Customer Relationship Management (CRM), does exactly what it says on the tin: it manages the relationship you have with your customers. The strength of this relationship, and the way in which you maintain it is, of course, up to you.

CRM can access details of the personalised service you have afforded individual customers, and use it to create targeted mail campaigns.

Even small hotels can now afford the luxury of great software. Many small and medium sized hotels still work with reservation books, and manually created invoices. These work processes have proved effective over many decades. 

But is operating without a computer still an option? There are few companies that do not use fast and cost effective emails as a way to communicate. Are invoices still really written by hand, or are invoice templates created on your PC? Can a hotel survive without a website? Can a hotel participate in booking portal websites such as booking.com and HRS? What about the new social media platforms such as Facebook and Twitter?