Tech in Tourism: CRM & PMS Systems

• This lesson aims to identify key business tools/technologies, understand applications to improve operations/customer experience, and explore tech transformations in tourism and hospitality.
• The tourism and hospitality sector is based on customer satisfaction and efficient operations and can improve services and become more streamlined and competitive through technology.

CRM Tools

• CRM (Customer Relationship Management) tools enhance customer interactions, improve loyalty, and personalize guest experiences.
• Examples of CRM software: Salesforce, HubSpot CRM, and Revinate (specific to hospitality).
• Applications of CRM include managing guest preferences, tracking customer feedback, and tailoring marketing campaigns.

PMS

• PMS (Property Management Systems) manage daily operations for hotels and accommodations.
• Examples of PMS systems: Opera PMS by Oracle, Cloudbeds, and RMS Cloud.
• PMS applications cover room bookings/reservations, check-in/check-out processes, staff scheduling, and housekeeping management.

POS Systems

• POS (Point of Sale) Systems handle payments and streamline food and beverage service.
• Examples of POS systems: Toast, Square, and Lightspeed.
• POS applications include restaurant order management, payment processing, and inventory tracking.

RMS

• RMS (Revenue Management Systems) optimize pricing and maximize revenue.
• Examples of RMS: Duetto, RateGain, and IDeaS.
• RMS applications involve dynamic pricing adjustments, forecasting demand, and monitoring competitors' rates.

Booking Engines and Distribution Channels

• These systems facilitate online reservations and distribution
• Example systems include Booking.com, Expedia, and Sabre
• They provide real-time availability updates, integration with travel agencies, and enhance online visibility.

Marketing and Social Media Tools

• These tools promote services and engage with customers online
• Examples include Hootsuite, Canva, and Google Ads
• Useful for running targeted ad campaigns, monitoring social media trends, and analyzing marketing ROI.

Guest Experience Technologies

• Designed to elevate customer experience through innovation
• Examples include Chatbots (e.g., Ada), Smart room technologies (e.g., keyless entry), and Augmented Reality (AR) for virtual tours.
• Applications include providing real-time assistance, offering personalized in-room settings, and enhancing pre-arrival experiences.

Data Analytics and Business Intelligence (BI) Tools

• These tools drive data-informed decisions by tracking key metrics and generating reports
• Examples include Tableau, Power BI, and Google Analytics
• They analyze customer trends, identify operational inefficiencies, and predict market behavior.

Emerging Trends in Technology

• AI (Artificial Intelligence) and Machine Learning:
• Provide chatbots for 24/7 customer support.
• Offer AI-powered recommendations for travelers.
• IoT (Internet of Things):
• Smart thermostats and lighting in hotel rooms.
• Connected devices offer seamless service.
• Blockchain Technology: Allows for secure payment processing and transparent loyalty programs.
• Sustainability Technology: Provides tools to track carbon footprints and solutions for energy efficiency.

Case Studies

• Marriott International:
• Uses AI for personalized marketing campaigns.
• Deploys IoT devices for energy management.
• Airbnb:
• Leverages data analytics to match guests with ideal accommodations.
• Uses AI to detect fraudulent bookings.
• Disney Parks:
• Integrates MagicBands to enhance park experiences.
• Implements AR in park attractions.

Conclusion

• Technology improves efficiency, enhances customer experiences, and drives innovation in the tourism and hospitality industry.
• Staying informed about emerging tools and trends enables businesses to remain competitive and responsive to evolving customer needs.