Industry-specific solutions are far better suited for managing room reservations, but these solutions typically lack the direct marketing and opportunity management functionality inherent in Microsoft Dynamics CRM. Smaller hotels have leveraged Microsoft Dynamics CRM for managing their direct marketing to customers and their corporate accounts. The ability to quickly import lists of new guests or corporate contacts, quickly mail or email these prospects, and track responses provides a competitive advantage for these organizations. We have also seen more exclusive high-end resorts leverage Microsoft CRM for tracking their best customers, where they have stayed, and even their room preferences, helping ensure that future vacations are planned with the same resort organization or potentially at the same location.
This was first published in December 2006