A Study on Customer Relationship Management in Hotel Industry in Udupi

to thrive in today's fiercely competitive business landscape, especially in the hotel industry,businesses must evolve their approach to Customer Relationship Management (CRM)strategies. Traditionally, hotels have concentrated on physical products and services; however,shifting consumer demands and socio-political sensitivities necessitate a move toward morecustomer-centric methods. This study investigates various CRM practices within the hotelsector and their impact on market share. By tracking customer interactions and utilizing dataanalytics, hotels can better understand and address consumer needs, thereby enhancing brandloyalty and driving business growth. The findings underscore the importance of implementingCRM strategies to remain competitive in an ever-evolving industry.In conclusion, this studyrecommends that hotel managers and organizational leaders prioritize and support CRMinitiatives to sustain their competitive edge. By adopting CRM strategies that foster customersatisfaction and loyalty, hotels can effectively navigate the dynamic landscape of changingcustomer trends and preferences.