ICLP - the global loyalty marketing agency - is an expert practitioner of Guest Relationship Management.

Guest Relationship Management is Customer Relationship Management (CRM) tailored specifically for the hospitality industry. Employing a guest relationship management strategy allows the hotel company or chain to collect customer data and tailor special guest programmes, services and promotions, based on hotel guest preferences. The hotel chain or company can use data collected in the guest relationship program to differentiate the needs of special customers chain-wide and to market to specific groups of travellers. They can also evaluate the company's frequent guest programmes, perform trend analysis and personalise their services. Typically a guest relationship management programme will collate data relating to frequent guests; keeping records with names, addresses, demographic profiles, room and meal preferences, total monies spent, points earned, and use this data to continually enhance the guest relationship management program.