Helping thousands of hoteliers make better buying decisions every month
Marriott
Denihan Hospitality Group
Fairmont
starwood
The Standard
Ace Hotel
Kimpton
Accor Hotels
Ace Hotel
Ace Hotel

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 spammin... Read the full Hotel CRM & Email Marketing software overview

10 Best Hotel CRM & Email Marketing

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Winner Badge
2022 Best Hotel Software
Hoteliers voted Revinate as the #1 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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Revinate (Marketing)

HotelTech Logo score
HT SCORE
100 out of 100
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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Transform guest data into revenue with Revinate Marketing, the all-in-one CRM and marketing automation solution built for hotels by hoteliers. Create and deliver targeted, customi...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
Winner Badge
2022 Best Hotel Software
Hoteliers voted Revinate as the #1 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted Profitroom as the #2 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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Profitroom Marketing Automation

HotelTech Logo score
HT SCORE
98 out of 100
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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Profitroom CRM is an effective marketing and sales platform that supports hotel at all stages of acquiring guests, significantly increasing the number of direct bookings. You will...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted Profitroom as the #2 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted dailypoint™ as the #3 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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dailypoint™ 360° – Central Data Management

HotelTech Logo score
HT SCORE
96 out of 100
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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dailypoint™ is the leading Data Management and CRM solution for individual hotels and hotel groups.  dailypoint™ collects data from all relevant sources such as P...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted dailypoint™ as the #3 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted Hapi as the #3 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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Hapi Connect for Salesforce

HotelTech Logo score
HT SCORE
88 out of 100
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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Salesforce with Hapi Connect allows you to grab the data sitting in your PMS and expose it to Salesforce, the world’s leading CRM software. Built as a collection of Lightning ...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted Hapi as the #3 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted Experience Hotel as the #3 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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Experience Hotel

HotelTech Logo score
HT SCORE
85 out of 100
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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Being able to communicate with your guests is the essence of great service. The "Experience" CRM has built-in tools that permit you to take back ownership of guest relationships s...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted Experience Hotel as the #3 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted For-Sight as the #3 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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For-Sight Guest Engagement

HotelTech Logo score
HT SCORE
76 out of 100
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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Not your normal CRM. The For-Sight CRM Platform is a marketing and hotel engagement solution that brings together all the data from multiple transactional systems. Our hospitality...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted For-Sight as the #3 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted Digital Hotelier as the #3 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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HotelierAi (Digital Hotelier)

HotelTech Logo score
HT SCORE
75 out of 100
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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hotelierAi is an innovative, all-in-one guest intelligence, management and marketing platform that’s fully integrated with the hotelierDirect booking engine. Using data analysi...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted Digital Hotelier as the #3 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted MP-Network as the #3 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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RIMS (MP-Network GmbH)

HotelTech Logo score
HT SCORE
74 out of 100
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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Impress your guests with professional and sophisticated proposals, confirmations, pre- and post-stay messages, room- or package upsell offers, online preference planners, transfer...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted MP-Network as the #3 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted Bookboost AB as the #3 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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Bookboost CRM & Multi-Channel Marketing

HotelTech Logo score
HT SCORE
73 out of 100
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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Ever wondered how it feels to be able to build a relationship with 99% off your guests? With Bookboost, you don’t have to: our precise guest segmentation and communication solut...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted Bookboost AB as the #3 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted Mailchimp as the #3 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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Mailchimp

HotelTech Logo score
HT SCORE
73 out of 100
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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More than 15 million people and businesses around the world use MailChimps marketing tools to reach customers and grow their business. Our features and integrations give you the p...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
Finalist Badge
2022 Finalist HotelTechAwards
Hoteliers voted Mailchimp as the #3 Hotel CRM & Email Marketing provider in the 2022 HotelTechAwards
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Recent Hotel CRM & Email Marketing Articles

