Revenue Management vs. CRM: Where Hotel Strategies Conflict

Revenue Management aims to maximise hotel revenue and profitability through pricing, inventory control and customer mix optimisation. CRM, meanwhile, is a customer-centric strategy for identifying, attracting, retaining and developing valuable guest relationships. While CRM adoption in hospitality has been slowed by fragmented systems, distribution complexity and organisational barriers, consolidation and technology advances are driving progress. Successful CRM implementation depends on understanding and acting on customer value.