What is a hotel CRM system: Benefits, features, and top 18 providers

Benefits of using a hospitality CRM

Let’s break down how hospitality businesses can benefit from using a customer relationship management system.

Improved customer satisfaction

Hotels start fostering their relationships with their clients well before their arrival. CRMs have a crucial role in managing every step in the customer journey, from when they first visit your website to the moment they check-in and after they return home post-stay.

The data collected in the CRM can be used to personalize each guest’s experience in several ways, ranging from their assigned rooms and room service to any upgrades they might want. 

For example, if you know that a guest is a wheelchair user, you can offer them a room on the ground floor with accessibility features before they even have to ask for it. 

Data-based decision making

Hotels can provide fully personalized experiences to their guests by collecting and harnessing their data. Using a CRM to store customer data allows businesses to understand customer journeys and provide personalized experiences that can increase the chances of making a sale.  

With a CRM, you can create detailed guest profiles that include information such as their preferences, communication history, and feedback. The customer data that you collect can be used by different departments, from the sales and front desk teams to the kitchen and housekeeping, to make sure that you’re offering the best experience possible to your guests. 

Streamlined communications

Managing guest communication can be challenging as inquiries and feedback often come through various channels. Centralizing all forms of communication can be made possible by implementing a CRM. This tool integrates emails, phone calls, live chats, SMS, and social media into one platform and enables you to keep track of all guest interactions.  

Additionally, a CRM can be used to segment and manage AI-powered email marketing campaigns, which can be an effective way to send notifications to hotel guests before and during their stay and request feedback after their visit.

Automation of workflows

Hotel integrations play a crucial role in automating workflows in the hospitality industry. By integrating CRMs with other hotel software systems like a property management system (PMS) and point-of-sale system (POS) , hotel staff can easily access and track room occupancy, guest preferences, and purchase history, all in one centralized location.

These integrations save time and reduce the likelihood of errors, eliminating the need for manual data entry and allowing staff to focus on other essential tasks. 

Hotels can optimize their guest relationships and improve their sales management and targeted marketing strategies by automating processes across different departments. With a CRM, workflows can be set up to address customer complaints quickly and efficiently, significantly reducing problem resolution time.

Build customer loyalty

CRM systems offer numerous benefits to hotels, one of the most significant being guest loyalty. When guests have a satisfying experience, they are more likely to return for future stays and leave positive reviews.

In fact, studies show that 94% of customers prefer to purchase from a source they have previously used. CRM platforms allow hotels to create loyalty programs and track customer engagement, enabling them to monitor guest behavior and preferences. With this information, hotels can offer personalized rewards to encourage guests to return.

Key features of hotel CRM software

There are plenty of CRM solutions on the market, but not all are built for the realities of hospitality.

The right hotel CRM should help you drive repeat bookings, personalize at scale, and prove its impact on revenue.

Here are the most important features to look for.

Integration capabilities

Your CRM should integrate seamlessly with your PMS and existing hotel management software to ensure guest data is always accurate and updated in real-time.

With tight PMS integration, guest profiles are automatically created, updated, and enriched—without manual work. This enables auto-deduping and contact merging, so multiple bookings, emails, or properties don’t result in fragmented or duplicated records.

Unified guest profiles

A strong CRM unifies guest profiles across your entire portfolio, giving you a complete view of guest information, including stay history, preferences, spend, and engagement. This creates a seamless brand experience across properties, enables smarter cross-selling between sister hotels, and ensures consistent messaging no matter where a guest stays.

Cloudbeds Guest Marketing CRM, for example, consolidates essential guest information like contact details, status indicators, and reservation history of each guest across properties within an organization.

It automatically merges duplicate profiles nightly and supports tagging, making it easy to identify repeat or restricted guests and use this information across marketing and guest experience.

Robust audience segmentation

Look for a CRM that allows you to segment guests by behavior, demographics, booking patterns, spend, stay history, engagement level, and more. The best systems make segmentation intuitive, so you can dynamically group guests and adapt campaigns as behavior changes.

Behavior-based segmentation allows you to send hyper-targeted messages and offers that actually convert without overloading guests with irrelevant content.

Smart campaign builder

A hotel CRM should include a flexible campaign builder that helps you design targeted campaigns to drive direct repeat bookings, promote packages, introduce guests to sister properties, and build long-term brand affinity.

Whether you’re reactivating past guests or nurturing first-timers into loyal fans, campaigns should be easy to create, launch, and optimize.

Marketing automation

Creating email campaigns is made easy with a CRM. By using marketing automation tools, you can send customized messages to specific groups of people and automatically add the guest data of anyone who interacts with your ads or emails.

Additionally, using this tool, you can plan and schedule social media ads targeted to potential customers. This helps prepare and enhance the sales process, ultimately leading to more bookings.