Get Smart: Are You Running an Intelligent Hotel?

by
Sean Beardmore
2 weeks ago

There’s no question that, in these unprecedented times, hotels are facing serious challenges. With the effects of the Covid-19 pandemic impacting so much in the hospitality sector – and these effects varying from season to season and, even, month to month – hoteliers are trying to fulfill the needs and desires of loyal and new guests like never before. To remain open and build the seeds of resurgence for when the coronavirus has receded and, mercifully, the pandemic is behind us, owners are coming to the realisation their hotels must become more intelligently-run enterprises. They need to become hotels run as efficiently and effectively as possible – they need to become ‘intelligent hotels’. But what does this mean in practice? What does an intelligent hotel look like? It comes down to the systems implemented and maintained, on a daily basis. It’s about trying to maximise profit by ensuring a hotel offers direct room-booking and that marketing activity and revenue management blend and work together seamlessly – and then using this symbiotic relationship to increase the revenue-per-available room (RevPar) to drive up bottom-line revenue.   Intelligent Advertising So, if you’re seeking to run your hotel more intelligently, where to start? Well, advertising the property and its available rooms in the smartest way possible, direct to potential guests via pay-per-click (PPC) Google Ads, isn’t a bad place to start. This is because it would ensure your available rooms are advertised not just when they become available, but also to exactly the kind of people most likely to book them. Indeed, to run their property ‘intelligently’, then, a hotelier may well seek out top-of-the-range ‘intelligent ads’ software to complement and enhance their PPC activity. Such a solution would be designed to exploit the hotel’s data insights, in order to drive and improve Google Ads performance, by targeting the most likely bookers and so, in turn, maximise room reservations and increase additional spend on services and amenities. Now, if this kind of digital marketing sounds state-of-the-art, that’s because it is. ‘Intelligent ads’ software solutions like this are at the sharp end of room advertising, ensuring hoteliers can reap the rewards of the latest integrated marketing techniques and digital technology. They seek to drive up revenues at a time when the industry’s facing great instability; when hoteliers are seeking certainties to remain competitive, progress and look to the future with confidence instead of mere hope. ‘Intelligent ads’ solutions tend to be automated; you can set them up as you want and leave them to do their thing – confident they’ll get on and do exactly what they should. For instance, once you’ve set the objectives and the spending limits for your PPC campaigns, you can trust the module to run the campaigns without you having to step in, check on or oversee anything. The software doesn’t just target the right audience but also works out the most profitable target keywords, uses them in ad campaigns and – by scouring past market data drawn from previous campaigns – recommends new keywords for use.   A Great Guest Management Platform All that notwithstanding, any ‘intelligent ads’ solution will be enhanced if it’s capable of connecting and interacting with an outstanding guest management system (GMS). Why? Because if the software is fully integrated with a GMS, it means a hotel owner can maximise their data to convert exactly the guests they desire into bookers. So, what does such a comprehensive management system look like? Well, as a fully-GDPR-compliant, all-in-one platform, it will deliver full guest-data-intelligence to hotel owners. It will be capable, too, of interacting with practically any property management system (PMS) and social media platform to enhance its analysing, quantifying, segmenting and predicting of loyal guest behaviour. In essence, then, an ‘intelligently run’ hotel would be making use of a management system that’s really a GMS/ CRM-plus; being able to harness its AI functionality to not just collate guest data but analyse details of guests’ social attributes, stay behaviour and historical spend. In turn, this would provide a hotelier with invaluable knowledge of their core customers, ensuring the platform can aid intelligent-ads in reaching these customers with pertinent, personalised content and offers – thereby converting them into bookers precisely as and when needed. Moreover, from its single, central dashboard an ‘intelligent’ GMS of this kind would take control of messaging. It would manage marketing emails and social media messages to all the hotel’s followers, as well as analyse these followers. It would create and send out personalised surveys to all or specific guests – before, during and after their stays. Plus, it would enable hoteliers to analyse guest reviews and respond to these reviews – not just on social media accounts/ platforms but also on much-used hotel review sites – thus, making sure they can fully manage their hotel’s online reputation.   A Brilliant Booking Engine Finally, to operate as an ‘intelligent hotel’, a property has to be backed up not just by an outstanding GMS and be able to fire off intelligent ads, but also exploit the advantages offered by a brilliant booking engine. Why? Because a guest’s experience with a hotel doesn’t begin when they walk through the front door and stroll through the lobby to the front desk; it starts far earlier. A guest experience begins as soon as they start to book a room at the hotel – it starts with their experience of that hotel’s booking engine. No hotel can be run intelligently unless it’s using a top-of-the-range booking engine. Such a booking software solution, then, delivers exactly what hotel owners require. Offering exceptional tools and features, it can be customised to fit a hotel’s brand needs. A fully-functional booking engine like this ought, too, to be fast-operating and easy-to-use; designed to provide a consistent experience on hotel websites that appeases customers and makes them far more likely to book direct rather than through an OTA (without redirections or pop-ups). It’s all about building loyalty among guests and, therefore, maximising conversions. Moreover, a state-of-the-art booking engine will enable customers to compare room prices with those offered by online travel agents (OTAs) – when the room price available is cheaper than those offered by OTAs. Plus, being able to integrate with hotel marketing/ management platforms, it should help hoteliers better understand and engage their guests, so they can gain insights to improve overall guest experiences, drive up ancillary revenues and boost direct booking revenues.   Conclusion Without doubt, the world – and, by extension, the hospitality sector – is going through unprecedented changes. Yet, with or without the Covid-19 pandemic, we’re living in the digital age and, with that, comes rapid advancements and opportunities. For hoteliers, that means taking full advantage of the chance to deliver and increase direct hotel bookings and boost revenues, thanks to integrated hotel management platforms, intelligent marketing/ ad campaigns and customisable booking engines. Should they not do so, hotel owners will lose ground to rivals in these uncompromising, unpredictable times. Put simply, every hotelier should join and fully prosper from today’s digital age – by making their hotel an intelligent hotel.  

