How workflows turn guest behaviour into automatic marketing

Build a guest journey once, from an event that happened in your venue, and let it run.

Most marketing tools trigger on a click. In a restaurant or a hotel the events that matter happen in the room: a booking lands, a guest signs into the Wi-Fi, a table of eight cancels on a Friday, somebody leaves two stars at midnight.

Workflows is the part of the Marketing CRM that starts from those events instead. You build a journey once, it runs on its own, and the guest gets the right message at the moment it is still relevant.

What a workflow is made of

Every workflow starts with a trigger, which is the guest action you care about. Booking created, booking completed, booking cancelled, loyalty sign-up, Wi-Fi session, review left, form submitted, an upcoming birthday, or a webhook from your POS. Several triggers take conditions, so you can fire on a party of six or more, or on a booking note that mentions an anniversary.

After the trigger you add nodes. Actions send an email or an SMS from your templates, add a tag to the profile, award loyalty points, or open an inbox thread for staff to pick up. Decisions check whether a guest has a tag, opened an email or clicked a link. Waits hold the flow for a period, until a time of day, or until something else happens.

That combination is what separates it from an autoresponder. A win-back flow can wait ninety days, check whether the guest has visited since, and only then send anything.

Building one

The builder is drag-and-drop. You add a trigger from the dashboard, click the start node, and choose the next node from the list of actions, decisions and waits. Each step connects visually, so the whole journey sits on one screen and you can read it back without a specification document.

Email and SMS templates live in the same place, so you are not switching systems mid-build. When you hand a flow to someone else, the Explain button describes what it does in plain English, which beats walking them through the nodes one at a time.

Three worth setting up first

The birthday flow. Trigger seven days out, send an email offering something specific, wait three days, then send an SMS to anyone who has not booked. Tag the guests it went to so you can tell whether it worked.

The cancellation flow. Trigger on a cancelled booking and send something within the hour, while the guest is still deciding where to eat tonight. This is the cheapest recovery there is, because the demand already existed.

The review flow. Trigger when a review lands. Thank the good ones, and route anything two stars or under into an inbox thread so a manager sees it before the weekend rather than after it.

What to watch

Build one flow and leave it alone for a month. The temptation is to make six in an afternoon and then lose track of which one is sending what.

Check the wording every quarter. Templates go stale, offers change, and a flow that has been running since last spring will happily keep sending a Christmas menu in March.

Watch the volume. A guest who trips three triggers in one week gets three messages, and the third is the one that costs you the opt-out.

Workflows sits inside the Marketing CRM, and its triggers come from the same guest profile as your bookings, Wi-Fi and reviews. Book a demo and we will build your first flow with you.