Digital infrastructure
for a chain of 5 hotels
A network of premium resorts — more than 1,000 rooms, but digital marketing is non-existent. No end-to-end analytics, no proper website, no automation. We built everything from scratch — from CRM to a dashboard.
hotels in the chain
rooms under management
systems integrated
dashboard for the entire chain
What was at the start
5 hotels, 1,000+ rooms — but the digital infrastructure was like that of a small guest house
No end-to-end analytics
It's unclear which ads bring bookings. Data is scattered across different systems — no one sees the full picture for the entire chain.
Sites don't sell
Each hotel has its own website, but none of them were optimized for conversion. There is no proper user journey from viewing to booking.
CRM not set up
Bitrix24 was there, but not used for its intended purpose. There are no sales funnels, no automation, leads were lost between departments.
PMS not integrated
1C-Hotel worked in isolation. Data about guests, bookings, and revenue did not get into marketing analytics.
Advertising without a strategy
Advertising campaigns were launched haphazardly, without regard to seasonality, without audience segmentation, without understanding the cost of a customer.
No work with the guest database
No loyalty program, no segmentation, no automated emails. The guest has left — they have forgotten about him. Repeat visits are a matter of chance.
What we have built
A complete digital ecosystem for managing the marketing of a hotel chain
End-to-end analytics
Custom dashboard in Power BI: data from Calltouch, Bitrix24, Google Analytics, Yandex.Metrics and 1C-Hotel — all in one report. Control of ROMI, CPA, ARPU and LTV for each hotel and channel.
CRM setup
Deployed and configured Bitrix24 for the entire network: sales funnels, automatic tasks, distribution of leads among hotels. Integration with PMS — data on bookings and guests comes automatically.
Integration with 1C-Hotel
Linked the PMS system with CRM and analytics. Now data on check-ins, revenue and occupancy goes to the marketing dashboard automatically — marketing sees real sales, not just leads.
Calltouch telephony
Implemented a call tracking system. Each incoming call is linked to an advertising source. The manager sees where the guest came from even before picking up the phone.
Marketing strategy
Developed a strategy for the entire network: contextual advertising, RTB, targeted and display advertising, SEO, email marketing. Each hotel has its own campaigns, taking into account seasonality and audience.
Advertising optimization
Google Ads, Yandex.Direct, VKontakte, myTarget — optimized all channels by ROI. Reallocated budgets in favor of channels that actually bring bookings.
CustDev and CJM
Conducted guest research, created a customer journey map. Found out at what stage visitors are lost and rebuilt the path from the first touch to booking.
RFM segmentation and emails
Segmented the guest database by visit frequency, recency and average check. Set up automated email and messenger mailings: personalized offers for each segment.
Team coordination
Built processes between contractors, developers and designers for all 5 hotels. Unified standards, quality control, transparent reporting.
What we integrated
7 systems that used to work separately now exchange data automatically
Bitrix24 CRM
Sales funnels, leads, tasks, business process automation
1C-Hotel (PMS)
Management of bookings, check-ins, revenue. Connection with CRM and analytics
Calltouch
Call tracking, linking to advertising sources, call recording
Google Analytics
Website behavior, conversions, multi-channel sequences
Yandex.Metrica
Additional analytics, webvisor, click map, goals
Power BI
Visualization of all data on a single dashboard with auto-update
Advertising cabinets
Google Ads, Yandex.Direct, VKontakte, myTarget — expenses and metrics
Bottom line: The network management sees the occupancy of each hotel, the cost of attracting a guest, the return on advertising investment, and the effectiveness of each channel on a single dashboard — without manual data collection.
What the business gained
Marketing transparency
Previously, no one knew how much a guest from a specific channel cost. Now there is full control over ROMI, CPA, and LTV for each hotel and each campaign.
Increase in bookings
Advertising optimization based on data, not intuition. Budgets have been redistributed in favor of channels that actually convert — there are more leads.
Occupancy in the off-season
Seasonal and off-season campaigns with different offers for different audiences. Hotels are no longer just waiting for summer.
Process automation
CRM automatically distributes leads, assigns tasks to managers, and sends reminders. Manual work has been reduced significantly.
Return of guests
Personalized emails to RFM segments bring back guests. The loyalty program motivates guests to book again at the same chain.
Unified system for 5 hotels
One dashboard, one CRM, one set of standards. Management sees the entire chain and can compare the effectiveness of individual hotels.
Do you manage a chain of hotels without unified analytics?
We have already integrated CRM, PMS, advertising, and telephony into a single dashboard. Tell us about your chain — we'll show you how it works.
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