How Hotel Tech Can Help with Labor Shortages

by
Sarah Duguay
1 month ago

As travel opens up, so comes a surge of travel. Pent-up desire for holidays has resulted in what some are calling ‘revenge travel.’ After some hesitation, hoteliers are reporting more demand than ever since the beginning of the pandemic. This has resulted in a challenging scenario. Before COVID-19, the hospitality industry was no stranger to employee retention and acquisition issues. But suddenly, faced with low bookings, many hotels had to make the difficult decision to lay off staff. Fast forward to today, some hotels have been forced to turn away guests because of even greater staff shortages than before. While theories abound about shortages, accompanied by HR strategies to attract new hotel employees, we’re here to remind you to take a deep breath because hotel tech is here to help! Tried and true, existing hotel tech can help your hotel with labor shortages by making operations more efficient and less time-consuming while improving the guest experience.   PMS Features and Integrations Alleviate Hotel Labor Shortages According to Revinate, 95% of hoteliers are facing a staff shortage while occupancy is experiencing record highs. One hotel in their report said their shortage has them operating with only 70-75% of their staffing levels. This is the norm, not the outlier, in today’s market. But, as many independent hotels learned during the pandemic, those with a cloud-based property management system (PMS) already have a leg-up on their ability to streamline operations and maximize staff. Because, as the name implies, cloud-based PMS exist in the ‘cloud’ (they run online), operators can manage their hotels from anywhere at any time. Hotel managers no longer need to drop everything and dash back to the hotel to deal with accounting issues or make rate changes. Front-desk duties, such as group management and availability calendars, or back-office tasks, like rate management and financials, are all at your fingertips, wherever you are.   Automation. Nothing streamlines operations like automated systems! At the heart of operations, the PMS automatically coordinates reservations, inventory and availability, housekeeping, and reporting, centralizing data to streamline front- and back-office tasks. For example, instead of manually sending routine emails to guests, set up and send templated emails from your PMS automatically based on defined triggers for booking confirmation, pre-arrival, check-in and post-stay communications, waitlists, group bookings, rental agreements, and more.  A cloud PMS is easily integrated with your other hotel systems — including payment gateways, OTAs, point-of-sale systems, locking systems, CRMs, and revenue management software, etc. — to automatically share relevant reservation data with those systems so that staff don’t have to manually re-enter information into multiple systems. System integration with your PMS at the core is an important part of automating processes and maximizing efficiency.   Self Check-in: Let guests jump the queue with online registration and self check-ins — saving you time and resources in the process. Typically, hotel guest check-ins — with forms to sign and policies to review — take around five minutes per guest and often result in queues, occupying your front desk staff and frustrating guests. By moving this process online, all agreements, waivers, screening, and guest information collection is completed online by your guests in advance of arriving at the hotel, improving the guest experience by not having to wait in a physical queue, while simultaneously saving staff a lot of time! With automated email or SMS communications, payment gateway and mobile key integration, the entire check-in process can be automated.   