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20 July 2018

New HTNG White Paper: CRM Centric Architecture

HTNG's Customer Relationship Management (CRM) Workgroup developed a CRM (i.e. Global Customer Profile) Centric Architecture for Hospitality White Paper to develop a framework and associated data sets that allow companies to build and integrate a next generation CRM solution.

This CRM solution allows hotel staff to have a single common view of the guest through all operational systems, thereby delivering a consistent interaction with the guest whether they are a resident, using the bar, restaurant, spa or other facility on the property.

Vendors can use this white paper to develop a decoupled CRM solution where all applications become consumers and potentially contributors; or to extend the CRM capability within existing applications. Hospitality companies may use this framework to operationalize a customer profile through staff and customer interactions.

Click here to download the Paper: CRM Centric Architecture

About Hospitality Technology Next Generation (HTNG)

The premier technology solutions association in the hospitality industry, HTNG is a self-funded, nonprofit organization with members from hospitality companies, technology vendors to hospitality, consultants, media and academic experts. HTNG's members participate in focused workgroups to bring to market open solution sets addressing specific business problems. HTNG fosters the selection and adoption of existing open standards and also develops new open standards to meet the needs of the global hospitality industry.

Currently more than 400 corporate and individual members from across this spectrum, including world leading hospitality companies and technology vendors, are active HTNG participants. HTNG's Board of Governors, consisting of 24 top IT leaders from hospitality companies around the world, itself has technology responsibility for over 2.5 million guest rooms and world-leading venues. HTNG publishes workgroup proceedings, drafts and specifications for all HTNG members as soon as they are created, encouraging rapid and broad adoption. HTNG releases specifications into the public domain as soon as they are ratified by the workgroups. For more information, visit

Property TechnologyCRM & LoyaltyTravel TechnologyGlobal

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