摘要：Our paper emphasizes the main trends regarding the management and marketing strategies implemented in hotel industries. We reveal the latest technologies used in the booking systems and their benefits for the hospitality industry,taking into account the globalization effects and the strong innovation capacity for the main international hotels chains. These technologies allow personalized marketing campaigns for the hotels and facilitate the application of CRM principles. The multidimensional analysis of the sales applied to the information about customers stored in the software's database using OLAP technique provides a real support for the hotels’ marketing managers' decision making process. We illustrate the possibilities to create a personalized CRM strategy for a hotel,to determine customers' profitability and to determine the best tourism offer positioning.