Rate Management: Flexible rate management tools make monitoring and adjusting pricing a cinch, from creating group discounts and package rates to instant overrides. Yield management functionality allows you to automatically adjust prices based on predetermined occupancy rules — talk about a time saver! If you haven’t already added a commission-free online booking engine (OBE) to your property’s website, this is your first order of business. Integrated with the PMS, reservations made by guests using the OBE are automatically updated in the PMS, and live rates and availability are always displayed online. Not only will you save valuable employee time from taking reservations by phone and email but today’s guests expect (and many even prefer) to book online. While OTAs are a great way for guests to find you and book online, why not offer your own online bookings and save on commissions? Speaking of OTAs, you’ll also save time by integrating your OTA channels or channel manager with your PMS to synchronize live inventory, rates and availability across channels, instead of managing each separately. Plus, all reservations coming through your channel partners are automatically updated in your PMS so no matter where guests book, they always have access to up-to-date availability. Integrating your PMS with your online distribution channels is a must for maximizing time and preventing overbooking.    Housekeeping reports: While a PMS cannot perform housekeeping duties, it can make housekeeping processes more efficient, which is essential with a lean staff. With a mobile housekeeping report, staff can check their housekeeping schedule using their own mobile phones, to see which rooms are vacated and ready to be cleaned and to mark rooms as clean as they go, adding housekeeping notes and maintenance alarms as required. The front desk is kept in the loop in real time with the same system. Furthermore, checklists for each room keep staff on track to ensure nothing is overlooked — because as you know, when it comes to cleanliness, guest standards are higher than ever before due to the pandemic.   Mobile keys: Keyless entry is an elegant accompaniment to online registrations and check-ins. While it may seem small, keyless entry technology removes the headache of keys altogether, whether it’s actual keys or cards. No more sanitizing, organizing, re-setting, or distributing. With keyless entry system integration with your PMS, guests can simply unlock their room door with their mobile device. Along with online check-ins, keyless entry integration allows guests to bypass the front desk altogether! Imagine no guest lineups at the designated check-in time and no key drop-offs at check-out. Did we just hear a sigh of relief?   Save time, resources, and money by employing smart room technologies. Allowing guests to adjust room temperature and lighting with their phones puts comfort into the palm of their hands. Better still, IoT offers the ultimate in personalization with room light levels that adjust with the time of day, and keeps the room temperature at exactly the right level — automatically. This kind of efficiency decreases demand on housekeeping and maintenance teams and helps with your sustainability initiatives.    Chatbots: Hotel Chatbots are an excellent way to assist your online guests 24/7 without any extra effort from staff. Integrated with your hotel's website and/or within your guest messaging app, an AI or rules-based chatbot can assist guests with booking, requests, FAQs, upsells, and local recommendations. Younger generations are the most comfortable seeking help from chatbots, with many guests preferring to search for answers this way than connecting with a real human — which frees up your human employees for in-person help.   Robot room service: A couple of years ago, robot room service was exclusively seen as a novelty service to delight guests. But in the age of COVID-19, it’s obvious to see the practical utility of employing robots by reducing human contact (and thus germs) and by reducing the need for bellhops. Because labor shortage is a trend that existed even before the pandemic hit, perhaps investing in robot room service is no longer pie in the sky. Isn’t technology an amazing thing? Instead of providing a lack of care or impersonal service (a common fear about using technology), today’s hotel tech provides hoteliers with a way to upgrade the guest experience even in the face of decreased staffing. If your property does not have one already, a robust and innovative cloud PMS like WebRezPro can set you on the path toward hospitality excellence and higher revenue, not to mention less stress.  

