Hotel CRM development

A hotel CRM consolidates data from multiple sources into a single guest record. Primary source is the PMS (Mews, Opera, Apaleo, Cloudbeds) for stay history, room type, rate code, F&B charges, and folio data. OTA extranet data is imported via API or file export where the platform provides it - Booking.com and Expedia both offer data export in various formats. Direct booking data from the hotel's own booking engine. Corporate account data from any existing account management system or spreadsheet. Loyalty program data where a loyalty platform is in place. Email engagement data from the email marketing platform (Mailchimp, Klaviyo, Brevo) so the CRM shows which campaigns a guest has engaged with. The consolidation process includes deduplication logic to match the same guest across sources even when the name or email has minor variations.

The CRM surfaces a guest's profile to the front desk before check-in via a pre-arrival dashboard or a direct integration with the PMS that adds profile notes to the reservation. The profile shows: previous stays (dates, room types, rate paid, length of stay), preferences noted during previous stays (high floor, quiet room, pillow type, dietary requirements), F&B and spa spend history, any complaints or service recovery incidents, loyalty tier if a loyalty program is in place, and the booking channel for the current stay. The front desk team sees this before the guest arrives rather than having to search retrospectively during check-in.

Yes. We integrate with Mews, Opera, Apaleo, and Cloudbeds via their respective APIs. For Mews and Apaleo, real-time webhook integration is available so the CRM updates as soon as a reservation is created, modified, or checked in. For Opera and older systems, we use scheduled API polling or SFTP export depending on what the system supports. The integration approach is assessed in week one and confirmed before development starts. PMS integration means the CRM always reflects the current state of reservations without a manual export or import step, which removes the lag that makes guest profiles unreliable at the front desk.

The CRM's segmentation engine lets marketing teams create guest segments based on any combination of: stay frequency (guests who stayed 3+ times in the last 12 months), total spend (guests who have spent above a revenue threshold across stays, F&B, and spa), room preference (guests who book a specific room type), source channel (direct bookers vs OTA), last stay date (guests who haven't returned in 6 months), geography (guests from a specific country or region), and campaign engagement (guests who opened the last email but didn't book). Segments are exportable to the email platform for campaign delivery or to the reservations team for direct outreach. Segment refresh is scheduled or on-demand.

Corporate account management tracks the hotel's negotiated rate accounts: the company name, negotiated rate code, contracted room night volume, actual room nights delivered to date, revenue generated, key contacts, and contract renewal date. The account manager sees at a glance which accounts are tracking above or below contracted volume, which contracts are coming up for renewal in the next 90 days, and which corporate guests are booked in the next 30 days. Stay history for guests traveling under a corporate rate is linked to the account so the full value of the corporate relationship is visible in one view. Renewal alert emails go out to the sales team automatically at configurable lead times, so contracts do not expire without action.

A focused hotel CRM with PMS integration, single guest profile, and segmentation typically ships in 10-12 weeks at $30,000-$60,000. A full build with multi-source data consolidation, corporate account management, pre-arrival intelligence feed, and loyalty integration typically runs 14-18 weeks at $55,000-$100,000. The fixed price is agreed at the end of week one. Week one is a data source mapping session with your PMS, reservations, marketing, and sales teams - the complexity of your data landscape is what drives the timeline estimate, and we do not start the meter until you have signed off on the scope document and the price.