Benefits of CRM Systems in Hospitality Industry

Case Study

Table of Contents
Introduction.................................................................................................................................................3
Summary.................................................................................................................................................3
Problems within case study.....................................................................................................................3
Customer relationship management.........................................................................................................4
Benefits of CRM systems to organisation................................................................................................5
Reasons for investment within information system development project................................................5
Benefits of Salesforce..............................................................................................................................6
What considerations are needed to decide that system has to be hosted or outsourced to vendors such as
Salesforce................................................................................................................................................7
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9

Introduction
Information system is defined as incorporated set of elements for gathering, storage along
with processing of data for rendering adequate information, digital products and knowledge.
Business organization depends on information system for carrying out as well as managing their
overall operations by effectively interacting with customers and suppliers for competing within
the market (Anna and Lazaros, 2020). This report is based on Airbnb which furnishes online
marketplace to offer lodging basically homestays and enhanced tourism experience. They deliver
their services across Europe, Asia and America. This report comprises of objectives, different
problems in case study and customer relationship management. Furthermore, it also includes
benefits that can be attained by organization through usage of CRM systems and Salesforce.
Summary
The case study is based on Hotwire.com Gains Control which advertises four-star hotels at
half rates that is at price of two-star. They have wide range of partner’s more than 7000 hotels
and they are liable for filling up empty rooms as well as they assist customers within finding
rooms at 60% discounts. This implies that Hotwire.com maintains all the essential details of their
hotel partners. It involves location, customer reviews, price, amenities and rooms. The objectives
of firm are:
 To maintain all the details of their partners by which customers can be rendered with
adequate services at reasonable prices.
 To have centralized information system that will enable them to have up to date
information related with rooms and attain enhanced profits.
It has been identified that for being successful firm need to maintain up to date information
which must be precise and accurate.
Problems within case study
The case study illustrates that Hotwire makes use of shared Excel spreadsheets over their
corporate network. There are different applications which drew information by making use of these
spreadsheets they furnish information to Hotwire so that they can render their customers with relevant
details related with deals. As system is being accessed by different users, it becomes prone to number of
errors and is for maintaining them. Along with this, as multiple people have access to spreadsheet, the
competitors i.e. 7000 hotels may modify the details so that they can have adequate number of customers