What To Look For In Your Hotel CRM

Finding a customer relationship management platform, also known as a CRM, to suit all your hotel’s needs can be daunting. When looking for a hotel CRM are you looking for capturing guest data? An email marketing solution? Or are you looking for a platform that can engage your guests at a new level? Finding a hotel CRM that answers all those questions and partners with your property management system at the core should be your ultimate goal. 

Keep reading to learn key qualities which will enhance your view on the hotel CRM, own the guest experience, and create more efficient operations. 

What is a Hotel CRM? 

Owning the guest experience involves the entire lifecycle of the guest from engaging them, through converting them, and finally retaining. A well-designed CRM will be the key. Over the years hoteliers have had to piece together many disconnected systems to be able to communicate and market to their guests effectively. A CRM should empower consolidating multiple systems into one omni-channel tool for guest communications and marketing from start to finish. Utilizing an enterprise hotel CRM will connect and house all your guest data in one place, save money on multiple vendors, create seamless and personalized marketing strategies, and reduce security risks. 


The first qualities your CRM should include are tactics which help with engagement to the traveler prior to them converting. We are talking about the assistance to turn lookers into bookers. To help with this, your hotel should implement marketing and sales strategies to empower your reservation team. 

Close More Reservation Leads

Active lead management tools incorporated into your CRM are important for your reservation team. This enables your agents to capture all leads in one system and optimize your sales process to convert into direct bookings. Consolidate inbound calls according to guest profile, track calls, emails, texts messages all from one user-friendly dashboard. 

Web Chat

What better time to reach your potential guest than the first time they are on your website! Adding chat to your website can increase bookings, improve guest satisfaction, and decrease inbound non-reservation calls by quickly addressing frequently asked questions with smart, quick responses. 

When looking for a CRM that includes web chat find one that is available across multiple devices. This will enable a responsive design. You also want the platform to have smart chat routing. This will increase response time and reduce the manual labor of tracking down the appropriate agent to answer the chat. When looking at the web chat feature of your hotel CRM make sure you have the ability to save your chat logs, select lead qualifications, enable browser alerts, and have one main screen of communications. All of these features will help improve guest experience before they even book! 


Now that you have the guest engaged, they are gaining interest in pulling the trigger to book at your hotel, but how do you ensure they do? You need your resort and hotel CRM to use it’s captured guest data, along with seamless automation, to entice the guest as well as keep your brand at the front of their mind. Implementing email marketing solutions can play a big role in converting the looker into the booker you want at your hotel. 

Email Marketing

Hotel CRM Email Example to Retain GuestPut yourself in the shoes of the traveler, after they visit your website or see your Facebook page for the first time, it is proven that they are not booking on the first visit. That time is considered top of the funnel and brand awareness. Implementing automated email marketing campaigns linked with your CRM’s captured data will help convert your guests. 

Email Marketing campaigns, along with your CRM, will allow you to personalize your guest communications. Segmenting listing to their preferences, interests, or lifecycle stage could be the characteristic that sets you apart from the other properties they have looked into. 

The CRM you use should have email marketing to eliminate manual labor with a simple interface that enables a drag and drop functionality. If you want to find one that is very simple to use, you can find one that also has pre-made templates! 


After the guest has stayed at your property, your next task is to get them to come back. You have probably heard back in the day that it is less expensive to retain a current guest than find a new one, and that is true. Implement marketing tactics that will keep your brand in the mind of the traveler by saving their preferences and capturing their data in your CRM. 


Hotel CRM Survey ImageThe best way to verify how your hotel is performing and how happy your guests areis to utilize a post stay survey through your CRM. The best surveys are customizable to your brand and color scheme and also drag and drop style to select your questions and categories. Before selecting your CRM, make sure the functionality of the survey platform provides full service reports of the survey outcomes to have tangible takeaways to help improve guest retention.

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