Hospitality
Hotel & Hospitality Suite
Drive direct bookings, delight every guest, and turn reviews into a revenue engine, without adding headcount.
A full operating system for an independent hotel, boutique property, or B&B. It covers the complete guest lifecycle: from capturing a prospective guest the moment they browse, through pre-arrival upsell and in-stay concierge, to reputation management and post-stay winback. OTA commission is where independent properties haemorrhage margin; this suite shifts the mix towards direct bookings, then compounds the gain with pre-arrival upsell, faster review responses, and a loyalty loop that turns one-time guests into repeats. Operations are tightened through housekeeping coordination and a group-enquiry handler, so the front desk focuses on hospitality rather than logistics.
A starting configuration to test against the business's actual evidence and operator constraints.
Illustrative failure hypotheses
Questions for the audit to verify
Pre-arrival upsell opportunities (room upgrades, spa, dining, late check-out) left on the table because they are never offered in a timely, personalised way
Slow or generic OTA and Google review responses that depress listing rank and booking confidence
Post-stay silence: guests who had a good experience are never prompted to return or refer, so lifetime value stays low
Front-desk staff writing individual guest messages from scratch, burning time on tasks that could be templated and personalised automatically
Group and event enquiries answered slowly or inconsistently, losing high-value multi-night bookings to competitors
Housekeeping handoffs managed verbally or on whiteboards, causing clashes, missed rooms, and delayed check-ins
Proposed starting point
A pilot hypothesis to review
Designed role · approval required
OTA Review Manager
Monitors, drafts, and publishes on-brand responses to every review on Booking.com, Expedia, Google, and TripAdvisor, and surfaces insight trends to the team.
The audit must validate the evidence, permissions, review boundary, and stop condition before this role enters a pilot scope.
Designed playbook
Proposed work streams and roles
These are configuration ideas to test during an audit. They are not autonomous workers or evidence of a live deployment.
Forma Core
Runs under every suite. The shared operating spine: front desk, follow-up, reputation, owner reporting, cash, and content.
Designed role descriptions ↓Close ↑
Front Desk
Captures and triages every inbound (email, web form, missed call, DM), then replies, classifies, and routes it to the right place.
Follow-Up Engine
Runs persistent, polite multi-touch follow-up on every quote, no-show, and stalled enquiry until it converts or is cleanly closed.
Reputation Engine
Asks happy customers for reviews at the right moment, drafts replies to every review, and routes negative feedback to a human first.
Owner's Digest
Compiles the weekly (and on-demand) operating picture into a plain-English brief: what happened, what's at risk, what needs a decision.
Money Flow
Issues and chases invoices, tracks AR aging, and reconciles payments so nothing slips and cash comes in faster.
Content Engine
Turns the brand kit into a steady cadence of social, email, and blog content, ready for one-click approval.
Direct Bookings & Conversion
Intercept guests researching on OTAs and the web, show the value of booking direct, and convert them before they confirm elsewhere.
Designed role descriptions ↓Close ↑
Direct Booking Nudger
Detects guests comparing rates on OTAs and the property website and triggers a personalised direct-booking incentive before they confirm elsewhere.
Group & Event Enquiry Handler
Responds to group and event enquiries instantly with a tailored proposal, then qualifies and routes to the reservations team.
Pre-Arrival & Upsell
Engage confirmed guests before they arrive to upgrade rooms, sell ancillary services, and set expectations that protect review scores.
Designed role descriptions ↓Close ↑
Pre-Arrival Upsell
Sends a timed, personalised pre-arrival message sequence that offers room upgrades, ancillary add-ons, and arrival details to boost revenue per guest.
Local Guide Builder
Creates and maintains a personalised, always-current local area guide sent to guests ahead of their stay, reducing front-desk fielding of repeat questions.
In-Stay Guest Experience
Handle every guest message and request during the stay quickly and on-brand, and coordinate housekeeping and operations to keep the property running smoothly.
Designed role descriptions ↓Close ↑
Guest Message Concierge
Handles all inbound guest messages across WhatsApp, email, and OTA chat with fast, on-brand replies, escalating only what genuinely needs a human.
Housekeeping & Ops Coordinator
Coordinates the daily housekeeping schedule, tracks room-ready status, and surfaces maintenance issues before they reach the guest.
Reputation & OTA Management
Monitor, respond to, and learn from every review across OTA platforms and Google to protect ranking and build booking confidence.
Designed role descriptions ↓Close ↑
OTA Review Manager
Monitors, drafts, and publishes on-brand responses to every review on Booking.com, Expedia, Google, and TripAdvisor, and surfaces insight trends to the team.
Post-Stay & Loyalty
Convert satisfied guests into loyal direct bookers through timed winback sequences, personalised offers, and referral prompts.
Designed role descriptions ↓Close ↑
Post-Stay Winback
Sends a timed post-departure sequence to prompt a review, gather feedback, and invite the guest to book their next stay direct at a loyalty rate.
Loyalty Offer Builder
Designs and schedules personalised re-booking offers for lapsed guests using stay history, seasonality, and current availability to maximise yield.
Measurement design
Candidate measures to baseline
These labels do not claim a result. The audit must define the source, window, method, baseline, and owner before a metric can support a pilot decision.
Direct booking share
% of room-nights booked direct vs OTA, the primary lever for margin improvement.
OTA commission cost
Total commission paid to OTAs monthly; reduces as direct share grows.
Upsell revenue per arrival
Average upgrade and ancillary revenue generated per confirmed reservation.
Average review score
Blended score across Google, Booking.com, TripAdvisor, and Expedia (platform rank proxy).
Repeat guest rate
% of room-nights from returning guests who booked direct, the compounding loyalty metric.
Rooms ready by check-in
% of arrivals whose room is confirmed ready by the standard check-in time, the leading indicator of in-stay satisfaction.
Connector boundary
Availability is scoped per controlled pilot
Connector names in the internal playbook are planning inputs, not a public integration promise. Current code-live readers are bounded and require account-specific verification before use.
See the commerce pilot boundaries →Audit first
Validate the playbook against your operation.
Pricing, scope, data access, review boundaries, and success measures are agreed in writing before any paid work.
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