Yotel Group: Enhancing Growth and Insight with Optimiser CRM optimiser

Yotel Group

YOTEL is a dynamic and innovative hospitality brand renowned for its unique approach to modern travel. As one of the fastest-growing hotel groups in the world, YOTEL was established to challenge the status quo of the hospitality industry and cater to the evolving needs of today’s travelers.

The brand offers a seamless blend of technology and comfort across its properties worldwide, ensuring that guests experience unparalleled convenience and efficiency. In addition to its cutting-edge room design, YOTEL places a strong emphasis on leveraging technology to enhance its hospitality services. This focus on technological integration aims to improve operational efficiency, streamline communication, and elevate the overall guest experience.

By continuously innovating and adopting the latest advancements, YOTEL remains at the forefront of the hospitality industry, providing guests with a modern and exceptional stay. Despite its rapid growth and innovative stance, YOTEL faced several challenges that were hindering its full potential, including the ability to accurately track ROI on its global sales team activities.

Following an expansion of the sales function, there was a need to establish a more formal process of communication and coordination within the team. The team required access to clean and actionable data points that could help them to be more focused in terms of generating revenues.

Why Optimiser CRM?

In the process of selecting CRM software YOTEL emphasized three critical factors: value for money, quality of Opera Cloud PMS integration, and overall product effectiveness, including support. With a global sales team and properties worldwide, each operating within three different Opera Cloud environments, it was becoming increasingly challenging to unify their data and gain the business intelligence necessary for cost-effective and intelligent decision-making.

YOTEL sought a CRM application that was easy to use and could efficiently categorize its clients, such as corporate, agents and groups. It needed a CRM that could show, in real-time, the impact of sales activities on revenue, providing a complete 360-degree view of accounts and individuals, whether account influencers or guests who stayed at its properties globally. This capability was crucial for identifying new revenue opportunities and optimizing resource allocation.

Additionally, YOTEL wanted a CRM that offered automation capabilities allowing the team to send automated communications, conduct surveys, create tasks, or notify group users in specific scenarios. This was essential for streamlining operations, reducing manual effort, and saving costs while improving overall efficiency.

For YOTEL’s sales and MICE teams, having all the necessary data in one place was vital to better understand clients’ booking trends and then tailor proposals accordingly.

Driving success with Optimiser CRM

Since implementing Optimiser CRM, YOTEL has already experienced a transformation in its operations and overall business performance. The integration has streamlined workflows, leading to improved efficiency across all departments. By centralising data and eliminating silos, YOTEL has a more unified view of revenue, operations, sales and marketing, empowering its teams to make informed, data-driven decisions. Once Optimiser is fully in place, this holistic approach should not only enhance the coordination between sales, MICE, Marketing and Operations team but also reduce duplication of efforts and missed opportunities, driving higher productivity and better resource utilisation.

One of the most notable initial impacts of Optimiser CRM has been its ability to provide real-time insights into the ROI of sales activities. Previously YOTEL struggled to measure the effectiveness of its sales efforts. Now, with AI-enabled Opera Cloud integration, accurate tracking, and reporting, the team can evaluate the performance of each activity and its contribution to revenue. This will allow YOTEL to fine-tune its sales strategies, focus on high-impact activities, and allocate resources more effectively. Additionally, the efficient tracking of RFPs should result in higher acceptance rates, as the sales team can now manage and respond to proposals with greater accuracy and speed.

Furthermore, Optimiser CRM has improved collaboration and communication within the team. The single-view dashboard serves as a central hub for all customer interactions and data, ensuring that all team members have access to the same information. This transparency has fostered better teamwork and coordination, leading to enhanced client management and service delivery. Efficient handovers and the retention of knowledge despite staff turnover have ensured continuity and consistency in operations, minimizing the risk of lost information and missed opportunities.

Lastly, the AI-enabled integration with Opera Cloud is expected to have a big impact. The intelligent integration between the Opera Cloud PMS and Optimiser CRM ensures that duplicate data in Opera Cloud does not affect Optimiser data, maintaining consistency and accuracy. This capability has enabled YOTEL’s sales team to push negotiated rates from Optimiser create group bookings, identify new opportunities, view real-time availability of the properties, recognize upcoming VIP check-ins across the portfolio, and push revenue postings for MICE bookings into Opera Cloud. Overall, the success driven by Optimiser CRM will not only boost YOTEL’s operational efficiency but also position it for sustained growth and excellence in the years to come.

Hotel Type: Enterprise/Chain/Group
Region: Global

At A Glance

Challenges

Improve synergy between Sales, MICE, Marketing and Operations teams
Ability to accurately measure ROI on sales activities
Absence of unified Business intelligence view
Rapid expansion of team

Solution

Optimiser CRM

Expected Results

Once-view dashboard offering a single source of truth for teams across the group
Efficient handovers and zero loss of knowledge due to turnover in sales personnel.
Accurate tracking of ROI on sales activities.
Better Conversion of opportunities and identification of new opportunities that were previously missed.

Nitesh Lama

SALES DIRECTOR ‑ EUROPE

"Optimiser CRM has made it much easier for us to access a wide range of information in one place. I can now track my teams more efficiently, and we're already seeing positive effects on our revenue."