At a Glance
Hoteliers can use their property management system (PMS) and integrated hospitality software to personalize their guests’ stays without extensive manual effort.
- Gather Guest Data: Leverage your PMS to capture essential guest insights, from contact details to previous stay preferences, all in one centralized profile.
- Build an Integrated Tech Stack: Integrate your PMS with other core systems to streamline administrative tasks and eliminate double entry.
- Implement Automated Workflows: Automate routine workflows and guest communications to reduce manual effort while ensuring every touchpoint remains highly personalized.
Today’s guests expect to be treated as more than a generic room number. According to TakeUp, 95 percent of travelers say they’re more likely to book at an independent hotel with personalized offers or recommendations. However, delivering this level of personalization at scale may seem overwhelming. How can you remember each guest’s name—let alone their room and activity preferences? The answer lies in leveraging a smart hotel PMS to drive a personalized, automated guest experience. Here’s how it works.
What is a Property Management System?
A property management system (PMS) is the central hotel software used to oversee every aspect of operations, seamlessly connecting the front desk and back office into one secure hub.
Collect and Store Guest Data with Hotel PMS Software
To utilize data for personalization and revenue optimization, you must consolidate insights within centralized guest profiles.
What is a PMS Guest Profile?
A PMS guest profile is a consolidated digital record within a PMS that securely stores a customer’s contact information, historical stay data, preferences, and billing details to enable personalized service.
To deliver a truly personalized guest experience, your hotel PMS should automatically track:
- Guest name and VIP status
- Contact information (email, phone number, address, etc.)
- Previous stays
- Room preferences and special requests
- Operational notes for staff
WebRezPro PMS automatically creates a guest profile for every new guest entered into the system and reconciles returning guests with existing profiles to prevent duplicates and maintain clean data.
WebRezPro also gives properties the ability to add custom profile fields to the booking form. This allows you to capture non-standard information that is nonetheless essential to your unique property, such as floor preference or favorite beverage.
With this trove of data, you can create a bespoke stay. For example, if a longtime business traveler usually takes clients to your restaurant, staff can ask if they’d like to make a dinner reservation at check in. This proactive service elevates the guest experience while securing ancillary revenue.
Integrate Your Hotel PMS with Other Core Systems
Though your hotel PMS serves as the backbone of your tech stack and provides the critical capabilities necessary for personalization, it functions most effectively when integrated with other key platforms, such as your point-of-sale (POS) and customer relationship management (CRM) systems.
Integrating your PMS with a hotel CRM (like Canary, Cendyn, or Klaviyo) permits you to collect and manage data from diverse channels, including but not limited to:
- Website interactions
- Social media
- Feedback surveys
- Campaign results
- Past communications
Together, these systems deliver deeper guest insights for targeted, automated campaigns that drive results. McKinsey research suggests 65 percent of consumers consider personalized promotions like these a primary reason to purchase.
WebRezPro PMS offers more than 150 integrations to industry-leading hospitality tech solutions so that you can use your data, your way, without manual double-entry.
Implement an Automated Guest Experience Workflow for Communication
Implementing automated workflows not only eliminates manual labor—no hotelier has time to type out individual emails—it creates a uniform high-standard of guest communication, enriched with personal details.
Building a communication workflow requires hotel PMS software with automated, brand-customizable email templates triggered by specific milestones like booking or check-in dates.
WebRezPro PMS email templates use dynamic merge tags that automatically populate the guest’s personal details, ensuring tailored communication without manual intervention. In addition, properties can segment by room and rate type so that guests receive only the most relevant touchpoints.
While email remains essential, utilizing an SMS messaging platform (like Akia or Kipsu) allows you to reach guests on property in real time. Text messages boast a 98 percent open rate, making them ideal for seamless customer service, instant engagement, and mid-stay upsells. Guests can also send their questions or requests to your staff when and wherever they so choose.
Transform Your Guest Experience with WebRezPro
A personalized guest experience requires a robust PMS that allows you to truly get to know your guests—both on an individual level and as members of a segment—so that you can communicate with them in a way that resonates.
Your PMS and integrated hotel software streamline daily workflows while providing the bespoke stays that turn first-time visitors into loyal brand advocates.
Key Takeaways
- Personalized stays drive guest loyalty and repeat bookings.
- Use your hotel PMS to automatically capture and consolidate guest history, preferences, and custom data into a single profile.
- Connect your PMS with other core platforms like CRM and POS systems to eliminate manual data entry and gain deeper guest insights.
- Automate communication to reduce your team’s administrative burden while maintaining consistent, tailored messaging across the guest journey.
- Combine automated emails with high-open-rate SMS messaging to improve customer service.
Book a free demo to learn how WebRezPro can transform your property with an automated guest experience.
