CRM IN HOSPITALITY SECTOR

PRESENTED Master subtitle style Click to edit BY: Pratibha Mukherjee(20100142) Divya Mishra(20100135) Subhoshree Goswami(20100148)

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HOSPITALITY INDUSTRY AN OVERVIEW

Hospitality is all about offering warmth to someone who looks for help at a strange or unfriendly place. It refers to the process of receiving and entertaining a guest with goodwill. Hospitality in the commercial context refers to the activity of hotels, restaurants, catering, inn, resorts or 5/23/12 clubs who make a vocation of

HOSPITALITY INDUSTRY AN OVERVIEW..

The hospitality industry is a 3.5 trillion dollar service sector within the global economy. It is an umbrella term for a broad variety of service industries including, but not limited to, hotels , food service, casinos, and tourism. The hospitality industry is very diverse and global. The industry is 5/23/12 cyclical; dictated by the fluctuations

HOSPITALITY SECTOR : INDIA

Today hospitality sector is one of the fastest growing sectors in India. It is expected to grow at the rate of 8% between 2011 and 2016. Many international hotels including Sheraton, Hyatt, Radisson, Meridian, Four Seasons Regent, and Marriott International are already established in the Indian markets and are still 5/23/12 expanding.

TOP PLAYERS
The top players in hospitality sector include the following:

ITC Hotels. Indian Hotels Company Ltd. (The Taj Hotels Resorts & Palaces). Oberoi Hotels (East India Hotels). Hotel Leela Venture. Asian Hotels Ltd.
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FEATURES

The industry is more dependent on metropolitan cities as they account for 75% to 80% of the revenues, with Delhi and Mumbai being on top. The average room rate (ARR) and occupancy rate (OC) are the two most critical factors that determine profitability. ARR depends on 5/23/12 location, brand image, star rating,

CLASSIFICATION

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CLASSIFICATION

5 Star and 5 Star Deluxe: These are mainly situated in the business districts of metro cities and cater to business travelers and foreign tourists. These are considered to be very expensive. These account for about 30% of the industry. Heritage Hotels: These are characterized by less capital expenditure and greater affordability 5/23/12

CONTRIBUTION TO ECONOMY

The Indian hospitality industry is going great guns presently, with high operating margins and increase in the number of travellers visiting India - both inbound and outbound. India has approximately 100,000 rooms only in totality, which is lesser than that in Las Vegas, besides contributing to an insignificant portion of the GDP - just 5.4 per cent 5/23/12

CRM IN HOTEL INDUSTRY

CRM is a business strategy to select and manage the most valuable customer relationships. CRM requires a customer-centric business philosophy and culture to support effective marketing, sales and service processes. CRM applications can enable effective customer relationship management, provided that an 5/23/12

E-CRM IN HOTEL INDUSTRY

E-CRM application in hotel industry are straddling across business functions to retain, capture and capitalize on customer data, i.e. integrating all aspects of business process and systems by keeping the customers as the core. E-CRM projects are no longer viewed as stand-alone implementations but are now being increasingly pursued 5/23/12

E-CRM Components in Hotel Industry

Sales functionality: Contact management profiles and history, account management including activities, order entry, proposal generation. Sales management functionality: pipeline analysis (forecasting, sales cycle analysis, temporary alignment and assignment, roll up and drill down reporting). 5/23/12

E-CRM Components in Hotel Industry

Marketing functionality: campaign management, opportunity management, web-based encyclopaedia, configuration, market segmentation, lead generations/enhancement/tracking. Executive information functionality: extensive and easyto-use reporting ERP integration functionality:

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Customer Relationship Management Software for the Hotel Industry

Guest Ware is a unique Customer Relationship Management System (CRMS) designed specifically for the lodging industry to provide personalized guest recognition and exceptional service quality. Leading hotel management companies use Guest Ware to improve guest satisfaction, lower operating costs, build guest loyalty, 5/23/12

The Guest Ware Communication Server integrates two-way messaging (or other types of textbased messaging) with Guest Wares Rapid Response. It allows staff to receive and close requests and maintenance issues from a pager or cell phone. The software helps streamline 5/23/12 service delivery and uses existing e-

Customer Relationship Management Software for the Hotel Industry

ADVANTAGES
With the latest offerings in CRM, Hoteliers can:

Develop comprehensive guest profiles from reservation information and demonstrate to guests/customers that the property is in touch with their needs Drive guest-centric data down to the transaction level, allowing employees 5/23/12 guest-facing technology to and

Database Mining

Database mining is the process to distil the target customers groups out of the massive data files typically found in hospitality operations. In other words, these are systematic ways to distil through a database of a multitude of databases to get the information for which one is reaching. Companies in hospitality that are

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Relationship Marketing

Relationship marketing depends on the goodwill generated by frequentbuying programs as well as on the information provided from database marketing efforts, goes beyond simple short term awards and involves all the elements of a firms and services to encourage a personal relationship with each customer.
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Relationship marketing is knowing

Complaint Handling

The astonishing fact is that those people who do complaint and have their problem taken care of, tend to be more loyal to the company than the people who were satisfied in the first place. World-Class companies see complaints as opportunities to improve, to impress customers and to turn complaining customers into 5/23/12

Priority Marketing

Priority Marketing focuses on whats important to the customer. What is important to one customer however, may not be as important to another. Hotels should break down their services and ask customers what is important to them. This approach can field very valuable insight about changing customer preferences. Identifying groups of customers who

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