Thought Leadership & Industry Expertise

Perspective

Prism Hospitality Consulting prides itself on the ability to see clearly & intuitively into the nature of complex business situations all around us in the hospitality and travel industries. Bringing order and simplicity to long standing challenges and to the exposure of new opportunities.

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As industry leading consultants, the Prism team of consultants develops and stress-tests tomorrow’s thinking about technology today. In these articles, blogs and booklets, we are please to share our hospitality technology and marketing thought leadership with clients and the industry at large.

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CRM Strategy by Size and Segment

...from large to small, from luxury to select servcie. Any good Customer Relationship Management (CRM) professional will tell you that the first thing you need to do is to identify the objectives for your CRM initiative. For most hotel companies, these objectives typically include crucial measures like increasing repeat patronage, increase guest satisfaction indices, growing RevPAR and RevPAR Index and so on. Some companies will identify more sophisticated objective and metrics, such as increasing the number of guests shared across properties or increasing “share of mind” in the guest universe. Where things get really interesting, the second task that your CRM consultant will tell you comes

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