10 Best Hotel CRM Software (2023 Ranked & Reviewed)

Guest experience is of the utmost importance in the hospitality industry. Hoteliers must provide their guests with a personalized experience while keeping track of their preferences to ensure that their guests turn into repeat customers, with an average occupancy rate of 64%, a lot of hotels must rely on CRM software.

A hotel CRM system makes building deeper relations with customers easy by helping hotels keep track of everything important. These platforms go a step further by enabling successful hotel marketing, helping hotels achieve profitable operations through targeted sales and marketing campaigns.

Here, let’s take a look at the best CRM software available for the hospitality industry. Check how these software fares when compared based on top features and pricing to make an informed purchase decision.

Best CRM software for hotels

• Salesforce: Best CRM software for hotels overall
• Freshsales: Best for sales management
• Revinate: Best for guest data management
• Oracle NetSuite CRM: Best for hotels operations management
• Guestfolio: Best for personalized guest management
• For-sight: Best for revenue management
• Profitroom: Best for direct bookings management
• TRACK Hospitality CRM: Best for guest loyalty management
• TravelClick GMS: Best for distribution and marketing
• SuiteCRM: Best free opensource CRM 

1. Salesforce: Best CRM software for hotels overall

• Operating System: Windows, Mac, Android, iOS.
• Pricing: Paid
• Developer: Salesforce

Salesforce is a comprehensive CRM solution with robust sales and marketing automation tools for streamlining business operations. The platform is industry-agnostic and fits right into the hospitality industry, allowing hoteliers to track and manage their entire guest journey.

With Salesforce, you get a unified view of your business operations. It integrates seamlessly with over 1000 third-party software, including property management systems and revenue management tools. You can check inventory to ensure you aren’t overbooked and monitor revenue from each booking in one place.

Salesforce also offers advanced analytics and reporting tools to track guest behavior and store interactions and preferences, allowing hotels to offer a personalized experience. You can use the data to run targeted marketing campaigns across channels to boost upsell and rebookings.

The platform also offers customizable mobile apps for your staff to access guest data and manage operations on the go.

Pros

• Comprehensive customer data management features
• Powerful marketing automation features
• Seamless integrations with other hotel systems
• AI-powered analytics with predictive insights
• Robust security features

Cons

• Too many plans make selecting the one you need difficult
• Setting up requires technical expertise

Visit Salesforce

2. Freshsales: Best for sales management

• Operating System: Windows, Mac, Android, iOS.
• Pricing: Paid
• Developer: Freshworks Inc

While not specific to the hospitality industry, Freshsales is one of the top picks for CRM systems across industries due to its features and scalability. It offers a wide range of tools and integrations that help businesses streamline operations and boost revenues.

One feature that sets Freshsales apart from its competitors is the AI-based lead scoring system, which sorts incoming leads based on conversion probability. By tracking sales activities and monitoring reports on sales performance, you can streamline the sales process and improve conversions.

Freshsales also has one of the most intuitive user interfaces on this list, making it easy for sales teams of all sizes to adopt. With its comprehensive set of integrations, you can visualize the entire sales pipeline and improve guest communication through personalization.

Pros

• Intuitive interface for easy adoption
• AI-powered lead scoring and segmentation
• Comprehensive customer data management
• Advanced reporting and analytics features
• Customizable sales pipeline and automation workflows

Cons

• Limited project management tools
• Too many features can be overwhelming for small businesses

Visit Freshsales

3. Revinate: Best for guest data management

• Operating System: Windows, Mac, Android, iOS.
• Pricing: Paid; Custom
• Developer: Revinate

Revinate is a powerful guest data management system designed specifically for the hospitality industry.

The platform offers rich guest profiles with the ability to collect and analyze data from various sources. You can store information like booking methods, details of the stay, preferences, feedback, and sentiment on review sites and social media, make sure to check our article on best CRMs for social media that will allow you to manage multiple channels. By collecting in-depth information, you better understand your guests’ needs, preferences, and behavior.

Revinate really shines if you want to manage multiple hotels in different locations. The marketing module allows you to create and manage campaigns for all hotels with unified branding. You can also track and compare booking rates and customer data between different branches.

Pros

• Comprehensive guest profile management
• Automated marketing campaigns
• Multi-channel communication capabilities
• Reputation management
• API integration

Cons

• Limited lead scoring features
• Lack of dedicated modules to handle customer inquiries

Visit Revinate

4. Oracle NetSuite CRM: Best for hotel operations management

• Operating System: Windows, Mac, Android, iOS.
• Pricing: Paid; Custom
• Developer: Oracle Corporation

Part of the larger NetSuite SaaS product family, NetSuite CRM is a proprietary customer relationship management system for the hospitality and restaurant industries.

