Analysis of online loyalty assumptions in the hotel industry

Customer relationship management (CRM) is still one of the most important processes in modern tourism business. By applying CRM in online business through various digital media, added value is provided, satisfaction levels increase, which indirectly leads to an increase in e-loyalty of service users. The subject of the paper is the analysis of the key assumptions of online loyalty in the hotel business. Special focus is on analyzing the importance of online reviews when making decisions about booking hotel offers through online platforms. Also, the subject of investigation is the role of digital instruments such as websites, applications, and social networks in increasing e-loyalty. The goal of the research is to identify factors that have a direct and moderating influence (trust in the hotel brand, online satisfaction of users, etc.) on the degree of e-loyalty in the hotel industry. The importance of the paper is in providing guidelines to hotel marketing managers for the implementation of effective strategies to attract and retain as many online customers as possible in a competitive and dynamic online business environment.