Lindner Hotels AG, comprised of the brands Lindner Hotels & Resorts and me and all hotels, is one of the leading hotel groups in Europe. Its properties dominate the business and conference, leisure and family, and themed and boutique hotelLindner Hotels AG, comprised of the brands Lindner Hotels & Resorts and me and all hotels, is one of the leading hotel groups in Europe. Its properties dominate the business and conference, leisure and family, and themed and boutique hotelsegments. The portfolio of the family-run hotel group includes a total of 35 hotels in seven countries, together employing 1,876 staff members and generating €193 million in 2018. While the majority of the properties are city hotels, the portfolioalso includes spa and sports resorts, as well as a holiday park.
Lindner Hotels wanted to integrate the ORM platform TrustYou into NextGuest CRM in order to improve operational processes, increase guest survey responses, and incorporate survey results into customer segmentation within the CRM, which would allow them to further personalize guest communication.
To increase guests’ survey engagement, NextGuest integrated a guest feedbackTo increase guests’ survey engagement, NextGuest integrated a guest feedbackpromotion into Lindner Hotels’ post-stay email communication, linking to TrustYou.Thanks to the integration no separate data upload to TrustYou is necessary from thehotel to send the survey to their guests. When the link is clicked, relevantcustomer information such as first name, last name, email address, and room numberare automatically transmitted to TrustYou and the guest is redirected to a partiallypre-filled survey form, making it much easier and less time consuming for the guestto submit a review.In order to use survey results for customer segmentation and personalizedcommunications, survey scores are transferred back into the CRM. Based on specialsurvey scores, the CRM triggers automated campaigns to respond to specific guestexperiences and dynamic content is displayed in transactional and marketing emails.INCREASE IN REVIEWSCOMPLETEDINCREASE IN OPENRATES DUE TO PERSONALIZATION27%22%As a result of the 2-way integration with TrustYou, survey results are alsoavailable within the CRM’s Guest Profiles and are included in arrival reports.This enables the entire team to be aware of the guest’s previous experiencesso they can improve the guest’s stay.EXECUTION