hotel and hospitality CRM - definition
ICLP – the global loyalty marketing agency – is an expert practitioner of Hotel and Hospitality customer relationship management (CRM).
Hotel and hospitality CRM is a relatively new field of specialised loyalty marketing and there is still much room for advancement.
By using a hotel and hospitality customer relationship management strategy a hotel company or chain can collect customer data and tailor special guest programmes, services and promotions, based on hotel guest preferences. The hotel chain or company can use data collected in the hotel and hospitality CRM program to differentiate the needs of special customers across the chains and to market to specific groups of travellers. They can also evaluate the company’s frequent guest programmes, perform trend analysis and personalise their services.
Typically a hotel and hospitality CRM programme collects guest and transaction data automatically, markets to targeted groups of customers, based on real transactions and both creates and manages guest loyalty programmes (frequent guest programs / programmes). These will include the running and management of a reward programme, either independently or as part of a credit card scheme.
ICLP runs hotel and hospitality CRM for many hotel and hospitality partners and runs established loyalty clubs for many hotel and resort groups.
To find out more about developing a Hotel and Hospitality CRM strategy and how ICLP can help your business, please visit ICLP-the global loyalty marketing agency.