Finding software can be overwhelming. Software Advice has helped hundreds of hotels choose the right hotel CRM software to improve guest relationships and increase sales and bookings.

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Zendesk Sell

Zendesk Sell (formerly Base) is the web and mobile-based customer relationship management application that allows B2B and B2C sales professionals to manage sales, track leads and engage proactively with customers from anywhere. The... Read more

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Recent recommendations: 237 recommendations

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NetSuite CRM

NetSuite CRM+ is a cloud-based customer relationship management (CRM) solution for small and midsize organizations. NetSuite caters to thousands of customers across a wide range of industries including wholesale distribution, manufacturing,... Read more

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Recent recommendations: 160 recommendations

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amoCRM

amoCRM is a multifunctional CRM that excels at taking the conversation with your customers to the next level. With messengers, the connection is personal. All major messenger platforms are supported. You can create your own chatbots... Read more

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Recent recommendations: 130 recommendations

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FreeAgent CRM

FreeAgent CRM delivers a next-gen work experience on a customizable cloud-based platform help teams unlock productivity and grow sales effortlessly.  Stay in the zone, with AI-guided selling. See only what you need when you need... Read more

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Recent recommendations: 109 recommendations

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Thryv

Thryv is a cloud-based customer relationship management (CRM) solution designed for small businesses across various industry verticals. Features include appointment scheduling, billing and invoicing, contact management, reputation... Read more

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Recent recommendations: 84 recommendations

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Odoo

Odoo is a fully integrated and customizable open-source suite of business applications including sales, CRM, project management, manufacturing, inventory, accounting and other business needs in one software solution. Odoo was designed... Read more

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Recent recommendations: 62 recommendations

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Salesforce.com

The Salesforce cloud is an on-demand customer relationship management (CRM) suite offering applications for small, midsize and enterprise organizations, with a focus on sales and support. The Salesforce app has capabilities that... Read more

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Recent recommendations: 41 recommendations

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Claritysoft

Claritysoft is a cloud-based 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... Read more

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Recent recommendations: 29 recommendations

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Nutshell

Nutshell is a cloud-based customer relationship management (CRM) software for small businesses. The Nutshell platform offers sales process and collaboration tools, email sync with Gmail and Outlook, reporting and more to outbound sales... Read more

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Recent recommendations: 19 recommendations

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Hatchbuck

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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Recent recommendations: 19 recommendations

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SugarCRM

SugarCRM is a cloud-based application for handling sales automation, marketing automation, account management and customer relationship management needs. SugarCRM offers features such as customizable home pages, a new-user "wizard"... Read more

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Recent recommendations: 17 recommendations

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Aysling

Asyling is a multifunctional CRM that allow users to manage B2B operations. Operating as a cloud-based service resource planner, Asyling consolidates the entire back-office operations in a single dashboard spanning from customer management... Read more

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Recent recommendations: 17 recommendations

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Pipeliner CRM

Pipeliner CRM delivers dynamic visualization of the pipeline, sales process and sales activities. Its visual contact management allows users to gain a comprehensive view of their customers and prospects and even map out how they are... Read more

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Recent recommendations: 16 recommendations

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Sales Creatio

Creatio (formerly bpm’online) is a unique synergy of unified CRM and intelligent BPM platform for marketing, sales and service automation. The solution allows midsize and large companies to manage the customer lifecycle from lead... Read more

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Recent recommendations: 12 recommendations

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SalesNOW

SalesNOW by Interchange Solutions Inc. is a cloud-based customer relationship management (CRM) and sales force automation solution that allows sales teams, management and executives to manage aspects of sales cycle including contact,... Read more

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Recent recommendations: 9 recommendations

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Freshsales

Freshsales is a cloud-based customer relationship management (CRM) solution that helps businesses across different industry verticals to manage their interactions with existing and potential customers. Key features include one-click... Read more

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Recent recommendations: 8 recommendations

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TeamSupport

TeamSupport is a B2B customer support software that helps teams collaborate together by eliminating miscommunications, improving customer communication and swiftly addressing client issues. TeamSupport has several key features that... Read more

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Recent recommendations: 6 recommendations

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Workbooks

Workbooks offers growing companies a SaaS platform to run their business and engage with their customers – at an affordable price. Workbooks designs, develops and implements its own software, which is targeted specifically at mid-market... Read more

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Recent recommendations: 6 recommendations

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Zendesk

With a goal to create the best customer experience, Zendesk is a cloud-based help desk solution providing your customers direct access to a representative via the communication channel of their choice. Read more

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Recent recommendations: 3 recommendations

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SolarWinds Service Desk

SolarWinds Service Desk is suitable for companies seeking a help desk solution that offers IT service management (ITSM) functionalities. SolarWinds Service Desk offers comprehensive service desk functionality that helps businesses... Read more

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Recent recommendations: 3 recommendations

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Buyers guide

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.