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Guest Histories: An Untapped Service Resource

Author
Dev, Chekitan S.; Ellis, Bernard D.
Abstract
Advances in technology now allow hotel operators to “remember” every guest's preferences through guest histories. However, few hotels are making use of the mountain of data that hotel guests leave behind.
Date Issued
1991-08-01Subject
lodging industry; service excellence; relationship marketing; personalization; marketing information
Rights
Required Publisher Statement: © Cornell University. Reprinted with permission. All rights reserved.
Type
article