10 Best Hotel CRM Software Of 2025

Jordan Hollander

| Last updated December 12, 2024

64 PRODUCTS REVIEWED

1381 HOTELIERS SURVEYED

At its core, CRM software in the hotel industry is used to manage mass communications with leisure guests. A hotel CRM system enables hotels to personalize and automate communications at scale. This is critical for driving bookings and increasing revenue. The best hotel CRMs centralize all guest data, including guest profiles, information, and feedback, making it easier to manage and use for future marketing campaigns and loyalty programs. The difference between an average and a great hotel CRM could cost your hotel thousands of dollars, so selecting the right vendor is critical.

We surveyed 1381 hoteliers across 67 countries to create this in-depth guide and help you find the Best Hotel CRM software for your property or portfolio.and help you find the Best Hotel CRM software. Inside, you’ll find everything you need to know including product rankings, feature comparisons, price benchmarking, integration interoperability, and more.

Hotel CRM Software Shortlist

Here are 10 of top Hotel CRM Software that are covered in this in-depth guide:

1. Bookboost AB — Best for engaging guests through multiple communication channels
2. Profitroom — Best for driving repeat bookings with targeted campaigns
3. Smart Host GmbH — Best for automating guest communication with ease
4. dailypoint™ — Best for creating targeted marketing campaigns
5. Revinate — Best for automating guest communication to save time
6. For-Sight — Best for automating marketing campaigns tailored to guest preferences
7. SHR Group — Best for automating customer follow-ups with precision
8. Hotel Cloud — Best for automating guest communication to save time and effort
9. BookingWhizz — Best for turning one-time guests into loyal customers
10. Hapi — Best for real-time insights into guest preferences

Browse rankings

HTR Advisor

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BENEFITS

What are the benefits of a Hospitality CRM?

Drive email revenue: Every guest email that you capture is revenue that can be acquired through marketing campaigns that improve the guest experience. Conversely, every unsubscribe from your email database is lost revenue. Sending impersonal generic emails results in unsubscribes. CRM & Email Marketing Software enables your marketing and sales team to create personalized messages based on customer data from your property management system.
Preserve your valued email database: Hotel CRMs are most impactful when it comes to your highest value guests - the ones who travel to your hotel frequently. Improve loyalty by deeply understanding their needs and showing them that you care with special offers and custom messaging.
Build Loyalty: Hotel CRMs are most impactful when it comes to your highest value repeat business - the ones who travel to your hotel frequently. Improve loyalty by deeply understanding their needs throughout the customer journey and guest's experience and showing them that you care with special offers and custom messaging. Great crm systems complement loyalty programs at larger groups and for independent properties and smaller groups can replace them entirely.

FEATURES

Key Hotel CRM Features:

Email builder Without an integrated email builder and template editor it’s impossible to run campaigns in real time. Look for software with an easy to use integrated HTML editor that doesn’t require you to be an engineer to succeed.
Campaign reporting Reporting is everything in marketing and you’ll need sophisticated yet simple measurement at both the property and portfolio level to learn which campaigns and strategies work best.
Rich guest profiles Guest profiles are at the core of any hotel crm software. Without a clean database of guest profiles it’s nearly impossible to effectively personalize communications which ultimately leads to costly unsubscribes and low campaign conversions.
Database health monitoring Database health monitoring automatically tells you how your email campaigns are performing on a technical level. You should have full insight into sendability, open rates and unsubscribes with automated alerts when any of these metrics begin to slip.
Upsells and upgrades Emails are a great way to upsell things like room upgrades to upcoming guests. Tap guest profiles and a 2-way PMS integration to increase RevPAR with incoming guests.
A/B testing Test and learn is the name of the game in marketing. Great email marketing software should make it easy to run split tests that are statistically significant and help you get better over time.
Segmentation Segmentation should be rigid yet flexible. You should be able to easily build segments based on PMS and guest profile data to ensure that you only send the right messages to the right customers.
Privacy law compliance With most markets adopting their own privacy laws such as GDPR it’s more important than ever to ensure turnkey compliance through your vendor of choice. This will ensure that your hotel is never at risk.

FAQs

Hoteliers Also Ask

What is a Hotel CRM?

