Customer Relationship Management (CRM) is an increasingly more important item for hospitality providers like Marriott to consider. These days we do a lot ourselves, from booking to making or asking for a room choice to requesting things for a stay. That does not mean that a hotel can sit back and watch us work--they also need to be involved in helping with issues and anticipating things we may need even before we ask for them.
We all travel a lot and we all can be reached almost anywhere these days. So we want two way access and communication to our hotel. “The thought process is evolving. Excellence in customer service revolves around letting (your) guest choose the way they want to interact with the hotel.”