Hotel-tech glossary

CRM

Customer Relationship Management software for guest profiles, segmentation, and lifecycle marketing.

CRM (Customer Relationship Management) in the hotel context is software that stores guest profiles across stays, enables segmentation by guest history, and drives lifecycle marketing (pre-stay, in-stay, post-stay, lapsed-guest reactivation). Revinate and Cendyn are common hospitality-specific CRMs; some cloud PMSes bundle CRM modules sufficient for boutique operations.

Related terms

PMS

Property Management System. The core software that runs hotel operations and reservations.

Guest Journey

The end-to-end sequence of guest touchpoints from booking to post-stay.

Guest Messaging

Automated and manual two-way communication with guests across email, SMS, and WhatsApp.

Part of the hotel-tech glossary. Maintained by Maciej Dudziak, founder of Guestivo.