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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2021 Finalist HotelTechAwards
Hoteliers voted Profitroom as the #2 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 Finalist HotelTechAwards
Hoteliers voted Profitroom as the #2 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Best Hotel Software
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
97 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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2021 Best Hotel Software
Hoteliers voted Revinate as the #1 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Finalist HotelTechAwards
Hoteliers voted dailypoint™ as the #3 Hotel CRM & Email Marketing provider in the 2021 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 individual hotels and hotel groups.  dailypoint™ collects data from all relevant sources such as PMS, ...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
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2021 Finalist HotelTechAwards
Hoteliers voted dailypoint™ as the #3 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Finalist HotelTechAwards
Hoteliers voted Experience Hotel as the #3 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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Experience Hotel

HotelTech Logo score
HT SCORE
84 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
2021 Finalist HotelTechAwards
Hoteliers voted Experience Hotel as the #3 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Finalist HotelTechAwards
Hoteliers voted Hapi as the #3 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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Hapi Connect for Salesforce

HotelTech Logo score
HT SCORE
79 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
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2021 Finalist HotelTechAwards
Hoteliers voted Hapi as the #3 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Finalist HotelTechAwards
Hoteliers voted For-Sight as the #3 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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For-Sight Guest Engagement

HotelTech Logo score
HT SCORE
77 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
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2021 Finalist HotelTechAwards
Hoteliers voted For-Sight as the #3 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Finalist HotelTechAwards
Hoteliers voted MP-Network as the #3 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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RIMS (MP-Network GmbH)

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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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 Finalist HotelTechAwards
Hoteliers voted MP-Network as the #3 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Finalist HotelTechAwards
Hoteliers voted Digital Hotelier as the #3 Hotel CRM & Email Marketing provider in the 2021 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
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2021 Finalist HotelTechAwards
Hoteliers voted Digital Hotelier as the #3 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Finalist HotelTechAwards
Hoteliers voted Amadeus as the #3 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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Amadeus – Guest Management

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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Competition for hotel guests is more intense than ever. Understanding who your guests and prospects are and personalizing your communications with them dramatically improves your ...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
Finalist Badge
2021 Finalist HotelTechAwards
Hoteliers voted Amadeus as the #3 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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2021 Finalist HotelTechAwards
Hoteliers voted SHR as the #3 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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Maverick CRM

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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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
Finalist Badge
2021 Finalist HotelTechAwards
Hoteliers voted SHR as the #3 Hotel CRM & Email Marketing provider in the 2021 HotelTechAwards
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Recent Hotel CRM & Email Marketing Articles

8 Ways a Hotel PMS Improves Operations and the Guest Experience

by
Jan Hejny
2 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.  