The platform integrates seamlessly with other NetSuite products, allowing hoteliers to manage everything from inventory and accounting to marketing from one window. You get the complete customer journey overview from lead generation to after-stay support.

It also brings hospitality-specific features, like guest management, reservation and inventory management, and marketing automations. With advanced reporting and analytics, you can track the progress of your marketing campaigns across key performance indicators and make data-driven decisions.

Pros

• Robust sales and marketing automation tools
• Multi-channel communication
• Comprehensive customer data management
• Customizable dashboards and workflows
• Scalable and flexible for hotels of all sizes

Cons

• Heavy duty platform mainly suited for enterprises
• Advanced reporting can be complicated for new users

Visit NetSuite CRM

5. Guestfolio: Best for personalized guest management

• Operating System: Windows, Mac, Android, iOS.
• Pricing: Paid; Custom
• Developer: Cendyn

Guestfolio is an advanced guest experience management platform specializing in B&B, boutique, and independent hotels.

The platform specializes in personalizing guest interactions through customized guest profiles. You can automate pre- and post-stay communications, thereby creating a more intimate and tailored experience for your guests.

Guestfolio also has advanced email automation tools for maintaining brand awareness and customer loyalty. There is a trip planner feature that helps concierges showcase hotel highlights and suggest local activities. By gathering data on guest preferences and behavior, hotels can tailor their services and offers to meet their needs, resulting in a more satisfying stay.

Pros

• Personalized guest experience management
• Integration with third-party review platforms
• Advanced reporting and analytics features
• Customizable surveys
• Email templates and automation workflows

Cons

• Some features come with a learning curve
• Glitchy marketing tools

Visit Guestfolio

6. For-sight: Best for revenue management

• Operating System: Windows, Mac, Android, iOS.
• Pricing: Paid; Custom
• Developer: For-Sight Software Limited

For-sight is a leading revenue management system with built-in CRM capabilities designed for the hospitality industry.

The data-driven marketing CRM system helps businesses uncover deep customer insights to boost upselling and improve customer experiences. For-sight is primarily popular for its forecasting and optimization capabilities, allowing hotels to discover market trends, customer demand, and competitor rates.

Adopting For-sight into the tech stack can help hospitality businesses increase revenue, maximize occupancy, and improve profitability. It offers omnichannel marketing capabilities that leverage guest segmentation to distribute marketing messages and track them with analytical reporting.

For-sight also offers an intuitive user interface that makes it easy to use for hotel staff of all levels. 

Pros

• Comprehensive guest data management
• Advanced reporting and analytics
• Dynamic forecasting and optimization
• Integration with other hotel systems
• Customizable dashboards

Cons

• Lacks tools to handle customer support issues
• Email campaign builder is rigid and difficult to use

Visit For-sight

7. Profitroom: Best for direct bookings management

• Operating System: Windows, Mac, Android, iOS.
• Pricing: Paid
• Developer: Profitroom

Profitroom is an advanced marketing automation system with unique CRM functionalities that enables access to powerful data-driven insights to drive revenue, grow guest engagement, and nurture long-term relations.

A unique feature of Profitroom is the direct booking and distribution management platform, which allows hotels to manage multiple distribution channels from a single dashboard. This allows hoteliers to optimize the distribution strategy, thereby reducing commission costs and other expenses.

Profitroom also brings advanced analytics and reporting capabilities. Hotels can collect and track important details like occupancy rates, guest behavior, and revenue. The platform also brings several marketing tools to help hotels improve their online presence.

Pros

• Direct booking engine
• Payment gateway integrations
• Multi-lingual and multi-currency support
• Integrations with reporting platforms
• Comprehensive reporting and analytics tools

Cons

• Limited integrations
• Some features come with a steep learning curve

Visit Profitroom

8. TRACK Hospitality CRM: Best for guest loyalty management

• Operating System: Windows, Mac, Android, iOS.
• Pricing: Paid; Custom
• Developer: Travelnet Solutions

TRACK Hospitality CRM is a popular omnichannel cloud communication platform for hospitality businesses.

The CRM software is a part of Travelnet’s stack of hotel and hospitality apps, which also includes Pulse, a secure messaging platform, and Cloud Connect, a hosted PBX solution. TRACK’s omnichannel communication tool helps hotel businesses work with marketers to identify qualified leads and convert them to paying customers.

The platform captures data from multiple touchpoints, including websites, mobile apps, and emails. You can create customized guest profiles, track guest interactions, and automate marketing campaigns. With TRACK Hospitability Hub, you can manage guest preferences, automate upselling and cross-selling, and track customer loyalty.