Email Marketing & customer relationship management software enables hotels to manage guest relationships at scale through profiling and marketing automation. At the core of any good Hotel CRM lies guest profiles that are created from data in property management systems, reputation management software and other third party data sources like social media. These profiles are then used to personalize marketing communications at scale. Hotel industry marketers use email marketing software to send personalized campaigns that drive material revenue for their properties without spamming their entire guest lists with generic offers. CRM software is mostly associated with email communications but increasingly is powering multi-channel communication like SMS, Facebook Messenger and more.

Why is guest history functionality so important in a CRM?

A CRM system is only as powerful as the data within it. CRM software relies on guest history to pull from a database of guest profiles, create guest segments, send personalized messaging, and measure the engagement level and revenue impact of marketing campaigns. Guest history contains important data like stay dates, reservation source, and total spend.

Why do hotels need email marketing & CRM software?

If a hotel wants to build and maintain a lasting relationship with its guests, then a CRM system is a necessary component of a hotel’s tech stack. A CRM system enables hoteliers to send automated, personalized messages, track engagement, promote special offers, maximize revenue, and gain insight into booking behavior.

Is it necessary for any hotel business to have CRM software?

It’s in a hotel’s best interest to have CRM software. Without it, a hotel will struggle to manage and track relationships with guests. With a CRM software and strategy in place, a hotel can develop guest loyalty, measure success of marketing campaigns, and better understand booking behavior - plus grow revenue and direct bookings.

What are the top 5 CRM systems?

According to HotelTechReport’s rating system, which is based on real user reviews and software specs, the top hotel CRM systems are Profitroom, Revinate (the 2021 HotelTechAward winner), dailypoint, Experience Hotel, and For-Sight Guest Engagement. Other popular systems include Cendyn's eInsight and Travelclick GMS (Amadeus).

Do hotels use CRM software?

Hotels use CRM software to initiate, maintain, and measure relationships with guests. A hotel’s CRM system should integrate with the property management system (PMS) to pull guest profile information and reservation history. Hotels that have a strong CRM strategy can increase direct bookings, guest loyalty, and incremental revenue.

How can I vet hospitality industry CRM vendors?

Does your software have functionality for multi-property groups and portfolios? No matter how good your segmentation and A/B testing gets, you’ll always need to be constantly trying new things and iterating. Without an easy to use DIY editor you’d need to spend an enormous amount of time developing campaigns. How easy is it to customize my own email templates? Use the sales process to gather intelligence! Make sure that vendors add value before you sign up with them. Get comps and benchmarks from local competitors and then compare them to your own results to ensure that the provider is worth the switch. - What are the average CTRs and conversions for campaigns run by customers like us? In an age where privacy and cyber security are at the forefront of consumers and regulators alike, it’s important to work with providers who are thought leaders and on the cutting edge of new regulations. Your software provider should both have the functionality to support compliance and the capability to educate you in real time. - What processes do you have in place to ensure compliance with privacy laws like GDPR? In order to understand the ROI of investment in new software it’s important to have a clear picture of where you are today and where you should be. Great email and hotel CRM providers will have enough experience to know where your property should be performing and will help guide you to success if you’re not there already.

What are recent hotel CRM trends?

- Hotel marketers are time strapped so thankfully their CRM software can automate campaigns based on certain rules to save time and improve results. - While GDPR went into effect a few years ago, guest privacy is still very much in focus with several high profile hacks at major hotel groups. - Marketers should be thinking holistically about campaigns to reduce acquisition costs. Great email marketing should be supported by paid advertising to maximize impact. - For the first time in history, oil was trumped for the most valuable resource on the planet. Can you guess what took the top spot?…data! With the amount of systems, integrations and data sources on the rise, identifying ways to cleanse, standardize and access data is the key to unlocking its value. - Google now allows travelers to search for hotels, find reviews, and book through its own travel portal. Given Google’s dominance on internet search, this may represent a major change for OTAs and the importance of a hotel’s internal data and ability to segment and target guests is becoming increasingly important to compete. - GDPR has been followed by the CCPA (California Consumer Protection Act) and other similar regulations are in the works elsewhere. Hoteliers will need to comply or risk facing fines.

10 Best Hotel CRM Software Of 2025

What is a Hotel CRM System

Hotel CRM & Email Marketing Vendor Shortlist

Hotel Hotel CRM & Email Marketing Recommendations

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dailypoint™

Cendyn

Amadeus

Sojern

Smart Host GmbH

Thynk

rezStream

Reguest

SHR Group

Hotel Cloud