There is a phrase we love hearing from our clients: “I have everything under control with my database.”

Because let’s be honest, the reality is that most databases are a disaster. Don’t take this the wrong way; it’s not a criticism. We know it’s inevitable (when you don’t have Journeytok 😉) and data rains down on you from a thousand places: the PMS, the channel manager, the booking engine, the Wi-Fi, web forms, integrations with other tools… plus whatever your team types in by hand when the phone rings.

Each system has its own artistic criteria for sending you information:

  • Some put the name in AGGRESSIVE CAPITALS.

  • Others in whispered lowercase.

  • Some settle for just giving you the initial of the surname (Juan P. — Hello? Who are you, friend? 🤨).

  • Phone numbers sometimes come with +34, sometimes without.

  • Empty fields everywhere.

  • Duplicates, triplicates, quadruplicates…

Yes, you have 15,000 client profiles, but half are incomplete, a third are duplicates, and the rest… 🤞.

And of course, then you try to do personalized marketing without knowing if “Juan Pérez” and “Juan P.” are the same person.

Two layers of intelligence working for you (while you sleep)

1. Smart Algorithms: The invisible team that never rests

They work from minute one, without you having to configure anything or even think about it.

It’s like having an obsessive-compulsive team organizing your database 24/7, doing things like:

  • Duplicate detection and merging: The AI identifies when “Juan Pérez Gómez” (with email juan@hotel.com) and “J. Pérez” (with the same email) are the same client. The system automatically merges both profiles while preserving all information, normalizes the format of names, phones, and emails, and leaves you with a single, clean profile.

  • Automatic profile enrichment: It crosses data from different sources (PMS, Wi-Fi, web, previous bookings) to complete empty fields. If the PMS doesn’t provide the language, the system detects it from the phone number and adds it automatically to their profile.

  • Continuous validation: It automatically flags emails that bounce, phone numbers with incorrect formats, and inconsistent data so you don’t waste time sending campaigns to contacts that don’t work.

All of this happens on its own. Without supervision. Without anyone touching anything.

It is the first layer of intelligence. The foundation that guarantees your data is always clean.

2. Workflows adapted to you

Here, the potential is limitless. Workflows are flows that you design to automate data management according to your hotel’s specific needs. They are intelligent information processing rules with a clear goal: to eliminate repetitive manual tasks related to organizing and tagging your database.

And this is where I’m going to tell you the story of Laura, because she set up one of these workflows that made her life a little (or a lot) easier.

Laura’s Story (with a happy ending)

Laura is the Marketing Director of a hotel chain with 12 properties in Spain. Her technical system worked perfectly: bookings arriving from all channels, importing to the CRM automatically, profiles being created without issues.

Everything was pretty. Everything was good.

Well, not entirely, otherwise she wouldn’t have called us to tell us her case.

Laura was fed up—no, very fed up—of having to perform a manual process that consumed a lot of her time, which was none other than marking on each profile in her CRM database whether the client had accepted receiving commercial communications via email or not.

Every week, she or someone on her team had to invest part of their valuable time to:

1️⃣ Enter the CRM bookings.

2️⃣ Filter by a specific sales channel.

3️⃣ Search client by client.

4️⃣ Mark them one by one: “This one can receive emails.”

All this, despite the fact that her chain had a specific sales channel that, to apply a 15% discount, legally required accepting commercial communications.

Translation: If you booked through there with that package, you had already accepted, happily complying with GDPR.

Time spent: They don’t even want to count it. Every week. Just to organize a piece of data that the system captures but gets lost along the way.

“Every month we launch newsletters and promotions, and sometimes we left new clients out of these communications because no one had updated the list, simply because no one had the spare time to tackle this task.”

There are manual jobs that are inevitable and others, like this one, that are solved, once and for all, by applying a workflow in less than 5 minutes.

The Solution: An easy and efficient workflow that made Laura a happier person

This was her particular case, her problem, her specific need.

So, after speaking with her, we configured a super simple workflow:

When a new booking comes in through that channel and, with the 15% discount applied:

Do this automatically:

Modify field “commercial consent” = YES ✅

  • Setup time: 5 minutes

  • Technical complexity: None.

