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by Craig Borowski,
Market Research Associate
Last Updated: August 27, 2015


Here's what we'll cover in this guide:

What Is Hospitality CRM Software?
Common Features of Hospitality CRM Software
Evaluating Hospitality, Hotel and Restaurant Software

What Is Hospitality CRM Software?

Hospitality, hotel and resort customer relationship management (CRM) software supports businesses in addressing two major challenges: growing customer loyalty and improving customer satisfaction. The hotel industry remains under intense pressure to maintain adequate occupancy levels, as well as grow share of wallet through the promotion of dining, spa and other complementary services. Hospitality firms rely on this technology to maintain and grow market share and profitability.

Common Features of Hospitality CRM Software

In addition to core customer relationship management functionality, hospitality industry programs will include the following features that tailor it to the industry:

Full integration Many solutions for the hospitality industry combine relationship management with other features, specifically property management, hotel management and central reservation systems (CRS) that manage the entire reservation and check-in process. If you’re not getting a fully integrated solution, it’s important to select a program that can connect to your other systems to maximize efficiency and effectiveness.
Loyalty management Use the profile to maintain detailed information on guests, including contact info, activity history, participation in promotional or loyalty programs and even detailed preferences for VIPs. You can then leverage this information to set up loyalty programs designed to keep guests returning.
Sales activity management Sales activity management is especially important for facilities that host a substantial number of private or corporate events. This would include event-triggered campaign marketing and capabilities for permission-based marketing campaigns.
Dedicated hospitality applications Typical hospitality applications include concierge help desk, incident management, room service and tools to manage events, catering and group sales.

Evaluating Hospitality, Hotel and Restaurant Software

Hospitality CRM software can be divided into several segments: hotel, resort, casino, travel and restaurant. Specific programs are available for each of these segments, and there are also systems broad enough to address all segments of the hospitality industry. For example, CRM software for casinos has specific functionality for player contact management and analytics that provide information on game and player trends within the casino. Solutions for travel organizations, such as an airline, would have specific loyalty program capabilities that could track mileage and trigger promotions and upgrades when customers reach certain pre-determined point levels.

Specific questions to ask when evaluating hospitality industry CRM software are:

  • Would you benefit more from a generic hospitality CRM solution or one with a more specific focus, such as hotel management?
  • What kind of customer data do you want to collect? Does the software store that data? How many records will it let you have?
  • Do you already have property management and centralized reservations systems, or do you want those capabilities included?
  • Are you using social media like Twitter and Facebook to communicate with customers? Does the software support that?
  • Do you require a solution with large group and event management capabilities?

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