Articles tagged “CRM”

Understanding the customer is becoming increasingly important to hoteliers, and 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.

Serent Capital was an investing chaperone to Revinate's acquisition of Navis. Its thesis is that the technological stars have finally aligned to produce many of the business intelligence breakthroughs that hotel companies have long sought.

Accel-KKR, a private equity firm based in Silicon Valley, supported Cendyn's merger with arch-rival NextGuest. Investors are betting that hotels will spend more heavily on data-based tools to gain an edge once the sector's recession ends.

This new whitepaper from Adara, based on the results of a survey of close to 500 travel marketing executives, offers a snapshot of the industry’s progress deploying advanced data-driven personalization strategies.

As with Cendyn and Guestfolio, further consolidation is likely in the hotel marketing and loyalty sector as the number of competitors proliferate and the opportunities grow.

As online travel agencies are offering hundreds of options at the finger tips of the consumer, hotels are struggling to get direct bookings. To win business back from the OTAs, hotels need to figure out ways to cultivate better relationships with guests.