Chief Sales + Marketing Officer
If you asked five hospitality executives how they define CRM you would likely get five different answers.
There is a fair amount of confusion in the hotel industry regarding CRM. If you asked five hospitality executives how they define CRM you would likely get five different answers. Some might say it was an email marketing system and others that it was a contact management system or guest engagement platform. None of these answers are wrong but they are all missing the full picture. At Cendyn/ONE we have developed our CRM platform specifically for hotels and resorts and believe that true, enterprise Hotel CRM requires three core components:
1) Enhanced Guest Profiles – This can only be accomplished via a central data intelligence warehouse, s...