CRM as a key element in online commercialization: Analysis of tourism search and metasearch engines

Abstract

Online marketing in the tourism sector is a latent reality that is increasingly present. The wide and varied offer on internet makes strengthening the relationship with the consumer to increase loyalty be decisive in order to be successful. Customer relationship management (CRM) is regarded as one of the best tools for this. This work analyses the websites of tourism search and metasearch engines, focusing on their operational, analytical and collaborative CRM functionality, as well as their loyalty programmes. This will enable to establish the main measures of short-term action in the tourism field based on the technological trends that the market is imposing.