Adoption of customer relationship management (CRM) solutions continues to rise in almost every industry. Statistica projects revenues from CRM solution sales will rise to a staggering $24.2 billion in 2018, a 23 percent increase from 2015. That jump includes companies in the hospitality industry – hotels, resorts, restaurant, even casinos.
Traditionally use of CRM in hospitality has focused on providing a better guest experience. By collecting more complete information about the guest, the company can provide faster personalized service from booking to checkout.
A CRM can also help maintain a robust sales funnel. It can capture opt-in data to better focus engagement over the long term. The goal may be to encourage repeat visits by guests or to nurture corporate clients through an extended sales cycle. Either way, it’s all about providing constant, relevant content to the customer.