Hotels.com, which began as a contact center more than 20 years ago, is now a leading provider of hotel accommodations worldwide, offering reservation services through its own network of localized websites and telephone contact centers. Its contact center roots may be the reason for its overarching emphasis on customer behavior and serving the customer through its highly successful Welcome Rewards loyalty program.

“Years ago, loyalty used to be a given,” Neha Parikh, vice president and general manager, Hotels....

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