Trends 2018 | The key to integrated success

Trends 2018 | The key to integrated success

13 February 2018Joanna Kulesza

Advances in technology throughout recent years has supplied the hospitality industry with numerous solutions. Collectively they help automate and simplify the booking experience and guest engagement for hoteliers. Paradoxically, too many of these tools can in fact have a negative impact on staff efficiency if they don’t integrate with one another. This is often a burden for hoteliers as they have to adopt an increase in manual processes to benefit from the use of unintegrated systems. According to existing trends, using systems to replace manual processes and automate processes where possible is now of key importance.

The most commonly used systems include: PMS, CRM, channel distribution, comparison tools, and email marketing platforms. These are also paired with SEO and SEM strategies to help drive direct bookings, and combined they underpin hoteliers processes and procedures. In most cases, the portfolio of technology used is expanded gradually and frequently involve the addition of solutions offered by various providers. But when systems are onboarded without integration to existing solutions it creates an additional workload for managers to manually utilise all systems. Managers are always looking to simplify procedures and cut back on manual handling time as human resource is often the most costly. 

According to Hebs Digital[1], 2018 will be successful for those who find answers to the following question: ‘How well do you know your guest and how can you use this knowledge?’ Data shared by Google Research indicates that, on average, a typical hotel guest visits 18 websites over 8 sessions, using multiple devices before booking online. In addition, the analysis carried out by Phocuswright[2] reveals that as much as 79% of hotel bookings are made by loyalty programme subscribers. With the market demanding a segmented and personal approach to using guest data as a sales tool, integration between systems is a priority for everyone.

“Only a complex technology management system guarantees higher efficiency and flexibility in the data collection process. It also improves the effectiveness of work”.

User data is a powerful asset that allows us to convert profit by generating direct sales through specific marketing tools and the use of a CRM. To successfully achieve the full revenue potential, it is important that systems are integrated to represent a full guest profile with all information. Basically, anything derived from a single source is merely information, but when combined, the merged data creates great opportunities to generate more direct revenue.

Chris Clement from The Rainmaker Group[3] points out the necessity to integrate data into one platform. The Australian agency, Princess Cruises, estimates that agent’s work efficiency increased by 25% since the introduction of one coherent CRM platform. The platform integrated a number of processes; it enabled the creation of a communication process with the client from the point of initial interest through booking activities before the actual stay, ending with the holiday stay and feedback on the experiences. 

Data consolidation systems are expected to boom in 2018 as they prove integral for hoteliers. Furthermore, solutions delivered by a single provider, eliminating the need for complex integrations or patchwork systems, hold the advantage as they are designed to work as a coherent body that enables effective data management without having to tackle technical issues.


  • Enhanced analytics 

Precise analysis of preferences and behaviours of potential and existing guests 

  • Sales support 

Creating efficient sales leads

  • Increased efficiency 

Time-saving effect thanks to the use of a single system data acquisition 

  • Effective strategies 

Ability to plan marketing strategies to gain the most profitable of new clients 

  • Improving service quality 

Continuous cooperation triggers service standardisation and improves its quality

  • System development and optimalization

It is possible to build a long term relationship between the hotel and the provider which helps with consistent planning, making decisions on technological changes, and optimisation of the booking processes.

Do you want to learn more about other trends for the hotel industry for 2018? Download the report and learn more!