Plan de marketing para la implementación de CRM en el Hotel Movich Buró 26

Abstract

The Movich Hotel Chain, established in Colombia in 2010 with the Movich Cartagena de Indias hotel, opened its second property, Movich Buró 26, in 2014. Located near the airport, this hotel faced significant challenges during the COVID­19 pandemic in 2020, nearly reaching liquidation. However, it managed to overcome the crisis and began recovering in 2022, achieving its best performance in 2023. That year, it successfully implemented the "Soy El Rey" theme, where guests could win a free night by finding a hidden scepter. The analysis reveals that Movich Buró 26, like other hotels in the portfolio, lacks automated systems and heavily relies on Excel for information management, posing a risk of data loss. Implementing a CRM (Customer Relationship Management) system is crucial for enhancing customer satisfaction and relationships. Without a CRM, personalization in the pre­sale, sale, and post­sale stages is poor, which can negatively impact repeat purchases and customer loyalty, affecting the company's revenue. This work proposes the implementation of a CRM as a strategic tool to improve customer satisfaction and empower staff, thereby increasing their well­being and motivation and maximizing company revenue. The methodological framework for survey data analysis provides a guide for interpreting information and developing appropriate strategies