Struggling to keep track of your hotel’s bookings, guest preferences and marketing campaigns? Whether you’re managing a boutique hotel or a large chain, balancing guest satisfaction with revenue growth can be overwhelming. But what if there was a way to simplify your operations, enhance guest experiences and increase your profits with ease? That’s exactly what a hotel CRM does!
In this article, we’ll cover everything you need to know about hotel CRMs. From understanding what a CRM is, to exploring its benefits and features to guiding you in choosing the best CRM for your hotel.
Plus, we’ll give you an overview of 2024’s top 6 hotel CRM software so you can make an informed decision if you’re on the lookout for one.
A hotel customer relationship management (CRM) system is a tool that helps hotels manage and enhance guest interactions. It goes beyond just storing guest information, allowing you to organise and analyse data like booking history, preferences and communication records.
With this information at your fingertips, you can offer a more personalised experience, such as remembering a guest’s favourite room or preferred check-in time.
If you’re still in the grey area about what a hotel CRM can do for your business, here’s a list of five benefits of implementing a hotel CRM to aid your business operations to help you make up your mind.
Instead of sending out generic offers, a CRM helps you tailor your marketing efforts. You can send specific promotions or reminders based on guest data like booking history or preferences, which makes your marketing more effective and engaging. And the best part: you can reach out to multiple customers simultaneously with a single click! (More on this in the next section.)
A CRM can automate a lot of the routine tasks that take up your agents’ time, like sending booking confirmations, follow-up messages, etc. This not only helps you save time but also eliminates the risk of errors that come with manual processes., allowing you to focus on what really matters — ensuring customer loyalty and satisfaction.
When guests get the impression that you really know them, they’re more likely to come back. A hotel CRM helps you keep track of customer data, preferences and areas where you can improve, so you can consistently offer the kind of service that keeps them loyal.
With insights into what your guests like and how they behave, you can create contextual upsell opportunities, whether it’s suggesting a room upgrade or a special package. This means more revenue without any extra effort.
A CRM gives you access to valuable data and reports, helping you spot trends and make informed decisions. Whether it’s tweaking your marketing approach or adding a new service, you’ll be equipped with the insights you need.
Now that you’re aware of the benefits, let’s talk about what to look for when choosing a hotel CRM. To truly get the most out of your CRM, it’s crucial to ensure it has the right features that cater specifically to the hospitality industry.
Here’s a quick rundown of the must-have features:
At the heart of any great hotel CRM is the ability to manage detailed guest profiles. This feature allows you to store and access all the information about your guests — from booking history and preferences to special requests and feedback. With this at your disposal, you can offer a more personalised experience that delights your guests every time. Knowing guest preferences, you can choose to adopt various advanced technologies as well, including hotel IPTV, smart room controls, and mobile check-in, to better tailor each stay and enhance overall satisfaction.
Imagine being able to send personalised WhatsApp messages to hundreds of guests at once — all without lifting a finger. A good CRM comes with marketing automation tools that allow you to create campaigns based on guest behaviour, preferences or booking patterns. This not only saves you time but also ensures your marketing efforts are always relevant and timely.
Today’s guests expect seamless communication across various platforms. Whether they prefer email, WhatsApp or a phone call, your CRM should support omnichannel communication. This ensures that your team can respond quickly and consistently, no matter the channel preference of the guest.
To make smart decisions, you need access to reliable data. Your CRM should offer robust analytics and reporting tools that give you insights into guest trends, campaign performance and overall business health. Whether it’s understanding which promotions work best or identifying areas for improvement, these insights are key to staying ahead in the competitive hospitality market.
Your hotel runs on multiple systems — PMS, POS systems, booking engines and more. A CRM that easily integrates with these systems ensures smooth data flow across your operations. This means fewer manual updates, reduced errors and a more connected, efficient workflow.
With so many CRM options out there in the hotel industry, picking the right one can feel overwhelming. But don’t worry — we’ve got you covered. Here’s a seven-step guide to help you choose the best hotel CRM that fits your specific business needs:
Start by assessing what your hotel really needs from a CRM because when you google, the search results will contain a ton of options making the task of zeroing in on one rather difficult.
Figure out the problems you’re trying to solve with a hotel CRM, that’s step one. Remember to take into account the size of your operations — what works for a large chain might not be ideal for a boutique hotel.
