Let us find your solution 10 Best Hotel CRM 2021 | Price Quotes, Client Reviews and Feature Comparisons
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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Hoteliers voted Profitroom as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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Profitroom CRM

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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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
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2021 Winner HotelTechAwards
Hoteliers voted Profitroom as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Winner HotelTechAwards
Hoteliers voted Revinate as the #1 Hotel CRM & Email Marketing provider in the 2021 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
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Hoteliers voted Revinate as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Winner HotelTechAwards
Hoteliers voted dailypoint™ as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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dailypoint™ 360° – Central Data Management

HotelTech Logo score
HT SCORE
92 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 individual hotels and hotel groups.  dailypoint™ collects data from all relevant sources such as PMS, POS, websit...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
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2021 Winner HotelTechAwards
Hoteliers voted dailypoint™ as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Winner HotelTechAwards
Hoteliers voted Experience Hotel as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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Experience Hotel

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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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
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Hoteliers voted Experience Hotel as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Winner HotelTechAwards
Hoteliers voted For-Sight as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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For-Sight Guest Engagement

HotelTech Logo score
HT SCORE
83 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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For-Sight Guest Engagement is a Hotel Marketing and CRM solution designed to enhance your guest experience, enhance your data, maximising your marketing and drive direct bookings....

Geography: Regional
Geography: Global Verified Customer Support: Yes No
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Hoteliers voted For-Sight as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Winner HotelTechAwards
Hoteliers voted MP-Network as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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RIMS (MP-Network GmbH)

HotelTech Logo score
HT SCORE
70 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
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2021 Winner HotelTechAwards
Hoteliers voted MP-Network as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Winner HotelTechAwards
Hoteliers voted Cendyn as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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eInsight® CRM (Cendyn)

HotelTech Logo score
HT SCORE
64 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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eInsight CRM is a comprehensive Customer Relationship Management (CRM) platform that consolidates, engages and measures disparate data points on travelers throughout the travel jo...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
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2021 Winner HotelTechAwards
Hoteliers voted Cendyn as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Winner HotelTechAwards
Hoteliers voted Mailchimp as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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Mailchimp

HotelTech Logo score
HT SCORE
60 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
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2021 Winner HotelTechAwards
Hoteliers voted Mailchimp as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Winner HotelTechAwards
Hoteliers voted SHR as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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Maverick CRM

HotelTech Logo score
HT SCORE
58 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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While other CRM systems only see limited information from third-party providers’ systems, Maverick helps you know, recognize, and reward your best guests—no matter how they bo...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
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2021 Winner HotelTechAwards
Hoteliers voted SHR as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Winner HotelTechAwards
Hoteliers voted Cendyn as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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Guestfolio CRM (Cendyn)

HotelTech Logo score
HT SCORE
56 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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Guestfolio’s rapid marketing automation and simple guest intelligence platform is built uniquely for boutique and independent hotels. Use simple personalization tools to tailor...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
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2021 Winner HotelTechAwards
Hoteliers voted Cendyn as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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Recent Hotel CRM & Email Marketing Articles