8 Ways a Hotel PMS Improves Operations and the Guest Experience

by
Jan Hejny
3 months ago

Shortly after COVID restrictions were eased, I went on a short golfing trip to Austria. I booked a well-known boutique hotel with a SPA and a fantastic restaurant surrounded by vineyards. I found out later that many other people had the same idea, as the hotel was fully booked for the weekend. Well, good for them, I thought. Anyway, when I arrived, it was raining, and I didn't bring my umbrella with me. So I came into the hotel soaked, hungry, and in desperate need of a shower. Unfortunately, out of the two check-in desks available, only one was operating, and the poor guy was trying hard to check in all the arriving guests as quickly as possible, while doing his best to have a cordial chat with them. Make no mistake: I'm sure it wasn't his fault that we had to wait for five minutes before he finished with the previous guest. When finally my turn came, the receptionist spent a tremendous amount of time staring down at his computer. I tried to ask him a few PMS-related questions, to understand why it was taking so long (of course, he didn't have any idea I knew a thing or two about PMSs), but I started to feel bad for the people waiting behind me, so I stopped any efforts to communicate with him, and I wasn't even told where and until when I could get my breakfast or where the SPA was. And that was the moment I realized, at least on a personal level, that there's something intrinsically wrong with hotel tech today.   When Technology Breaks Down Now, I am sure that, if you’re a frequent traveler like me, you have similar horror stories. According to a Qualtrics survey, 57% of poor hotel experiences are down to unfriendly staff. Problem is that, very often, hotel staff is unfriendly because they’re overworked, especially post-COVID, when properties are operating with skeleton staff. Here’s where technology should help, but the Austrian one is the perfect example of a case where it didn’t, and this happens way more than we, in the industry, like to admit. Moreover, tech should not only improve operations, but guest experience as well. Bad news is that, often, it fails in both fields. When your tech stack increases workload and waiting time at the reception (or in any other department, for that matter), you know you’ve got a problem. Technology is fallible, whatever you may think, and choosing the wrong software can heavily penalize your operation. A couple of years ago, a curious news story was published: the Henn-na hotel in Japan, known mainly because a good part of its employees are actual robots, had to "fire" 243 of them for doing "a bad job." One staff member, interviewed by The Mirror, stated: "It's easier now that we're not being frequently called by guests to help with problems with the robots." Well, this is an extreme example, but it’s not uncommon to see hotel staff having to find hacks and workarounds to make things work. If you’ve ever had a job in the hotel business, you know exactly what I am talking about.   The Role of the PMS in the Hotel Tech Stack Now, at the core of hotel operations, there’s always the PMS, so this is where the majority of problems start: bad integrations, lack of built-in features, etc. Choosing wisely is crucial, but not always easy, especially because hoteliers may be, paradoxically, unaware of the problems they need to solve. This is not due to the fact that hoteliers are bad entrepreneurs, quite the opposite! Problem is that being a hotelier means having to manage many operational aspects of the job, most of which are very complex and detailed. A General Manager, for instance, will obviously have to prioritize certain tasks, rather than spending hours to go deep and understand a certain technical problem. The thing with PMSs is that they’re the kind of software which is used by several different departments, so everyone has an opinion on it, yet a partial one. Sales & Marketing will likely never have to insert a group reservation, while the front office department won’t have to deal with MICE requests. In my experience, General Managers are the ones which can green light the implementation of a new software, coordinating, understanding and synchronising different departments’ needs, but chances are that their vision is limited, due to too many things on their minds, too. And we’re back to the hotel in Austria: somebody picks the wrong software, the system makes the life of all (or, at least, some) employees miserable, there’s less time to focus on the guests (which is even worse than the previous issue, while, of course, unhappy employees are unlikely to make guests happy), and… Well, you see where I am going with this, don’t you?   