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What on earth is a Hotel CRM?
And why should you care? Knowing the answer to both is gold: not only will you shine at your next hoteliers' get-together 😉, you’ll also unlock the key to turning abstract guest data into actual revenue. Even if you're brand new to CRMs!
Let’s start with a little story: When a few of our Re:Guest team members were recently asked to define "Hotel CRM", the answers - despite all their experience - didn’t exactly roll off the tongue. And no two definitions were exactly the same. So if you’re not ready to quote the Business Lexicon off by heart, don’t worry - it’s not a gap in knowledge, just a sign of how broad this term really is.
So… what is a CRM?🧠
A database for handling guest data? A tool for targeted marketing? Or a key to smooth guest communication?You guessed it: it’s all of the above.
A Hotel CRM is a system that collects and stores guest data, and uses it to trigger personalized, automated actions along the entire guest journey - before, during and after the stay.🎯
Guest data means more than just names, age, gender or country of origin. It also includes previous inquiries, bookings and stays, preferences, interests and habits.💡 The actions that can be triggered include automatically sent offers tailored to the guest profile, personalized newsletters or individual messages via the guest’s preferred channel.📲 Now you know what a Hotel CRM is. But let’s be honest - what really matters is why you need one. And you might already be starting to see the point.
Where there’s a Hotel CRM, there are happy guests 💥
Not to mention happier reception teams! Just imagine having to remember all your guest info by heart - or jotting it down manually in an excel sheet📉. A Hotel CRM collects and stores your data automatically, so you can access it with just a few clicks and turn it into happier guests and more bookings. 💸Here’s how:
📨 Before the stay (Pre-Stay) for:
👑 During the stay (On-Stay) for:
💌 After the stay (Post-Stay) for:
Your Hotel CRM makes it possible: AI at its best! 🤖
By now, you get it, guest data isn’t dry or boring. It’s pure gold if used right. Your Hotel CRM also stores everything about your hotel: your services, unique features, upsells. It’s the foundation that powers your chatbot and AI assistant🧠. And unlike generic AI tools, your custom - built CRM AI is fully tailored to your hotel’s tone, rules, and offers🦾.
Not to mention happier reception teams! Just imagine having to remember all your guest info by heart - or jotting it down manually in an excel sheet📉. A Hotel CRM collects and stores your data automatically, so you can access it with just a few clicks and turn it into happier guests and more bookings. 💸Here’s how:
📨 Before the stay (Pre-Stay) for:
- (automated) offers perfectly tailored to the guest = more bookings from the same number of inquiries
- upselling before arrival, e.g. through pre-stay messages with wishlist and bookable extra services
- smooth, personal guest communication via any channel the guest prefers
👑 During the stay (On-Stay) for:
- top-tier service on site, because knowing your guests lets you anticipate their wishes and treat them like royalty
💌 After the stay (Post-Stay) for:
- personalized newsletters that actually interest your guests (no one - size - fits - all spam)
- automated follow-up offers that reach exactly the right segment and help fill occupancy gaps
- birthday greetings and small surprises to boost guest loyalty
- analytics & reports generated automatically, giving you the insight to plan smarter and sell better
Your Hotel CRM makes it possible: AI at its best! 🤖
By now, you get it, guest data isn’t dry or boring. It’s pure gold if used right. Your Hotel CRM also stores everything about your hotel: your services, unique features, upsells. It’s the foundation that powers your chatbot and AI assistant🧠. And unlike generic AI tools, your custom - built CRM AI is fully tailored to your hotel’s tone, rules, and offers🦾.
All clear? ✅
If you made it this far, congrats - you’ve not only learned a definition, but picked up some seriously valuable insights. A Hotel CRM isn’t a "nice - to - have", it’s a no-brainer for every type of hotel, from cozy guesthouses to luxury resorts✨. And it’s not as techy or complicated as it might sound - it’s a powerful helper for your team and your guests alike.💕
Oh, and by the way: Re:Guest is the smartest Hotel CRM out there.🧠🚀Built to keep evolving and super easy to use. 👉 Curious what it could do for your team, guest communication, and sales? Click here to get a quick demo.
Have fun staying ahead! 😎
