10 Best CRM Software for Hotels: 2024 Edition

Whether you manage a luxury hotel, a mid-range property, or an independent boutique hotel, implementing effective CRM software is crucial for enhancing guest management and operational efficiency. This guide explores the top 10 best hotel CRM software for 2024, highlighting their unique features and benefits to help you choose the ideal solution for your hotel.

What is a CRM software in a hotel?

Customer Relationship Management (CRM) software in the hotel industry is a powerful tool designed to manage and analyze guest interactions and data throughout their lifecycle. CRM solutions designed for hotels centralize contact management, allowing hoteliers to better understand guest preferences, personalize services, and build lasting relationships. By integrating CRM systems into their operations, hotels can streamline processes, enhance guest satisfaction, and optimize marketing efforts.

CRM software plays a crucial role in sales automation, helping hotels efficiently handle inquiries, bookings, and follow-ups. According to Skift Research, approximately 20% of hotels globally, representing 32% of hotel-room supply, use CRM tools to improve their management of both potential and current guest interactions. This highlights the growing significance of CRM systems in the hospitality industry.

The hotel CRM software market for hotels is experiencing substantial growth. Valued at USD 71.06 billion in 2023, it is projected to expand to USD 157.53 billion by 2030, reflecting a compound annual growth rate (CAGR) of 12%. This rapid expansion underscores the increasing reliance on CRM systems for enhancing operational efficiency and guest engagement, as hotels strive to leverage technology for a competitive edge in a dynamic market.

What are the 3 types of CRM systems for hotels?

In the hotel industry, CRM software is essential for optimizing various aspects of hotel management and enhancing the customer experience. There are three main types of CRM systems—Operational, Analytical, and Collaborative—each serving distinct purposes to manage customer relationships effectively:

a. Operational CRM system

Operational CRM focuses on streamlining daily operations and customer journeys such as bookings, check-ins, and guest communications. This type of CRM platform automates routine tasks to ensure smooth interactions and efficient service delivery. By integrating with property management systems and marketing automation tools, operational CRMs help hotels manage customer interactions and support sales teams in handling inquiries and upselling opportunities. This centralized system facilitates contact management, allowing for improved email campaigns for marketing, optimized lead scoring strategies, and streamlined lead management to drive customer engagement and loyalty.

b. Analytical CRM system

Analytical CRM is designed to analyze customer data to gain deep insights into guest behavior and preferences. This CRM software helps hotels identify patterns, track key performance indicators, and make data-driven decisions to enhance guest experiences and refine marketing campaigns. By leveraging analytics, hotels can tailor their marketing efforts and adjust their sales pipeline strategies based on customer needs and trends, thereby optimizing customer engagement and satisfaction.

c. Collaborative CRM system

Collaborative CRM enhances communication and coordination among different departments within a hotel. This type of CRM ensures that all team members have access to up-to-date guest information, enabling them to deliver a personalized and seamless guest experience. Collaborative CRMs act as a centralized database for internal information, support cross-functional processes, and facilitate document sharing and employee engagement. By improving internal communication and collaboration, these CRM tools help hotel chains and independent hotels work together more effectively to meet and exceed guest expectations.

Each CRM type plays a crucial role in managing customer relationships, supporting sales automation, and improving overall hotel management, making them invaluable for any hotel business aiming to excel in the competitive hospitality industry.

What are the 3 essential components of hotel CRM software?

Effective CRM software for the hotel industry hinges on three critical components. These elements are integral to managing customer relationships, enhancing guest experiences, and optimizing hotel management:

a. Guest profiles

Guest profiles are detailed records that encapsulate guest preferences, history, and feedback. This component is essential for personalizing services, anticipating customer needs, and fostering customer loyalty. By leveraging these comprehensive profiles, hoteliers can tailor interactions to individual preferences, leading to enhanced customer engagement. Personalized experiences derived from robust guest profiles can significantly boost business performance, with research indicating that such personalization can result in up to a 68% higher win rates.

