Customer Relationship Management Systems

A Customer Relationship Management (CRM) System helps to track and manage interactions with customers and is an essential piece of technology for accommodation providers. A good CRM system can reduce workload and help to build and expand a direct booking customer base. It enables business-owners to target specific guests with particular requirements and interests, at designated times, using legally held customer information according to the latest data protection regulations.

For example, useful information such as the date and duration of stay, how much money was spent at your establishment, whether children or pets accompanied, any special dietary requirements and other data, such as birthdays and anniversaries, which people often celebrate with a short break or holiday, are a potential focus. The CRM will allow you to send out tailored marketing promotions and even bulk emails to your customers. Having the data in one place, in an easily-managed format, provides better results and can convert guest data into real repeat direct bookings.