Hotel Customer Relationship Management Optimization Research Base On Online Travel Agent

Hotel is the customer centered service industry, Hotel Customer Relationship Management(CRM) is used to established the relationship between customer and hotel through the communication and care in order to provide the personility service and create the customer value. With widespread access to the Internet and mobile networks, the most fragment time have been full used by busy people, and transfer the operations and tourism informations from the traditional travel agent to online travel agent(OTA). People pay more attention to travel convenience, low price and high quality pursuit, also more and more high to the requirement of tourism experience. Traditional online travel agent affects customer source and the commission departments of the hotel industry, but continuously strong independent Online Travel Agent has its own sales model, whether it is advertising, or mobile APP, membership rewards program, quick pay, reflect more quickly than hotel industry.Increasing commercial competition and lowering customer loyalty are forced hotel to focus on the costomer relationship, the public comments and rapid booking channels actually bring hotel guests relationship management more convenient. Hotel proprietors constantly planning to reduce operating costs and labor cost after pay high commissions to online travel distributors, but ignores the hotel industry never can transform itself into online travel agent, hotel industry the tangle of error in price competition, and forget the customer on the Internet or mobile phone after booking hotel, comfortable hotel service experience and enthusiasm are need done by hotel and online travel no matter how to change, also can’t become a real hotel, business operators should realize optimization of hotel guests relationship management, is the top priority to online travel constantly change. Choi, Raha and Siti(2013) and others thought that the decisive factors influencing the Customer Relationship Management are interactive management, relationship management, service quality and employee behavior, and the key points of the online travel platform are network marketing, intelligent management and wireless download. At present, the associated study about CRM and OTA are very little, hotel will change basis on online travel platform and create wiin-win environment, how to enhance hotel customer relationship management quality, are the urgent and concerned problems to the hotel industry.In this article, according to the technical department to collect hotel guests by domestic and foreign mainstream public evalution published on the online travel platform, using the method of semantic analysis, the results showed that put forword by the customer on these platforms reviews of hotel service satisfied or unsatisfid, in fact it is the hotel should provide basic services, such as guest room facilities, cleaness, the waiter’s service quality, etc. Therefore, this article put forword the hotel should realize customer satisfaction or are not satisfied with the hotel should provide basic services, based the hardware and software will work perfectly, the interaction based on guest relationship management, the development of relations, and four key elements of service quality and employee behavior, to establish perfect hotel guest relations management department, the hotel can from online travel hotel online and competition to win loyal customers.