Digital tools for hotels and resorts: what you really need

In a hotel or a holiday village it pays to invest in three areas, in this order: a website guests can book on directly, management software that brings rooms, departments and bills together, and simple communication with guests. Apps that just repeat the website, generic chatbots and in-room technology usually cost a lot and are barely noticed.

These are the same areas we work on with software and apps for hotels, holiday villages and spas. Here we go through them one at a time, with what's worth doing and what's worth avoiding.

1. The website and direct bookings

Portals such as Booking and Expedia help people discover you, but they take a commission on every booking. The goal isn't to leave the portals: it's to make sure that people who know you, or come back, book with you.

What you need:

• A website that's fast on a phone, with real photos, clear services and contact details in view
• A simple way to enquire or book: a form that collects dates and guests, or a booking engine connected to your management software if you want instant confirmation
• A reason to book direct: something the portal doesn't offer, such as breakfast included or more flexible cancellation
• WhatsApp for questions before booking

We go into more detail in the guide on direct bookings.

2. The property's management software

Management software (a PMS, in industry terms) isn't just the room calendar. The ones that work bring together:

• availability and rates, synced with the portals through a channel manager to avoid double bookings
• housekeeping and maintenance, with room status always up to date
• charges from the bar, restaurant and services on the guest's bill
• a summary of arrivals, departures and takings

For many properties off-the-shelf software is enough. When services are unusual, for example a holiday village with dining and many departments or a spa with shifts and treatments, a custom tool may be needed. At Villaggio Acquamarina meals, orders, housekeeping and bills moved between many departments on spreadsheets and messages: today one system sends guests' orders where they're needed. I describe it in the Villaggio Acquamarina case study.

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3. Guest communication

• useful information before arrival: how to get there, times, what to bring
• faster check-in, with details collected in advance
• a simple channel for requests during the stay
• an invitation to leave a review after departure

Often what you need here isn't new software but less repetitive work. At Hotel La Torre, emailing guests in line with their consent, updating the screens and preparing the evening menu became guided procedures the staff use without calling a technician. You'll find the details in the Hotel La Torre case study.

Where money is wasted

• Apps that just repeat the website: few guests download them for photos and opening times. An app earns its place when guests use it during the stay, to order or pay.
• Generic chatbots that don't know your availability or services: they annoy people looking for a real answer.
• In-room technology guests didn't ask for: expensive and barely noticed.
• Monthly SEO packages without a technically sound website underneath.

For small properties

Many properties think they're "too small" for all this. It's the opposite: in a small property every booking matters more, every well-handled review helps people choose and every direct booking is one less commission.

The right order is almost always the same: first a clear website with a simple way to enquire, then the management software, then the rest.