The digital transformation of customer relationship management with the leisure segment in the hospitality industry: focus on accommodation services

Hélène Delay The hospitality industry has been subject to enormous changes since the 2010’s with each actor trying to differentiate itself through innovation on architecture and design, comfort, services and especially on the overall traveling experience that is highly affected by technology. This research aims to show how the digital transformation affects the customer relationship management in the hospitality industry with a focus on accommodation services for the leisure segment. After giving a wide overview of the hospitality industry and the trends related to technology, the report will focus on hospitality groups, specialized in accommodation services, and the challenges brought by the digital transformation regarding the customer relationship management with the leisure segment. The analysis of multiple cases studies relying on second-hand data will lead this research to highlight the solutions adopted by hospitality groups to cope with the challenges on the customer relationship management with the leisure segment disrupted by the digital transformation. The digital transformation has brought many challenges: new consumption habits, tech-savvy customers, the rise of digital competitors and an entire new economy based on the sharing of services and commodities. In order to deal with these challenges, hospitality groups have deployed efficient solutions for e-reputation and data management, they have developed new services that are now highly-personalized and automated and offer a mobile and digital experience to customers looking for mobility, ease of use and efficiency. These challenges should not be considered as threats for hospitality groups but rather as opportunities to create value, differentiate and increase sales