5 best CRM software for hotels in 2025

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

What is a CRM for hotels?

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.

Best CRMs for Hotels at a Glance

Best CRM Software for Hotels

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.

1. HubSpot

Best for: Hotels that want to unify sales, marketing, and service teams with shared guest data

Key HubSpot Features

• Shared guest data: It’s tough to create a personalized guest experience when marketing can‘t see what sales promised, or when a concierge misses prior communications about a guest’s preferences. By sharing data across HubSpot’s Smart CRM, hotels can unify all teams, ensuring a delightful stay tailored to each guest.
• Marketing automation: Keep rooms booked by driving traffic to your website, attracting prospective guests, and nurturing them with automated workflows based on customer behavior. HubSpot’s powerful marketing analytics can then help you identify which campaigns have the highest ROI — so you can keep driving direct bookings.
• HubSpot’s AI (Breeze): Have a 24/7 concierge by deploying Breeze customer agent, an AI agent that’s ready to answer guest questions day and night. Breeze can also provide customer insights to help sales reps close deals or create social media posts for marketing campaigns.

HubSpot Pricing

• HubSpot’s CRM is always free and has free plans for all of its six core products (marketing, sales, service, content, operations, and commerce).
• Each hub has a free, Starter, Professional, and Enterprise plan. Paid plans start at $15/seat/month and go up to $3,600/month for the Marketing Hub Enterprise plan (which includes five core seats). Commerce Hub is a payment processor that is free to use but charges fees per transaction.
• HubSpot pricing depends on your specific needs and add-ons. Use this HubSpot pricing calculator to see your custom price.

2. Salesforce

Best for: Large hotel chains with the resources to deploy advanced AI workflows and complex integrations

Key Salesforce Features

• Complete guest profiles: Connect to your PMS and other software to get a more complete profile of your guests, including their loyalty status, preferences, and lifetime value.
  AI-assisted customer service: Using Einstein AI, service reps can generate instant replies to guest inquiries or complaints, with the option to edit the message before sending. This reduces average handling time and helps with employee productivity.
• Agentforce AI agent: Agentforce allows you to deploy an AI agent that both guests and staff can interact with in a chat format with advanced AI capable of deeper reasoning than traditional chatbots. Staff can ask how many high-value guests are checking in, for example, while guests can ask about pool hours and events.

Salesforce Pricing

• Salesforce offers a 30-day free trial.
• Salesforce’s CRM pricing plans are as follows:

• Starter Suite: $25/user/month
• Pro Suite: $100/user/month

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.

3. Cendyn

Best for: Hotels that want a CRM, CRS, and loyalty solution all from the same provider

Key Cendyn Features

• Audience builder: Segment your guests based on over 200 filters, including stay dates and spend history. Then, create highly targeted automated campaigns to boost repeat bookings and revenue.
• Data-driven insights: This CRM is also a customer data platform (CDP) that connects guest data from other sources and helps you calculate guest lifetime value.
• 200+ integrations: The brand partners with popular hospitality solutions providers, including PMSs like Cloudbeds and Mews, so you can connect your CRM to your existing tech stack.

Cendyn Pricing 

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.

4. Pipedrive

Best for: Sales-focused hotels wanting unlimited pipelines and unlimited data storage

Key Pipedrive Features

• Streamlined guest communication: Keep a central record of room and dietary preferences, see previous communications, and automate booking confirmations to ensure everyone is on the same page.
• Sales management: Track and manage leads with unlimited sales pipelines. This CRM has a feature called “deal rotting” that alerts you when a deal is idle for too long, so you can take action before you lose it.
• AI CRM features: The CRM’s AI can recommend high-potential deals and next actions, draft personalized emails based on prompts, and summarize received emails. There’s also a network of AI agents in beta.

Pipedrive Pricing

Pipedrive’s pricing plans are as follows:

• Essential: $24/seat/month
• Advanced: $49/seat/month
• Professional: $69/seat/month
• Power: $79/seat/month
• Enterprise: $129/seat/month

You can also purchase add-ons.

5. Revinate

Best for: Hotels focused on driving direct bookings via email marketing

Key Revinate Features

• Access to customer data platform: Revinate Marketing CRM users get automatic access to Revinate Guests, its customer data platform (CDP). Revinate Guests is where you can build segments, which then connect to Revinate Marketing, helping you deliver tailored campaigns based on guest behaviors such as upsell history.
• AI-powered email composer: The drag-and-drop email composer makes it easy for you to design emails. Plus, Revinate’s AI generates content and optimizes those emails for conversions.
• Hospitality partner ecosystem: Revinate has a partner ecosystem that helps you integrate with many hospitality software solutions, including PMSs, booking engines, and revenue management systems.

Revinate Pricing

Revinate Marketing (the CRM) has three plans — Starter, Pro, and Custom — but to get pricing, you must book a demo.

Benefits of CRM Software for Hotels

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.

5 Important Features for a Hotel CRM

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.

How to Choose a CRM for Hotels (Step-by-Step)

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.

Frequently Asked Questions

What is the best CRM for hotels?

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.

What features should I look for in a CRM for hotels?

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.

Is HubSpot good for hotels?

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.

How much does a CRM for hotels cost?

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.

Meet HubSpot, the Top CRM Choice for Hotels

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.

• Unified guest profiles mean you can set up HubSpot to not only pull, enrich, and deduplicate your data from multiple sources — but also to help you take action on that data, whether that’s personalizing a follow-up email or serving targeted ad campaigns.
• Sales automation will boost team productivity by automating tasks like follow-ups, helping your team close deals faster. HubSpot helped Bluesun Hotels & Resorts achieve a 60% faster lead response time.
• Easy-to-set-up CRM means you’ll onboard quickly and see faster time to value. Sixty-five percent of customers see revenue growth within six months of implementing HubSpot software.

Ready to start driving more direct bookings? Start using HubSpot as your hotel CRM today.