Software Advice has helped hundreds of hotels choose the right hotel CRM software to improve guest relationships and increase sales and bookings. How does it work?

Hotel CRM Software


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Salesforce.com logo
 
With companies like Millennium & Copthorne leveraging Salesforce.com for their sales team, this Cloud-based CRM is perfect for hospitality businesses of all sizes. This system optimizes sales across territories and properties.
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With companies like Millennium & Copthorne leveraging Salesforce.com for their sales team, this Cloud-based CRM is perfect for hospitality businesses of all sizes. This system optimizes sales across territories and properties.
 
Pipedrive logo
 
Pipedrive is a web-based Sales CRM and pipeline management solution that enables businesses to plan their sales activities and monitor deals. Built using activity-based selling methodology, Pipedrive streamlines every action involved... Read More
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Pipedrive is a web-based Sales CRM and pipeline management solution that enables businesses to plan their sales activities and monitor deals. Built using activity-based selling methodology, Pipedrive streamlines every action involved... Read More
 
Infusionsoft logo
 
Designed with the small business owner in mind, Infusionsoft brings CRM, marketing automation and e-Commerce into one flexible, web-based solution. Infusionsoft has more than 7,000 customers across all industries.
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Designed with the small business owner in mind, Infusionsoft brings CRM, marketing automation and e-Commerce into one flexible, web-based solution. Infusionsoft has more than 7,000 customers across all industries.
 
ProsperWorks CRM logo
 
ProsperWorks is a cloud-based customer relationship management tool that gives users complete views of their customers. The program is applicable to any industry, including advertising, distribution and real estate. The ProsperWorks... Read More
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ProsperWorks is a cloud-based customer relationship management tool that gives users complete views of their customers. The program is applicable to any industry, including advertising, distribution and real estate. The ProsperWorks... Read More
 
Base logo
 
Base CRM is a full-featured web-based solution that allows B2B and B2C sales professionals in many industries to work on the go. It features native apps for most mobile devices and a straightforward price structure.
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Base CRM is a full-featured web-based solution that allows B2B and B2C sales professionals in many industries to work on the go. It features native apps for most mobile devices and a straightforward price structure.

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NetSuite logo
 
A leader in web-based CRM software, NetSuite CRM+ is a complete solution for small and midsized companies in the hospitality industry. NetSuite offers resource management, marketing automation and strong service features.
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A leader in web-based CRM software, NetSuite CRM+ is a complete solution for small and midsized companies in the hospitality industry. NetSuite offers resource management, marketing automation and strong service features.
 
Less Annoying CRM logo
 
Less Annoying CRM is a customer relationship management solution that caters to the needs of small businesses. It offers cloud-based deployment, various configuration options and a dashboard that provides an overview of contact information,... Read More
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Less Annoying CRM is a customer relationship management solution that caters to the needs of small businesses. It offers cloud-based deployment, various configuration options and a dashboard that provides an overview of contact information,... Read More
 
Claritysoft logo
 
Claritysoft is a customer relationship management (CRM) solution designed for midsize and large enterprise businesses. It offers sales automation, customer service and support, marketing automation and social CRM within a single solution. Claritysoft... Read More
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Claritysoft is a customer relationship management (CRM) solution designed for midsize and large enterprise businesses. It offers sales automation, customer service and support, marketing automation and social CRM within a single solution. Claritysoft... Read More
 
bpm'online crm logo
 
Bpm'online is a process-driven CRM for marketing, sales, and service automation. The solution allows companies to manage the complete customer lifecycle – from lead to sales and to ongoing customer service. The solution gives users... Read More
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Bpm'online is a process-driven CRM for marketing, sales, and service automation. The solution allows companies to manage the complete customer lifecycle – from lead to sales and to ongoing customer service. The solution gives users... Read More
 
PipelineDeals logo
 
PipelineDeals allows users to manage their contacts, qualify leads, and track leads and deals within a singular, cloud-based program. The system provides both sales engagement and CRM while providing daily pipeline snapshots, real-time... Read More
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PipelineDeals allows users to manage their contacts, qualify leads, and track leads and deals within a singular, cloud-based program. The system provides both sales engagement and CRM while providing daily pipeline snapshots, real-time... Read More

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inContact Hosted Call Center logo
 
Hotels, motels, B&Bs and businesses in the hospitality industry rely on inContact for their call center needs. This hosted system comes complete with features like speech-enabled IVR and blended predictive dialer.
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Hotels, motels, B&Bs and businesses in the hospitality industry rely on inContact for their call center needs. This hosted system comes complete with features like speech-enabled IVR and blended predictive dialer.
 
HubSpot CRM logo
 
HubSpot provides helps hotels manage their inbound marketing with features for tracking website conversions as well as scoring and nurturing leads. Their marketing analytics helps evaluate organic and paid search investments.
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HubSpot provides helps hotels manage their inbound marketing with features for tracking website conversions as well as scoring and nurturing leads. Their marketing analytics helps evaluate organic and paid search investments.
 
Freshdesk logo
 
Freshdesk enables your hotel team to spend more time interacting with guests, and less time managing their information. The system is web-based and offers features for tracking interaction and providing multichannel support.
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Freshdesk enables your hotel team to spend more time interacting with guests, and less time managing their information. The system is web-based and offers features for tracking interaction and providing multichannel support.
 
