Whether you’re a small boutique hotel or a large chain, there’s a CRM solution out there that’s perfect for you. Read on to learn more!
No matter what group you’re catering to, hotel guests always want certain qualities: cleanliness, clear communication, and peaceful sleeping environments (JD Power). But guests want more than the minimum.
What’s the key to success in the hospitality industry? Understanding your guests. With Customer Relationship Management (CRM) software you can predict guest preferences, personalize experiences, and gain a competitive edge.
Despite the benefits, only around 20% of hotels worldwide use CRM software. If you want to provide a 5-star experience, CRM can help. Below we explore top CRM software specifically designed (or suitable) for hotels.
What is Customer Relationship Management (CRM)?
Customer Relationship Management (CRM) is essentially a digital Rolodex on steroids. CRM software stores contact information and tracks every interaction between your establishment and your customers.
A hotel CRM acts as a hub for customer data, helping you find patterns, predict trends, and learn about guest preferences. According to the content, 76% of hotel managers say a CRM has helped them analyze guests, enabling better service and repeat visits.
By understanding guests more deeply, you can build relationships and turn one-time visitors into loyal guests.
How Do Hotel CRM Tools Work?
Hospitality CRM systems collect and organize customer data, track interactions, handle inquiries, and automate marketing campaigns — all from a single interface. They coordinate customer service, sales, and marketing like a conductor leading an orchestra, ensuring each department performs in sync to deliver personalized guest experiences.
What is the Best Hotel CRM Software?
Zoho is used by many organizations worldwide and offers features useful for hospitality, including a seamless user experience for sales teams, integrations with many hotel systems, and strong customer service tools. Zoho also provides analytics and reporting to gain guest insights.
Choosing the “best” CRM depends on budget, needs, and existing systems — especially if you need easy integration with your property management system (PMS).
What Are the 3 Types of Customer Relationship Management (CRM) Software?
Think of CRM as a three-course meal, each course addressing a different business need:
- Operational CRM (Appetizer): Streamlines sales, marketing, and service automation. Prepares your business for efficient operations.
- Analytical CRM (Main Course): Analyzes customer data and behavior to provide actionable insights.
- Collaborative CRM (Dessert): Integrates departments to share customer information and work together to enhance guest experience.
Benefits of Using a CRM System
CRM systems provide numerous tools that enhance different aspects of hotel operations. Key benefits include:
Improve Customer Satisfaction
A good hotel CRM anticipates guest needs, remembers preferences, and personalizes the guest experience.
Collect Customer Data
CRM tools gather customer information, analyze behavior, and convert it into actionable insights for marketing and operations.
Contact Management
CRMs store contacts, schedule follow-ups, and support loyalty programs — essential for guest retention.
Manage Inquiries
A CRM helps manage guest questions and service requests, ensuring issues are resolved and guests feel heard.
Marketing Automation
Automate campaigns, track performance, and improve marketing efficiency using CRM marketing automation features.
What to Look for in Hospitality CRM Software
Choose a CRM built for the hotel industry. Key criteria:
- Integration: Works with your existing systems (PMS, booking engines, OTAs).
- Customization: Tailors to your hotel’s unique workflows and branding.
- Scalability: Grows with your business and supports increased load/features.
- User-friendly: Easy for staff to learn and use.
- Customer Support: Prompt, helpful support from the CRM provider.
23 Best Hospitality & Hotel CRM Software for 2023
Below are 23 hospitality CRM solutions with short descriptions and pros/cons.
A comprehensive suite offering robust features for hospitality: customer service tools, integrations, and detailed analytics.
Pros
- Comprehensive features
- Strong customer service tools
- Seamless integrations
- Valuable guest behavior insights
Cons
- Can be complicated for first-time users
- Customization may require support
Sales-focused CRM designed to streamline pipeline and deal tracking; maximizes conversions and prevents lost leads.
Pros
- Customizable pipeline and deal tracking
- Robust sales activity tracking and reporting
- Integrates with popular business tools
- Mobile app available
Cons
- Limited marketing automation
- Advanced customization may require technical expertise
A complete platform for sales, service, and marketing with strong marketing automation and a user-friendly interface.
Pros
- Very user-friendly interface
- Marketing automation capabilities
- Customizable fields and workflows
Cons
- Lacks some advanced CRM functionality
- Limited for processing very large datasets
Offers a holistic view of customers across sales, marketing, and service with advanced reporting.
Pros
- Comprehensive CRM features
- Advanced reporting and analytics
- Scalable for small to enterprise
Cons
- Support may vary by edition
- Limited flexibility for deep customization
5. Keap (formerly Infusionsoft)
Good for small to mid-sized hotels: contact management, scheduling, and marketing automation.
Pros
- Suited to small/mid-sized service businesses
- User-friendly with intuitive workflows
- Customizable email and campaign templates
- Strong customer support and training
Cons
- Reporting/analytics may be limited vs. others
- Pricing can be high for some businesses
A dominant, highly customizable cloud CRM with a vast ecosystem and many industry-specific solutions.
Pros
- Highly customizable and scalable
- Integrates with many products and third-party apps
- Large add-on ecosystem and training resources
Cons
- Requires resources for customization and management
- May be overkill for small businesses
All-in-one CRM for small/medium businesses, including appointment scheduling and social media management.
Pros
- All-in-one features (customer management, online presence, marketing)
- User-friendly interface
- Customizable email templates and automation
- Appointment scheduling and communications tools
Cons
- Reporting/analytics may be limited
- Integration options with third parties may be limited
Affordable CRM with marketing automation, email marketing, and lead generation tools.