How PMSs Can Improve Operations and Guest Experience So, when picking a PMS, you should always be asking the one million dollar question: will this system make my life (and the life of my staff) easier so that they can make my guests happier? Knowing what to look for in a PMS can make a huge difference, so make sure that you understand what a property management system can (or can’t) do for you while trying to go into details during the process. Because if there’s anything we have learned over the past two decades, is that the devil is always hidden in details. Here are some of the areas where a good PMS can actually make a difference for both the hotel staff and guests: Reducing the workload during the check-in/out process. A publication by Cornell’s Center for Hospitality Research studied guests’ tolerance of delays during check-ins, and found that the “breaking point” for US guests is as short as five minutes. There’s an interesting discussion on Quora titled “What is the actual average length of time (in minutes) for hotel check-in and check-out?” Of course, the method is far from scientific, but it’s a fascinating read. According to the discussion, a best-case-scenario-check-in is at least 2-3 minutes. You know what that means? That if an American guest has two persons in front of him, he will likely leave a pesky review… Self check-in kiosks and apps can dramatically improve the check-in/out experience, yet most PMS do not support the technology; Remove friction during payments. It’s not uncommon to find hotels that still manage credit card payments manually. Usually, it goes like this: the back office department receives a booking, and they have to log in into the extranet, find the reservation, get the card, switch to another page for the CVC, get the physical terminal POS, type the total amount and the card details, wait for the transaction to go through. If this doesn’t look like a big deal for you, try to time your staff while they do it. I doubt it will take them less than five minutes per transaction. Now, let’s say you receive 25 reservations a day: that’s over two hours wasted just to charge credit cards. Not to mention what happens if the card does not work, you have to ask for a new one and start the process all over again. A PMS can solve the issue with payment automation proprietary features, or by integrating to third-party providers; Integrate invoicing systems. It may sound crazy in 2021, but I have seen too many hotels where the reception has to ask accountants to issue an invoice and, on the other side, too many accountants typing numbers manually from PMSs reports into their accounting systems… A simple integration will save hours of manpower every day; Connect your PMS to your SPA system. In most cases, if a hotel guest wants to book a treatment at the desk, the reception has to call the SPA, check availability and then book. Integrating the two systems will dramatically reduce workload, and guests will also be able to book and check availability directly online; Get smart in F&B. The adoption of QR codes and online ordering increased dramatically due to anti-COVID guidelines, and this is a prime example of a system that can dramatically reduce waiting times and improve guest experience. Customers are able to order (and pay) immediately on their phones. This reduces the waiting time (the waiter does not have to come and take your order or bring you the bill). Customers are in full control of the timing, and restaurants can allocate less staff to serve the same number of people, saving money. Moreover, thanks to Kitchen Display Systems (KDS), orders are not printed on paper but are shown digitally on a screen in the kitchen. KDS can also measure the average time needed to cook a meal, improving efficiency and customer satisfaction; Housekeeping digitalization. Another feature that COVID dramatically accelerated is the adoption of housekeeping apps, both built-in in the PMS or provided by third-party vendors. They reduce workload and make communication between departments easier. Hoteliers can also benchmark housekeeping staff timing to optimize operations and - particularly important for green hotels - drastically reduce the use of paper. According to a study, hotels use almost 2B A4 sheets per year in the United States only, meaning that 268,000 trees are chopped down annually only to fulfill the hotel industry's needs. It's the equivalent of 15 New York Central Park worth of trees cut every year! Automated emailing. Even though this is a feature we tend to associate with CRMs, some PMSs provide built-in functionality to communicate with guests pre/mid/post-stay, improving both the guest experience and increasing revenue coming from ancillary services proposed in the emails; Connect. Connect. Connect. It may sound crazy, but there are still a lot of hotels without a proper 2-way-integration between the PMS and the channel manager. It goes without saying that linking the two systems will dramatically reduce workload and bring human error down to virtually zero.   Understand the Tradeoffs of New Technology to Maximize Impact Paul Virilio once stated: “When you invent the ship, you also invent the shipwreck; when you invent the plane you also invent the plane crash; and when you invent electricity, you invent electrocution... Every technology carries its own negativity, which is invented at the same time as technical progress.” This is true for hotel tech as well, that is why implementing technology just for the sake of it it’s never a good idea. Choosing any software, and PMSs, in particular, requires a complete understanding of the property’s current (and future) needs. The risk with picking the wrong system is to end up like the Austrian hotel I wrote about at the beginning of this piece. At HotelTime Solutions, we provide tailored solutions and follow our customers during all the phases of the implementation, making sure that they can focus on what they do best: taking care of their guests.  

