The hospitality sector is at the forefront of the phase of increasing digital transformation. Compared to a few decades ago, the business model that can be applied to any hotel reality has completely changed, thanks to the increasingly powerful software tools capable of decisively intervening, alongside indispensable entrepreneurial characteristics.
We are talking to Marcello Carfora of Zucchetti Hospitality about the choice and characteristics of PMSs (property management systems) for hotel management.
For profit maximisation, management control, monitoring of staff activities, analysis and statistics as well as the management of ancillary services, what should you ask of an advanced PMS?
“Surely today more than ever it is necessary to have certainties and to better take charge of your hotel business, which is why it is essential to have an information system that is able to collect data from all production and cost centres and provide complete management analysis.
A property management system has the task of guiding the management of a hotel by collecting information from the various departments with the aim of monitoring operational flows, from requesting a quote, to CRM management, to measuring the operational efficiency of the staff, up to costs and profit margins surveys.
It is important to have a mobile, user-friendly system with limited training impact to easily manage a seasonality with sudden changes in the staff and to be able to act remotely or from any technological media.
The use of Apps to check the maintenance or refurbishment interventions of the rooms is a necessary tool for improving efficiency and providing guests a better service, so that a high standard of hospitality can be maintained.”
How significant is the connection with the food & beverage area?
“The ancillary services of a hospitality facility are essential for increasing revenues beyond the sale of rooms. Being able to connect a valid profitability analysis system of the points of sale to the hotel PMS allows management to control profits. In addition, the technology of modern F&B systems is able to increase the revenues of its production centres, thanks to the use of digital menus, an increase in the connection with delivery systems, the use of Apps to create a more fluid and innovative connection with the guest.”
How important is it for a hotel entrepreneur to always have a broad vision of the reference market and the pressure of demand?
“It is crucial to have a vision with an eye focused on the most reliable forecast of market demand. The potential of a demand forecasting system allows the hotelier to make adjustments in advance regarding room sales rates, by also introducing promotions that can be an incentive for tourists to stay for a longer period.
Having a picture of the type or nationality of the tourists making requests in a given period allows hotel marketing to offer campaigns aimed at that type of guest.”
Hotels can offer multiple solutions for accommodation facilities: how important is it to use a PMS already structured for a specific hotel type, without the hotel having to adapt to the software solution?
“The importance of having more adequate solutions with respect to the type of hotel structure allows the company to be able to accompany the hotelier towards the right software solution. Having a sales team focused on the correct target right from the preliminary analysis, together with adequate after-sales support that is able to understand the real needs based on one’s way of working, help to create a partnership of understanding, contributing to professional growth and an exchange of opinions and practices that brings professional enhancement.
The hotel itself must find a technological partner capable of providing solutions suited to its target, in order to avoid having difficulties with any inadequate implementation of PMS, unsuitable for the type of customer.”