Hotel A$,$ a mid$-$sized hotel with a diverse clientele, has been struggling with customer acquisition, retention, and relationship development. Despite providing quality service and amenities, the hotel has witnessed a decline in customer satisfaction and loyalty. The management is concerned about the impact on revenue and brand reputation.

Challenges:

Ineffective Data Management: The hotel lacks a centralized and efficient system for collecting and managing guest data, leading to missed opportunities for personalized interactions and targeted marketing.

Communication Gaps: There is a lack of consistent and personalized communication with guests before, during, and after their stay. This has resulted in decreased customer engagement and satisfaction.

Limited Loyalty Programs: The existing loyalty program lacks appeal and fails to incentivize repeat business. Guests are not motivated to choose Hotel A over competitors.

Staff Training: Frontline staff lacks adequate training in customer service and relationship$-$building skills. This affects the overall guest experience and hinders the establishment of strong connections.

Technological Obsolescence: The hotel's outdated technology infrastructure hampers the adoption of modern CRM tools and analytics, hindering the ability to understand and meet customer expectations.

B$-$Questions:

How does Hotel A currently collect and manage guest data, and what challenges are associated with its data management practices?

What communication channels does the hotel use to interact with guests throughout their journey $($booking$,$ stay, post$-$stay$),$ and how effective are these channels in fostering guest engagement?

In what ways does Hotel's loyalty program fall short in incentivizing customer loyalty, and what improvements could be made to enhance its appeal?

How does the hotel currently train its staff in customer service and relationship$-$building, and what specific areas need improvement to enhance the guest experience?

What technological barriers does Hotel A face in adopting modern CRM tools, and what steps can be taken to overcome these obstacles and improve the use of technology for customer relationship management?