Assessing Guest Value

Chatterjee, Amitava
April 2006
Hospitality Upgrade;Spring2006, p146
Trade Publication
The article presents information on effective customer relationship management (CRM), that helps in improving the business of travel companies. It suggests that hospitality companies should focus on employing technological initiatives in CRM and pay attention to loyal clientele. It mentions the results of the loyalty program approach, that segment guests in different tiers. It mentions that these tiers are the basis according to which guests receive preferential treatment. INSET: Is the industry focused on the right metrics?.


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