The most common misconception in the industry is that CRM in hospitality and travel is synonymous to database management.
Many hotel/travel companies, authors and conference speakers alike treat CRM as some kind of a technology application. The truth is that CRM in travel is much more than technology or database management.
CRM and its online application, e-CRM are business strategies aiming to engage the customer in a mutually beneficial relationship.Within this context, here is the best and most universal description of e-CRM for any hospitality company, travel supplier or online travel agency:
Electronic customer relationship management (e-CRM), in the context of Internet distribution and marketing in the travel vertical, is a business strategy supported by Web technologies. It allows travel companies (travel suppliers and online travel agencies – OTAs) to engage customers in strong, personalized and mutually beneficial interactive relationships, increase conversions and sell more efficiently.
Here are the main components of an e-CRM strategy in travel and hospitality:
- Know Your Customer
- Customer Service
- Personalization
- More Efficient Marketing
- Build Customer Loyalty
Establishing mutually beneficial interactive relationships with your customers is the ultimate goal of any e-CRM initiative.
HeBS is a full-service hotel internet marketing strategic services and award-winning website design firm. We help hoteliers take full advantage of the direct online channel and turn their websites into the hotel's main and most-effective distribution channel.
www.hospitalityebusiness.com 