Pros
- User-friendly with intuitive workflows
- Customizable email templates and automation
- Affordable pricing for small businesses
- Solid customer support and training
Cons
- Limited third-party integrations
- Some features may lack depth
Provides a 360-degree customer view with tools for sales, marketing, and support.
Pros
- Feature-rich across sales, marketing, customer support
- User-friendly interface and navigation
- Automation for email, lead management, workflows
Cons
- Support response times vary by plan
- Some workflows less flexible than highly customizable CRMs
Marketing-focused CRM with email marketing, landing pages, funnels, and webinar tools.
Pros
- Email marketing and automation
- Customizable sales pipelines and deal tracking
- Affordable for small businesses
Cons
- Lacks advanced CRM functionalities
- Limited third-party integrations
Combines email marketing, sales automation, and CRM features for personalized campaigns.
Pros
- Powerful marketing automation integrated with CRM
- Advanced email marketing (personalization, segmentation)
- Lead scoring and behavior tracking
Cons
- Steeper learning curve
- Interface can feel overwhelming
CRM with strong analytics, project management features, and integration capabilities.
Pros
- Intuitive contact and project management
- Robust third-party integrations
- Customizable pipelines and workflows
- Project management plus CRM functionality
Cons
- Support may be lacking for some users
- Larger platforms may offer stronger analytics
A powerful CRM with deep Microsoft integrations and enterprise-level capabilities.
Pros
- Deep integration with Microsoft ecosystem
- Scalable from small businesses to enterprise
- Strong reporting and analytics
- Industry-specific solutions and customization
Cons
- Requires resources for customization/management
- High implementation and maintenance costs
Built specifically for hotels: aligns front desk, sales, and operations for collaborative guest success.
Key capabilities
- Capture new leads via front desk interactions
- Nurture and close deals across sales and management
- Deliver guest success via cross-department collaboration (front desk, engineering, housekeeping, F&B, sales)
Pros
- Guest messaging, reputation management, and guest data collection
- Streamlines multi-channel guest communication
- Automation for guest interactions and service requests
- Helps manage online reviews and guest satisfaction
Cons
- May not be as feature-rich as enterprise CRMs
- Limited scalability for very large chains with complex needs
Focuses on digital and contactless check-in/out and front desk automation.
Pros
- Streamlines digital check-in/check-out
- Contactless tech for improved guest experience and safety
- Features for room service requests and personalized communication
Cons
- Branding/custom workflow customization may be limited
- Fewer features/integrations compared to larger CRMs
Hotel-specific CRM oriented around reputation management, guest marketing, and feedback.
Pros
- Reputation management and review monitoring
- Personalized email marketing and guest communication
- Drives guest loyalty and online reputation
Cons
- Pricing may be high for some hotels
- Support may rely on community resources
Open-source CRM with customization and social CRM features for hotels leveraging social channels.
Pros
- Open-source and customizable
- Flexible to adapt to unique needs
- Integrates with popular third-party apps
- Good for small to mid-sized businesses requiring customization
Cons
- May require technical knowledge for advanced customization
- UI/design may be less polished than commercial CRMs
Built for hospitality with reservation and front desk features.
Pros
- Dedicated to the hospitality industry
- Guest management, reservations, front desk capabilities
- Integrations with property management systems (PMS)
Cons
- Availability and support may be limited regionally
A hospitality-focused platform geared toward direct bookings, revenue optimization, and communication.
Pros
- Tailored to hospitality needs (direct booking, revenue tools)
- Integrates with hotel management systems
Cons
- Pricing may be higher than other options
An innovative CRM combining AI with customer relationship features; originally focused on gaming/casino industries.
Pros
- AI-driven personalization capabilities
- Features for player/guest tracking, loyalty programs, marketing automation
Cons
- Stronger suitability for gaming/casino contexts
- Integrations with non-gaming systems may be limited
CRM tailored for concierge services with itinerary planning and travel guide features.
Pros
- Concierge-focused features for guest requests and recommendations
- Integration with hotel management systems for guest data sync
Cons
- Support and training resources may vary
Comprehensive CRM for sales, distribution, digital marketing, and revenue management.
Pros
- Suite for revenue management and distribution
- Tools for online bookings, rate optimization, channel management
- Integrates with OTAs and distribution channels
Cons
- Can take time to master for inexperienced users
- Integrations with non-hotel systems may be limited
Service automation and ticketing-focused CRM emphasizing support and back-office efficiency.
Pros
- Features for sales, marketing, and customer service
- Customizable to specific business needs
- User-friendly interface and workflows
Cons
- Integrations with niche systems may be limited
- Advanced customization may require technical help
Customer Relationship Management (CRM) Platform With HelloShift
Communication is critical to nurturing guest relationships. HelloShift is presented as a hotel-focused communication and collaboration platform that complements CRM capabilities.
HelloShift is a cloud-based digital hotel app enabling:
- Guest messaging (text)
- Contactless check-in
- Mobile check-in and mobile keys
- Scanning and uploading documents, digital signature of registration cards
- A branded guidebook for hotel amenities
- Website chat, staff collaboration, housekeeping management, and more
Properties using HelloShift report 30% reduction in guest complaints, 2x faster issue resolution, and 40% fewer front desk calls thanks to AI Assistant and digital guidebooks.
Give guests the mobile-first experience they expect. Text the hotel, mobile check-in, digital registration cards, mobile keys, and branded digital guidebooks—all while your AI Assistant handles incoming calls when staff is helping other guests.
See why properties using HelloShift report 30% fewer guest complaints and 2x faster issue resolution. Book a personalized demo or start your free trial.
