FN ISI Export Format VR 1.0 PT J TI Developing a Customer Relationship Concept for the Welcome Hotels AF Gander, Monika AU Gander, M AB Over the last years, the behaviour, expectations and needs of travellers have been changing fundamentally. Tourists seek unique, personal and cultural experiences in a socially responsible environment rather than just visit famous tourism places. The internet and social media also play a much more important role for the decision making process of travellers. The Welcome Hotels as a Swiss business hotel chain have to deal with those developments. For knowing the needs and preferences of their guests and adapting the service performance to them, the aim of this thesis is to analyse the gaps between the performance of the Welcome Hotels and the trends and expectations of today. To fill those gaps, a customer relationship concept has been developed as a systematic approach for creating and maintaining valuable relationships with business and leisure guests, broadening the customer base and gaining more satisfied, loyal and returning customers for the Welcome Hotel chain. ER