It’s not the F&B offering. It’s not the spa services. And it’s certainly not the infinity pool. The biggest factor in a guest’s willingness to book more with a hotel in the future? Positive past experiences.*
For hotels, experience has four times more impact than tangible benefits on purchase frequency.* But wowing guests is much easier said than done.
That’s where hotel CRM systems come into play. These tools serve as the hotelier’s one source of truth about the guest experience, creating detailed profiles that help hotel managers offer the kind of personalized stay that increases loyalty.
This article explores what CRM software for the hospitality industry does, why it’s such an important tool for hotels, features to look for in a solution, and the top 16 tools hoteliers should consider when making their choice.
Discover expert insights on how to run a tech-enabled hotel without losing the human touch in “Tech-Enabled Hospitality”. Get the book here.
What is a hotel CRM?
Also known as hospitality CRM software, a hotel CRM is software that helps hospitality businesses manage guest relationships, personalize experiences, and boost loyalty. It stores guest data, from contact details and booking history to preferences and special requests, all in one place.
It does this by drawing data from across a hotel’s tech stack, from OTAs and direct booking engines to PMS and PoS software. By consolidating this information and extracting insights from it, hotels can deliver tailored communication and experiences before, during, and after a stay.
Whether it’s sending a customized pre-arrival welcome email with tips for their stay, remembering a guest’s favorite room type, or offering their preferred complimentary drink, a powerful hotel CRM system can turn guest relations from standard to exceptional.
Why is a hotel CRM an essential piece of technology in 2025?
Willem Rabsztyn, CEO and Co-founder of hospitality CRM Bookboost, underlines that a powerful CRM is at the center of successful guest relationships.
Abode Founder Jessica Gillingham interviewed Willem for her book “Tech-Enabled Hospitality”. He argues that CRMs become increasingly important as the number of digital interactions a hotel can have with a guest rises.
For example, he explains that if a guest stays three or four times with a hotel group, there might be 30 to 50 customer profiles generated, from the OTA where they book, PMS, PoS systems, and other marketing touchpoints.
The CRM provides a centralized platform for these guest interactions and insights. “Bringing customer data together to map out the whole customer journey, we can recognize the individual guest,” he explains.
This means being able to anticipate their preferences: for example, if they prefer a certain type of suite or tend to order room service for dinner. “Based on this information, you can personalize guest communication and create revenue opportunities.”
See more practical advice for providing an outstanding guest experience in “Tech-Enabled Hospitality”. Get the book here.
Avoiding data siloes: The importance of integration
In her book, Jessica explains that collecting guest data is only half the battle. “The real challenge often lies in making that data accessible and useful across an organization. Many hospitality businesses struggle with data silos: pockets of information trapped in different systems that don’t talk to each other.”
She poses this scenario as an example: a guest’s preference for hypoallergenic bedding is noted in the PMS, but that information never makes it to the housekeeping system. What could that mean for the guest? When they show up to their room, they have to call down to the front desk to have their bedding switched out.
To avoid these issues (and their negative impact on both hotel operations and the guest experience), the CRM should serve as the hotel’s single source of truth, aggregating data from across the tech stack to create a centralized database of guest information.
Learn how to set up a hotel tech stack that keeps all data connected and powers effective personalization in “Tech-Enabled Hospitality”. Get the book here.
What are the benefits of using a hotel CRM?
1. Data-driven personalization
“Tech-Enabled Hospitality” underlines that “at the heart of effective personalization lies data. Lots and lots of data. But rather than just collecting information, a more intelligent approach is needed to create comprehensive guest profiles that inform every interaction.”
Hospitality CRM software helps hoteliers centralize this information and connect it with hotel data analytics platforms and AI tools. These solutions identify patterns, predict preferences, and generate insights that enable tailor-made experiences.