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Recent Hotel CRM & Email Marketing News & Community Updates

Matthew Willacy Joins For-Sight as Director of Sales

For-Sight
1 week ago

For-Sight Software Ltd, a leading innovator in CRM, guest engagement and marketing software solutions for the hospitality industry, announced today the appointment of Matthew Willacy in the newly created role of Director of Sales. Willacy joins For-Sight at a time of ambitious growth and will be responsible for bringing For-Sight’s solutions to new potential customers, as the industry recovers from the effects of the coronavirus pandemic and public health restrictions. A creative and visionary Director of Sales, with a 20 year career in hospitality technology including global providers of CRM, Revenue Management and Property Management Systems, Willacy will play a key role in For-Sight’s growth through 2022 and beyond. “I’m delighted to be joining For-Sight at such an exciting time, and I look forward to contributing to the continued success of the company, as we bring innovative solutions to the market at a time when they are most needed.” Said Matthew Willacy, Director of Sales of For-Sight. “Matthew is a fantastic addition to our expanding Sales operation,” said Nigel Allport, Chief Commercial Officer of For-Sight. “For-Sight’s solutions are designed to help hospitality businesses increase engagement and revenue. Matthew will play a key role in bringing our exciting proposition to the market as we continue to scale the business.” The past 12 months have been a period of strategic growth and investment for For-Sight Software, following the sale of its subsidiary business, Forth Communication, in 2021. With several high-profile new customers, such as the Celtic Collection, Kew Green Hotels joining existing customers like The Belfry, StayCity, Dalata and RBH Management. When not helping businesses improve their guest engagement and marketing, as a father of 3 Matthew also assumes the unofficial role of taxi service, while also enjoying the great outdoors, running, snowboarding and walking his dog Bear. Based in the UK, in the wild Pennines, Matthew has family across the world in the UAE, USA, Spain and Australia and is relishing to the challenge of seeing For-Sight’s solutions helping businesses in all these locations. “I love the industry we work in, and in that spirit, I do love a get together, meeting up with good friends & family, accompanied by plenty of great hospitality.”  As for the all-important question, Tea versus Coffee? “It has to be a good cuppa, no?” Welcome to the For-Sight Team, Matthew!  

