CRM Technology in the H & T Industry

The downturn in the economy has required hospitality entities to make every effort to maintain and attract a respective clientele. Electronic Customer Relationship Management software allows for a hospitality entity to track its consumer’s behavior. The results from the tracked behavior are used by the hospitality business to individually tailor its services to the desires and habits of its patrons. The collected data is then refined for businesses to create loyalty programs which provide awards/incentives targeted at repeat visitors. (Studies have shown that over sixty percent of a facilities visitors will select a location based upon the promise that future gifts will be offered upon a next trip). CRM databases use data mining technology to extract a tourist’s purchase behavior, reason for stay, market segment, etc. to personalize consumer interaction and increase customer satisfaction, components necessary for remaining at a competitive advantage in the industry.

m-Travel.com- CRM Article