Pros

• Powerful lead and opportunity management tools
• Dynamic pricing and revenue optimization
• Comprehensive guest profiles
• Personalized guest communication
• Automated marketing campaigns

Cons

• Campaign builder lacks integrations to Google and Facebook
• Outdated design for mobile apps

Visit TRACK Hospitality CRM

9. TravelClick GMS: Best for distribution and marketing

• Operating System: Windows, Mac, Android, iOS.
• Pricing: Paid
• Developer: Amadeus Hospitality

TravelClick is a powerful guest management solutions (GMS) platform offering a range of features to help hospitality businesses manage their operations and enhance the guest experience.

TravelClick fits into the platform’s suite of solutions, which includes Business Intelligence, Channel Management, and a Central Reservation System (CRS). The platform allows hotels to manage guest profiles, track reservations, and automate marketing campaigns, all from a single platform.

The platform also brings real-time data and analytics into key performance metrics, allowing hoteliers to track the success rates of marketing campaigns instantaneously. TravelClick also brings multi-channel communication via SMS, WeChat, and Facebook Messenger. 

Pros

• Comprehensive guest data management
• Channel management tools
• Comprehensive reporting and analytics
• Marketing automation tools
• Integration with CRS, PMS, and revenue management systems

Cons

• Outdated user interface
• Limited email marketing features

Visit TravelClick GMS

10. SuiteCRM: Best free, open-source CRM 

• Operating System: Windows, Mac, Android, iOS.
• Pricing: Free
• Developer: SalesAgility

If you are looking for cost-effective solutions, SuiteCRM is the hotel CRM system you need to check.

SuiteCRM is popular for its flexibility and customizability, allowing hotels to tailor the system to their specific needs. Adopting the platform into the hotel tech stack allows hoteliers to manage guest data, automate marketing campaigns, and track customer interactions effectively.

SuiteCRM also offers seamless integration with other systems, such as PMS and revenue management tools, providing a unified view of guest data and operations. It is an open-source solution with no licensing fees, making it a great option for small and medium-sized hospitality businesses.

Pros

• Free and open-source
• Flexible and customizable
• Intuitive user interface
• Robust integrations
• Comprehensive guest data management

Cons

• Add-ons are very expensive
• UI and UX cannot be customized without touching the core code

Visit SuiteCRM

Overview of best CRM for the hospitality industry

How to choose the best hotel CRM software?

Hotels have unique requirements that they must attend to during and after their guests’ stay. A traditional CRM combines sales, marketing, and service, but hotels need operations management features, too, to ensure that their business runs smoothly throughout.

Here are some key factors to consider when choosing the best hotel CRM system for your operations.

1. Hospitality-specific features: Look for a hotel CRM software that offers the features you need to streamline operations and manage your hotel operations effectively. These include booking management, guest management, inventory control, and marketing automation.
2. Scalability: As your hotel business grows, you need your CRM software to grow with your company. CRM systems for hotels should be scalable, i.e., they should be able to accommodate the changing needs of your business without switching to another platform.
3. User-friendliness: With hundreds of tasks to attend to daily, you do not want your staff stuck learning the ins and outs of a new software longer than it needs to be. The hospitality CRM you choose should be user-friendly with an intuitive user interface.
4. Integrations: Hotel CRMs should work closely with operation management tools and property management systems. Everything produces data, and the CRM system you select should collate all the data so that you can easily analyze them and make data-driven decisions.

What are the three essential components of hotel CRM?

The scope of a hotel CRM system goes beyond the features offered by a traditional CRM system. The three essential components of a hotel CRM are as follows.

• Guest data management: In addition to sales, marketing, and service, hotel CRMs are adept at managing critical information of your guests. This includes collecting, storing, and analyzing data like demographics, preferences, and behavior. With this data, you can create personalized experiences and targeted marketing campaigns to improve guest satisfaction and loyalty.
• Bookings management: Hotel CRM systems are also adept at managing bookings through property management systems, ensuring they have the right room inventory available at the right time, optimizing their pricing and revenue, and reducing the risk of overbookings and lost revenue.
• Marketing automation: Consistently generating revenue depends on how effectively you market your hotel business. CRM systems for hotels automate marketing campaigns based on guest data, including welcome emails, promotional offers, and post-stay surveys. You can save time and resources by automating marketing efforts while providing a consistent and personalized guest experience.

Final Thoughts

Guest experience is undoubtedly the most important thing modern businesses must master. CRM software for hotels has thereby become a mainstay, going beyond automation and customer service to offer an end-to-end solution for the entire operation. Here are the top picks for the best CRM systems in the hospitality industry. Make sure that you go through the entire list to select a system that fits the exact needs of your business.