2019 Global CRM Study

and/or watch our webinar “The agony and the ecstasy – Where CRM is headed”
from the 20th of May 2020.

CRM is more than e-mail communication. With core functions normally exceeding hotel operations, marketing, sales and IT a holistic approach is required, but often perceived as difficult to implement.
Multiple platforms with different data silos lead to increased workloads, ineffective processes, less flexibility and higher costs.
Business intelligence is often insufficient because reporting is either not available and/or customization requires significant time and investment to implement.
Today’s customer journey offers many touchpoints where smart CRM can lead to increased conversion e.g., during a brand website booking. But personalized content is often not available.
In many cases, the depth of integration with corresponding systems (e.g., PMS, CRS and RMS) is not optimized for hotel chains.
A clear strategy definition and setting priorities for CRM roll-out are important. Hotel chains often struggle with the complexity of CRM projects.
Finding employees with the right skill-sets and CRM experience is not easy. Hence, CRM often falls back behind other urgent matters.