b. Communication tools

Communication tools in hotel CRM systems include a range of channels such as email marketing, SMS, and social media. These tools are crucial for managing contact and ensuring timely, relevant interactions with guests. Effective use of communication tools enhances guest satisfaction and loyalty, which are vital for driving revenue. Studies show that 60% of room revenue often comes from repeat guests who are more likely to book at higher average daily room rates (ADR). By integrating marketing automation and efficient communication channels, hotels can strengthen their sales pipeline and upsell opportunities, maximizing revenue.

c. Analytics and reporting

Analytics and reporting tools are fundamental for assessing performance metrics, mapping guest satisfaction, tracking sales, and evaluating the success of marketing campaigns. These tools provide valuable insights into operational efficiency and the effectiveness of various strategies, supporting data-driven decision-making. Hotels utilizing advanced analytics and reporting often see improved productivity and profitability. For instance, data-driven hotel businesses achieve 4% higher productivity and 6% higher profits compared to their peers. By harnessing these CRM tools, hotels can refine their marketing automation, optimize operations, and enhance the overall guest experience.

Incorporating these essential components into a CRM platform helps hotels effectively manage customer relationships, boost sales, and drive success in the competitive hospitality industry. To learn more about essential hospitality tech systems for modern hotels, read our article The Hospitality Tech Stack - An Overview of the Systems Hotels Really Need.

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What are the 10 best CRM software solutions for hotels in 2024?

Here are the top 10 CRM software solutions tailored for the hotel industry in 2024, each offering unique benefits to optimize hotel management and enhance customer engagement:

1. SHR Group CRM

Best for automating customer follow-ups with precision, SHR Group excels in ensuring accurate and timely follow-up actions to boost guest retention and satisfaction. With over 2,500 customers across 70+ countries, it provides a robust solution for global hotel chains.

• Pros:
  • Precise follow-up automation
  • Enhances customer loyalty
  • Extensive global reach
• Cons:
  • Potential need for customization
  • Higher cost for advanced features

2. dailypoint™ CRM

Best for creating targeted marketing campaigns, dailypoint™ offers advanced tools for developing and executing effective marketing strategies. Rated 4.3% by users on Hotel Tech Report, it is particularly strong in marketing automation and contact management.

• Pros:
  • Effective tools for targeted marketing
  • High user satisfaction
  • Comprehensive campaign management
• Cons:
  • Complex setup for new users
  • Can be costly for smaller hotels

3. Hotel Cloud CRM

Best for automating guest communication to save time, Hotel Cloud streamlines communication processes with automation features that have led to a 12% increase in room service revenue for its customers.

• Pros:
  • Efficient automation features
  • Increased revenue potential
  • Easy integration with property management systems (PMS)
• Cons:
  • Limited customization options
  • Requires ongoing support

4. Revinate CRM

Best for automating guest communication, Revinate enhances guest engagement and satisfaction through automation, supporting over 20,000 customers in 136 countries with a fully localized UI in 13 languages.

• Pros:
  • Extensive language support
  • Revinate has a broad international user base
  • Strong automation features
• Cons:
  • Revinate has a higher cost for smaller properties
  • Technical support may be needed

6. Smart Host GmbH CRM

Best for simplifying guest communication, Smart Host GmbH provides user-friendly automation that has driven its growth to $2.2M in revenue over the past 8 years. It’s ideal for hoteliers seeking straightforward CRM solutions.

• Pros:
  • Intuitive automation tools
  • Effective for managing guest relationships
  • Proven market growth
• Cons:
  • Limited advanced features
  • May be complex for single-property operations

7. BookingWhizz

Best for converting one-time guests into loyal customers, BookingWhizz focuses on turning visitors into repeat guests through targeted strategies and lead magnets. Trusted by over 1,300 customers globally, it excels in customer retention.

• Pros:
  • Effective loyalty-building tools
  • Strategic guest conversion methods
  • Extensive user base
• Cons:
  • Steeper learning curve
  • Higher cost for smaller properties

8. Hapi

Best for real-time insights into guest preferences, Hapi provides in-depth analytics on guest behavior, serving 6,300 hotels worldwide, including major chains like IHG and Hyatt Hotels. It’s known for its strong integration with Salesforce.

