The paper “ Customer Relationship Management in the Hotel Industry” is a brilliant example of an assignment on marketing. Many types of research that focus on customers relationships management have shown a similar trend of recognizing the long-term value of both prospective and existing customers. The ongoing profitability, revenues, and investor values are all factors that rely on the activities that a business engages to ensure that they create, manage and improve effective relationships between themselves and their customers. These activities are largely depended on having the ability to comprehend the fundamental basis of the value that a business draws from customers.
This paper looks at customer relationship management in the hotel industry and will largely draw from the experience of the recent past in the 1990s and the present. Part A: Consider how the hotel industry has changed or evolved since the 1990s until now in terms of a) consumers and b) marketplace CustomersThe Hotel industry experienced over expansion in the 1990s, and the mid and late years of the 1990s ended up being another boom period for hotels after the 1980s boom.
The 1990s hotels basically served a clientele comprising of businessmen and they offered service that included fax, voicemail and the internet. The 1990s particularly saw the introduction of various developments regarding the use of technology integration in hotel customer service that was driven by sturdy sets of connections in technological capabilities that were based on customer server technology and was a very useful tool when it comes to sales and marketing. The systems particularly had features that enabled customers to access information about hotels, services related to bookings, rates and all the services that the hotels offered (Ansari & Carl 2003). This technology led to the liberalization of information in the hotels' industry and offered benefits such as the distribution of information related to customer service and user-friendliness which entirely transformed customer service in the hotel industry and served to attract a lot of customers.
Technology in the 1990s was, therefore, one of the greatest improvements when it comes to customer service. The happenings of September 11 hurt travel across many European Countries and the US generally and this somewhat brought the hotels industry to a state of loss, but by mid-2000s, the hotel industry was back on its feet once again. The 2000s ushered a new era in the hotel industry as hotels grew in numbers and sought to improve customer service.
By 2010, about 7 million rooms were rented in hotels in more than 50, 000 different hotels. By 2009, the hotel industry made about $127 billion in revenues worldwide. This serves to show that the industry has been increasingly developing in the last decade. Every hotel in the industry including the Summer Palace Hotels is a five-star hotel group is a representation of both reputation and standards and each hotel represents a specific quality and market niche with regard to the type of service that it offers as well as the facilities that it is able to offer t its customers as well as cost expectations (Blattberg et al 2001).
Chain hotels, therefore, represent different degrees of quality and cost.