The movement to relationship marketing encompasses an entirely new set of concerns that are not as easily identified or measured. Hotel groups can proceed by simply making their databases more rigorous, websites more user friendly and securing ever more expensive technology for tracking and measuring customer responses. Within the hotel sector, however, marketing now has to embrace cross-functional processes which will ultimately enhance customer relationships. It must be borne in mind that simply following the Holy Grail of greater understanding of customers andoffering mechanical solutions for gaining that understanding will not lead to effective relationship marketing