Hotel & Motel Management - March 2009 - (Page 38)

H&MM March 2009 | HotelWorldNetwork.com 38 Technology PROPERTY-MANAGEMENT SYSTEMS “It’s surprising what guests will volunteer. They are not shy to let you know what they want.” LISA JANE GIBSON, VINTAGE Building guest proﬁles can drive revenue By Jason Q. Freed SENIOR EDITOR C ollecting information about a guest has been a standard practice for decades, but the information a hotel asks for and what is done with that information is evolving. “Having information about the guest helps us sell better to the guest and aids in determining what kind of offers should be marketed,” said Tanya Pratt, executive director of customer information systems for Fairmont Rafﬂes Hotels International. Hotels are getting creative with what they can do with a guest’s information. “We’re much more focused on trying to generate business and generate sales,” said Andrew Sanders, VP of sales CIRCLE NO. 116 VINTAGE HOTELS Vintage Hotels’ staffs want to maintain guest information so they can “consistently wow” them. for Multi-Systems, a propertymanagement vendor that also helps collect and share guest info. “Two years ago, they didn’t need to do it. Now we’re ﬁnding a huge degree of interest for this solution.” Most hotels collect the necessary data—name, address, e-mail address and phone number—but now they also use more detailed questions to create a guest proﬁle. Once that proﬁle is saved in a system, the marketing team can create promotions around guests’ answers and reach out to them directly with promotions. “If you aren’t able to create a proﬁle, you don’t know if you’ll be able to get a [return on investment] out of your marketing initiative,” said Lisa Jane Gibson, director of revenue management for Vintage Hotels. At Coast Hotels & Resorts, Director of Reservation Services Tracy Gaudette said staffs are taught to look for guest information while conversing with them rather than having them ﬁll out a survey. “We’re really a small chain, but we are known for service,” Gaudette said. “A lot of that has happened because we went away from scripting. If you’ve been there for a while, you know the information that you need to get. That really starts at the hiring process.” http://www.HotelWorldNetwork.com http://www.hotelconcepts.com

Table of Contents Feed for the Digital Edition of Hotel & Motel Management - March 2009

Hotel & Motel Management - March 2009 Contents News Perspective Green Focus Legally Speaking Franchise Law Sales Clinic Legal FAQ Trends & Stats Timeshare On Finance Management Companies Stuggle to Cut Costs While Keeping Guest Satisfaction Up Top Third-Party Management Companies Chart Hot Products Technology Marketplace Ad/Editorial Index Checking Out

Hotel & Motel Management - March 2009

Hotel & Motel Management - March 2009 - Hotel & Motel Management - March 2009 (Page Cover1) Hotel & Motel Management - March 2009 - Hotel & Motel Management - March 2009 (Page Cover2) Hotel & Motel Management - March 2009 - Contents (Page 3) Hotel & Motel Management - March 2009 - News (Page 4) Hotel & Motel Management - March 2009 - News (Page 5) Hotel & Motel Management - March 2009 - Perspective (Page 6) Hotel & Motel Management - March 2009 - Perspective (Page 7) Hotel & Motel Management - March 2009 - Green Focus (Page 8) Hotel & Motel Management - March 2009 - Green Focus (Page 9) Hotel & Motel Management - March 2009 - Legally Speaking (Page 10) Hotel & Motel Management - March 2009 - Legally Speaking (Page 11) Hotel & Motel Management - March 2009 - Franchise Law (Page 12) Hotel & Motel Management - March 2009 - Franchise Law (Page 13) Hotel & Motel Management - March 2009 - Sales Clinic (Page 14) Hotel & Motel Management - March 2009 - Sales Clinic (Page 15) Hotel & Motel Management - March 2009 - Legal FAQ (Page 16) Hotel & Motel Management - March 2009 - Legal FAQ (Page 17) Hotel & Motel Management - March 2009 - Trends & Stats (Page 18) Hotel & Motel Management - March 2009 - Trends & Stats (Page 19) Hotel & Motel Management - March 2009 - Timeshare (Page 20) Hotel & Motel Management - March 2009 - Timeshare (Page 21) Hotel & Motel Management - March 2009 - On Finance (Page 22) Hotel & Motel Management - March 2009 - On Finance (Page 23) Hotel & Motel Management - March 2009 - Management Companies Stuggle to Cut Costs While Keeping Guest Satisfaction Up (Page 24) Hotel & Motel Management - March 2009 - Management Companies Stuggle to Cut Costs While Keeping Guest Satisfaction Up (Page 25) Hotel & Motel Management - March 2009 - Top Third-Party Management Companies Chart (Page 26) Hotel & Motel Management - March 2009 - Top Third-Party Management Companies Chart (Page 27) Hotel & Motel Management - March 2009 - Top Third-Party Management Companies Chart (Page 28) Hotel & Motel Management - March 2009 - Top Third-Party Management Companies Chart (Page 29) Hotel & Motel Management - March 2009 - Top Third-Party Management Companies Chart (Page 30) Hotel & Motel Management - March 2009 - Top Third-Party Management Companies Chart (Page 31) Hotel & Motel Management - March 2009 - Top Third-Party Management Companies Chart (Page 32) Hotel & Motel Management - March 2009 - Top Third-Party Management Companies Chart (Page 33) Hotel & Motel Management - March 2009 - Top Third-Party Management Companies Chart (Page 34) Hotel & Motel Management - March 2009 - Top Third-Party Management Companies Chart (Page 35) Hotel & Motel Management - March 2009 - Top Third-Party Management Companies Chart (Page 36) Hotel & Motel Management - March 2009 - Hot Products (Page 37) Hotel & Motel Management - March 2009 - Technology (Page 38) Hotel & Motel Management - March 2009 - Technology (Page 39) Hotel & Motel Management - March 2009 - Technology (Page 40) Hotel & Motel Management - March 2009 - Technology (Page 41) Hotel & Motel Management - March 2009 - Technology (Page 42) Hotel & Motel Management - March 2009 - Technology (Page 43) Hotel & Motel Management - March 2009 - Marketplace (Page 44) Hotel & Motel Management - March 2009 - Marketplace (Page 45) Hotel & Motel Management - March 2009 - Marketplace (Page 46) Hotel & Motel Management - March 2009 - Marketplace (Page 47) Hotel & Motel Management - March 2009 - Ad/Editorial Index (Page 48) Hotel & Motel Management - March 2009 - Ad/Editorial Index (Page 49) Hotel & Motel Management - March 2009 - Ad/Editorial Index (Page 50) Hotel & Motel Management - March 2009 - Ad/Editorial Index (Page 51) Hotel & Motel Management - March 2009 - Ad/Editorial Index (Page 52) Hotel & Motel Management - March 2009 - Ad/Editorial Index (Page 53) Hotel & Motel Management - March 2009 - Checking Out (Page 54) Hotel & Motel Management - March 2009 - Checking Out (Page Cover3) Hotel & Motel Management - March 2009 - Checking Out (Page Cover4) 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