Focusing on stay data alone is not enough to understand a guest. This article explains why hotels need a customer relationship management perspective and how information scattered across the front desk, reservations, and conversations should become a single picture of the guest experience.
This article examines the applications of CRM in the tourism and hospitality industry and offers practical guidance for selecting and implementing these systems. It also introduces Aretavia solutions such as Rezino and Hotiva as potential tools, without definitive confirmation of their capabilities.