Large hotel chains must tackle the tough quandary that exists for those that want to run on a national or international scale but still able to deliver the high level of personalized guest service that the smaller, more boutique hotels can offer and do as a differentiation from their larger competitors. They are turning to CRM systems to help them deliver, not just to their priority guests, but across the board.

The problem with CRM systems and hotels is that, as with various other sectors, the hospitality industry requires a high degree of customization in order to address the wide range of ways in which they interact with guests.

Where the CRM sector is on the way to adding value  and a competitive edge for hotels - is with cross-platform integrations that are tailored to their needs., A cloud-based CRM that provides hoteliers with specific insights on their guests, helping them to further enhance service levels, has turned to for further marketing automation and guest intelligence.

The principal advantage is in guest data sharing, allowing hotels to offer a higher degree of guest personalization across multiple properties and brands. This allows for highly targeted, multi-channel guest communications - for example, personalized welcome letters. And that’s just a start.

Key Takeaways:

  • Large hotel chains will be the primary beneficiary of integrations of this nature, as they seek to connect guests across multiple properties, including multiple brands.
  • At a time when the hospitality industry is having to work harder to compete on price against market disruptors, any means of winning customer loyalty needs to be valued.
  • CRM system providers that want to win market share in the hospitality sector in the US will need to deliver solutions that are configured to managing detailed guest data.
  • The most useful information needs to go well beyond the usual data points for retail clients.