2. Stronger guest relationships and loyalty
When guests feel like a hotel knows them and anticipates their needs, they’re more likely to book again (and this time, direct). For example, Willem explains that a smart CRM can identify when a guest who tends to make an annual visit has not yet made a future booking.
“We keep engaging with the guest and offer them something extra because we see that this guest books every October.” By automatically inviting the guest to book again and offering them a little something extra, the hotel can become the first choice for future stays.
3. Streamlined guest communication
CRM-enabled guest messaging automates communication across the guest journey. This helps hotels show up at every touchpoint without added manual effort.
For example, a CRM can automatically send guests a welcome email with check-in details and a dinner reservation link tailored to the guest’s time preference, whether that’s an early meal or a late table. This creates a smooth, consistent experience that builds trust without requiring any extra effort from the hotelier.
4. Targeted sales and marketing
Hotel crm software can segment guests based on behavior, preferences, and booking history. This lets hotels create personalized campaigns that actually resonate, like sending a special anniversary offer to couples that stayed in the past or promoting a midweek spa package to weekday travelers.
Instead of generic email blasts, the outreach feels relevant and timely. This increases open rates, conversions, and guest loyalty, all while reducing guesswork and wasted time.
5. Improved team efficiency and collaboration
CRM software for hotels makes operations simpler, smarter, and more connected. That’s because these tools give every department access to the same real-time guest data; front desk, housekeeping, and F&B teams can coordinate seamlessly around guest preferences, special requests, and VIP flags.
For example, if a returning guest prefers late check-out, the CRM ensures everyone is informed without the need for back-and-forth emails or bothering the guests with a call-up to their room.
6. Increased revenue opportunities
The CRM holds all of the information a hotel needs on its guests. When connected with the right tools, it helps hoteliers identify upsell opportunities that boost revenue while enhancing the guest experience.
For example, when the CRM is connected with an AI-powered analytics platform, it may uncover that a guest tends to enjoy a cocktail and a few appetizers when they arrive. The system could then automatically offer their first drink on the house, encouraging them to make a stop at the bar and have a bite to eat instead of heading out on the town for dinner.
What features should hoteliers look for in a CRM?
When choosing the best CRM for hotels, hoteliers should look for features that support personalized, automated, and scalable guest engagement. The tool should support:
- guest profile management
- segmentation
- automated email and SMS campaigns
- loyalty programs
- upsell offers
- feedback collection
- reporting and analytics
Integration with the tools across the tech stack is also essential, as is real-time data syncing. The best CRM for hotels will pull data from across a range of other tools, because the PMS, channel manager, and other platforms need to seamlessly speak to each other for an accurate, holistic view of each guest and their preferences.
What are the risks of choosing the wrong hotel CRM?
The wrong CRM can do more harm than good: creating silos, missing key data, and frustrating hotel staff. This can lead to low staff adoption, meaning wasted time and money. And if the tool can’t properly integrate with the PMS or booking engine, hoteliers risk inaccurate records and missed opportunities for personalization.
But the most dangerous side effect of a CRM that falls short is its impact on the guest experience. Whether it’s a new guest having to answer the same question multiple times or a returning guest being assigned a standard room instead of their preferred suite, choosing the wrong software may mean higher guest churn and lost revenue.
16 of the best hotel CRM systems
We’ve rounded up the best CRM software for hotels to help hoteliers find a tool that fits the needs of their operations, team, and guests.
1. Bookboost
Bookboost is a CRM created specifically for hospitality brands. It combines customer relationship management with automation and guest messaging to help hoteliers customize the guest journey and meet guests at every touchpoint with minimal effort.
2. Access
The Access Group, which acquired hotel tech specialist SHR in 2024, offers a hospitality-specific CRM solution. Notable features include cross-over marketing, preference and upselling emails, and exclusive loyalty deals.
3. Cendyn
Cendyn’s integrated tools are designed specifically for hoteliers. It offers a CRM that unifies guest data and leverages segmentation to automate personalized marketing tactics at scale. AI-driven analytics track guest behavior and identify trends for optimized campaigns.
