Your property management system (PMS) functions as the beating heart of your business, connecting you to your guests and working hard in the background to run your property more efficiently. That being said, the full capabilities of a PMS are often overlooked by property operators, many of who only utilise the most basic functions. 

Your PMS is great for simplifying operations, automating day-to-day tasks and collating guest bookings. But it can offer you much more, including the ability to nurture guest relationships, adapt to changes in booking patterns and integrate with relevant partners.

Ensure you are harnessing the full potential of your PMS software by considering the following four points:

1. Optimise your tech stack to suit your strategy

Elevate your PMS’ vast capabilities by integrating with partners who complement your business strategy. Modern, success-focused PMS providers understand that each property's business is unique, which is why they make it easy for you to build a tech stack tailored to your needs. 

Integrations enable you to dive deeper into other aspects of your business, such as revenue management, data intelligence and customer interaction. With these expert insights, you’ll be able to implement a data-driven pricing strategy, deliver an enhanced customer journey at key touchpoints, and gather extensive customer insights to help create tailored offerings. You’ll also have a competitive advantage over properties that are not equipped with these additional tools.

Your PMS should seamlessly connect to partners, either via an open API or within the PMS software itself, with browsable integrations that you can toggle to activate. 

2. Utilise aggregated data from your PMS

Delivering an unmatched customer experience is key to fostering return visits. This is no longer achievable with mass marketing and now requires a more personal and tailored approach.

One of the easiest opportunities to gain valuable guest insights is through customer touches (such as free WiFi), which collects and stores user data in the PMS. As well as your primary guests, there’s a high chance of other people connecting to your WiFi, such as partners of guests, on-site function attendees and restaurant diners.

By tapping into this aggregated data, you can maximise your brand’s reach and better understand your guests and visitors.

This also introduces revenue-boosting opportunities, such as encouraging guests to book directly, sending targeted emails with curated upsell options and increasing occupancy in shoulder seasons. 

3. Deliver strong, guest-focused communications

Effectively connecting with guests at key stages of their journey is crucial for driving an unrivalled experience. In today’s modern (and pandemic-influenced) setting, contactless guest-facing tech is now considered an expectation. Not only does it reduce physical interactions, but it also accelerates processes, such as checking in, making payments and adding extras to bookings. A cloud-based PMS should seamlessly sync with these touch-free touchpoints, further closing the gap between physical processes and digitalisation. 

A guest-facing portal that connects to your PMS is a great start to the customer journey; your staff can automatically trigger an SMS notification inviting them to check-in early from their mobile and digitally sign any necessary forms (such as a health declaration if required). Activating two-way SMS enables guests to respond and initiates the relationship-building process that you can nurture during and after their stay.

Maintaining contact with your guests shows that you care and want to make their experience as positive and personal as possible. It also builds loyalty and inspires word-of-mouth recommendations, turning them into organic advocates for your brand.

4. Prepare to adapt to fluctuating demand

As a result of sudden industry shifts caused by the global pandemic, smart operators have identified the opportunity to pivot their inventory to long-term, rapidly responding to unexpected downturns and short-term market collapses. 

You can achieve what we call fluid inventory management within your PMS system, removing complexities and easily shifting your business model to target a comparative market. In this example, switching to a long-term provider could attract alternative segments such as students, remote workers and short-term letting residents. 

Take the time to dive into your PMS and update your tech stack to uncover hidden pockets of revenue and elevate your brand. Explore more tips, trends and takeaways in PMS and technology implementation by downloading RMS Cloud's free report.

First appeared in Resort News, March 2021 issue.