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Loyal Guests with a System


Romantik Hotels & Restaurants: Loyal Guests - and an Intelligent CRM System

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Highest quality standards paired with very personal guest services have made Romantik Hotels & Restaurants one of the leading brands in the European hospitality market. Each of the 200 hotels & restaurants in 11 countries features individual design, but all members of the co-operation have one thing in common: Guests are the center of attention.

Who is a loyal guest?

Romantik has always had very loyal guests who enjoy coming back to a Romantik hotel or restaurant. There is even an official Romantik fan club, founded by guests.

Romantik itself also fosters guest loyalty and has been working with the "Romantik Passport" for many years: Guests get a stamp for each visit in a Romantik hotel, and once they have collected 10 stamps, they receive a small present. Before, although the Romantik headquarters did exchange the Romantik Passport for a present, they did not have records of who their most loyal guests and true regulars were. That way, Romantik headquarters was not able to communicate efficiently with their most loyal guests, or to help hotels deliver their services accordingly.

Some organizations solve this by introducing an electronic loyalty card, but this option was not for Romantik: A mundane plastic card simply does not fit the product, which is luxurious, opulent and, well - romantic.

A comprehensive loyalty concept

A comprehensive customer loyalty concept was developed by the marketing consultancy „Marketingfüchse" - including a strategy for targeted customer communications.
The challenge now was how to represent the ideas of the concept in terms of technology - making it easy to implement and to handle. After all, Romantik is a co-operation of independent hotels that had no central database.

hit-CONSULT helped Romantik define the requirements for a technical solution and identify an adequate IT product. As requirements turned out to be rather company-specific, the best option turned out to be Q-Admin, a contact management system developed by hit-CONSULT, which was customized to Romantik's needs.

Romantik benefits from

  • Opportunities for targeted direct marketing measures
  • Individual, service-related information for hotels
  • A high degree of automation
  • Integrated quality management

Targeted direct marketing

For Romantik's head office, it was essential to now have an overview of their guests preferences and booking behavior. hit-CONSULT helped them realize this goal: They are now able to communicate efficiently with their guests, e.g. via targeted mailings or newsletters.
Of course, Romantik needs to invest their marketing budget as effectively as possible. With this contact management system, they have the chance to communicate individually with their guests and reward especially loyal guests.

An automated loyalty system

With Q-Admin, information about bookings and repeat customers is recorded centrally as much as possible. For example, if someone sends in a "Romantik Passport", it is recorded in which hotels he or she has stayed when. Further activities can also be captured, so that Romantik gains a much better overview of guest activities and preferences.
Customers are grouped automatically according to their activities and preferences shown, making it now possible to customize marketing activities on the basis of
a customer's loyalty status.

One Mr. Miller instead of three

One challenge was to ensure data quality and clearly identify customers as repeat customers, even if they came in via different channels. It was important to make sure that a Mr. Miller who booked online would be recognized as the same Mr. Miller who had previously called by phone.

With Q-Admin, guests booking online can be recognized automatically. They do not even need to log in on the website, but are recognized by the system using indicators such as e-mail addresses.

Individual information for individual hotels

In order to ensure high quality and individual guest services in Romantik's member hotels, it is important to have relevant information about the guest. Is he or she a loyal fan of Romantik who visits different hotels of the co-operation several times a year, or is this someone who enjoys hospitality at a Romantik hotel for the first time?

Bookings made via the central office are immediately sent to the hotels. Since Q-Admin was introduced, booking confirmations include service-related information regarding loyalty status.

Individual service for individual guests

This way, member hotels are able to give their guests an even more individualized service, although they might have never have stayed in that particular hotel before. Some hotels greet Romantik repeat customers with an extra bottle of wine or another welcome gift - even if this is their first visit.

At the same time, this system does not imply any extra work for the hotel staff. The hotels benefit from the extra information, but do not have to specially train their staff or invest in data management.

With hit-CONSULT's help, Romantik has been able to clearly define requirements and processes to really make their loyalty program come alive.

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