Personalized Guest Targeting makes the Difference

dailypoint™
1 month ago

Many hoteliers are facing technological problems – especially regarding interfaces to other systems. This was the result of a global study on “Personalized Marketing”, which was conducted by h2c and supported by dailypoint™, among others. Under the title “Global Automated Personalization Study”, 86 hotel chains worldwide were surveyed. The aim of the study was to find out to what extent automated processes, machine learning, and artificial intelligence can serve hotel guests in an even more targeted manner with relevant information and offers, and what obstacles hoteliers face. Eight out of ten participants (80%) cited technological challenges and interface issues that kept them from personalized automation, closely followed by poor data cleansing processes (71%). Yet two-thirds of all hotel chains saw automated personalization as an essential ingredient for their success. Dr. Michael Toedt, CEO and founder of dailypoint™, says: “The h2c study shows very clearly what we at dailypoint™ have been pursuing for a long time: Centralized data management and integrated data cleansing processes are the basis of a sustainable digitization strategy. This also includes personalized automation in all areas. However, for many hoteliers, there is still a wide gap between the desire for automation and the actual implementation.” dailypoint™ is one of the top 5 companies recognized as innovators in the field of AI (artificial intelligence), according to h2c. “We offer our hotel clients fully automated, AI-based data cleansing processes, the foundation for a consolidated guest profile, across all systems. This is the only way personalized and individualized marketing is even possible,” Michael explains.  

Coquillade Provence Resort & Spa New dailypoint™ Customer

dailypoint™
1 month ago

The award-winning 5-star luxury hotel Coquillade Provence Resort & Spa in France is a new customer of dailypoint™, Europe's leading data management, and CRM platform. The Relais & Châteaux member is part of the Unique Group, a small group of luxury and lifestyle hotels. Located in the Provençal hills of the Parc Naturel Régional du Luberon, behind the surrounding vineyards and olive trees, the hotel does not only offer an award-winning Spa, 63 enchanting rooms and suites but also exquisite gourmet restaurants and bars. The 5-star resort was looking for new hospitality technology solutions enabling a very individual approach to guests. dailypoint™ convinced not only with its modular structure but above all with its Central Profile, offering the resort an even stronger focus on providing a highly personalized, guest-centric approach in terms of digitalization processes. The Coquillade launches the modules: • Data Laundry for the creation of a company-wide central guest profile • Website Connect for the integration of the own website • Campaign Manager for a customized guest communication • Guest Voucher for individual offers plus a whole package of modules guaranteeing the digital advance. Alain Bachmann, General Manager of Coquillade Provence Resort & Spa about the decision for dailypoint™ as the central data management system: "dailypoint™ convinced us with its Central Profile, which is at the heart of the digital strategy, and the flexibility to add modules for data processing and guest communication. The Coquillade has high standards across-the-board, but especially with regards to bespoke, personalized, and unique guest experiences." Dr. Michael Toedt, CEO and co-founder of dailypoint™, is also very excited: "It is really great to work with such a top-class property. In a luxury resort, where the guest takes center stage, the Hotel-IT must also be centered around a central guest profile. With this setup in place, the Coquillade can offer its significant service level on all touchpoints along the customer journey. The central guest profile is and will become a benchmark for our industry."

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Hotel CRM & Email Marketing Category Overview

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.

 

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.

 

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.

 

Key Hotel CRM Features:

  1. 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.
  2. 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.
  3. 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. 
  4. ​​​​​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.
  5. 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.
  6. 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.
  7. 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.
  8. 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.

 

How can I vet hospitality industry CRM vendors?

  1. 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.
  2. 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.
  3. 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.
  4. 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.

 

FAQ

What is a hotel CRM?

In hotels, customer relationship management (CRM) is the practice of managing all interaction with potential, future, and past guests. As a marketing strategy, CRM involves maintaining a database of guest profiles, sending personalized email communication, tracking engagement, and understanding guest purchasing behavior. Hotel CRM systems offer one software solution for all of these activities.

 

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.

 

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).

 

Why do hotels need CRM?

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.

 

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.

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