4. Revinate
Revinate is another hotel tech solution designed to help hoteliers own the guest journey. Its Revinate Guests product unifies fragmented guest data through its proprietary Rich Guest Profiles™ database. This provides a holistic view that enables data-driven decisions.
5. dailypoint
dailypoint connects information across the PMS, PoS, websites, newsletters, and even Wi-Fi to create a unified database and Central Guest Profile. AI-powered processes cleanse and enrich this data to ensure it’s accurate, valuable, and actionable.
6. Experience
Experience is a hospitality-specific CRM solution that pairs comprehensive data collection with customer journey optimization for a smooth, personalized guest experience. The platform also comes with email campaign automation features.
7. Profitroom
Profitroom offers marketing automation, channel management, and website creation, all on one platform. A centralized database powers guest satisfaction and retention with features like personalized offers, vouchers, extras, and loyalty programs.
8. Duve
While it’s not technically a CRM, Duve’s guest experience platform provides tools to help hotels create memorable stays. For example, segmentation insights and analytics help hoteliers understand guest behavior so they can personalize their experience and drive loyalty.
9. Sojern
Sojern serves businesses across the hospitality industry with marketing, advertising, and guest experience features. The Sojern Traveler Ecosystem™ powers the platform and enables hoteliers to reach, resonate with, and convert potential guests with less effort.
10. Smart Host
Smart Host is a dedicated hotel CRM with a strong presence in the DACH region. The platform powers automated, AI-driven campaigns. It integrates with over a dozen PMS solutions and can translate messages into up to 30 languages in one click.
11. For-Sight
For-Sight was also designed for hotels, offering both a CRM solution and multi-channel marketing tools. The CRM pulls data from the PMS, PoS, and reputation management software, and its intuitive query engine segments guests for relevant marketing outreach.
12. Salesforce
Salesforce is a big CRM player across industries, and it offers tailored solutions for hotels as well. Unified guest profiles help hoteliers track preferences and deliver personalized experiences, and AI recommendations and customized offers drive satisfaction and retention.
13. Hubspot
HubSpot is another generalist CRM that can be a good option for hotels. The big draw is that it’s free, which is a big bonus for small boutique hotels just getting started. Users get access to features like contact management, data integration, and detailed reporting.
14. Mailchimp
Email marketing platform Mailchimp offers a CRM solution that can help hotels run timely, segmented campaigns. While it’s not a hospitality specialist tool, it’s a good option for hoteliers looking to get insights into email marketing performance and trends.
15. Pipedrive
Pipedrive serves a range of sectors, hospitality included. Features like guest profiles and segmentation, targeted promotions, and a flexible booking system help hotels provide more personalized services and deepen relationships.
16. Zoho
Zoho CRM isn’t designed specifically for hospitality, but it nonetheless can help hotels understand guest preferences and deliver experiences that stand out. Advanced analytics show hoteliers exactly what their guests want so they can offer custom recommendations and upsells.
Power personalized guest experiences and boost loyalty with a hotel CRM
For hotels that struggle to personalize the guest experience without overwhelming their staff, a powerful CRM is the missing piece of the puzzle. But being able to effectively convey this idea and demonstrate the value of their solution is where most CRM providers get stuck.
At Abode, we turn hotel tech companies into global leaders in their industry. We helped our client SHR become the go-to solution for fragmented hotel tech systems by building trust and credibility through thought leadership, streamlined branding, and media coverage.
“Abode gets us in the publications that matter,” said CMO Jason Emanis. “They expand our reach in channels that would be very difficult to access without their expertise.”
We cut through public relations with maximum impact. So if you’re a proptech company looking to raise your profile, boost brand awareness, and be distinctive for all the right reasons, Abode is here to tell the world why you’re unique.
Ready to become an industry leader like SHR?
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*McKinsey Travel Loyalty Survey, McKinsey
