The hospitality and tourism industries have witnessed unprecedented growth and competition in recent years as customers become increasingly discerning and tech-savvy, hotels, travel companies and tourism boards must adapt to meet their evolving needs and expectations. Customer Relationship Management (CRM) has emerged as a critical strategy for hospitality and tourism businesses to build loyalty, drive revenue, and gain a competitive edge.
This book aims to provide a comprehensive understanding of CRM principles and their application in the hospitality and tourism industries. Written for students, practitioners, and managers, this book explores the latest CRM concepts, technologies, and best practices, with a focus on hotel and tourism operations.
Through a combination of theoretical foundations, real-world industry examples, this book will equip readers with the knowledge and skills necessary to design, implement, and evaluate effective CRM strategies in hospitality and tourism settings. Whether you are a hospitality or tourism professional, educator, or student, this book will serve as a valuable resource for understanding the role of CRM in driving business success in these dynamic industries.