Certified Travel Associate (CTA) 2026 – 400 Free Practice Questions to Pass the Exam

The primary function of Customer Relationship Management (CRM) software is to manage customer data and travel patterns. CRM systems are designed to compile and analyze customer information, including personal details, preferences, and purchase history. This data helps businesses understand their clients better, tailor their services to meet customer needs, and enhance the overall customer experience.

By effectively managing customer relationships, businesses can identify travel patterns, track individual preferences, and maintain records of interactions. This enables travel agents to offer personalized recommendations and services that can increase customer satisfaction and loyalty. Additionally, CRM can assist in managing marketing efforts by segmenting customers based on their travel behavior, which helps in crafting targeted campaigns to retain and attract clients.

While tracking payment transactions, assisting in booking flights, and advertising travel packages are all important functions within the travel industry, they do not encapsulate the broader role of CRM software, which is primarily focused on understanding and managing customer relationships.