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CRM & E-Mailing Systems
A customer relationship management software (CRM) allows to manage and store guest data and information, to initiate, build, nurture, track, manage and grow relationships with existing and potential hotel guests. In both B2C and B2B, CRMs allow ho...
UpsellGuru
95Based on 24 reviews4.8UpsellGuru is a guest communication software focusing on generating revenue through upselling. As a first in the industry, UpsellGuru launched a bidding system for hotel upgrades in 2016. Today the system does more than just upgrades- e-guma voucher and ticketing system94Based on 20 reviews4.7The voucher and ticket management system e-guma offers a clear and fully responsive online shop, which opens an additional sales channel for you. The voucher shop is multilingual, adapted to the design of your website and can be linked to your webs
- dailypoint™ 360° – Central Data Management93Based on 25 reviews4.5dailypoint™ is the leading #abovePMS solution for individual hotels and hotel groups. dailypoint™ collects data from all relevant sources such as PMS, POS, website, newsletter or Wi-Fi and creates a central and consolidated guest profil
- RoomPriceGenie93Based on 13 reviews4.9RoomPriceGenie is the world's best-rated automated dynamic pricing software for independent hotels and hotel groups, apartment businesses and more. Built to be simple to use for non-experts, but with the flexibility for thos
- Rateboard92Based on 38 reviews4.8RateBoard was created to offer hotel managers a simple tool to optimise their revenue through customized price recommendations. Behind all this stands a complex technology, solving the big data problem, therewith illustrating all relevant market in
- Überblick92Based on 18 reviews4.8Überblick supports hoteliers and their teams in the day-to-day life. It features via web or mobile app task, communication, and knowledge manangement. Easy to use, direct and transparent. A typical use case with &Uuml
- Rezlynx PMS (Guestline)92Based on 14 reviews4.8The Rezlynx PMS provides you with the tools and insights to make your daily life easier by automating routine tasks and liberating your staff to focus on the guest. Fully configurable, PCI compliant, and featuring a comprehensive rate and
- Ariane Systems92Based on 19 reviews4.4Ariane is the world leader in providing self-check-in and out solutions for the hotel industry with 3.000 installations. They enable Mobile and Kiosk self-service solutions, including all required hardware, consultancy and support for services that
- Smart Host91Based on 16 reviews4.8Smart Host provides a CRM and data cleansing software to help you leverage the data you gather from different touch points with your guests. By connecting to your PMS, Smart Host allows you to segment and automate email campaigns, track p
- Revinate Marketing91Based on 26 reviews4.5Revinate Marketing helps hoteliers drive revenue, repeat bookings, and improve the guest experience. It’s easy to create personalized one-time or automated email campaigns, upsell rooms and amenities, and build lifetime guest relationships.
- better.guest tab (Betterspace)89Based on 19 reviews4.3The digital guest directory better.guest Tab offers all advantages of an information guide for your hotel room, combined with a high-end tablet. The smart guest directory is your digital concierge, sales manager, travel guide and much mor
- SIHOT.PMS88Based on 29 reviews4.4SIHOT.PMS offers the most complete hotel management software on the market. You can benefit from countless functions. But more importantly, you don’t have to, as our software is based on a modular approach. All front office, reserva
- Conversion & Personalization (The Hotels Network)2 months for free83Based on 8 reviews4.8The Hotels Network is an innovative technology company working with over 5,000 hotels around the globe. The company offers clients a full-stack growth platform to power their direct channel. By leveraging a series of integrated tools and analytics,
- ASA HOTEL82Based on 6 reviews5ASA’s PMS is the ideal tool to help you manage every process throughout the guest journey: extra services are recorded in the system either automatically or in just a few clicks; hotel departments like the restaurant, bar, housekeep
- INCERT Voucher Management & Ticketing Solution80Based on 8 reviews4.5The incert e-commerce system for selling vouchers, gift cards, tickets, take-away offers and shop products offers a professional and comprehensive all-round solution and generates sales with a direct cash flow to your bank account. We deliver and s
- Front Office Cloud (SiTec)79Based on 8 reviews4.9The award winning new cloud based system brings every hotel to the next level. Beside a classical PMS with built in AI, it combines a bunch of systems in one: Restaurant and POS system, mailing and marketing with graphical mail-designer hotel commu
- Branding & Advertising Strategy (Influence Society)79Based on 9 reviews4.8We grow compelling stories for our clients through a creative and insights-driven approach of your digital marketing strategy: brand content, social media, online advertising and mobile-first web development.
- Hotel Connect79Based on 10 reviews5In a time where big online travel agencies and property management systems are not treating independent hotels as equal partners, our mission is to give power to independent hotels. Give them back control over their own hotels, their rates and inve
- FairPlanner (Fairmas)78Based on 7 reviews4.5FairPlanner is the software solution created by hoteliers for hoteliers. Fairmas tailored the software to address the unique financial planning and reporting needs of the hotel industry.
