There is a great article on the relationship between hotel CRM, web 2.0/social networking, and permission marketing on eye for travel's website today. It is an interesting follow-up to my post when crm will acheive its potential as it talks directly to the danger of what type of data hotels are collecting, the validity of the data, and which preferences a hotel can and cannot use to market to customers.
This quote by Diane DeWindt, Director of Customer Insight, Starwood I think says it best, “Sending marketing communications based on guests personal preferences expressed during a stay is potentially dangerous – if a guest expresses a preference on-property, you must get that guest's permission to store those data, and for what use. The best thing to do both from a data privacy perspective and from a customer-service perspective is to give the guest a channel to explicitly tell you what they want, where, and how, and deliver for just that instance.”
The reality of a "customer opt-in" approach to hotel CRM (and many other markets) will completely change the way hotels market to their customers.
You can read the article here.
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