Increasingly, hoteliers are reaching the same conclusion: the CRM represents the ideal solution as the central repository for guest profile data and engagement.

“Hotels need access to rich data - the ability to store it and leverage it,” said Michael Bennett, Cendyn’s SVP of Global Marketing & Business Development. “Now all these systems, not just marketing, sales, and revenue but also the spa system, golf system, food & beverage system, are trying to mine data. But it’s more than just the data. You need to be able to perform data appends, behavioral analysis, and the slicing and dicing of profiles.”