Hotel CRM Software: How to Know What to Look For in 2021

by
Hotel Tech Report
5 months ago

Customer relationship management software is a powerful ally for hotels. It’s the fuel for successful hotel marketing, helping hotels achieve profitable operations through more targeted marketing and deeper relationships with guests, groups, and corporate clients. Ideally, a hotel CRM is a single source of truth for guest information. Related systems within the tech stack should benefit from this rich source of information, and the CRM should benefit from information about a guest learned through other systems. For example, if the guest prefers a room close to an elevator, The best practice is to have this information logged both in the PMS and the CRM. That way, the guest's preferences inform how the hotel engages with the guest both at the front desk and in-between stays. In 2017, Gartner concluded that spending on CRM technology had pushed it to the largest spending category in enterprise software. This growth highlights how the need to nurture client relationships over time has become a critical challenge for all businesses.    Before you go out and invest heavily in a new CRM for your hotel, let’s explore what makes a good CRM, and then define the two categories of CRM to see how each fit into your hotel’s workflow.   What is a CRM? CRM stands for Customer Relationship Management (software).  Companies of all kinds use CRM systems to initiate, track, manage and grow relationships with clients from first introduction and throughout the entire customer lifecycle.  CRM systems enable various stakeholders within a firm to "zoom in" and analyze the client relationship without needing to have been personally involved each step of the way.  CRM systems contain a client history associated with each profile often tracking deal size, product interest and other relevant characteristics to more effectively close deals and deliver high quality service to existing clients.  CRM systems typically facilitate 1-1 interactions between providers and clients.  CRM is not a hotel specific term or solution and serves almost every industry globally.  Regardless of industry, a CRM tool should allow you to store client information, identify sales opportunities, record service issues and manage marketing campaigns all in one central location.  Many CRM systems integrate email, text messaging and other forms of communications.  There is a growing trend in the CRM space around automation and personalization that is making this system more important than ever.   B2B CRM vs. B2C CRM: What's the Difference? As we previously mentioned, CRM stands for "customer relationship management".  The hospitality industry is unique in that it has two separate customers and thus needs two separate types of CRM systems with varying functionalities and capabilities. According to Salesforce, the world's largest CRM company:  Customer relationship management (CRM) is a technology for managing all your company's relationships and interactions with customers and potential customers. The goal is simple: Improve business relationships. Answering this question effectively is tough within the hotel industry because each hotel has unique needs for managing its customer relationships. Adding to this dilemma, hotels have multiple stakeholders that each require different CRM functionality.  Specifically, hotel sales teams are working to secure new group business while marketing teams are focused on bringing in new leisure travellers.  A group sales CRM is ultimately about 1-1 relationship management while a marketing CRM must be super effective at segmentation and profiling.  In other words hotel sales CRMs need to be good at customization within 1-1 conversations and hotel marketer CRMs need to make massive datasets precise and actionable.   Before we dive into the different types of CRM systems for hotels, a good CRM must always be: Easy to integrate. If you're not lucky enough to be planning a comprehensive tech stack in the pre-opening phase, you must consider integrations first. You need a CRM that is easy to integrate with existing systems -- especially your property management system. Multi-channel. Modern communications are complex; your CRM should reflect this by supporting the variety of ways you communicate with your guests. A good CRM records interactions across email, in-person, text, and online. Automated. Automations make your life easier. A CRM that removes rote Within budget. It's easy to get distracted by the bells and whistles during the vendor vetting process. Paying for a bunch of things you're never going to use is not wise. Select a CRM that fits within your existing budget -- and that can grow with you (see next point). Flexible. When you choose the software that manages your customer relationships, you need to know that it's flexible to accommodate future needs. Secure. Most CRMs are cloud-based. This is great for speed and flexibility but can leave sensitive information vulnerable in the wrong hands. Mobile. Finally, a good CRM is equally useful in the office and on the go. The mobile experience shouldn’t sacrifice quality or functionality. Now that we've defined some of the important characteristics of CRM for hotels, let's explore the differences between CRM approaches.   Revinate makes rich guest data easily accessible to hotel marketers for segmented campaigns that drive revenue   Hotel Marketing CRM: Business to Consumer (B2C) This type of customer relationship management software focuses on relationships with individual guests. This information can be used to personalize a guest’s experience while on property, as well as provide more targeted marketing in-between stays to increase future direct bookings. For example, a guest’s profile could personalize their room settings upon arrival, or your CRM could automatically send out a birthday greeting and gift each year.    Today’s CRMs attach communications from across all channels to one user profile, building a detailed view of the guest for sales, marketing, and even operations. With a CRM in place, a guest can switch communications channels without losing the history of past interactions which generally increases guest satisfaction and retention. This multi-channel fluidity is a critical skill in today’s customer service environment. Fluidity also extends to CRM-driven marketing automation. Complex drip sequences should be feasible with a well-segmented B2C hospitality CRM, which improves conversion rates and drives more revenue for the hotel. Another benefit for CRM is tying it to reputation management to understand how guests perceive your hotel on social media and on popular review platforms. Many CRMs connect an email with social profiles and integrate with dedicated reputation management tools, making this process seamless. Desirable features: Robust tracking of interactions to see when, where, and how a guest engages with the brand Integration with 3rd party hotel software systems (e.g. reputation management, PMS, RMS) Multiple user accounts Segmentation to allow grouping of similar profiles