The vendor-agnostic study combined findings from an online survey of 62 executives of both global and regional hotel chains and interviews with 25 hotel executives and 11 technology providers. Here are the first set of takeaways from H2C’s far-reaching report on the state of CRM worldwide.

Respondents were in agreement: The primary role of the CRM is to enhance the guest experience - and thus increase profitability. To fulfill this role, it requires a single source of truth, said one respondent: “CRM is the single source of data truth, the heart of everything.”