#image_title
Your hotel already has a lot to manage in its tech stack. Between your PMS, CRS, and booking engine, it’s easy to lose sight of exactly what’s driving revenue — not to mention the frustration of losing commissions to OTAs. Using a CRM ensures you can pinpoint revenue sources, calculate ROI, and most importantly, foster the relationships that keep guests leaving positive reviews and coming back for more stays.
That’s why we’ve put together this comprehensive list of the best CRM software for hotels, along with a comparison table, feature breakdowns, and a how-to guide. Our staff writer used AI primarily to assist in research and editing to ensure the most helpful guide, and humans reviewed this content before publication.
We’ll go over popular hotel CRMs, including HubSpot, Salesforce, and Cendyn. HubSpot helped Bluesun Hotels double its revenue. Read on to find the best hotel CRM software for your properties.
Table of Contents
A customer relationship management (CRM) software for hotels stores data related to all of your leads and guests, helping you manage your pipeline, track every interaction, and create targeted, personalized campaigns.
Hotel CRMs can also help you drive direct bookings and boost revenue by identifying revenue sources, customizing marketing campaigns, and ensuring that every interaction your staff makes with guests is informed by the unified guest profile. Additionally, CRMs like HubSpot can improve staff productivity by automating tasks such as customer service replies and sales email follow-ups.
| CRM | Best For | Key Features | Pricing | Free Trial Available |
| HubSpot | Hotels that want to unify sales, marketing, and service teams with shared guest data | Shared guest data, marketing automation, HubSpot’s AI (Breeze) | HubSpot’s CRM is always free and includes free tiers for all six Hubs. Paid plans for its core products start at $15/seat/month. | Free tiers |
| Salesforce | Large hotel chains with the resources to deploy advanced AI workflows and complex integrations | Complete guest profiles, AI-assisted customer service, Agentforce AI agent | Starts at $25/user/month | 30-day free trial |
| Cendyn | Hotels that want a CRM, CRS, and loyalty solution all from the same provider | Audience Builder, data-driven insights, 200+ integrations | Contact for pricing | No |
| Pipedrive | Sales-focused hotels wanting unlimited pipelines and unlimited data storage | Streamlined guest communication, sales management, AI CRM features | Starts at $24/seat/month | 14-day free trial |
| Revinate | Hotels focused on driving direct bookings via email marketing | Access to customer data platform, AI-powered email composer, hospitality partner ecosystem | Contact for pricing | No |
Choosing a CRM that’s a good fit for a hospitality business takes careful consideration. Let’s evaluate five popular hotel CRMs based on key features, pricing, and the core strength of each option.
Best for: Hotels that want to unify sales, marketing, and service teams with shared guest data
Best for: Large hotel chains with the resources to deploy advanced AI workflows and complex integrations
However, Salesforce has many add-ons, so be sure to check out its pricing page for details or contact its sales team for a custom quote based on your specific needs.
Best for: Hotels that want a CRM, CRS, and loyalty solution all from the same provider
Cendyn does not publicly list its prices on its website. To get a quote, fill out Cendyn’s contact form or call 1-561-515-6276.
Best for: Sales-focused hotels wanting unlimited pipelines and unlimited data storage
Pipedrive’s pricing plans are as follows:
You can also purchase add-ons.
Best for: Hotels focused on driving direct bookings via email marketing
Revinate Marketing (the CRM) has three plans — Starter, Pro, and Custom — but to get pricing, you must book a demo.
Boost direct bookings. Stop losing revenue to OTAs. With the deep customer insights you get from HubSpot Smart CRM, you can send personalized email campaigns, serve targeted ads, and automate follow-ups — so you can win back bookings on your site.
Improve guest satisfaction through personalization. Medallia research found that guests who feel that their stay had low personalization give an average overall satisfaction rating of 6.1 out of 10. But when guests feel that personalization was high, the average shoots up to 9.2.
HubSpot stores all relevant data related to your guests, such as their preferences, important life events, and prior communications with you. So, whether it’s a repeat guest who prefers a room with a city view, or the newlyweds you want to welcome with champagne and flowers, you can create custom properties to make sure you remember to add that personal touch.
Increase employee productivity. By automating frequent and tedious tasks, you’ll save your staff time and energy. HubSpot lets you automate emails or SMS reminders, or build a chatbot to answer those frequently asked questions. For example, you can use HubSpot to create a workflow that automatically triggers a birthday marketing email to celebrate a guest’s special day.
Identify and optimize revenue sources. If you’ve ever wondered whether that holiday email campaign is actually driving bookings or if your social media marketing is worth it, a CRM will help you drill down into efforts so you can spend your dollars where they matter most. With HubSpot’s Marketing Hub, you can use the campaign ROI report to pinpoint what’s working.
1. Integrations with other hospitality software: When your CRM can plug and play with all the other software you’re using, you cut down on frustration and time wasted trying to piece everything together. A good hotel CRM will, for instance, be able to connect to your booking engine so every time a reservation is made, a personalized confirmation email can automatically be sent to the guest.
