I like how it is easy for us as an agency or hotel group to use this software in order to keep track of our guests' stays across all hotels within our portfolio. It's also very helpful when we want to do any kind of analysis with regards to revenue generated by each property (i.e., average check). The only thing that could be improved would be if they had more integrations into other platforms such as Salesforce so you can have your CRM data synced up with APH which helps make things easier. We are solving problems around tracking customer satisfaction/dissatisfaction at every stay point along their journey through booking until checkout using real-time analytics from multiple sources including social media channels. This has helped improve retention rates over time because now we know what issues need addressing before someone leaves!