摘要：Developing and implementing marketing plans in hospitality entails conducting market research and collecting information about customers that will make it possible to monitor current activities, as well as define business priorities for the future. Marketing plans and decisions that are mostly made on the basis of a manager’s business experience but without any communication with guests do not contribute to good performance. In the hospitality industry (the hotel and restaurant industries), developing key account databases is a vital process that is increasingly becoming a prevailing competitive tool in ensuring better performance. As hospitality facilities seek to more fully adjust their offerings to demand, the need to understand what motivates guests to buy individual services or a whole product has emerged and is growing. ICT development has enabled the development of micromarketing, the philosophy of which in based on guest data, while adaptable computer programs make it possible to handle guest data for a variety of purposes.
关键词：hospitality; key accounts; information technology; database
