The definition of CRM as it applies to the hospitality industry can include “a solution which organises, automates and synchronises business process (primarily sales and marketing) for a hotel’s customers”. The ‘customer’ record in a hotel CRM environment can be a hotel guest, a company, a travel agent, a group organiser, a professional conference organiser (PCO), a food & beverage patron or a booker acting on behalf of an individual guest, company or travel agent.
In most large hotel operations, these customer records often reside in different databases, managed by specific software applications for that business unit.
The property management system will typically manage guest history records for people who have stayed in the hotel. The conference management system (or sales and catering system) will typically manage the client record of the function organiser or group liaison. Most restaurants have a point of sale system which manages the food and beverage transactions, but does not provide for a customer record for either hotel or non-hotel guests.
This common situation makes it a challenge to manage all potential customers via a single CRM application due to the limitations or lack of integration between the software applications in those hotel departments.
Here are some popular hotel CRM systems, listed in alphabetical order:
About: Established in 1999, Digital Alchemy offer a suite of electronic communication solutions, campaign management, website development, e-brochures and reporting services.
Contact: Head office in Dallas, Texas.
About: Established in 2007, Guestfolio offer CRM solutions for operations, marketing and multi-property chain hotels. Solutions include email communications, surveys, analytics and an e-concierge product.
Contact: Head office in Canada.
About: Established in 2008, Libra OnDemand offer CRM profile management, loyalty management, group sales and event management, analytics, email marketing and customer portals.
Contact: Head office in Florida, USA, sales representation in Russia, Czech Republic, Sydney and Barcelona.
About: Established in 1997, Serenata offer an e-marketing solution known as Serenata @Mail and a multi-property chain CRM solution known as Serenata NetHotel.
Contact: Head office in Munich, Germany.