IMPROVING CUSTOMER RELATIONSHIP MANAGEMENT USING MODERN INFORMATION TECHNOLOGY IN HOTEL INDUSTRY

Exponential growth and development of information technology in the late twentieth and early twenty-first century have dramatically affected the operations of companies from many industries, including companies in the tourism and hospitality industry. Their application imposed itself as a key factor for companies in order to retain their positions in the market. At the same time, the hotel companies are challenged by even more educated consumers, who react very quickly on any change nowadays, and in line with it, they expect well designed offer for them. Nowadays, users of hotel’s services have much more information on their disposal, than it was the case twenty years ago. Therefore, they carefully make a decision about which company to place their trust. This situation does not necessarily have to be aggravating for hoteliers. On the contrary, it can be used as a reason to build even stronger relationships between the client and the company, and the development of increasing loyalty among existing customers.