Report Overview

Customer relationship management (CRM) is a hotel tech system which captures a hotel’s interactions with potential and current customers, typically using data analysis to study large amounts of information. CRM systems compile data from a range of different communication channels, including the hotel’s website, phone, email, live chat, marketing materials, and social media. CRM systems allow hotels to learn more about their target audience and how to best cater for their needs, thus retaining customers and driving sales growth.

Increased demand for CRM systems by hotel owners, including small and independent hotels now, and rising number of CRM vendors in the market shows that the role of CRM in hotels has evolved dramatically over the years.

The CRM vendor landscape is diverse. While there are a number of specialist companies that are fully focussed on offering hotel specific software, there are others who cater to different industries and provide CRM solutions as part of overall product offering.

Data in this report is accurate as of May 2022. For the latest updated information, Skift Research subscribers can access our Hotel Tech Benchmark dashboard, which is updated periodically as we collect more data from hotel tech vendors.

Correction: In an earlier version of this report, Cendyn was misrepresented. This has been updated.

What You'll Learn From This Report

  • Total annual revenues for the CRM tech category
  • Growth potential for the category, expressed in U.S. dollars
  • Market shares for 22 CRM vendors, based on the amount of hotels and rooms they service
  • Revenue distribution for third-party CRM vendors
  • Hotel brand proprietary systems