for targeted promotions Loyalty program integrations Email marketing and marketing automation functionality with automated follow-ups and upsell capabilities   These are the top Marketing CRMs for hotels: Revinate. With a focus on blending CRM and marketing automation, Revinate empowers hotel sales and marketing staff to target promotions more effectively while also using guest data to improve the on-property experience. For more, check out our Deep dive into Revinate hotel marketing and CRM technology For-Sight by Forth. The For-Sight CRM personalizes each marketing message to build custom touchpoints for guests, while also encouraging guest feedback to improve a hotel’s overall reputation of. Guestfolio by Cendyn. By combining guest data and marketing automation, Cendyn Guestfolio builds a single view of the guest. Its marketing automation functionality ensures that all brand communications are personalized for each guest profile. ZDirect by Travelclick. TravelClick ZDirect provides comprehensive CRM software for hotels. The company calls this a guest management solution that drives incremental revenue through personalized communications pre, during, and post-stay.   See the list of Top 10 Hotel CRMs ranked by hotel marketers   Sales CRM: Business to Business (B2B) Group (or B2B) CRM focuses on the relationships with brands that bring group and corporate business to a hotel. These type of relationships are high-value and complex, requiring CRM software with enhanced functionality. When managing groups, events, and corporate accounts, hotels may be operating on multiple fronts. Whether its a sales team with multiple people, or a company with several decision makers, there’s a complexity with B2B sales that requires accuracy and transparency. The B2B CRM keeps tabs on these moving parts, and provides a comprehensive higher-level overview to keep everyone on the same page. It really is all about improving collaboration and increasing wins. Desirable features: lead capture, prioritization and scoring; integrated RFP management to track progress (or integration with an RFP management tool); call tracking; sales pipeline overview; task and appointment automation; robust reporting, including profitability of specific proposals; automated calendar sync; ability to manage channel complexity as far as inbound business.   These are the top Sales CRMs for hotels: Amadeus Advanced Delphi. When it comes to managing catering and events, this module from Amadeus allows staff to prospect for business with a mobile-friendly product. All details and information are captured and shared with all internal teams. Cendyn Sales Suite. The group sales software from Cendyn keeps sales staff aligned with the latest information on any given group, whether in the office or around the property. By reducing RFP turnaround time, you win more business. Salesforce. Salesforce is the dominant CRM software, which confers certain advantages: a diverse selection of products and integrations, a common language for new hires, and resources to support growth across business functions. Lanyon by Cvent. After its merger with the Cvent platform, Lanyon now has synergies that bring powerful features to hotels focused on group, meetings, and conference business. Quore. The Quore approach to sales involves the full hotel, with shareable access for non-sales people to empower teams across the hotel with sales information. Tripleseat. A newer entrant into the hotel group CRM space comes with Tripleseat which is at its core event management software.  The CRM component allows hotel sales managers to manage room blocks, has extensive reporting and end to end usability from sending proposals all the way through managing events and groups in house.   What to Look For in Hotel CRM Software 1. Marketing Information: Capturing your hotel guest's information into the database is imperative if you want to analyze and visualize this data for marketing purposes. The data should be captured through the various channels such as social media and the company's website. Also keep in mind that customers may be using their mobile devices, laptops or iPads to connect with your hotel. Your dashboard data captured through inquiries, requests and reservations can be reviewed to analyze behavioral patterns of your guests to help with short and long-term forecasting. Guest feedback captured through surveys can be analyzed to review praises and complaints so you know what your strengths and weaknesses are. This information is valuable when budgeting to address these concerns. For example, if complaints were related to hot rooms, you know you need to budget for upgrades in the air conditioning system. 2. Marketing Automation Tactics: One of the most fantastic ways to leverage Hotel CRM software is for automating marketing email campaigns against the database. Emails can be personalized using the database information to help nurture relationships. Staying in contact between stays with email campaigns can spark return visits and encourage positive online user feedback on social media. If your hotel is based on local seasonal activities, it's easy to automate seasonal campaigns by publicizing yearly events and targeting local and international guests. 3. Customer Experience: Elevating customer experience can be achieved by sending out personalized automated confirmation emails when a booking has occurred. Information from the CRM system can be used to recommend nearby attractions or adding a personal touch to the room based on the customer's captured profile. For example, the customer may have booked the spa in previous visits or required specific room accommodations. This information can prove valuable to enhance customer experience, thereby encouraging repeat visits. 4. Operations Management: With operations management being a large percentage of hotel expenditures, it's necessary for hotel management software to help staff be proactive in cutting these expenses, especially labor costs. Operations management software can be integrated with a CRM package to help by automating room cleaning schedules, linking work orders to rooms and the time spent on them. The history of an asset or room can be tracked to help with analyzing trends of property issues and their related costs. 5. Centralized Profile Database: Historical or conversational data relating to customer information is captured into a centralized database to allow sales reps and other hotel staff to access them at any time. This valuable data whether related to reservations, social media contacts or client reviews are updated in real time so information is always up to date and relevant. Since the data is created and updated in one place, the risk of duplication and incorrect data is minimized.   Conclusion At the end of the day, employees who are the most effective at keeping their customers happy will ensuring the success of a hotel. Hotel management software will give them the right tools to ensure this happens. BONUS: We found this infographic to be helpful in outlining the key differences of B2B versus B2C CRM software.  

