Hotel CRM vs. guest messaging software: what's the difference and which one do hotels really need?

How could hotels benefit from understanding the differences between CRM and guest messaging tools?

Delivering exceptional guest experiences is essential. Yet many hotel operators remain unclear about the differences between customer relationship management (CRM) systems and guest messaging software. Selecting the wrong solution can lead to frustrated guests, wasted staff hours, and lost bookings.

Understanding the unique role each software type plays helps hotels choose effectively and boosts overall guest experience.

What exactly is hotel CRM software?

Hotel CRM software is designed specifically to manage guest information efficiently and create personalized experiences through targeted marketing campaigns.

Key capabilities of hotel CRM software:

• Storing detailed guest profiles, including preferences, past stays, and special requests
• Segmenting guest databases for targeted promotional campaigns and personalized communications
• Tracking guest interactions and stays to foster guest loyalty and increase repeat bookings
• Managing and optimizing hotel loyalty programs and related incentives

Practical example:

A frequent guest arrives at the hotel. Using the CRM software, the front desk immediately identifies the guest’s preferred room type, amenities, and past service requests. Personalized offers and upgrades can be proactively provided, enhancing guest satisfaction and encouraging repeat visits.

What exactly is guest messaging software?

Guest messaging software enables hotels to communicate instantly with guests via platforms like SMS, WhatsApp, Instagram, Facebook Messenger, and website live chat. These tools significantly enhance hotel operations by automating common requests, thereby freeing up staff to focus on more personalized interactions.

Key capabilities of guest messaging software:

• Automated responses to frequent guest inquiries such as check-in/out times, Wi-Fi details, and hotel amenities
• Real-time management of operational tasks, quickly routing guest requests to relevant departments like housekeeping and maintenance
• Proactive upselling opportunities, offering guests relevant additional services and upgrades during their stay
• Reducing front-desk workload and increasing operational efficiency through automation

Practical example:

A guest texts the hotel requesting additional towels late at night. The guest messaging software instantly forwards the request to housekeeping, ensuring prompt service without front-desk involvement.

Visito’s guest messaging platform demonstrates this capability, automatically resolving most guest questions and reducing front desk workload.

Key differences between CRM and guest messaging tools:

Clearly distinguishing between CRM and guest messaging software is critical for hotels seeking the right solutions. Here’s a practical breakdown:

CRM systems primarily handle data-driven guest relationship management and personalized marketing. Guest messaging tools excel in real-time guest interactions and operational streamlining.

How to determine what your hotel needs: CRM, guest messaging software, or both

Each hotel faces distinct operational needs. Clearly identifying your priorities ensures you implement the right tools.

Your hotel may benefit from CRM if:

• You struggle with personalizing outgoing guest communications and marketing
• You aim to improve repeat guest bookings and loyalty
• You require enhanced data management for targeted promotional campaigns

Your hotel may benefit from guest messaging software if:

• Your staff spends substantial time answering repetitive incoming guest questions
• Operational requests frequently overwhelm your front-desk staff
• You seek to offer faster, proactive guest service through automation

Your hotel likely needs both solutions if:

• You operate multiple properties or establishments requiring both robust guest relationship management and real-time, streamlined operational communication

Effective CRM and guest messaging software integrations:

Consider these effective combinations to maximize your hotel’s performance:

• Visito + Cendyn CRM: recommended for boutique properties focusing on smooth check-ins and personalized guest relationship management.
• Visito + Salesforce Hospitality Cloud: ideal for larger hotel groups needing comprehensive CRM functionality plus seamless guest messaging automation.
• Visito + Revinate: perfect for hotels seeking efficient guest messaging combined with robust guest data-driven marketing capabilities.
• Visito + Hubspot: best for innovative hotels desiring integrated CRM and guest messaging functionalities functions

Visito’s unique integrated approach:

Visito offers an integration to leading property management software and channel managers so that hotels can see guest data in the same dashboard. For smaller hotels that do not need a complex CRM solution, this would eliminate the need for maintaining two different platforms. Hotels benefit from streamlined communication, operational efficiency, and insightful guest data capture.

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Practical steps for hotels getting started with CRM or guest messaging software:

1. Identify current pain points: Assess areas where repetitive tasks and communication breakdowns frequently occur
2. Evaluate compatibility: Ensure potential solutions integrate smoothly with your existing hotel systems, such as PMS and POS platforms
3. Clearly define objectives: Determine if your immediate need is personalized marketing, operational efficiency, or both
4. Engage with providers: Request personalized demos and consultations to better understand how each solution aligns with your hotel's needs
5. Phase your implementation: Start small, introducing key features gradually. Provide adequate training and ongoing support to ensure a smooth transition

Conclusion: choosing the right tools for your hotel

Understanding the differences between CRM and guest messaging software is crucial for hotels seeking operational excellence and enhanced guest satisfaction. Carefully assessing your specific requirements ensures you select the optimal solutions, setting your hotel up for sustained success.

Next steps:

Start your free Visito trial today or schedule a personalized Visito demo with our team. Discover how tailored guest messaging capabilities can enhance your hotel's operations, improve guest satisfaction, and drive direct bookings.