Ideally, a hotel’s CRM is a single source of truth for guest information. Related systems within the tech stack should benefit from this rich source of information, and the CRM should benefit from information about a guest learned through other systems. For example, if the guest prefers a room close to an elevator, the best practice is to have this information logged both in the PMS and the CRM. That way, the guest's preferences inform how the hotel engages with the guest both at the front desk and in-between stays.
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