How You Can use Digital to Showcase Attractions Near Your Property

by
Lisa Apolinski
2 years ago

If your property has an attraction nearby, there are digital ways to showcase that attraction so your guests can be sure to add them to their itinerary. It will also help potential guests as they make decisions around which property to choose. Consider these unique ways to digitally showcase what is in and around your property to help your guests choose your property. If you have one key attraction: Start by providing your future guests with a preview of the attraction and a digital map showing how close it is to your property. The easiest way to share this is through digital communication such as email. You can also use email communication to highlight must-sees and must-dos at the nearby attraction. If you can partner with the attraction, be sure to link to the attraction to purchase tickets in advance with a special hotel rate. If you have multiple attractions: If there are multiple attractions near you, this is where you can provide some digital fun for your guests. Consider having a digital treasure hunt with your property app, where your guests scan a QR code at each location to check in. They can be entered for a prize, or given a discount at your hotel bar or restaurant. Partnering with these attractions is key, as you will need to have a QR or other sign at each attraction. If you don’t have a nearby attraction: Consider highlighting different local businesses, like a good coffee shop where locals go, or rotate a local restaurant as your favorite find for the month. While you may have to think outside the box, local businesses will be happy to partner with you to provide a digital coupon or free item. These businesses may also link back to your property website, which is a great way to increase your external link count. Attractions in and around your property can provide great digital engagement for your current and future guests. Be sure to digitally showcase these attractions so your guests can plan and anticipate a great time.

