CRM for hotels: group requests, corporate clients and repeat guests in one system.
The PMS knows who is staying in a room, but not who asked about a wedding for 80 guests, which company received a proposal, or whom to invite back to the resort next summer. A CRM runs these sales and talks to guests automatically before arrival and after departure.
Room bookings in a hotel are usually already automated: PMS, channel manager, booking engine on the website. What is not automated is everything that requires negotiation: group stays, corporate contracts, conferences, weddings and banquets, company retreats at a resort. These requests arrive via WhatsApp, Instagram and email, live on the manager's phone and get lost when they are on holiday.
A hotel CRM collects all such requests into pipelines with clear stages: enquiry, quote, proposal, contract, prepayment, event. The manager sees what is in progress, and the general manager sees how much money is in the pipeline for the coming months.
The second part is communication with individual guests: booking confirmation and check-in instructions on WhatsApp, a review request after departure, an invitation to return next season. For a resort where all sales go through WhatsApp, the CRM becomes the main cabin booking system instead of chats and a notebook.
What we set up in a hotel CRM.
Enquiry → quote → proposal → contract → prepayment → event. Proposal templates for conference rooms, banquets and group stays.
Company cards with contract rates, accounting contacts and business trip history; reminders to renew contracts.
WhatsApp, Instagram Direct, calls, website forms and email tagged by source — no request stays on a manager's personal phone.
Booking confirmation, directions and check-in instructions, transfer and early check-in offers a day before arrival.
A request to rate the stay; satisfied guests are directed to Google and 2GIS, unhappy ones to the manager before a public review.
An invitation to return a year later on the same dates, holiday and off-season offers to past guests.
A cabin grid in the CRM, prepayment by Kaspi link, automatic release of bookings not paid on time.
Requests and bookings by channel, event revenue, proposal-to-contract conversion, share of direct bookings.
Pipelines and automations.
- Pipeline «Groups and conferences»: enquiry → proposal → contract → prepayment
- Pipeline «Banquets and weddings»: tasting, menu, seating, payment
- Pipeline «Corporate contracts»: rates, renewals, business trips
- Pipeline «Individual bookings from WhatsApp»
- Automated pre-arrival messages
- Automated post-stay review requests
- Reactivation of last season's guests
- Task for the manager if a request is unanswered for 15 minutes
- End-to-end ad analytics
How a CRM coexists with the PMS and channel manager.
The PMS remains the master system for rooms: the room grid, rates, arrivals and departures, bills. The CRM does not duplicate it but takes events from the PMS: booking created, guest checked in, guest checked out. Based on these events the CRM sends messages and builds a guest card with stay history.
Group requests, on the other hand, are run in the CRM: once the contract is signed and the prepayment received, a room block is created in the PMS. If your PMS has an API, the link is set up automatically; if not, we define a procedure so data is entered only once. For small resorts without a PMS we keep the cabin grid directly in the CRM.
Why CRMs fail to take root in hotels.
- The CRM is used instead of the PMS, so reception keeps two room grids and abandons one.
- All requests go into one pipeline: a group stay next to a question about parking.
- Guest messages are sent manually, so in high season they are not sent at all.
- WhatsApp is connected to a manager's personal number, and the history leaves with them.
- There is no «source» field, and nobody knows how many bookings Instagram brought.
What affects the price of implementation.
Basic amoCRM or Bitrix24 implementation for a hotel or resort — pipelines, channels, WhatsApp pre-arrival and post-stay messages, training — is ₸350,000–600,000, 2–3 weeks. With PMS integration, telephony, call tracking and end-to-end analytics — ₸600,000–1,000,000, 4–5 weeks. A custom CRM for a chain with complex logic starts at ₸1,500,000.
CRM and WhatsApp Business API licences are paid to the vendors separately. Base prices: CRM and automation.
The short version.
How much does a hotel CRM cost?
Basic implementation is ₸350,000–600,000; with PMS integration, telephony and analytics, ₸600,000–1,000,000. CRM licences are separate, from a few thousand tenge per user per month.
Why a CRM if we have a PMS?
The PMS manages rooms and stays but not negotiations: groups, banquets, corporate contracts and repeat sales. A CRM covers that part and takes guest data from the PMS.
Will a CRM work for a resort without a PMS?
Yes: for 10–30 cabins it is convenient to keep the grid, Kaspi prepayment and WhatsApp chats directly in the CRM. It is cheaper and simpler than a separate PMS.
Can we send guests WhatsApp messages automatically?
Yes, via the official WhatsApp Business API with the guest's consent at booking. Message templates go through Meta review — we help prepare them.
When will we see the effect?
A single pipeline and guest messages work from the first week. Repeat visits and reactivation pay off by the next season, once the guest database builds up.
Same service for other industries
Losing group and event requests? Describe how you sell now — we will propose a setup and estimate.
Tell us how many sales managers you have, which PMS you use and which requests come through WhatsApp. We will reply with an implementation plan within 1–2 business days.