According to the Quebec Hotel Association survey, 58% of respondents do not have a customer relationship management system. (Photo: 123RF)
MEETINGS AND CONGRESS. The hotel industry in Quebec is lagging significantly behind in its digital transformation. This is according to the results of a recent survey conducted by the Quebec Hotel Association (AHQ) in collaboration with Hotelus Digital. However, digital advances could help them reduce their costs in the face of inflation.
“The pandemic has forced many businesses to adapt technologically, but there is still a lot to do,” notes Véronyque Tremblay, CEO of AHQ. The majority of hoteliers are aware that there is a delay. However, we commissioned this study to raise awareness for those who may not already be aware of it. » The CEO makes no distinction between leisure tourism and business tourism, as the latter “accounts for 50% of annual clientele,” she says.
In its report, which AHQ shared with its members last June, AHQ writes that “the majority of respondents (58%) do not have a customer relationship management (CRM) system” and that “fewer than half (47%) wrote a post”. -Stay Survey.” Additionally, only 31% of the 113 respondents said they use a reputation management tool. “These three findings are worrying,” we can read, because “it costs 20% more to acquire a new customer.”
Adopting a digital strategy helps improve the customer experience, believes Véronyque Tremblay. “For example, it is important to respond to comments from Internet users. I would even say that it is even more important if the comments are negative. It’s reassuring for guests to see the hotel respond and say, “We heard you, we’re working on it.” »
Perfect storm
However, for many, especially smaller players, it can be difficult to keep up digitally when there are constant fires to put out. “We have a particular reality in Quebec: 70% of the hotel industry is independent,” says the CEO. These people need support. As technology evolves rapidly, constant adaptation is required.”
The survey shows that digital platforms are managed by owners and managers 46% of the time. “In the independent hotel industry, they are often busy with operations, they have less time to free themselves, settle down and assess their needs in order to move forward,” says Véronyque Tremblay. Not surprisingly, the results cited a lack of time and staff (73%) as the main obstacle to successful digital transformation. “Everything happens at the same time,” complains Véronyque Tremblay. We want to move forward, but are slowed down by staff shortages and transitions; It takes time… and money! »
The second most common reason (54% of respondents) for digital delay is lack of financial resources. “We have to live with inflation,” said Véronyque Tremblay resignedly. It is sure to have a major impact on everything related to the industry. You have no choice but to increase your prices to maintain your profitability. Does it have an impact? Yes. But solutions still exist, and digital advances, once implemented, can help with costs. »
Public investment?
Rising costs and labor shortages, two major challenges that cannot be ignored. Faced with these difficulties, Véronyque Tremblay advocates for government investment to help the industry transform. “If we want to invest in technology and digital, we see from this survey that it is expensive. In the current context, government financial aid that can provide development support is beneficial for the entire destination. These are benefits for all of Quebec, so they are worth investing in,” she says.
For example, the Canadian Digital Adoption Program (CAN) provides grants of up to $15,000 to develop a digital plan. Only 26% of respondents said they knew about this program, as we can read in the report.
“We ourselves are currently in the process of introducing a new CRM (Customer Relationship Management),” says the manager. We see how much work it is, we can understand the companies. But if we want to make sure we are up to date and ahead of the curve, we have no choice but to update ourselves without neglecting the human side. We have a great destination and want it to be at the forefront. »
///
Some numbers
95% of people read customer reviews online before making a decision.
60% of respondents invest less than 2% of their room revenue in technology.
41% of respondents have integrated a video of the facility on their website.
25% of the companies surveyed do not use a PMS (“Property Management System”) to manage their processes.
Only 11% of respondents have made the switch to a cloud PMS.
Web content with a visual representation receives 94% more views than plain text content.
Source: Quebec Hotel Association
Subscribe for free to the Lesaffaires newsletter and follow business and financial news in Quebec and internationally, delivered straight to your email inbox.
Stay up-to-date on the ups and downs of the stock market, the day’s news, and find opinion pieces from our guest experts that address the issues affecting the community with our three daily newsletters, sent morning, noon and evening.