- happyhotel78Based on 7 reviews4.8The happyhotel revenue and yield management system has a simple dashboard that supports the hotelier in the data analysis of the most important hotel KPI’s. happyhotel is a cloud-based hotel software specially designed for smal
What is a CRM & E-Mailing System?
A customer relationship management software (CRM) allows to manage and store guest data and information, to initiate, build, nurture, track, manage and grow relationships with existing and potential hotel guests. In both B2C and B2B, CRMs allow hoteliers to identify sales opportunities, record and manage customer service issues and manage marketing campaigns, all in one central location. Currently there are various types of CRM tools available, those developed specifically for the hotel industry or those developed to work for various industries (such as Salesforce or Hubspot).
There is a distinction to be made between pure email marketing tools and guest data management platforms. Email marketing tools focus heavily on customer relationship marketing (newsletter marketing campaigns), meaning they enable segmented and personalised email campaigns based on contact properties established by the hotelier as well as automated emails triggered depending on the stage in the guest journey. Guest data platforms, on the other hand, go one step further and they are usually built specifically for hotels. The main difference to email marketing tools is that they centralise all the data from various other systems (PMS, guest app, staff collaboration tools, online reputation management platforms) to build one centralised guest profile. They also include data cleansing and “match & merge” functionalities to reduce duplicate guest profiles. These central guest profiles allow for further personalisation and operational excellence by knowing more about each guest, notably their historical spending habits or the satisfaction level of previous stays.
What are the benefits of implementing a CRM & E-Mailing System?
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Know your guests better and build loyalty: Every guest has his preferences and it’s often difficult for hotel staff to know things like historical revenue, guest satisfaction of previous stays or in-room preferences. With a centralised data hub, the front desk staff will have a single and consolidated guest profile which they can refer to, prior to the guest's arrival, thus enabling them to provide a more personalised service on-premise.
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Unleash additional revenue opportunities: capturing guests’ emails while gathering more information about them will enable the marketing department to create segmented offers, promotions, and upselling products. Personalisation will lead to increased open rate, click-through rate, and ultimately conversion rate.
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Understand email subscribers at scale: A hotel CRM system helps hotels to better understand their clients while on-premise. The emailing tool generally included in various platforms will also support marketing departments in better understand what content their prospects like by visualising what generates engagement in email campaigns.
What are the most important features to look for in a CRM & E-Mailing System?
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Centralised & enriched guest profiles: There is a difference between email marketing tools and CRM systems. An email marketing tool will enable hotels to send segmented (with a limited scope of options) emails while a hotel CRM or guest data hub will also collect and consolidate more information on each guest from various systems such as the PMS, online reputation management tool, or guest app.
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Segmentation & personalisation tokens: An email marketing tool should allow hotel marketers to segment recipients on all types of data points and populate the email with specific contact properties.
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Drag & drop editor: Most hotel marketers are not coders and need to spend most of their time creating content. Therefore, hoteliers should look for a CRM system that includes a code-free email builder (with the possibility to add custom HTML if needed) which allows the hotel’s marketing department to put together a newsletter design in minutes.
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A/B testing: The email marketing tool should provide a way for hoteliers to test two different designs or text copies on a single send to analyse which format converts best.
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Upsell automation: many email marketing & CRM system providers will say they provide upselling functionalities but only a few provide automated upselling of room upgrades and ancillary services. Hoteliers should verify the system has a two-way integration to their PMS.
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Reporting: Analysing campaign results is key to improving their efficiency. Hoteliers should make sure they select a hotel email marketing platform that provides measurement (open rate, click rate, etc) on each newsletter to identify which messages resonate best with their guests.
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Email domain health: A good email marketing tool should provide hoteliers with monitoring functionalities to know how emails are being delivered, blocked, marked as spam, open, clicked or unsubscribed.
What are the key integrations you should look for when selecting a CRM & E-Mailing System?
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Property management system (PMS): A CRM is interfaced at least 1-way to the PMS and 2-ways in some cases to update guest profiles and preferences in the PMS
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Online reputation management system: A CRM should be interfaced 1-way with an e-reputation to retrieve guest satisfaction data and consolidate it in each guest’s profile
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Channel manager: A CRM should be interfaced with your channel manager to retrieve guest data from bookings coming from third-party booking platforms.
A CRM system can also be interfaced with other tools such as a guest app or specialised upselling platform.
What is the typical pricing for a CRM & E-Mailing System?
Depending on the depth of functionalities, a CRM & email marketing tool can range from free to €500/month. Standalone email marketing tools will cost up to €100 per month while CRM systems can cost between €70 and €1000/month.
What to expect when implementing a CRM & E-Mailing System?
The implementation generally takes up to 1 month depending on the integrations required. It will also depend on the hotel’s ability to create the various email templates, customer segments and custom data points.