Evaluation of Online Room Selection and its Implications for the E-CRM Strategy of Large International Hotel Chains

According to the dramatic changing of the hotel chains business, advance in information and communication technology (ICT) is interesting to the owners hospitality's industry. The ICT has the relationship with marketing and customer relationship management (CRM). This paper critically analyses the online room selection functionality. It implies that the emerging of new strategy of the new strategy of large international hotel chains which is the electronic customer relationship management (E-CRM). The most significant effects are Front Office operations where the customer always come to compliant and the place of group sales activities. In conclue, the new strategy will contribute to improve the hotel chains services. It makes the hotel chains are strong point to the competitor. Therefore, the online room selection should not neglect from the onwner's business or the organizational top management. Click here.