10 Best Hotel CRM Software Of 2024

Author img Jordan Hollander
| Last updated
61 PRODUCTS REVIEWED
1230 HOTELIERS SURVEYED

At it's core, CRM software in the hotel industry is used to manage mass communications with leisure guests. A great CRM essential for hotels because it is the single source of truth around guest data like recency, frequency, monetary value and guest preferences. A hotel CRM system enables hotels to personalize and automate communications at scale which is critical for driving direct bookings and increasing ancillary revenue. The best hotel CRMs centralize all guest data, including guest profiles, guest information, and feedback, making it easier to manage and use for future marketing campaigns and loyalty programs.  The difference between and average CRM and a great hotel CRM could cost your hotel thousands of dollars so it's absolutely critical to select the right vendor.

We surveyed 1230 hoteliers across 67 countries to create this in-depth guide and help you find the Best Hotel CRM software for your property or portfolio. Inside you’ll find everything you need to know including product rankings, feature comparisons, price benchmarking, integration interoperability and more.

 

Hotel CRM Software Shortlist

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

  1. 1. BookingWhizz — Best for turning one-time guests into loyal customers
  2. 2. Smart Host GmbH — Best for automating guest communication with ease
  3. 3. Profitroom — Best for driving repeat bookings with targeted campaigns
  4. 4. dailypoint™ — Best for creating targeted marketing campaigns
  5. 5. Revinate — Best for automating guest communication to save time
  6. 6. Bookboost AB — Best for engaging guests through multiple communication channels
  7. 7. SHR Group — Best for automating customer follow-ups with precision
  8. 8. Hotel Cloud — Best for automating guest communication to save time and effort
  9. 9. Concilio Labs (Guest Score) — Best for understanding guest behavior with actionable insights
  10. 10. Hapi — Best for real-time insights into guest preferences
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In-Depth Guide
What is a Hotel CRM System
CRM software is essential for hotels because it provides a powerful customer relationship management tool that can help improve the customer experience and increase sales. The hospitality industry relies heavily on customer satisfaction, loyalty, and engagement, which makes a CRM system necessary for hotels to manage their customer data and interactions effectively. A hotel CRM system helps in streamlining the customer journey and provides personalized experiences for the guests. The system centralizes all guest data, including guest profiles, guest information, and feedback, making it easier to manage and use for future marketing campaigns and loyalty programs. Using a hotel CRM software also helps in automating marketing campaigns and processes, such as email marketing and social media management, reducing manual effort and increasing efficiency. This saves time and resources for hotel staff and allows them to focus on providing better customer support and enhancing the guest experience. The key features of a hotel CRM system include contact management, sales management, lead management, sales pipeline, upsell, project management, and workflow management tools. It also provides real-time metrics to measure customer satisfaction, sales performance, and other important metrics. CRM software such as Hapi by Salesforce, Cendyn, dailypoint, Bookboost and Smart Host offer cloud-based hospitality CRM solutions that are scalable and customizable to fit the needs of hotel businesses, both large and small. These platforms provide modules for marketing automation, customer engagement, loyalty programs, and guest feedback management. Hotel CRM software also integrates with other hotel management tools such as Property Management Systems (PMS) and Point of Sale (POS) systems to provide a seamless guest experience from check-in to check-out. This integration helps in upgrading guest experiences and providing an efficient sales process for the hotel staff. A hotel CRM system is a crucial tool for hoteliers in the hospitality industry. It provides a comprehensive view of guest data, streamlines processes, automates marketing campaigns, and enhances the overall guest experience. There is no "one size fits all" best hotel CRM software. There are lots of great tools available that provide automation tools like email templates, SMS, and real-time customer support, making it them essential tools for hotel businesses but some definitely work better for certain types of hotels and we encourage you to use the filters on this page to find the right solution for your business.
Finding the right Hotel CRM & Email Marketing solution for your hotel depends on several variables ranging from user experience and pricing to functionality and support. This guide is designed to help you identify the best Hotel CRM & Email Marketing vendors, questions to ask on demos, read unbiased reviews from similar hoteliers and so much more. (including our 2024 Hotel CRM & Email Marketing Guide)
Hotel CRM & Email Marketing Vendor Shortlist
Each property has different characteristics, needs, preferences and budgets. Use the filters below to instantly analyze thousands of reviews to find the perfect fit for your hotel.