A CRM should make your life easier, not more complicated. Look for a system that’s intuitive and user-friendly, so your team can get up to speed quickly. If the CRM is too complex or requires extensive training, it might slow down your team and operations.
Every hotel business scales at one point and when that happens, you shouldn’t have to shift to a new software just because your current system isn’t able to accommodate your growing operations.
Make sure the CRM you choose takes care of your scalability needs, this way, you won’t have to switch systems as your business expands.
Every CRM is customisable in some way or another. But you’ll have to dive deep and figure out if it is customisable enough to cater to all your business needs. You shouldn’t have to adjust your sales processes so that they are in line with the CRM’s capabilities, it should be the other way around.
While it’s important to find a CRM within your budget, don’t just go for the cheapest option. Consider the value the CRM brings to your hotel — will it help you increase bookings, improve guest satisfaction or save time by automating manual repetitive tasks? A higher capital shouldn’t be a dealbreaker if the CRM delivers a strong return on investment (ROI).
Reliable customer support is essential, especially during the initial setup and implementation phases. Make sure the CRM provider offers robust support options, including training, troubleshooting and ongoing assistance, so you’re never left looking for answers.
Before committing to a CRM, test it out courtesy of free trials or personalised demos. This way you familiarise yourself with the CRM’s features, ease of use and integration capabilities. It’s the ideal way to decide if a given CRM is a good fit for your hotel.
Telecrm is a comprehensive CRM solution tailored for telecalling and WhatsApp-based sales teams, making it ideal for hotels that rely on direct communication to manage guest relations and bookings. It simplifies lead management, automates follow-ups and integrates with multiple platforms to capture and engage leads efficiently.
Key features
Auto-dialer, call recording, follow-up management
WhatsApp automation
Custom fields and sales processes
DIY automation
Custom API integration
Guest profile management
Real-time analytics
Pricing
Telecrm offers the following plans:
Core CRM: ₹849 per user per month (Quarterly) or ₹599 per user per month (Annually)
Core CRM + WhatsApp chat sync: ₹1,049 per user per month (Quarterly) or ₹749 per user per month (Annually)
Salesforce Hospitality Cloud is part of the broader Salesforce CRM platform, offering robust, customisable tools designed to manage hotel operations, guest experiences and marketing all from one place. It’s highly scalable and integrates seamlessly with a wide range of third-party applications.
Key features
Customisable dashboards
Advanced analytics
Marketing automation
Guest profile management
Integration with PMS
Pricing
Varies based on customisation and usage; starts at $165 per user per month.
Revinate is a property management system designed specifically for the hospitality industry, focusing on guest feedback, survey management and email marketing. It helps hotels enhance guest loyalty by providing detailed insights and personalised communication tools.
Key features
Guest feedback management
Email marketing automation
Survey tools
Data analytics
Guest segmentation
Pricing
Custom pricing based on the size and needs of the hotel.
Guest provides a cloud-based hotel CRM system that seamlessly integrates with Property Management Systems (PMS) to offer a holistic view of guest interactions. It’s ideal for small to medium-sized hotels looking for a comprehensive solution to manage operations and guest relations.
Key features
Integration with PMS
Online booking management
Automated guest communication
Analytics and reporting
Customisable guest profiles
Pricing
Pricing details available upon request, typically starts around £100 per hotel per month. Visit Guest’s website to know more about pricing.
Cendyn offers one of the best hotel CRM platform that is particularly strong in the area of guest personalisation and loyalty management. It’s used by many luxury hotels to deliver tailored experiences and engage guests through multiple channels.
Key features
Guest personalisation
Loyalty program management
Multi-channel marketing
Real-time analytics
PMS integration
Pricing
Custom pricing based on hotel requirements and size.
RoomRaccoon is an all-in-one hotel management software that includes a CRM component, designed specifically for smaller hotels and guesthouses. It’s user-friendly and integrates well with various booking platforms to streamline operations.
Key features
Integrated booking engine
Payment processing
Guest communication tools
Revenue management
Channel manager
Pricing
Starts at $188 per month, depending on the number of rooms and additional features.
In this article, we learned how a hotel CRM can enhance the guest experience with its comprehensive features and by integrating with your hotel management software. We also provided a round-up of the 6 best CRM software in the business. Check them out to see if any of them fulfil your requirements and budget.
If Telecrm has piqued your interest, you can visit our homepage or book a live demo to see the application in action.
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