Customer Relationship Management (CRM) in Hospitality

Introduction to CRM in Hospitality

• Meaning and importance of CRM
• Role of CRM in hotels, restaurants, and travel services
• Customer lifecycle and touchpoints
• Trends shaping CRM in the hospitality sector

Guest Experience Management

• Understanding guest needs and expectations
• Techniques for personalizing service
• Enhancing the guest journey from booking to checkout
• Handling guest requests and preferences effectively

CRM Tools and Technology

• Overview of CRM software used in hospitality
• Guest databases, reservation systems, and communication tools
• Automating guest engagement and follow-ups
• Using technology to improve service efficiency

Customer Data Management and Analytics

• Collecting and organizing guest information
• Using data to understand behavior and preferences
• Tracking guest satisfaction scores and feedback
• Making informed decisions through data analysis

Service Recovery and Complaint Handling

• Identifying service gaps and issues
• Techniques for resolving guest complaints professionally
• Turning negative experiences into loyalty-building moments
• Monitoring guest feedback through reviews and surveys

Building Customer Loyalty and Retention

• Loyalty programs and reward strategies
• Guest engagement and follow-up communication
• Creating memorable experiences that encourage repeat visits
• Strategies for long-term customer retention

1ST BATCH: Tuesday, April 21, 2026 — Friday, April 24, 2026.

2ND BATCH: Tuesday, August 11, 2026 — Friday, August 14, 2026.

3RD BATCH: Tuesday, December 8, 2026 — Friday, December 11, 2026.

The training methodology integrates lectures, interactive discussions, collaborative group exercises, and
illustrative examples. Participants will acquire a blend of theoretical insights and hands-on practical
experience, emphasizing the application of learned techniques. This approach ensures that attendees return
to their professional environments equipped with both the competence and self-assurance to effectively
implement the acquired skills in their responsibilities.