In today’s competitive travel market, the true measure of hospitality lies in the details. Personalized welcome notes. Preferred room temperatures. The right wine at the right time. These little things add up to one unforgettable stay and CRM makes it all possible.
Customer Relationship Management (CRM) systems are helping hospitality leaders build better guest relationships, improve loyalty, and drive revenue all while delivering seamless, personalized experiences at scale.
Marriott International CRM
Used: Salesforce
Marriott redefined loyalty with its Bonvoy program, powered by CRM insights. By unifying guest data across 7,000+ properties, Marriott delivers consistent, personalized service whether you’re checking in in Miami or Milan.
“CRM isn’t just about collecting data; it’s about anticipating needs before the guest even arrives.”
Red Carnation Hotels CRM
Used: Guestline + Custom Integrations
Luxury lives in the details. Red Carnation Hotels use CRM to store rich guest profiles that let them surprise loyal visitors with a favorite wine, handwritten notes, or room fragrance preferences.
The Leading Hotels of the World (LHW) CRM
Used: Cendyn CRM Suite
LHW’s centralized CRM makes sure even first-time guests feel recognized. Member hotels share guest history to ensure familiarity and personalization across their global network.
Sun International (South Africa) CRM
Used: Oracle Hospitality
With properties across Southern Africa, Sun International taps into CRM for real-time upgrades, personalized gaming rewards, and dynamic marketing segmentation.
Accor Hotels CRM
Used: Salesforce + Internal Systems
Accor’s “ALL” program uses CRM to create hyper-targeted promotions and services across its luxury and economy brands, based on real-time behavior and guest preferences.
Radisson Hotel Group CRM
Used: Salesforce
Radisson unifies guest data globally to power loyalty, automate campaigns, and enable on-the-fly upgrades that feel perfectly tailored.
Saxon Hotel, Villas & Spa (South Africa) CRM
Used: Custom CRM powered by Salesforce
The Saxon brings five-star personalization to life with custom CRM tools that help staff remember everything from dietary restrictions to preferred spa therapists.
Why CRM is Critical in Hospitality
CRM isn’t just tech. It’s the tool behind:
Tailored guest journeys
Increased upselling & cross-selling
Higher guest satisfaction scores
Improved staff efficiency
In short: better relationships, more loyalty, and greater returns.
Want to Deliver Guest Experiences Like These?
Whether you’re a boutique guesthouse or a hotel group looking to scale, CRM can be your most powerful competitive edge.
At Tetrad, we help hospitality businesses implement and optimize CRM platforms that deliver real impact.
Book a free CRM audit and start turning guest data into unforgettable service.
