What are PMS, WBE and CRM - and why are they important?

To understand how these systems can improve the guest experience, we first need to review what they are and how they work.

PMS - The brain of the organisation

The Property Management System (PMS) is the foundation of most hotels and campsites. It's where all the important information is managed: bookings, room allocation, check-in and check-out, pricing and much more. Without a PMS, it would be almost impossible to keep track of guest flow and operations.

However, a traditional PMS often works in isolation, meaning that valuable guest data is not being used to its full potential. By integrating PMS with other systems, such as CRM and WBE, hotels and campsites can make better use of their data and create a more personalised experience.

WBE - The booking engine that gives you control

The Web Booking Engine (WBE) is the digital booking engine that allows guests to book directly through the website of the hotel or campsite. Here, guests can see availability, prices and different offers in real time.

A smart WBE is more than just a booking platform, it can also be used to collect valuable information about guests. For example, it can record which room types or services a visitor is looking at, but not booking. This information can then be used to create more targeted offers and personalised recommendations.

CRM - The key to a personalised guest experience

Customer Relationship Management (CRM) is about collecting and using guest data in a smart way. A CRM system stores information about previous bookings, preferences, interests and communication with the guest.

Here are some examples of how a CRM can improve the guest experience:

• Save room preferences: Guests who always prefer a certain room type may automatically be offered the same choice on their next booking.
• Personalised offers: Has a guest shown interest in the spa but never booked? Then the system can send a personalised discount code or reminder.
• Segmented marketing: Hotels and campsites can send the right offers to the right audiences, based on past behaviour.
• Automated follow-ups: After the stay, the CRM system can send a thank you email and ask for feedback.

When PMS, WBE and CRM are linked, hotels and campsites get a holistic view of their guests, enabling them to create a more efficient and personalised experience.

Personalisation through interaction between PMS and CRM

One of the biggest benefits of linking PMS and CRM is the ability to create a more personalised experience. Instead of treating all guests the same, hotels and campsites can personalise everything from the booking flow to offers and services during the stay.

Let the guest experience begin at the time of booking

When a guest makes a booking through WBE, the system can automatically retrieve previously saved data from CRM and PMS. This means that the guest gets a more personalised booking experience right from the start.

Example:

• A regular guest who always chooses a room with a sea view can have this option preset at the time of booking.
• A guest who has previously ordered a gluten-free breakfast will automatically have this marked as a preference.
• A family that has previously booked an extra bed can have it suggested directly, without having to fill it in manually.

Personalised offers

Interests and behavioural patterns can also be used to create a better experience. If a guest has visited the website several times and looked at spa treatments but never booked, the system can record this. At the next booking occasion, the guest can receive a discreet reminder or a special offer in that particular spa.

The same goes for guests who always book a certain type of room, choose late check-out or prefer a certain dish in the restaurant. All of this can be recorded in the CRM and then used to improve the experience.

Personalisation during your stay

This applies not only at the time of booking but also during the stay. The front desk can recognise that a regular guest is celebrating a birthday and arrange a little surprise in the room. By using the data already in the PMS and CRM, hotels and campsites can create an experience where guests feel seen and appreciated, without staff having to do extra work manually.

The right message at the right time - The power of CRM marketing

Sending the right message at the right time can be crucial to getting guests to book and come back. With a CRM system, hotels and campsites can communicate with their guests in a way that feels both personalised and relevant.

Automated and personalised mailings

With a CRM, hotels and campsites can create automated emails and texts that feel personalised and thoughtful.

• Directly when booking - A personalised confirmation is sent out, perhaps with a special offer for an upgrade.
• Before arrival - A reminder will be sent out a few days beforehand with practical information and any additional services (such as late check-out).
• During the stay - An offer of a dinner or activity is sent out to the guest.
• After the stay - A thank you email with a link to a review, plus an offer on your next booking.

Instead of sending generic newsletters, marketing can be tailored to guests' behaviours and interests. A family that has stayed at the campsite for several summers in a row could receive an early offer to book their favourite pitch before it is taken. A business traveller who often stays at the hotel during the week can get a special deal on weekend bookings.

