Crm in Hospitality Sector

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CRM IN HOSPITALITY

SECTORPRESENTED BY:Pratibha Mukherjee(20100142)

Divya Mishra(20100135)

Subhoshree Goswami(20100148)


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HOSPITALITY INDUSTRY AN OVERVIEW

Hospitality is all about offeringwarmth to someone who looks forhelp at a strange or unfriendly place.

It refers to the process of receivingand entertaining a guest withgoodwill.

Hospitality in the commercial contextrefers to the activity of hotels,restaurants, catering, inn, resorts or

clubs who make a vocation of


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HOSPITALITY INDUSTRY AN OVERVIEW..

The hospitality industry is a 3.5trillion dollar service sector within theglobal economy.

It is an umbrella term for a broadvariety of service industriesincluding, but not limited to, hotels ,

food service, casinos, and tourism.

The hospitality industry is verydiverse and global. The industry is

cyclical; dictated by the fluctuations


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HOSPITALITY SECTOR :INDIA

Today hospitality sector is one of thefastest growing sectors in India.

It is expected to grow at the rate of8% between 2011 and 2016.

Many international hotels including

Sheraton, Hyatt, Radisson, Meridian,Four Seasons Regent, and MarriottInternational are already establishedin the Indian markets and are still

expanding.


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TOP PLAYERS

The top players in hospitality sectorinclude 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 onmetropolitan cities as they accountfor 75% to 80% of the revenues, with

Delhi and Mumbai being on top.

The average room rate (ARR) andoccupancy rate (OC) are the twomost critical factors that determineprofitability. ARR depends on

location, brand image, star rating,


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CLASSIFICATION


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CLASSIFICATION

5 Star and 5 Star Deluxe: Theseare mainly situated in the businessdistricts of metro cities and cater to

business travelers and foreigntourists. These are considered to bevery expensive. These account for

about 30% of the industry. Heritage Hotels:These are

characterized by less capital

expenditure and greater affordability


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CONTRIBUTION TOECONOMY

The Indian hospitality industry isgoing great guns presently, with highoperating 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 lesserthan that in Las Vegas, besidescontributing to an insignificant

portion of the GDP - just 5.4 per cent


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CRM IN HOTEL INDUSTRY

CRM is a business strategy to selectand manage the most valuablecustomer relationships. CRM requires

a customer-centric businessphilosophy and culture to supporteffective marketing, sales and

service processes. CRM applications can enable

effective customer relationship

management, provided that an


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E-CRM IN HOTELINDUSTRY

E-CRM application in hotel industryare straddling across businessfunctions to retain, capture and

capitalize on customer data, i.e.integrating all aspects of businessprocess 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


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E-CRM Components inHotel Industry

Sales functionality: Contactmanagement profiles and history,account management including

activities, order entry, proposalgeneration.

Sales management functionality:

pipeline analysis (forecasting, salescycle analysis, temporary alignmentand assignment, roll up and drill

down reporting).


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E-CRM Components inHotel Industry

Marketing functionality: campaignmanagement, opportunitymanagement, web-based

encyclopaedia, configuration, marketsegmentation, leadgenerations/enhancement/tracking.

Executive informationfunctionality: extensive and easy-to-use reporting

ERP integration functionality:


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Management Softwarefor the Hotel Industry

Guest Ware is a unique CustomerRelationship Management System(CRMS) designed specifically for the

lodging industry to providepersonalized guest recognition andexceptional service quality.

Leading hotel managementcompanies use Guest Ware toimprove guest satisfaction, lower

operating costs, build guest loyalty,


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us omer e a ons pManagement Software

for the Hotel IndustryThe Guest Ware CommunicationServer integrates two-waymessaging (or other types of text-

based messaging) with Guest WaresRapid Response.

It allows staff to receive and close

requests and maintenance issuesfrom a pager or cell phone.

The software helps streamline

service delivery and uses existing e-


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ADVANTAGES

With the latest offerings in CRM,Hoteliers can:

Develop comprehensive guestprofiles from reservation informationand demonstrate toguests/customers that the property is

in touch with their needs Drive guest-centric data down to the

transaction level, allowing employees

and guest-facing technology to


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Database Mining

Database mining is the process todistil the target customers groups outof 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 theinformation for which one isreaching.

Companies in hospitality that are


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Relationship Marketing

Relationship marketing depends onthe goodwill generated by frequent-buying programs as well as on the

information provided from databasemarketing efforts, goes beyondsimple short term awards and

involves all the elements of a firmsand services to encourage a personalrelationship with each customer.

Relationship marketing is knowing


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Complaint Handling

The astonishing fact is that thosepeople who do complaint and havetheir problem taken care of, tend to

be more loyal to the company thanthe people who were satisfied in thefirst place.

World-Class companies seecomplaints as opportunities toimprove, to impress customers and

to turn complaining customers into


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Priority Marketing

Priority Marketing focuses on whatsimportant to the customer. What isimportant 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 approachcan field very valuable insight aboutchanging customer preferences.

Identifying groups of customers who


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Crm in Hospitality Sector