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Glossary overview

Customer Relationship Management (CRM)

Armin Gögele, last updated on June 14, 2022

What is CRM?

CRM can be defined as the management of customer relationships. In online marketing, it refers to a software or platform used to implement and maintain all relationships and interactions with existing and potential customers.

CRM in the hotel industry

In a CRM system in the hotel industry, all guest information and data, all contacts (emails, phone calls, personal conversations, etc.) with guests as well as reservation requests or booking information are centrally managed.

The ADDITIVE+ CRM application is used for the evaluation of reservation and occupancy data (an interface to the hotel's own PMS is required) as well as for the segmentation of guest data for the ADDITIVE+ NEWSLETTER.

Frequently asked questions about CRM in Tourism:

What are the benefits of CRM systems for hotels?

The central management of all guest and booking information in a hotel marketing software brings a number of different advantages and opportunities: clarity of guest data, basis for the optimisation of target groups and thus the desired guests in the hotel business, personalised content based on guest data and interests, effective campaign planning and optimisation of newsletters, email marketing, voucher marketing along the entire customer journey to address the right guest with the right message at the right time.

What is the potential of using CRM in online hotel marketing?

Data management through tourism CRM offers the opportunity to specifically analyse collected guest data and use it for marketing purposes in the areas of online tourism marketing, personalised hotel email marketing based on segmentation, as well as hotel marketing automation. Especially in the area of hotel marketing automation, guest and reservation data play a central role for year-round, regular and, above all, personalised guest communication without manual effort.