Customer Relationship Management Tech for Hotels Is Becoming More Necessary
Skift Take
Understanding the customer is becoming increasingly important to hoteliers, and so-called CRM systems can help capture guest data and automate interactions to improve guest conversion and retention. For now, however, CRM remains a tool mainly used by larger hotels.
About 20 percent of hotels worldwide, representing an estimated 32 percent of hotel-room supply, are using a customer relationship management (CRM) tool to better manage potential and current guest interactions, according to the latest data insights from the Skift Research Hotel Tech Benchmark.
Customer relationship management systems typically use data analysis to study large amounts of information about hotel guests. CRM systems compile data from a range of different communicati
