SANA MISTRI, Bingoforge Pvt Ltd.
There's something magical about the hospitality industry. The vibe, the people, the stories that unfold in lobbies and rooms. If you're a hotelier or even someone thinking of getting into the space, there's one tool you absolutely need to stay sane and scale smart: a CRM.
And no, we're not talking about just another fancy tech acronym. We are talking about a system sales automation software that could literally transform the way you run your hotel, here's why:
Guests are not just booking numbers. They're people
Ever had a regular guest walk in and you still ask them for their preferences all over again? Or worse, forget their name?
A CRM (Customer Relationship Management system) helps you remember and not just names. We're talking full on guest profiles: dietary restrictions, room preferences, anniversaries, feedback from their last stay, and even what wine they ordered during dinner in 2022. It's all there. You get a 360° view of who’s staying with you and what makes them feel at home. That way, your service doesn't just feel professional it feels personal.
Loyalty is everything and it starts with recognition
The hotel industry is wild. One bad review can hit like a wrecking ball. But one thoughtful moment? That can create a fan for life.
Let's say you're running a boutique hotel with 30 rooms. You remember a guest loved room 204 because of the sunrise view. Next time they book, your CRM nudges you with that info. You assign them the same room without being asked. What do you think happens next? A returning guest turns into a loyal guest. A loyal guest writes glowing reviews. And glowing reviews? Well, they bring in more bookings than any ad campaign ever could.
Juggling spreadsheets and sticky notes is not a strategy
If you're still tracking guest data on Excel or scribbling updates in diaries, you’re doing way too much manual work for too little payoff. A CRM consolidates everything into one neat dashboard. Reservations, emails, calls, feedback, follow-ups all in one place. Your marketing team knows exactly who to target, and your housekeeping staff gets the right info about room requests.
Automation isn't the enemy; it's your new best friend
Imagine this: A guest books a stay. They get a confirmation email right away. Two days before check-in, they get a personalized "We can't wait to host you!" message. On their birthday, they receive a voucher for a free spa treatment. After check-out, they get a follow-up email asking how everything was.
That's the beauty of CRM automation. It works quietly in the background while you focus on the big stuff like improving guest experience and managing operations.
Upselling doesn't have to be awkward
CRM systems are like that one friend who always knows when to bring something up. Let's say your guest booked a standard room, but you know they've previously stayed in a suite. The CRM sends a friendly automated message offering an upgrade at a discount. Or maybe the guest booked a romantic getaway. Boom, upsell a candlelight dinner or couple's spa session. All automated, all timed perfectly. That's extra revenue. And more importantly, that's delivering value without being pushy.
You can't fix what you don't track
A solid CRM gives you insights into your hotel's heartbeat. What kind of guests are booking the most? Where are your referrals coming from? What's your average stay duration? Which offers are working? Which aren't?
It's like having a report card that updates in real-time, showing you what to tweak, where to invest, and when to pivot.
Your competitors are already doing it
The hospitality game is cutthroat. And while you’re reading this, there's a hotel down the road that’s using a CRM to pull ahead. They’re collecting guest feedback faster, tailoring offers better, and delivering smoother check-ins. They're the ones getting five-star reviews and return bookings.
Don't let your hotel fall behind because you were "thinking about it." In 2025, not using a CRM is like running a restaurant without a POS. You can try, but it's not going to end well.
Guests talk and CRM makes sure they say good things
Whether it's TripAdvisor, Google, Instagram stories, or even group chats, guests talk. And what they say becomes your reputation.
When you use a CRM to track feedback, handle complaints promptly, and stay in touch post-stay, you build relationships that go beyond check-in and check-out. It's that relationship that turns casual guests into brand ambassadors.
Which CRM should you go for?
There are loads out there, hospitality-specific ones like Bingo Forge CRM. What matters is choosing one that fits your size, staff capability, and most importantly, your guest experience vision.
At the end of the day, hospitality is about humans not just hotel rooms. But to deliver that warm, personalized, "we remembered you". You need something that like business management systems in India lets you be more you, while handling the boring bits. CRM isn't just for corporate giants anymore. It's for every hotelier who wants to grow, improve, and make every guest feel like the only one.
SANA MISTRI