• Pros:
  • Real-time guest analytics
  • Comprehensive personalization features
  • Integration with leading platforms
• Cons:
  • Higher cost for smaller hotels
  • Requires integration with existing systems

9. Profitroom

Best for driving repeat bookings with targeted campaigns, Profitroom enhances repeat business through personalized marketing automation. It serves a diverse range of hotel sizes, with 63% employing fewer than 50 staff.

• Pros:
  • Effective for repeat bookings
  • Personalized marketing automation
  • Adaptable to various property sizes
• Cons:
  • Complex setup for large properties
  • Premium features can be costly

10. Concilio Labs (Guest Score)

Best for understanding guest behavior with actionable insights, Concilio Labs provides detailed analytics to refine marketing strategies and improve customer experience. Rated 4.3% by users on Hotel Tech Report, it excels in data-driven decision-making.

• Pros:
  • Detailed guest behavior analytics
  • High user satisfaction
  • Effective for refining marketing strategies
• Cons:
  • Can be complex to implement
  • May need technical support

Other CRM software for hotels include Zoho CRM and Cendyn. These CRM software solutions provide comprehensive tools for managing customer relationships, improving sales pipelines, and enhancing the overall customer experience in the hotel industry.

How much does hotel CRM software cost?

The cost of CRM software for the hotel industry varies widely based on several key factors, including the size of the hotel, the number of users, and the range of features included. Pricing models for CRM platforms typically fall into three categories: one-time license fees, monthly subscriptions, and usage-based fees.

For smaller hotels or boutique properties, CRM software costs generally range from $12 to $20 per user per month. These solutions often provide essential contact management and marketing automation features tailored to meet the needs of smaller establishments.

Mid-sized hotels can expect to invest between $100 and $200 per month. These CRM solutions typically offer a more robust set of tools, including advanced customer relationship management (CRM) functionalities, sales CRM features, and integration with property management systems (PMS) to support hotel management and marketing campaigns.

Larger hotel chains and establishments with over 100 employees may face higher costs, ranging from $200 to $400 or more per month. These higher-end CRM systems offer extensive features such as centralized customer engagement, sophisticated sales pipeline management, and advanced analytics for upselling and customer loyalty programs.

Additional costs may include implementation fees, which cover the initial setup, training, and customization of the CRM platform. Annual support fees also vary based on the number of properties and the complexity of the CRM system, ensuring that the software continues to adapt to the evolving needs of the hotel business. Fortunately, there is also a handful of hotel sales CRMs that offer affordable plans. In fact, .Freshsales of Freshworks even offer a free plan.

What is the most commonly used hotel CRM right now?

In the hotel industry, several CRM software solutions are leading the market due to their comprehensive features and user-friendly interfaces. Revinate and dailypoint™ are two of the most commonly used CRM platforms among hoteliers. Revinate stands out for its robust customer relationship management capabilities, offering detailed guest behavior analytics and effective sales CRM tools to enhance guest engagement and retention. dailypoint™, renowned for its marketing automation features, excels in creating and executing targeted marketing campaigns, allowing hotels to efficiently manage customer relationships and increase customer loyalty through personalized outreach.

What CRM is used by 5-star hotels?

While there is no definitive best crm software for luxury hotels, major hotel businesses typically invest in high-end CRM solutions that offer extensive customization and advanced features to meet their luxury standards. Hapi and SHR Group are popular choices among top-tier hotel chains. Hapi is recognized for its real-time insights and sophisticated customer engagement tools, enabling hotels to manage customer relationships with precision and enhance the overall guest experience. SHR Group excels in automating customer follow-ups and integrating seamlessly with property management systems, ensuring a centralized approach to maintaining the luxurious standards expected by 5-star properties.

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What CRM is used by 3-star hotels?

