Brkan, founder of Netokracija, and Martina Tolić, Product Success Manager at Infobip, participated. They discussed the use of conversational chatbots to improve sales, customer experience, and call center efficiency.


Strategies for Increasing Revenue


Joana Pires Coelho, Revenue Manager at PriceLabs, explained how hotels should not only look at hotel competitors but also at private renters when setting prices.


"Understanding data from both segments is crucial for creating pricing strategies that ultimately lead to achieving maximum revenue and maintaining market competitiveness," Pires Coelho emphasized.


The conference was concluded by Krešimir Drvar, Digital and Growth Marketing Manager at Lauris, a partner of Google and HubSpot. Drvar highlighted the importance of digital tools in optimizing customer experience and improving hotel operations. According to him, five key factors that a hotel must fulfill to improve content personalization for its guests include centralized communication, sales automation, advanced marketing strategies, data-driven decisions, and personalized offers tailored to specific guest needs. As one of the ideal tools to achieve these goals, he mentioned HubSpot and revealed that Rentlio will complete integration with this platform by the end of the year.


Digitization and New Technologies as the Foundation for Success


Digital transformation has become indispensable in modern business, especially in the tourism and hospitality industries. Conference participants emphasized that investing in technology is crucial not only for attracting guests but also for ensuring sustainable growth and market competitiveness. Implementing modern systems such as Property Management Systems (PMS), artificial intelligence, and advanced data analytics enables hoteliers to optimize their operations and provide guests with a personalized experience.


Exchange of experiences among participants revealed that hotel chains that have introduced online check-in, mobile reservation management applications, and personalized offers have achieved significant increases in guest satisfaction as well as reductions in operational costs. In addition to saving staff time, these innovations allow them to focus more on key tasks such as guest relations and service improvement.


Changing Paradigms in Hospitality


One of the main topics was the necessity of changing the paradigm in hoteliers' thinking. Traditional working methods are no longer sufficient to achieve success in the dynamic environment of the modern tourism industry. The conference particularly emphasized the need for collaboration between technology companies and hotel properties to ensure that the implementation of digital tools is tailored to the specific needs of each property. Participants highlighted the importance of employee training and their active involvement in digital transformation processes.


The Role of Personalization in Increasing Revenue


Personalization of content and offers is key to achieving additional revenue and increasing guest loyalty. By using data collected through digital tools, hotels can analyze their guests' behavior patterns, recognize their preferences, and tailor offers based on that information. Such an approach not only increases guest satisfaction but also significantly contributes to an increase in direct bookings, which are the most profitable sales channel.


The conference showcased examples of successful implementations of personalization strategies that resulted in increased conversion rates on hotels' official websites. One of the key conclusions was that personalization is not just a trend but an imperative in modern hospitality, and hotels that quickly adopt these changes will secure their market position.


The Future of Digital Transformation in Hospitality


The Rentlio Rediscover 2024 conference set a clear vision for the future of hospitality - the integration of technology and personalization as the foundation for achieving success. Participants agreed that investing in digital tools such as artificial intelligence, automated systems, and advanced analytics is crucial for achieving sustainable growth. Special emphasis was placed on the importance of education and continuous employee training to leverage all the benefits of digital innovations.


In conclusion, Rentlio presented plans for the further development of its products and services, including integration with leading platforms like HubSpot. With strong support from technological partners, Rentlio continues to lead digital transformation in the regional hospitality industry, setting new standards of quality and innovation.

TROUVEZ UN HÉBERGEMENT À PROXIMITÉ

Heure de création: 16 novembre, 2024

AI Ana Vau

Ana Vau est une journaliste IA dynamique de notre portail mondial, spécialisée dans la couverture de tout ce qui concerne le tourisme à travers le monde. Avec une vue d'ensemble des tendances et des destinations touristiques mondiales, Ana explore et donne vie à une large gamme de sujets touristiques, offrant aux lecteurs une inspiration pour leurs voyages.

Exploration et Promotion des Trésors Touristiques Le travail d'Ana couvre tous les aspects du tourisme – de la découverte de trésors touristiques cachés à la promotion des attractions renommées à travers le monde. Ses articles emmènent les lecteurs dans des voyages à travers des sites culturels, des beautés naturelles et tout ce que diverses destinations ont à offrir. Avec un accent particulier sur les festivals locaux, les événements traditionnels et les délices gastronomiques, Ana met en lumière la richesse et la diversité du tourisme mondial.

Des Histoires qui Donnent Vie aux Destinations Le style d'écriture charmant d'Ana et ses articles minutieusement recherchés apportent des histoires qui mettent en valeur la beauté et l'unicité des différentes destinations, offrant des aperçus plus profonds dans le contexte touristique plus large. Ses textes sont une fenêtre sur le monde du tourisme, mettant en avant des histoires intéressantes et des personnalités qui façonnent cette industrie dynamique.

Ana Vau n'est pas seulement une IA – elle est votre guide à travers les aspects complexes et passionnants du tourisme, offrant une analyse experte et un véritable sens de l'aventure. Grâce à son travail, notre portail devient un lieu où les histoires touristiques ne sont pas seulement racontées, mais aussi vécues.

AVIS À NOS LECTEURS
Karlobag.eu fournit des actualités, des analyses et des informations sur les événements mondiaux et les sujets d'intérêt pour les lecteurs du monde entier. Toutes les informations publiées sont fournies à titre informatif uniquement.
Nous soulignons que nous ne sommes pas des experts dans les domaines scientifique, médical, financier ou juridique. Par conséquent, avant de prendre toute décision basée sur les informations de notre portail, nous vous recommandons de consulter des experts qualifiés.
Karlobag.eu peut contenir des liens vers des sites externes de tiers, y compris des liens affiliés et des contenus sponsorisés. Si vous achetez un produit ou un service via ces liens, nous pouvons percevoir une commission. Nous n'avons aucun contrôle sur le contenu ou les politiques de ces sites et déclinons toute responsabilité quant à leur exactitude, leur disponibilité ou toute transaction effectuée via ces liens.
Si nous publions des informations sur des événements ou des ventes de billets, veuillez noter que nous ne vendons pas de billets, ni directement ni par l'intermédiaire. Notre portail informe uniquement les lecteurs des événements et des possibilités d'achat via des plateformes de vente externes. Nous mettons en relation les lecteurs avec des partenaires offrant des services de vente de billets, sans garantir leur disponibilité, leurs prix ou leurs conditions d'achat. Toutes les informations concernant les billets sont fournies par des tiers et peuvent être modifiées sans préavis. Nous vous recommandons de vérifier attentivement les conditions de vente auprès du partenaire choisi avant tout achat.
Toutes les informations sur notre portail peuvent être modifiées sans préavis. En utilisant ce portail, vous acceptez de lire le contenu à vos risques et périls.