CRM is all about how well you know your customers, therefore an up to date and accurate database is an important factor, to achieve this, a hotel has to purchase a CRM Software which is often expensive.
On the other hand hotels may even have the risk in losing valuable data, therefore it will also cost to maintain the technology. And also, it requires a lot of time and effort from employees to update the accurate information everyday.
Inconsistency of quality.
This often happens between franchisers and franchisees, for sometimes, among the hotels they resist in sharing guests’ data due to many reasons, such as competitiveness. Secondly, as different properties have different kinds of staff, resulting in the differences of the quality of personal touch among the hotels with same brand thus damaging the reputation.
To improve the CRM program, training then becomes a critical element. First of all it will cost for developing the training program, secondly it may differ throughout the brand if the program is not standardize, last but not least, CRM depends a lot on the employees incentives, whether they are willing to put effort in building the relationship with the guests.
According to the CRM magaine’s November issue, it suggested that social sites, such as facebook, twitter and mysoace are becoming popular sources for hotels to maintain a close bond with its guests and also helps to attract potential customers. As shown in these three examples of Hyatt Maui, FS Hualalai and Holiday Inn, using these social sites, they can have quick response and feedback from their customers, they can also use it to promote their upcoming events. However, one bad thing about it is that, this is a very time-consuming job, to keep your blog updated, if you keep your guests pending, you will fail in keeping up the relationship.