3-star hotels often seek CRM solutions that balance cost-effectiveness with essential functionalities. Profitroom and Smart Host GmbH are favored options in this category. Profitroom offers effective sales CRM tools and targeted marketing campaigns to drive repeat bookings and manage the sales pipeline efficiently. Smart Host GmbH provides user-friendly automation for guest communication, making it an accessible choice for mid-tier hotels looking to streamline their operations and improve customer engagement without substantial investment.

What CRM is used by independent hotels?

Independent hotels often require CRM software that offers flexibility and can be tailored to their unique needs. BookingWhizz and Concilio Labs (Guest Score) are preferred by these establishments for their adaptability and specialized features. BookingWhizz is effective in converting one-time guests into loyal customers through strategic engagement and upsell opportunities. Concilio Labs provides valuable analytics and actionable insights into guest behavior, allowing independent hotels to refine their marketing campaigns and improve their contact management strategies to build lasting guest relationships.

Boost your customer relationship through MARA's optimized review responses (Product-led Content)

Review management serves as the forefront of customer relationship management in the hospitality industry. Regardless of whether you use the best CRM software for hotels, poor online reputation management will prevent hotel businesses from effectively fostering customer relationships.

Responding to online reviews can be a daunting task for hoteliers, but it doesn't have to be with our AI Review Assistantof MARA. This intuitive tool is designed to ease your Online Reputation Management process, making it more efficient, personalized, and time-saving. It offers the best and most personalized AI for responding to and analyzing your guest reviews.

Streamlined Review Inbox

One of the key features of this tool is the Review Inbox. Your review inbox makes responding to reviews as simple as hitting "Generate reply" and clicking "Send". The Review Inbox connects to multiple review sources, including Google, Booking.com, and Tripadvisor, giving you a panoramic view of all your reviews. And you can even configure review response automation: Why not allow MARA to automatically respond to simple reviews, like 5-star Google reviews with no text, ensuring you never miss a review? Daily notifications about new reviews keep you updated and in control.

Advanced Review Analytics

To help you understand and analyze the multitude of reviews, the Review Assistant also incorporates Review Analytics. This provides actionable, easy-to-understand insights that are tailored exclusively to your business. With MARA, you can quickly get the gist of all your reviews without needing to read each one. The analysis is so detailed that you can find out about specific issues like "water in the pool is too cold" or "lack of vegan breakfast option”. These insights help optimize guest experience without requiring you to be a data expert.

Powerful Review Automation Tool

After gaining trust in your personal AI Review Assistant, you can even go on autopilot and create automation rules. This way, you can specify which reviews should be replied to by the AI directly with no additional approval. With the configuration below, all Google reviews with no text and a star rating of 4 and above are answered automatically.

The most personal response AI

MARA's AI isn't just about efficiency; it's about personalization too. The Brand Voice feature allows the AI to adapt to your tone, making sure your responses sound authentically you. Plus, with Smart Snippets, you can "teach" the AI how to respond to recurring praises or complaints. Your AI then incorporates this information into its responses, but always with different words, providing more personalized, relevant replies.

This review response assistant has quickly become a game-changer for over 2000 customers. Its promising capacity to elevate your overall rating, amplify response rates, glean insights from customer feedback, and economize both time and money, is the reason behind its growing popularity.

In conclusion, managing online reviews need not be an overwhelming task. With the appropriate software, not only can you streamline the process, but you can also personalize your responses, and derive valuable insights from the reviews. So, why hesitate to give our AI Review Assistant, MARA, a try? It's completely free for testing, doesn't require a credit card, and can be fully operational in less than five minutes.

Final Thought

Choosing the right CRM software is crucial for any hotel aiming to improve guest satisfaction and streamline operations. This guide has highlighted the top 10 hotel CRM software for 2024, each offering unique features and benefits. Whether you manage a luxury hotel, a mid-range property, or an independent boutique, there is a CRM solution tailored to your needs. As CRM technology continues to evolve, staying updated with the latest trends and features will ensure your hotel remains competitive and guest-centric.

This post is part of our hero content series on ”The Future of Hotel Technology: Must-Have Tools and Solutions for Modern Hotels”.