Top Rated by Hotel Type

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  • Featured Fit: The default sort first shows vendors who are actively looking to connect with hotels in your region and then secondarily by Premium Members and HT Score.
  • Ht Score: The Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, customer support, user reviews, expert recommendations, integrations availability and geographic reach to help buyers better understand their products.
  • Popularity: Sorts listings by number of user reviews and reported installs, most to least.
Scanning global dataset to personalize your results
Profitroom
4.7 (257 reviews)
Ht score logo 100 Ht Score
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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winner logo badge 2024 WINNER
Hoteliers voted Profitroom as the #1 Hotel CRM & Email Marketing provider in the 2024 HotelTechAwards
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The right connections at the right time
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dailypoint™
4.3 (176 reviews)
Ht score logo 96 Ht Score
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™ - the only #realCRM. dailypoint™ is the leading Data Management & CRM platform for demanding hotels and hotel groups.
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Cendyn
4.8 (11 reviews)
Ht score logo unranked
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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Drive direct bookings, elevate guest connections, and maximize profitability
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Amadeus
Increase hotel guest loyalty and drive repeat business.
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Sojern
Hotel CRM and Email Marketing
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Smart Host GmbH
4.6 (142 reviews)
Ht score logo 99 Ht Score
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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third logo finalist 2024 FINALIST
Hoteliers voted Smart Host GmbH as the #3 Hotel CRM & Email Marketing provider in the 2024 HotelTechAwards
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Smart Communication for Hoteliers and Guests – Simple. Automated. Profitable.
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Hotel Cloud
4.9 (55 reviews)
Ht score logo 82 Ht Score
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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Automatically identify need dates and proactively promote to drive direct bookings.
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Concilio Labs (Guest Score)
4.3 (26 reviews)
Ht score logo 76 Ht Score
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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Hotel Guest Intelligence, Hospitality Technology Innovation, Hotel Guest Personalization, and Actionable Insights
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Bookboost AB
4.9 (59 reviews)
Ht score logo 90 Ht Score
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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Leverage your guest data to increase revenue & deliver amazing experiences
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HMA Intelligent Marketing
Intelligent Email Marketing powered by Data
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BENEFITS
What are the benefits of a Hospitality CRM?
  • Drive email revenue: Every guest email that you capture is revenue that can be acquired through marketing campaigns that improve the guest experience. Conversely, every unsubscribe from your email database is lost revenue. Sending impersonal generic emails results in unsubscribes. CRM & Email Marketing Software enables your marketing and sales team to create personalized messages based on customer data from your property management system.
  • Preserve your valued email database: Hotel CRMs are most impactful when it comes to your highest value guests - the ones who travel to your hotel frequently. Improve loyalty by deeply understanding their needs and showing them that you care with special offers and custom messaging.
  • Build Loyalty: Hotel CRMs are most impactful when it comes to your highest value repeat business - the ones who travel to your hotel frequently. Improve loyalty by deeply understanding their needs throughout the customer journey and guest's experience and showing them that you care with special offers and custom messaging. Great crm systems complement loyalty programs at larger groups and for independent properties and smaller groups can replace them entirely.
FEATURES
Key Hotel CRM Features:
  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.
FAQs
Hoteliers Also Ask
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.
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.
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.
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.
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).
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.
Does your software have functionality for multi-property groups and portfolios? No matter how good your segmentation and A/B testing gets, you’ll always need to be constantly trying new things and iterating. Without an easy to use DIY editor you’d need to spend an enormous amount of time developing campaigns. How easy is it to customize my own email templates? Use the sales process to gather intelligence! Make sure that vendors add value before you sign up with them. Get comps and benchmarks from local competitors and then compare them to your own results to ensure that the provider is worth the switch. - What are the average CTRs and conversions for campaigns run by customers like us? In an age where privacy and cyber security are at the forefront of consumers and regulators alike, it’s important to work with providers who are thought leaders and on the cutting edge of new regulations. Your software provider should both have the functionality to support compliance and the capability to educate you in real time. - What processes do you have in place to ensure compliance with privacy laws like GDPR? In order to understand the ROI of investment in new software it’s important to have a clear picture of where you are today and where you should be. Great email and hotel CRM providers will have enough experience to know where your property should be performing and will help guide you to success if you’re not there already.
- 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.

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