Hospitality Industry And Its Lack Of Research On Crm...

and privilege at certain luxury hotels, resorts and residence worldwide- in any Jumeriah’s hotels including Burj Al Arab, they will get a 10% discount on spa, leisure facilities and Wild Wadi Waterpark for four guests (Jumeirah, 2015). Silver Members will get an exclusive benefits including complimentary breakfast at the hotel for two; late check-out until 14:00; experience unique amenity; free airport transferal in Maldives and 15% savings mention as in Blue member and 10%-off dining in all Jumeirah restaurants (Jumeirah, 2015). Lastly the Gold members are said to acquire world exclusive privilege and benefits. Besides mention in the other two members, Golden can check-out as late 16:00; complimentary airport transfers and room upgrade;†¦show more content†¦This implementation successfully covers all CRM business support systems needs in terms of leisure, corporate segment as well as incorporates organization’s Data Warehouse (Dot.cy, 2010). The hotel has also pursued in adapting customers loyalty programs. Burj Al Arab’s CRM strategy mainly focusing on the operational perspective of its relationship strategy; equally as their core focus to endorse a unique service proposition with an incredible imaginative experiences and memories (Balakrishnan, 2011). Overall, the strategy expands their process and customer-centric approach. Burj Al Arab claims that it has the most exclusive loyalty programs to its customers and guests (Burj Al Arab, 2015). The main hub of Burj Al Arab’s ‘Stay Different’ CRM strategy is a mixture idea of art and culture ambience so that they will experience something diverse. The idea of this program is to help guests to realize that Burj Al Arab was more than a normal hospitality provider yet giving selection of activities and opportunities in exchanging experience, knowledge and ideas (Balakrishnan, 2011). Apart from Jumeirah Sirius loyalty program, other programs such as giving vouchers and package to the customers is also part of the initiatives. In 2012, Burj Al Arab has launched ‘Romance Competition’ to its customers to win the Gold Package (a four-night stay, a ride with Rolls Royce Phantom and dinner at the beachside). Their main target are not only