Using video for digital pre-engagement

by
Lisa Apolinski
3 years ago

I have recently seen several properties use video to digitally pre-engage their guests. While I love the concept, I have noticed there are several areas where opportunities still exist. If you are looking to add to your digital engagement with a video, go through these tips to maximize impact. Make the video around inbound engagement versus outbound messaging: It is very tempting to simply push the features of the property. Rather, think about the story of your property and what the guest can expect when visiting.  Have you done recent renovations that showcase a particular local artist? Is there a history of the area that guests would enjoy hearing? While you can certainly review amenities of the property, provide information that goes beyond what they can get from the website, such as the killer foods stand with great food that is within walking distance of the hotel and where all the locals go for lunch. Think about what behavior you are trying to develop: Listing amenities is not as engaging as showcasing your spa specials or signature food and beverage options. Focus on a unique drink that should be a must-try or a spa package specific to that group of guests, such as those in for a conference. Use the video to focus on helping your guest think, in advance of arriving, about additional services that will enhance their stay experience. Most guests have a good idea of their schedule prior to arriving and your video shares other choices to add to that schedule. Provide digital links that match video content and call to action: You want to remove barriers and make adding services easy. Most hotels have the video posted on a landing page to track traffic, which is great. There can also be buttons added to the page to link to where they can complete the call to action, including the scheduler for the spa or the concierge for an excursion. You can mix and match the links to see which ones perform better and have a direct link from video content to booking. Drive not only engagement but expectation for your guests with your video and be sure to keep these tips in mind as you go through the creative process.

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Recent Hotel CRM & Email Marketing News & Community Updates

Neorcha new dailypoint™ Marketplace-Partner

dailypoint™
2 months ago

dailypoint™, Europe’s leading data management and CRM platform, has acquired Neorcha, renowned hospitality solutions provider and SaaS (Software as a Service) company, as a new Marketplace partner. Neorcha’s integration with the Marketplace allows dailypoint™ customers access to the Neorcha app, which offers additional functionality for guest self services, as well as instant loyalty points redemption for bookings and transactions through a virtual loyalty card, which will further personalise and enrich the digital guest experience. As a response to the rapidly growing demand for mobile, contactless self services in the hospitality industry, Neorcha introduced its new performance-based app in June 2020 featuring a wide range of services from free basic features to premium services including QR code and mobile room keys, room controls as well as restaurant and spa bookings and integration capabilities with hotel loyalty schemes. Commenting on the partnership with Neorcha, Dr. Michael Toedt, CEO of dailypoint™, explains: “With dailypoint™ as a data consolidation platform and heart of the hotel IT hoteliers benefit from our own 16 integrated modules but also leverage from additional software solutions and integration partners on the dailypoint™ Marketplace. The collaboration with Neorcha adds on to that, providing our customers with great mobile solutions & contactless Check-In / Check-Out options – must have software solutions in the current pandemic.” Roger El Khoury, Founder and Managing Director of Neorcha, said: “We are delighted to partner with dailypoint™ as the leading data management and CRM platform provider for the hospitality industry. Our App already covers the full guest journey. Through the integration with dailypoint™ hotels will have single sign in functionality, centralised CRM profile management as well as a virtual loyalty programme that offers instant redemptions with the option to issue vouchers.” Through Neorcha’s performance based app, hotels have the opportunity to switch on their digital self-services almost instantaneously by subscribing to the premium features they need.  