What You Can Do To Increase Holiday Occupancy At Your Hotel This Year

by
Stefano Mocella
2 months ago

You may be thinking it’s early to start talking about the holiday season, but as a hotelier, now is the best time to prepare for the Christmas season. Why? With so much competition for rooms and heightened expectations in guest experiences, you need to plan ahead if you want this to be a happy holiday season for your bottom line. Keep in mind many folks had travel plans last year that went by the wayside and are now looking to make up for a lost year. Early data from Travel & Leisure shows that December bookings jumped by 15% compared to 2019 (pre-pandemic levels) in July. Keep in mind, Christmas bookings typically peak in October and November. After missing out on 2020 travel, guests will want to ensure wherever they book their Christmas getaway will deliver an unforgettable experience. Thankfully, there’s a lot you can do to get guests through your doors without spending a fortune on decorating your property or getting too gimmicky. Here are some holiday hotel marketing ideas that can make this a year to remember for your property.   Leverage Email Marketing If you haven’t been using email marketing to its fullest potential, you’ve been missing out. It’s one of the best ways to get into the minds of potential guests (and stay there). Make this a priority for the holiday season and while you’re at it, chalk it down as a New Year's Resolution. If you’ve been collecting email addresses of past guests in a responsible manner, it’s time to get your Christmas offers out to them. You can get creative with your offers, from a special package or prepare a special holiday menu in your restaurant. Either way, it’s a good time to start engaging with potential guests and pique their interest.   Offer Prizes and Creative Giveaways People love the chance to win prizes, particularly on social media. It’s why we see so many polls and hashtag challenges or merely entering a contest by tagging friends. Contests are an effective way to get some user-generated content for your hotel’s marketing campaigns. Contests can be something as simple as asking people to send their best (or funniest) Christmas outfits or best home decoration and in return they can win a discounted stay at your hotel or perhaps win a free spa day with their stay. You’ll be surprised at how many people will jump at the chance to win; not to mention it’s a great way to boost engagement on your social media channels.   Show Your Holiday Spirit with Deals There’s no need to reinvent the wheel with this one. Everyone loves a good deal and sometimes simple works best. Guests will be looking to save a buck where they can, given how expensive the holiday season can be already. Reducing your standard room rate or offering a discount on a suite might just give you the edge in securing more bookings. Sharing such deals on social media will also get you plenty of attention if the deal is of significant value. Provided you have a powerful channel manager, you can ensure your holiday rates are distributed among your biggest booking channels. There’s nothing to lose in trying, particularly if your goal is full occupancy for the holidays.   Create a Landing Page on Your Website If you’ll be offering deals, then it’s vital to create a separate landing page on your website. This will give you an area on your site to market and focus your holiday bundles. If you bury your Christmas packages and offers within your existing room rates, it’s going to slip by a lot of eyes. If you have a dedicated festive area, you can have some fun with it by adding some cool design effects and throw in some holiday puns in your room description.   What Will Your F&B Program Look Like? If there’s one commonality for the holidays, it’s that everyone wants to let loose and enjoy some mouthwatering comfort food. Your hotel’s holiday offerings shouldn’t just be about decorating and offering special room rates. If you have an on-site restaurant and/or bar, putting together a special holiday menu will capture everyone’s Christmas spirit. There will be plenty who will jump at the chance of booking a Christmas meal or throwing a mini holiday party for their business. And once patrons book with you for a meal, those might just turn into room bookings if you mention the type of accommodations you offer.    Happy Bookings! The holiday season could be stressful for hoteliers, but this should also be your most exciting time of the year. With all-in-one PMS systems like roomMaster Anywhere, you can ensure that you have all the tools you need to maximize holiday bookings for 2021 and beyond. If you start planning now, it could be your most profitable period of the year.  

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

by
Hotel Tech Report
4 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.  Some larger chains may require their B2B CRM to be custom built by a software development company on a platform like Salesforce but for most hotels and hotel groups the following apps are going to provide better value and similar functionality.   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.  

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Recent Hotel CRM & Email Marketing News & Community Updates

Coquillade Provence Resort & Spa New dailypoint™ Customer

dailypoint™
6 days 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."

The Award-Winning Celtic Collection Teams Up with For-Sight for CRM & Insights Solution

For-Sight
1 month ago

The award-winning Celtic Collection has partnered with For-Sight with a multi-year contract to enhance its guest relationships and marketing and execute a first party data driven strategy, using For-Sight’s CRM and Marketing solution. Speaking of the advantages of the partnership between The Celtic Collection and For-Sight, Vanessa Russell, Group Marketing Director at The Celtic Collection had this to say about the benefits for the Collection’s strategy going forward, “For-Sight’s solution will allow us to deliver a personalised experience to each guest, through use of first party data. Our goal of being able to deliver this, at scale, will be fulfilled by For-Sight’s easy-to-use platform.”    For-Sight Guest Engagement is a CRM solution specifically designed for hospitality accommodation providers powered by first party data from across the hotel technology ecosystem, offering the tools and insights to deliver personalised guest communications, allowing operators to build and enhance the guest experience, identify opportunities, and drive loyalty. The Celtic Collection’s move to For-Sight’s digital solution aligns with the increasing expectation of consumers to deliver personalised and targeted communications. ”As the industry moves to recover from the impacts of the Coronavirus pandemic, being able to deliver a personalised experience and targeted marketing, at scale, will be key to making that recovery sustainable. For-Sight’s solution will allow us to adopt a data driven approach to the guest experience going forward,” continued Group Marketing Director, Vanessa Russell at The Celtic Collection.  “We’re delighted to partnering with The Celtic Collection, the latest in our growing list of luxury resort partners, as well as Ryder cup venues!” said For-Sight Chief Commercial Officer, Nigel Allport. “The Celtic Collection is a brand known globally for providing excellence. Everyone at For-Sight is thrilled to be supporting the team at The Celtic Collection in delivering the world-class experience they’re known for. First party data is playing an increasing role in delivering a better experience for guests and increased returns for the operator. For-Sight will allow The Celtic Collection to make decisions and execute their strategies based on clean, actionable data – we can’t wait to see what this partnership delivers for them”.   ABOUT THE CELTIC COLLECTION The Celtic Collection is a prestigious portfolio of experience-focused UK business and leisure destinations. Born from the legacy of the world-renowned Celtic Manor Resort, the group’s flagship destination at the gateway to South Wales, The Celtic Collection brings together premium accommodation with exemplary service and world-class facilities. Celtic Manor Resort is one of Europe’s finest destinations for luxury escapes, family breaks, golfing getaways and business events. Host venue for the 2010 Ryder Cup and the 2014 NATO Summit, the resort has been voted the UK’s Best Hotel at the Meetings & Incentive Travel Awards for nine of the last 10 years. The Celtic Collection includes the 330-room, five-star Resort Hotel, the historic 19th century Manor House with 70 rooms, the 148-room Coldra Court, the Newbridge on Usk country inn with six rooms, Tŷ Hotel Magor with 129 bedrooms and 10 luxurious Hunter Lodges. In addition, the Collection includes a choice of eight restaurants, three championship golf courses, two exceptional spas and three health clubs, adventure golf, treetop high ropes course, fishing and tennis courts.  Expansion plans include opening The Parkgate Hotel in Autumn 2021 in partnership with the Welsh Rugby Union, and Tŷ Hotel Milford Waterfront in Spring 2022 in partnership with the Port of Milford Haven.

