An Evaluation of the Significant Elements of Customer Relationship Management within the Hotel Industry

The topic of Customer Relationship Management (CRM) has been widely studied, especially in terms of its conceptual alignment with opportunities to retain customers and stimulate long-term business success. However, there still appears to be a paucity of coverage about these practices in the hotel industry. By discussing the implications of Database Management, this paper deliberates on the quintessential processes associated with successful CRM structures and practices. The paper additionally attempts to illustrate how Customer Relationship Management is particularly pertinent to the hotel industry; a signifi cant sector within the tourism industry. It emphasises the close alignment between the dynamics of the hotel industry and the fundamental principles of CRM. Critical attention fi nally focuses on identifying specifi c strategies and tactics which the hotel industry has adopted with the help of technology