Managing Director, EMEA & APAC
While customer relationship management (CRM) is a term that encompasses both human interaction and software, some references to it might refer exclusively to technology but very few mentions of it would encompass both. For the successful hospitality operator, a CRM system is an essential piece of software that enables them to provide the perfect experience for a guest, no matter what channel they came through, what their reason for travel is, or who they are travelling with.
The software layer simply resides where the human layer of CRM cannot: in front of
the customer when he or she is not in residence at a brand property, whether that be online,