  • Extra cost: Zero. Zilch. Free.

The numbers that make Laura cry tears of joy

Since October 2024, when they activated the workflow:

  • 0 hours/week on manual tagging (Before: 4 hours).

  • 100% of clients marked automatically (Before: depended on someone not forgetting).

  • 0 human errors when searching and tagging (Before: ~5% errors due to fatigue/oversight).

“Thanks to this workflow, we’ve gotten rid of one of those tedious tasks that no one wanted to deal with. Plus, it has opened our eyes to other possibilities for automating more manual tasks.”

Other examples of workflows

The beauty of workflows is that they can adapt to the internal rules of each hotel and do things for you that no system can do by default.

Some real examples from our clients:

Urban Business Hotel:

  • Rule: If the booking is Mon-Thu + includes breakfast = tag as “Corporate Client” (very useful segmentation when launching promotions).

Hotel Chain with Loyalty Program:

  • Rule: If it is the client’s third booking in any hotel of the chain = mark “Loyalty Program Client”. If already a program member + makes a booking = update “Accumulated Points” field according to rate.

Rural Accommodation Brand:

  • Rule: If the pre-stay survey indicates “Prefers to be contacted by WhatsApp,” assign “WhatsApp” tag to the “Preferred contact method” field.

See how it works? Each one configured their workflow according to their business. These aren’t generic functions. They are rules that make sense for them.

Combining smart algorithms with workflows can change your life (for the better)

Smart algorithms save you the basic work of keeping the database clean. It’s like having an assistant who tidies your desk every day without you asking.

Workflows save you specific jobs related to your database. That process you do in your hotel or that particular rule that makes sense in your business.

Differences between using workflows and not using them:

❌ Wasting time on mechanical tasks every week.
✅ The system does it alone while you do useful things.

❌ Limiting your campaigns because someone forgot to “organize the database.”
✅ Database organized and optimized 24/7.

❌ Your employees don’t know their clients.
✅ Each client has tags that define them.

❌ Committing errors due to fatigue or oversight.
✅ Zero errors because workflows don’t get tired.

❌ Your team frustrated.
✅ Your team happy.

 

Okay, so where do I start?

To activate smart algorithms:

Relax. They are already running in your Journeytok CRM. You don’t have to do anything. Enjoy them.

To activate workflows:

Step 1: Detect those manual tasks you do to refine your database.

What does your team do every week that is mechanical, repetitive, and related to processing/tagging data?

Step 2: Configure your first workflow.

Start with just one. The one that takes up the most time. If you have any doubts, we’ll help you configure it.

Step 3: Measure what you save.

How many hours did you recover? How many errors did you avoid? Is your team happier?

Recap (for those skipping paragraphs)

Journeytok works in two layers to keep your database impeccable:

1. Smart Algorithms (work alone from Day 1)

  • Normalize formats.

  • Detect and merge duplicates.

  • Enrich profiles.

  • Validate contacts.

2. Workflows (you configure them according to your needs)

  • Automate your specific data management rules.

  • Eliminate repetitive manual information processing tasks.

  • Apply your particular business logic without human intervention.

In Laura’s case: she went from dedicating hours every week to a thankless task, to configuring a workflow that does this job for her every time a booking comes in that meets HER specific conditions.

If there is someone in your hotel doing repetitive tasks with data that “the system already knows,” you are throwing away time (and money) that you could recover with a 5-minute automation.

Do you want to stop wasting time on mechanical tasks?

If you are reading this and thinking “Ugh… if only I could get this task off my plate,” we have a conversation pending.

No strings attached. Tell us your case and we’ll help you identify which workflows could save you weekly hours of work.

About Journeytok: Specialized CRM for hotels. We optimize and normalize the database with smart algorithms (that work from day one) and customizable workflows (that you configure according to your business). We automate the guest journey. We offer independent modules – Wifreezone (hotspot), Check-in Online, Messaging Center (AI Chatbot) – that complement the CRM or can be implemented independently. Hundreds of hotels in Spain, Portugal, and Latin America already use Journeytok to eliminate manual tasks and increase their direct sales.