With Cloudbeds, users can:

• Trigger campaigns based on targeted guest segments
• Automate campaigns based on guest events (ie., 3 days after check-out)
• Factor in exclusions like those with future reservations to avoid redundant messaging

Targeted rate promotions

Targeted rate promotions allow you to fill low-demand periods by sending special offers or discounted rates to the right audiences at the right time. By combining guest data with booking behavior and data from your RMS, you can promote offers that feel relevant, timely, and valuable.

With Cloudbeds Guest Marketing and Cloudbeds Revenue Intelligence, hotels are recommended specific marketing campaigns aligned with rate promotions, including suggested dates, promotion types, and guest segments likely to convert.

This integration is designed to boost bookings during underperforming periods by leveraging pacing data and guest segmentation.

Multi-channel communication

Having your communications with guests all in one place can streamline your internal processes and improve your hotel’s overall efficiency.

A good CRM should be able to gather communication information from various channels, including email, SMS, online messaging, social media, and in-person interactions, allowing you to offer customer support and follow up on requests efficiently.

Integrated, multi-property dashboard and reporting

An integrated dashboard lets you manage campaigns across multiple properties from one place, with real-time visibility into performance. Look for reporting that ties marketing activity directly to booking revenue, so you can clearly understand ROI, identify what’s working, and optimize campaigns with confidence.

Key features of Cloudbeds’ reporting include:

• Email database health
• Campaign performance
• Conversion rates
• Multi-property campaign statistics
• Revenue attribution

18 best hotel CRM systems in 2026

With so many providers in the market, it’s important to know which hotel CRM systems are leading the way in terms of features, scalability, and overall value. In this section, we will take a closer look at the top 18 best hotel CRM software to help you make an informed decision for your hotel’s needs.

Cloudbeds Guest Marketing

Cloudbeds Guest Marketing is a hospitality-first CRM built to help hotels turn guest data into direct revenue. Designed specifically for independent hotels and groups, it unifies guest profiles, campaigns, and performance reporting in one place to help hotels build real guest relationships at scale.

Powered by native PMS data, AI-driven automation, and a direct integration with Cloudbeds Revenue Intelligence, Cloudbeds Guest Marketing helps hotels drive repeat bookings, fill need periods with targeted offers, and deliver personalized communication across the entire guest journey. From first click to loyal return guest, it gives hoteliers the clarity, speed, and control they need to market smarter and grow profitably—without sacrificing their brand voice.

ALICE by Actabl

ALICE is an all-in-one operations platform designed to boost operational efficiency, improve productivity, and enhance guest satisfaction. With task-level data, you can gain visibility and transparency into hotel operations and hold individuals and departments accountable. This real-time communication, coordination, and task distribution across departments empowers your team to do more with less, improving efficiency and the overall guest experience.

Cendyn

The Cendyn CRM is a state-of-the-art customer relationship management platform that enables hoteliers to establish better connections with their guests while increasing their revenue. By utilizing a data-driven media planning strategy and a tailored testing process, Cendyn’s digital marketing expertise ensures that clients’ brands deliver personalized content that resonates with diverse segments. 

Experience Hotel

Experience Hotel is a hospitality CRM software that focuses on strengthening customer loyalty by helping hotel staff ensure a top-quality experience before, during, and after the stay. With special concierge tools, hotels can craft personalized marketing campaigns with upsell offers for restaurant deals, spa treatments, and room upgrades.

Hotels can use Experience Hotel’s comprehensive segmentation features to build targeted campaigns for prospective guests based on factors like nationality, age, interests, or familiarity with the hotel’s regional location. 

Fideltour

Fideltour CRM helps hotels identify their Buyer Persona, maximizing data performance, fostering guest loyalty, and increasing profits. It offers various options in a single platform with the main goal to gather quality information from your guests in order to create marketing strategies that increase your hotel’s direct sales.

For-Sight

For-Sight is a powerful data-driven CRM system that hoteliers can use to gain actionable insights. By capturing and intelligently analyzing data from various sources such as PMS tools, Wi-Fi registration, and Reputation Management platforms, For-Sight helps hoteliers make informed marketing decisions. The system offers transparent analytical reporting from engagements, allowing hoteliers to improve guest experiences, increase upsells, and execute intelligent marketing. 

Hubspot

Hubspot’s CRM platform provides a seamless connection between your data, teams, and customers, all in one place. With HubSpot’s free CRM tools, you can effortlessly manage your sales pipeline to track and nurture leads and analyze business metrics.

HubSpot automatically keeps records of all customer interactions, whether they occur in an email, on social media, or over a call. Every interaction with a lead is saved in a unified, easy-to-use timeline, so you’ll never have to search through a cluttered inbox or spreadsheet to find out where a relationship left off.

Journeytok

Journeytok has a suite of solutions that use AI to help hoteliers automate omnichannel communication (email, WhatsApp, SMS) with their guests, send hyper-segmented campaigns and build guest loyalty to keep them coming back.

Journeytok CRM generates a valuable database of real data for you, allowing you to send the right message at the right time to ensure the best guest experience.