Even without a native integration, a good CRM will be customizable. For instance, HubSpot’s API capabilities can help any size team customize our CRM to get the most value out of the platform. Hotels can work with developers, including parnters from our Solutions Directory, or use an automation platform like Zapier to build custom integrations.
2. Unified guest profile: You’ve likely got data from multiple sources, from your PMS to several OTAs. The true benefit of a CRM is unlocked when you can pull all those datasets, clean and deduplicate them, and then use that guest data to power all of your sales, marketing, and service activities. HubSpot provides automatic deduplication and record merging capabilities to ensure your data is clean and streamlined.
3. Guest feedback surveys: In the hospitality industry, feedback and reviews are everything. Ensure you collect enough of them by getting a CRM that can automate sending guest feedback surveys. With HubSpot’s Service Hub, you can set up customer satisfaction surveys and automate follow-up actions based on how a customer rates your service. You can even set up an automatic reminder email if the contact doesn’t respond to your survey initially.
4. Sales and marketing automation: Manual follow-ups and marketing content creation can quickly drain your resources. But a CRM can generate emails and images, and even send those emails to guests at the most optimal times. Breeze AI is woven throughout HubSpot’s customer platform, helping you do things like one-click content repurposing, where you can turn one piece of content into several different campaign assets.
5. Automated chatbots: Your customer support staff can easily get overwhelmed during peak periods, which unfortunately detracts from the guest experience. Depending on how you configure them, chatbots can answer questions like, “Do you have any ocean-facing rooms available?” or “What’s my reservation number?” saving your staff time and delighting your guests.
According to the 2025 State of Hotel Guest Tech Report, 70% of hotel guests think chatbots are helpful for simple requests. Try automating your service queries with HubSpot’s chatbot builder.
Step 1: Take stock of your tech stack. Make a list of all the software your hotel currently uses. Under each item, write the tasks each software is used for, along with any downsides or challenges you’re experiencing with it. Ask your employees, too, what they’re using and the pros and cons of each tool.
Step 2: Identify gaps and pain points that a CRM could fill. After taking stock of your tech stack, you’ll have a better idea of gaps and pain points. You might even find that a CRM could replace one of those tools. For example, maybe you’re using an email marketing tool, but you realize that HubSpot has email marketing campaign creation and automation built into its CRM.
Step 3: Compare ease of use and team fit. For each hotel CRM you’re considering, make a list of features, pros, and cons. Select a few employees to be on your decision-making team. How would they use the CRM? Which features appeal most to them? This is crucial because it’s one thing to purchase and implement a CRM — and a whole other thing to ensure your team actually uses it.
Step 4: Sign up for demos. Next, narrow down the list to two or three hotel CRMs that you are very interested in and would like to test out. Nearly every CRM will offer a demo or even a free trial. For instance, HubSpot’s CRM is free (always). It’s worth signing up at least to try since it doesn’t cost anything.
Step 5: Choose a flexible platform — like HubSpot. HubSpot has nearly 2,000 native integrations, ensuring Smart CRM connects well with your tech stack. The Fives Hotels & Residences saw a 50% growth in business by integrating HubSpot with Meta’s Lead Ads.
The best CRM for hotels depends on your exact needs, but you can think of it in two broad categories: There are CRMs that are built specifically for hotels but don’t generalize beyond that narrow use case — so they might feel limiting. And then there are CRMs like HubSpot that are flexible enough to be used for hotels. For example, HubSpot has a friendly, helpful developer community and tons of API documentation to help even small teams customize our customer platform to suit their needs. We recommend testing a few CRMs to see which best fits your team and business.
You should look for how easy it is for your team to use, how easy it is to connect it with your other software, guest feedback capabilities, sales and marketing automation, and AI service agents. HubSpot’s App Marketplace features more than 1,900 integrations, and our users report our software as being very easy to implement.
Yes, HubSpot is an extremely flexible CRM you can easily customize for your specific business needs. Hotels love HubSpot because it’s not just a CRM; it’s got AI-driven software for sales, marketing, and service teams that all connect to the CRM. It’s an all-in-one customer platform.
This ranges widely from completely free to upwards of thousands per month. Typically, CRM pricing fluctuates depending on your business size, the features you want, and how many seats you need. HubSpot’s CRM is always free, with paid upgrades for more advanced features.
HubSpot is the CRM of choice for hotels that want a single source of truth for their multiple sources of data — pulling it all together for actionable insights and automation that create an excellent guest experience.
Ready to start driving more direct bookings? Start using HubSpot as your hotel CRM today.
Water, electricity, and heat are complicated enough. Add the responsibility of regulations and customer relations,…
HubSpot’s Operations Hub is designed for teams who want to streamline operations and unlock new…
HubSpot’s Marketing Hub is a comprehensive marketing automation platform that helps businesses generate leads, automate…
Managing customer relationships in ecommerce isn‘t just about collecting emails and tracking orders anymore. Modern…
Finance companies face unique challenges that require specialized CRM solutions. Managing complex client relationships, ensuring…
Stitch, the South Africa-based payments infrastructure company, has acquired Efficacy Payments, a digital payments startup…