The invisible enemy: system failures that jeopardize sales
Invisible errors, visible losses
System disruptions in the hotel industry are among the invisible but costly challenges. They arise when critical systems such as the property management system (PMS), customer relationship management (CRM), and revenue management tools don't work together seamlessly.
The result? Processes stall, employees have to perform double or triple manual work, and inquiries get lost. These disruptions lead to a host of problems, particularly in the convention sales department, the heart of conference hotels:
Informal inquiries: 75% of all inquiries reach Convention Sales via unstructured email. They must be qualified by employees and manually transferred to the PMS.
Lack of integration: Existing systems such as PMS, CRM, and portals often don't communicate with each other. This prevents seamless data transfer, such as catering, technology, or special requests. A lot of information has to be entered multiple times or merged manually.
Consolidating data for reporting: Even if the individual processes work, consolidating all data for forecasts, reports, or strategic analyses is a purely manual effort. This rework costs time and ties up resources.
Complex input forms: The depth and specifications required for event data (e.g., schedules, custom setups, or package modifications) cannot be fully represented in many cloud or third-party systems. This leads to significant manual customization.
All of this adds up, not only in lost bookings, but also in rising costs due to inefficient processes.
Where the chaos begins
Let's imagine a typical convention sales request: An event planner sends an email with details about a two-day conference for 100 attendees. The hotel representative must:
Qualify the request: What exactly is required? Are there special catering requests, technical requirements, or special room configurations? This information is often missing from the original email.
Manually transferring data to the PMS: Even if portal requests are structured, employees still have to manually enter details such as schedules, catering requirements, or adjustments to standard rates. Portals offer little real relief in this regard.
Calculate prices: Upon request, Revenue Management checks restrictions and manually calculates prices. This process often takes hours, in some cases even days.
And that's just the beginning.
CRM and PMS don't speak the same language: Duplicate company data or incorrect personal information complicates searches. Consolidating customer data alone can take up to six minutes per query.
No smooth reporting: Cloud-based tools are flexible, but consolidation between PMS, sales and catering tools, and reporting and forecasting systems often requires manual intervention.
The silent killer here is not only the loss of time, but also the dissatisfaction of customers, who may switch to faster competitors.
Efficiency through integration and automation
The solution begins with a systematic approach. Here are the key technologies and strategies to eliminate system disruption:
1. Low-code integration
Low-code and no-code solutions offer a quick way to connect isolated systems like PMS and CRM. They enable the automation of data flows without having to launch a comprehensive IT project.
Advantage: Reduced manual transfers between systems and faster access to consolidated data.
2. Robotic Process Automation (RPA)
RPA can handle repetitive tasks such as transferring request data to the PMS. However, implementation in practice is often challenging due to the complexity of the input screens, which requires significant development effort. Nevertheless, RPA offers potential when it comes to standardized tasks.
—> Advantage: Employees are relieved of monotonous tasks, allowing them to concentrate on value-adding activities.
2. Analysis and optimization of templates and default values
A detailed review and adjustment of all templates and default values in the systems used ensures a consistent basis before further automation or integration takes place.
—> Advantage: Reduces manual intervention and speeds up the processing of requests because frequently used values and templates are standardized.
Why the focus on integration is crucial
The impact of these solutions is not only measurable – it is groundbreaking:
50% faster processing times for inquiries: Manual loops between sales and revenue management are eliminated.
Higher conversion rates: Fast and accurate offers lead to more bookings and happier customers.
Increased employee satisfaction: Automated processes reduce manual input and relieve the burden on the team. Employees can focus more on value-added activities.
Conclusion: Act instead of losing
System disruptions are the silent revenue killer in the hotel industry – but they don't have to be. With the right combination of modern technologies, clearly defined processes, and a strategic approach, hotel efficiency can be drastically increased.
Want to learn more about how to make your systems more efficient? Let's work together to find the right solutions for your hotel. Schedule a meeting with us now and take your convention sales to the next level.