Klaviyo

Klaviyo’s CRM puts you even further ahead—unifying real time, first party guest data to power personalized messaging across Email, SMS, WhatsApp and Push—so you drive more direct bookings, upsells, and repeat stays. With AI powered segmentation, predictive analytics and 350+ integrations (like Meta, TikTok, Google, and OpenTable), you’ll deliver personalized experiences at scale.

Klickbook

Klickbook is an all-in-one cloud-based platform for booking, inventory, and CRM management, designed to streamline daily operations with over 100 customizable features in an intuitive dashboard.

With features like online appointment scheduling and workflow automation, it saves time for staff and improves efficiency by reducing the need for manual processes.

Metasphere Technologies Inc

Metasphere’s Self Check-In Hub and Hotel CRM automate check-in/out and loyalty programs, streamlining management to prioritize exceptional guest service.

Navis

Navis is a comprehensive CRM solution that is designed to bring together the efforts of sales teams, marketing departments, and analytical feedback for a holistic approach to business growth.

The reservation sales modules offer virtual telephony and chat support to sales reps, helping them with coaching and post-sale scoring and analysis for continuous improvement. The marketing suites provide segmentation, automation, surveys, and recognition of customers’ preferences, while the analytics combine sales and marketing data to measure ROI and KPI. 

Profitroom

Profitroom is a powerful marketing automation system that offers unique CRM functionalities. This system provides valuable data-driven insights to help drive revenue, improve guest engagement, and foster long-term relationships, all while supporting your direct booking strategy. The system’s user-friendly interface allows users to seamlessly maintain contact with guests by segmenting and automating relevant offers and content tailored to their needs.

Reputize 

Reputize is a CRM that allows hotels to manage their guest experience and online reputation through feedback, personal communication, and marketing automation delivered throughout the guest journey. 

Revinate

Revinate is a comprehensive hotel CRM that creates detailed guest profiles, providing personalized experiences that foster guest satisfaction and retention. Its reputation management tool consolidates guest reviews from different sites, enabling hoteliers to maintain a positive online presence.

Revinate’s guest profiles include information such as the booking method, the number of stays and nights, the total money spent, and the time since the last visit, along with other preferences. The system also collects reviews from Google, TripAdvisor, social media, and guest feedback and survey forms to offer a detailed account of the customer experience. 

Salesforce

Hotels looking for advanced CRM capabilities often choose Salesforce as their preferred platform. The system’s ability to collect detailed data for upsells and rebooking is priceless, and the customized mobile apps help to enhance guest engagement. Although Salesforce caters to various industries with its expansive app line, it excels at creating a personalized experience for guests, allowing hotels to provide tailored services.

Hotel CRM features on the platform include sales management, active real-time social listening, lead management, and complete data-gathering opportunities that track the customer experience throughout the sales lifecycle and the guest experience during stays.

ScaleFast

ScaleFast offers a CRM solution designed to streamline eCommerce, improve marketing, manage customer relationships, and track engagement for hospitality brands. 

Xperium by RepUp

Xperium is a CX-CRM built for hospitality brands to capture guest feedback, boost reviews, personalize marketing, upsell smartly, and build lasting guest relationships—all through one platform with seamless automation and integrations.

It helps hotels boost guest satisfaction, increase reviews, automate marketing, and drive revenue through upsells. With real-time analytics and integrations, hotels gain a 360° view of every guest to personalize every experience at scale.

Integrating your CRM system with Cloudbeds

Hotels don’t all work the same way, and your CRM strategy shouldn’t be boxed in.

Cloudbeds gives you the flexibility to integrate the CRM that fits your business best, or to use Cloudbeds Guest Marketing, our hospitality-first CRM built directly into the platform. Whether you bring your own CRM or adopt ours, guest and reservation data flows seamlessly through Cloudbeds in real time.

Bespoke Hotels: Scaling personalization

Bespoke Hotels manages a portfolio of 50+ independent properties across the UK—each with its own identity, but all connected by a shared goal: driving stronger performance without sacrificing individuality.

As the portfolio grew, marketing became increasingly fragmented. A standalone email tool with limited analytics meant campaigns were hard to measure, difficult to scale, and disconnected from real revenue impact. Guest data lived in silos, and commercial teams lacked visibility into what was actually working across the portfolio.

With Cloudbeds Guest Marketing CRM, Bespoke shifted from one-off email blasts to a data-driven, portfolio-wide marketing engine.

Unified guest profiles and real-time performance reporting gave the team immediate insight into opens, clicks, conversions, and engagement—by property and across the group. Template-based workflows made campaigns faster to launch, easier to replicate, and more consistent, while built-in analytics tied marketing activity directly to booking outcomes.

Most importantly, commercial teams gained autonomy. Instead of waiting on a central marketing queue, revenue managers can now spot a need period and launch a targeted campaign instantly.

Don’t leave loyalty to chance

Guest loyalty doesn’t just happen; it’s earned with every email, every upgrade offer, and every thoughtful touch. The right CRM puts guest data to work so you can market smarter and turn one-time visitors into lifelong fans.

In hospitality, relationships are your most valuable currency, so make sure you’re investing wisely.