Really Simple Systems logo
 
Really Simple Systems CRM is a cloud-based customer relationship management (CRM) system designed for small and midsize organizations. The solution comes in both free and paid editions. The free edition offers only sales force automation... Read More
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Really Simple Systems CRM is a cloud-based customer relationship management (CRM) system designed for small and midsize organizations. The solution comes in both free and paid editions. The free edition offers only sales force automation... Read More
 
Hatchbuck logo
 
Hatchbuck is a sales and marketing solution designed for small to midsize businesses. The integrated solution offers combined sales automation, marketing automation and email marketing features. Hatchbuck is a good fit for a wide range... Read More
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Hatchbuck is a sales and marketing solution designed for small to midsize businesses. The integrated solution offers combined sales automation, marketing automation and email marketing features. Hatchbuck is a good fit for a wide range... Read More

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Vivantio Pro logo
 
Vivantio is a service management system that allows users to create a personalized solution that aligns with internal business processes. Key features of the software include dashboards, charts, and reports, routing and assignments,... Read More
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Vivantio is a service management system that allows users to create a personalized solution that aligns with internal business processes. Key features of the software include dashboards, charts, and reports, routing and assignments,... Read More
 
TeamSupport logo
 
TeamSupport enables hotels to easily manage their guest and client contact information and data. Features include interaction tracking, collaboration tools, a Knowledge Base, and automated trouble ticketing.
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TeamSupport enables hotels to easily manage their guest and client contact information and data. Features include interaction tracking, collaboration tools, a Knowledge Base, and automated trouble ticketing.
 
PhaseWare Tracker logo
 
PhaseWare Tracker is a customer support and help desk solution. It automatically notifies users whenever clients report or escalate existing issues. Applications for help desk and customer service can be supplemented with a web self-service... Read More
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PhaseWare Tracker is a customer support and help desk solution. It automatically notifies users whenever clients report or escalate existing issues. Applications for help desk and customer service can be supplemented with a web self-service... Read More
 
Microsoft Dynamics 365 logo
 
Microsoft Dynamics 365 provides integrated solutions that allow businesses to better track leads, automate field service, drive sales, and improve operations using mobile, enterprise-ready business apps from the cloud. The system’s... Read More
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Microsoft Dynamics 365 provides integrated solutions that allow businesses to better track leads, automate field service, drive sales, and improve operations using mobile, enterprise-ready business apps from the cloud. The system’s... Read More
 
Remedyforce logo
 
Remedyforce is a service management software built on a Salesforce app cloud and provides reporting, knowledge management, incident and problem management features. The software provides a service desk system so that users can manage... Read More
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Remedyforce is a service management software built on a Salesforce app cloud and provides reporting, knowledge management, incident and problem management features. The software provides a service desk system so that users can manage... Read More
 

Buyer's Guide

by Craig Borowski,
Market Research Associate
Last Updated: June 6, 2017


Hotels, resorts and other hospitality businesses are only successful if their guests are happy, comfortable and feel they’re valued. This task is easier said than done; travelers come and go, and companies need to track their contact information and preferences to increase personalization during their stay.

Hotel customer relationship management (CRM) software is available to help gather and store this information, so that when a frequent visitor checks in, the staff can greet them by name, offer complimentary snacks or beverages based on their preferences and get them to their room as soon as possible. Delighting guests in this way adds to the customer experience and encourages repeat bookings.

In addition, a hotel CRM offers a way to track loyalty program participation for guests and award them discounts, coupons or other gifts after they reach a certain level.

Finally, a CRM can help hotels boost sales by sending strategic up-selling opportunities via email or directly to guests on their smartphone as they arrive to the property. Just more than half of travelers will use a mobile device to book hotel rooms in 2016, and hospitality companies are wise to use this trend as an opportunity to offer personalized, valuable upgrades to boost revenues.

This guide is designed to help hospitality businesses of all sizes and types determine the features they need to boost customer loyalty, increase guest satisfaction and drive more direct bookings.

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
Strategies for Increasing Millennial Participation in Hotel Loyalty Programs
What Type of Buyer Are You?

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?

Strategies for Increasing Millennial Participation in Hotel Loyalty Programs IndustryView 2015

Software Advice ran a survey to find out the loyalty program preferences of millennials, a group that has become valuable for hospitality organizations because they are now at the age where their time and money allow for more travel.

We found that 86 percent of millennial travelers are not enrolled in a loyalty program; this presents an opportunity to market a program using a CRM, which can increase return visits and additional sales while they are on the property.

In addition, more than a quarter (27 percent) of millennials are “very likely” to create a social media post about a hotel brand to receive loyalty points. This can help boost your online presence and foster a connection with travelers. CRM users can also note which travelers posted about the brand then award them with a free drink or other discounts.

Read about the results of our survey here to learn more strategies to attract millennials to your loyalty program.

What Type of Buyer Are You?

Large hotel chains. Most large hotel chains use a CRM system to track information about each guest, including contact information and any purchases made or preferences gleaned from past visits. These companies rely on the software due to the large volume of guests staying each day and the substantial loyalty programs. With a CRM, even these large organizations can provide a level of convenience and personalization for guests.

Small property owners. At the other side of the spectrum lie the smaller, independent boutique hotels and bed & breakfasts. While these types of hospitality businesses see much less volume of guests than the large chains, a CRM can help owners and managers maximize the friendly, warm atmosphere guests seek in these cozier properties.

Free Download:
CRM Software Pricing Guide

Free Download:
Ten Steps Guide to Selecting the Right CRM Software

 

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