H-ON Le Mag April: Is Customer Relationship Management Soluble in Smart Technology?

In the hospitality industry, there is a focus on enhancing guest experiences and fostering loyalty, yet technological priorities often lean towards operational tools rather than customer relationship management (CRM) systems. While loyalty programs offered by major hotel chains are seen as addressing the need for guest recognition and personalization, they may not fully meet these expectations.

Many hotel operators at the EquipHotel 2024 trade show prioritize revenue management systems (RMS) over CRM tools for immediate profit gains. However, the long-term benefits of CRM, which nurtures guest relationships through data-driven interactions like personalized emails and surveys, are crucial for sustained customer loyalty.

Although loyalty programs are commonly associated with CRM, they are considered an extension rather than the core solution. Effective CRM implementation involves integrating customer data from property management systems (PMS) or central reservation systems (CRS), engaging customers through targeted communication channels, and measuring satisfaction to strengthen relationships over time.

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