✪ Success Story : ResidHotel 

Introducing ResidHotel

• 22 hotel residences
• Location: France
• Website: www.residhotel.com

‍The group's technological equipment :

• PMS: Hoist Hotsoft (Planet)
• CRM : LoungeUp
• E-reputation: Customer Alliance
• Digital marketing agency : D-EDGE

Their results with LoungeUp📈

• Group-wide campaign open rates of up to 70% and click-through rates of 38%.
• Since the start of 2024, 26% of OTA guests' personal emails have been recovered
• 5 minutes on average spent on the application per user

ResidHotel is a group specialising in the management of hotel residences, with 22 residences located throughout France.

With over 30 years' experience, ResidHotel offers a practical and flexible alternative with residences tailored to business and leisure trips, combining independence, comfort, and service. Their residences are located in the heart of major French cities, close to business districts and major tourist attractions.

The group's best practices

LoungeUp enables us to centralise our database and obtain a unified global view of our guests' information. Check-in procedures are now smooth and fast, freeing up 1 to 2 hours per receptionist. This optimizes the guest's welcome, enabling us to provide better service. CRM enables us to deliver consistent, relevant information to our guests effortlessly. Harmonising our guest communications has strengthened our brand image and considerably improved the guest experience.
- Marie Sarah Henri, Marketing & Communications Manager

The project with LoungeUp

The ResidHotel Group turned to LoungeUp with the main aim of centralising all guest data in a hotel CRM and gaining a group-level view of guests at all residences.

The group also wanted to streamline the guest process, in particular arrival at the residences, and give guests the option of completing their check-in form before arriving on site.

Tracking guest satisfaction and identifying friction points in the guest journey was also one of the group's objectives.

✔︎ Standardising guest data in a specialised hotel CRM for groups 🎯

In order to centralise guest information in a single database and identify regular guests who have visited several of the group's establishments, ResidHotel has implemented the CDP (Customer Data Platform) Guest Profile.

The guest data collected enables them to personalise communications at every stage of the guest journey, and automate the sending of relevant information.

The group has different defined segment lists, at group level and for each residence, to send hyper-personalised, ultra-targeted communications and offers.

These segments are also displayed in the daily arrivals list, enabling operational teams to quickly identify the type of guest and prepare a personalised welcome.

Some of the segments set up :

• Guest bookings through OTAs (Online Travel Agencies)
• VIP 1 Guests (with between 3 and 5 stays)
• VIP 2 Guests (with more than 5, or more than 10 nights)

Thanks to the integrated newsletter editor, newsletter campaigns can be configured at group level to centralise offers and harmonise brand image.

The Guest Profile CDP (Customer Data Platform ) has been rolled out group-wide, as centralising guest databases helps to boost loyalty by encouraging guests to discover other group residences, and enables more targeted and effective marketing actions.

ResidHotel collects the contact details of website visitors who sign up for their newsletter directly from their CRM; the data is then fed back into the centralised Guest Profile database, enabling it to be integrated into the group's future marketing communications.

✔︎ Effective communication with customers 💬

In their quest to establish a more personalised and fluid guest relationship, Residhotel has set up a guest path punctuated by key contact points, in order to provide each guest with the information and services they need, at the right time:

• An e-mail campaign targeting indirect customers (sent out the day after booking), enabling personal e-mails to be retrieved from guests booking via online agencies (OTAs).

In just a few months, 26% of OTA guests' personal e-mails have been retrieved

• In order to improve their offer and services, ResidHotel has also set up an e-mail campaign aimed at cancelled bookings, with a form asking for the reason for the cancellation:

• A pre-stay e-mail campaign (sent 5 days before arrival) proposing various services that guests have not ordered but which might be of interest to them (breakfast, coffee capsules, etc.).

The results of these e-mail campaigns at group level are very positive: 69% opened - 38% clicked - 20% answered.

• Three days after departure, guests receive a discount code to encourage them to return.

• A post-stay e-mail campaign (sent the day after departure) to assess guest satisfaction

✔︎ Accompanying guests throughout their stay 🛎️

ResidHotel also supports guests during their stay. In order to preserve their sustainable approach, each residence has a QR-Code to access the Guest App, which includes :

• information about your accommodation: request for additional supplies (dishes, iron, etc.), how the heating works, etc.
• tourist recommendations around your apartment
• a messaging chat for easy communication with reception

Guests can also book services such as breakfast, cabs, etc., and even book a future stay.

Each user spends an average of five minutes on the application, demonstrating their interest in the features and content on offer.

✔︎ Evaluating guest satisfaction with Customer Alliance ⭐️

The ResidHotel group has also programmed and automated a post-stay campaign to assess guest satisfaction.

This is an e-mail campaign sent out the day after the guest's departure. The campaign contains a button that links to the Customer Alliance satisfaction form, with which LoungeUp is integrated, to collect guest feedback via personalised questionnaires.

Guests do not need to identify themselves; the link to the questionnaire in the campaign is tracked and enables their opinions on all aspects of their stay to be collected:

• Booking and reception
• Room
• Restaurant service
• Staff
• Atmosphere and environment...

With the adoption of Customer Alliance, ResidHotel :

• Collects 11 times more reviews than before using the software (from 2,149 in 2017 to 25,172 in 2023)
• Increased the response rate to notifications by almost 11 points (from 12% in 2017 to 23% in 2023)
• Improved guest satisfaction by almost 2 points (from a satisfaction score of 73.23% in 2017 to 75.12% in 2023)

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To find out more about the benefits and opportunities of the LoungeUp and Customer Alliance connection, visit this page: LoungeUp x Customer Alliance

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To find out more about ResidHotel: www.residhotel.com