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Hotels slow and most reluctant to apply simple CRM exercises

January 20, 2010 | Hospitality Industry

Computerized reservation systems and rewards programs are almost universal in the hospitality sector, but hotels at all levels can do much more in capturing and managing guest information and designing customer-friendly programs through the efficient use of CRM tools.

Generally, the hotel industry programs feature such rewards as extended stays at a discount or for free, or offering discounted rooms at a later date based on points accumulated from frequent stays at a facility operated by a particular hotel chain. However, moving beyond the free room concept into broader and more innovative applications of CRM has been problematic in the industry.

“The large chains and casinos are more involved with CRM than the small brands and independents,” Jason Price, executive vice president of Hospitality e-Business Strategies, told CRM Buyer, “but the entire industry lags behind the airlines and online travel agents.”

Regarding CRM systems, “the online travel agents get it, and devote a lot more attention to this side of the business than the hotel industry at large,” said Price. “The cost and need for hotels is greater than ever, and yet hotels are still the slowest and most reluctant to apply simple CRM exercises to their daily business practice.”

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