Cendyn Partners with Oaky to Create an Unparalleled Experience for Hotel Guests

Cendyn
2 months ago

Cendyn, the leading innovator in CRM, sales, and revenue strategy for the hospitality industry, is excited to announce a new partnership with Oaky, the leading upselling platform in hospitality, to power Oaky’s first CRM integration. Oaky excels at providing hotels with pre-arrival upsell opportunities designed to enhance each guest stay, ranging from room upgrades and hotel services to unique deals based on guest type. Cendyn’s award-winning eInsight CRM provides marketing automation and guest intelligence that leverages real-time data to help hotels drive loyalty and provide personalized, one-to-one guest communications. The new technology integration between eInsight CRM and Oaky was successfully launched for a mutual customer, ONYX Hospitality Group, on March 1st. Prior to this implementation, ONYX Hospitality Group had already seen success with Cendyn’s eInsight CRM & eNgage, which they use to deliver more efficient, personalized communication to their guests which, in turn has increased guest satisfaction and improved the experience across all touchpoints. “We’re excited about the opportunity to work with Cendyn. This beneficial partnership will enable hotels to increase ancillary revenue by customizing our innovative upsell features to reflect each guest’s previous behaviors and preferences, which are compiled within Cendyn’s eInsight CRM. This level of personalization will only help to increase guest satisfaction and loyalty while driving total hotel revenue.” said Erik Tengen, Co-Founder at Oaky. “We are very happy to be partnering with Oaky to add a new level of personalization to their platform. With the combined features of both systems, hotels can optimize not only room upgrades but promote additional revenue streams through spa, F&B, hotel events, in-room amenities and so much more. With many hotels still in recovery mode after the challenges of the global pandemic, capitalizing on ancillary revenue has become more important than ever.” said John Seaton, Chief Revenue Officer. “Having already seen the benefits of Cendyn’s eInsight CRM and its ability to deliver personalized communications and effectively target guests, we are looking forward to utilizing both platforms to further enhance the guest experience across our hotel group with tailored upsell opportunities based on our guests preferences.” said Chetan Patel, Vice President, Digital & CRM at ONYX Hospitality Group.  

The Award-Winning Hotel The Belfry Hotel & Resort Partners with For-Sight to Provide CRM and Insights Solution

For-Sight
3 months ago

After a 6-month successful proof of concept period, The Belfry Hotel & Resort has chosen the For-Sight Guest Engagement, CRM and Marketing solution to drive forward their innovative marketing and communication strategy. “For-Sight’s team worked tirelessly with us to understand our operations and to make sure that their solution allowed us to maximise the use of data within the resort.” said Gail Aldridge, Marketing Director at The Belfry Hotel & Resort. “For-Sight’s solution offers us a single view of our guests, as well as access to bespoke reporting and dashboard suites. This rich source of data will help us enhance our relationships with our guests, through insights and personalised guest communications as we move into the post-pandemic recovery phase for our industry.” For-Sight Guest Engagement is a data focused CRM solution offering the tools and insights to deliver personalised guest communications, allowing operators to build and enhance the guest experience, identify opportunities and drive loyalty. In addition to the large variety of amenities available to guests, The Belfry Hotel & Resort has its unique signature: award-winning golf courses and a reputation of excellence in golf tourism, attracting guests from all over the world. As well as providing their core CRM solution, For-Sight has also developed a bespoke Business Intelligence system that bringing together the most relevant data to realise effective guest relationship management, provide operational insights, while ensuring the highest standards in data security and compliance. “After a successful proof of concept, we are delighted to be working with The Belfry Hotel & Resort to help them achieve their goals as the industry looks ahead to a time post-pandemic.” said For-Sight CEO & Co-founder, Allan Nelson. “The Belfry is a recognised and highly respected brand globally and we are committed to supporting the entire team in delivering the world-class experience they’re known for, by allowing them to make decisions and execute their strategies based on clean, actionable data”.    About The Belfry Hotel & Resort The Belfry Hotel & Resort is an award-winning hotel situated in the heart of the country in Royal Sutton Coldfield, North Warwickshire, and is home to 319 luxurious bedrooms and suites, several restaurants and bars including Ryder Grill and The Brabazon Bar, events and meetings spaces, a leisure club and The Belfry Spa. The hotel’s three golf courses, including The Brabazon and The PGA National, are recognised as world-class, having previously hosted The Ryder Cup four times – more than any other venue in the world – and 17 European Tour events, producing some of the most dramatic moments in the history of golf.   Prices start from £119 for a signature room including full English breakfast. 

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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.