Kew Green Hotels’ Shifting Marketing Strategy Powered by For-Sight's Marketing Solution

For-Sight
3 months ago

Since 2001, Kew Green Hotels has extensively developed its portfolio. Starting with a single hotel, the group now owns and manages over 55 hotels, from independent branded hotels, to internationally renowned brands such as IHG, Hilton Hotels & Resorts and Marriott Hotels & Resorts. To support their guest-centric marketing and communication strategy, as well as their increasing hotel portfolio, Kew Green Hotels have chosen to invest in For-Sight's solution.   Speaking of the advantages of the partnership, the Group Commercial Director at Kew Green Hotels, Joanna Fisher had this to say about performing the hotels’ strategy at scale, “For-Sight's solution meets all our requirements in helping the enhancement of our guest’s experience. Kew Green Hotels’ approach to personalised guest communication at scale is fulfilled by For-Sight's easy-to-use platform, offering unique functionalities that enable our hotels to capture opportunities and drive loyalty.” Kew Green Hotels’ strategy has adapted to guest’s changing behaviour due to the global pandemic. Their shift toward For-Sight's digital solution aligns with the new types of demand. “Adapting to guest’s changing preferences is key for a sustainable recovery and the data delivered by For-Sight allows targeting to drive our development strategy, creating effective personalised communications and increasing revenue” Continued Joanna Fisher , Group Commercial Director at Kew Green Hotels. As well as providing the product, the For-Sight professional service team shares their expertise with the Kew Green Hotels Marketing team to build marketing campaigns and maximise their results. Mentioning the results, the first campaign developed with For-Sight has demonstrated successful performance with an outstanding open-rate of 29.82% (average benchmark for the industry is 17.7%). “Starting now and moving forward, we will support Kew Green Hotels with For-Sight technology, providing data and automation features to operate strategies effectively. For-Sight's people are our best asset, and that is why we are thrilled to have our teams collaborating together,” declared For-Sight CEO & Co-founder, Allan Nelson. With this preferred partnership, Kew Green Hotels will benefit from For-Sight's data-driven technology to support decision-making and use in-depth insights to measure success and adjust the marketing efforts. “We are delighted to have chosen this platform that enables our team to create effective guest communications to connect with our guests and support revenue generation for our hotels.” added Joanna Fisher, Group Commercial Director at Kew Green Hotels “The For-Sight's team has fully realised our brief and beyond, the success of the first campaign demonstrates the true potential of this partnership”.   About Kew Green Hotels Kew Green Hotels was founded in 2001 with a single hotel. It is now a leading UK and International hotel management company with over 55 hotels in the portfolio and over 1,400 employees. Working across the spectrum of hotel operations, from limited service through to luxury full service, Kew Green Hotels is set apart from the competition by owning and developing hotels, as well as managing assets on behalf of others. Kew Green Hotels are expanding internationally including launching seven properties in Bangkok, Thailand, delivered by a new joint-venture with Siamese Asset, to form Siamese and Kew Green Management Company, Thailand. Alongside the launch of these seven properties from the end of 2021, Kew Green Hotels will also be launching a Commercial Hub for South East Asia to support the region, based in Bangkok. Exclusively providing hotel management services for Light Human Hotels’ international portfolio, Kew Green Hotels will launch hotels in destinations including Paris, Miami, Toulon, Corsica, São Paulo, Rio de Janeiro, Vila Real and Porto from the end 2022.

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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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