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Article: Indian hotel industry looks to CRM to counter effect of trade downturn.(increased customer relationship marketing)(Brief Article)
- Article from:
- Precision Marketing
- Article date:
- November 2, 2001
CopyrightCOPYRIGHT 2001 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Mumbai: The hotel industry in India is using increased customer relationship marketing (CRM), rather than mass media, in an attempt to beef up flagging revenue caused by September 11.
Foreign travellers contribute to between 60 and 70 percent of the total business of the Indian hotel trade. The dependency of the sector on international revenue has resulted in it being sent into a sharp downturn by the sudden decrease in transatlantic flights.
Tata-owned Indian Hotels Company, (IHC) is planning to use promotions and special offers to lure its existing database of customers back to its chain of hotels.
IHC director of direct marketing and loyalty ...