When marketing is based on data instead of guesswork, it becomes more effective and feels more natural to the guest. Instead of receiving random adverts, they get information and offers that are relevant to them. This means that more guests will choose to book again, and hotels and campsites won't have to spend time on campaigns that may not even reach the right target group.

Smooth communication at all levels

For an experience to feel simple and frictionless, communication between the guest and the organisation needs to be seamless. No one wants to have to call or email back and forth to get answers to simple questions, and no one wants to stand in a long queue at reception to resolve something that could have been handled digitally. By bringing PMS and CRM together, hotels and campsites can automate and improve their communication on multiple levels.

Automatic confirmations and reminders

One of the main benefits is automatic confirmations and reminders. Immediately after booking, the guest can receive an email or text message with a clear summary of their reservation, including times, address and any additional choices. A few days before arrival, a new mailing can be sent out, providing the guest with important information about check-in times, available services and any on-site offers.

Easier communication on the ground

Once guests are on site, technology can help make their stay smoother. Via SMS or an app, guests can easily receive important information such as weather forecasts, opening hours for various facilities or ongoing activities. If the guest has a question, a digital chat function can answer frequently asked questions directly, without burdening the reception. After check-out, the system can automatically send a request for feedback, both giving the guest a chance to feel heard and helping the organisation to improve its services.

All of this leads to a guest experience that feels modern and thoughtful, where the guest always has the information they need - without having to look for it.

Up-selling & upselling without feeling intrusive

No-one wants to feel persuaded or forced into extra services. At the same time, there are many times when guests actually appreciate receiving relevant offers and the opportunity to enhance their stay. By allowing PMS and CRM to work together, hotels and campsites can create smart and subtle ways to increase both up-selling and upselling, without feeling intrusive.

The right options in the booking flow

One of the easiest ways to do this is to integrate relevant offers directly into the booking flow. When a guest books a room, they can get suggestions for extras that make their experience better. Perhaps an extra luxury breakfast, an upgrade to a room with a better view or a discounted spa package. Tailoring these offers to previous booking patterns feels more like a service than a sales strategy.

Automated upgrades and options

Even during the stay, there are opportunities to increase sales in a natural way. Guests checking into a standard room can receive an automatic offer for an upgrade if there are rooms available. By adapting offers to the guest's behaviour, it is not a "sales push", but rather a help to get the most out of their stay.

When this is done right, everyone wins. Guests get a better experience, while hotels and campsites increase their revenue per visitor. It's not about selling for the sake of it, but about presenting the right opportunities at the right time - and letting the guest decide.

Modular Visit - the flexible solution for hotels & campsites

Getting PMS, WBE and CRM to work together seamlessly can seem like a challenge, but with the right system it becomes easy. Modular Visit offers an end-to-end solution that enables hotels and campsites to create a harmonious experience, from the first visit to the website to the post-stay follow-up.

Automation and personalisation in one system

By linking the booking engine with guest data from the CRM, businesses can automate much of what previously required manual labour. Guest preferences are saved and cleverly used to provide a more personalised experience, while marketing tools make it easy to communicate the right message at the right time.

A major advantage of the Modular Visits platform is that it is a flexible solution. Whether it's creating automated mailings, simplifying the management of upgrades and options, or giving the front desk better insights into guest preferences, the system can be customised to the needs of the business.

Easy to implement, simple to use

The result? Smoother operations, more satisfied guests and stronger profitability. By using an integrated solution, hotels and campsites can save time and create a more modern, customer-centred experience. Without the hassle!

Summary

Guests expect more than just a place to sleep. That's when personalisation and agility become crucial to creating a memorable experience. By bringing PMS, WBE and CRM together, hotels and campsites can offer a more personalised stay, while streamlining their own operations.

With the right technology, the guest experience can start at the time of booking, using preferences and behavioural patterns to simplify choice and personalise it. During their stay, guests can get the right information at the right time, without having to search for it. And after their stay, smart marketing can help keep them coming back, through relevant offers and seamless communication.

For businesses that want to take the next step and offer a modern guest experience, it's important to have a system that works smoothly and integrates. Modular Visit offers a solution that makes it easy to harness guest data and create a more personalised and profitable experience without requiring more work from staff.

Want to know more about how Modular Visit can help your organisation? Get in touch and we'll tell you more!