In the competitive hospitality industry, customer loyalty is crucial for the success of a hotel. With the rise of online travel agencies and alternative accommodation options, hotels are facing increasing pressure to retain their customers. In this article, we will delve into a case study of a successful overseas hotel's customer relationship management (CRM) practice and explore how they have improved customer loyalty. The overseas hotel in question has implemented a comprehensive CRM strategy that focuses on personalized communication, loyalty programs, and customer feedback. One of the key elements of their CRM practice is the use of customer data to personalize communication with guests. By collecting and analyzing guest preferences, the hotel is able to tailor their marketing messages and offers to individual guests, making them feel valued and appreciated. This personalized approach has been proven to increase customer satisfaction and loyalty. In addition to personalized communication, the hotel has also implemented a robust loyalty program to incentivize repeat visits. The program offers various perks and rewards for loyal customers, such as room upgrades, free amenities, and exclusive discounts. By providing tangible benefits to loyal customers, the hotel has successfully encouraged repeat business and fostered a sense of loyalty among their guests. Furthermore, the hotel places a strong emphasis on gathering and acting upon customer feedback. They actively seek out guest reviews and feedback, and use this information to continuously improve their services and facilities. By listening to their customers and addressing their concerns, the hotel has been able to build trust and loyalty among their guests. In conclusion, the overseas hotel's CRM practice provides valuable insights into how to improve hotel customer loyalty. By focusing on personalized communication, loyalty programs, and customer feedback, the hotel has been able to create a loyal customer base that continues to choose their hotel for their accommodation needs. This case study serves as a valuable example for other hotels looking to enhance their CRM strategies and improve customer loyalty in an increasingly competitive market. By prioritizing the needs and preferences of their guests, hotels can build lasting relationships and secure repeat business, ultimately leading to long-term success.