D-EDGE unveils a hospitality-native CRM to complete its One-Stop-Shop vision

D-EDGE is taking a major step forward in its mission to simplify hotel technology with the launch of D-EDGE CRM — a powerful solution now fully embedded in its technology ecosystem. Developed from the complete integration of LoungeUp – which was legally merged with D-EDGE on 30 June 2025 – this CRM has been specifically designed for hospitality. It enables hoteliers to better understand their guests, increase revenue per stay, and deliver personalised experiences at scale.

With the launch of D-EDGE CRM, the company reinforces its strategic ambition: to provide hoteliers with a modular, fully integrated, all-in-one platform — a true “one-stop-shop” covering the entire guest journey, from acquisition to loyalty. It brings together all the tools essential for managing distribution, guest engagement, and marketing within a single ecosystem.

Designed with hoteliers’ commercial challenges in mind, D-EDGE CRM goes beyond operational optimisation. It provides a tangible lever for driving direct revenue and nurturing long-term guest loyalty.
The solution automates guest communications and enhances them with AI-driven personalisation — enabling more relevant interactions, time savings for teams, and increased conversion of upsell opportunities.
By consolidating guest data into a single, intuitive interface, the CRM offers deeper insight into guest behaviour, empowering hotels to deliver highly targeted, high-performing campaigns.
Its integrated loyalty module also allows independent hotels and groups to create bespoke loyalty programmes with ease. Fully synchronised with the D-EDGE Booking Engine, it helps convert guests into repeat bookers and promotes direct bookings — closing the loop between experience and performance.

From the guest’s perspective, the experience is frictionless, intuitive and fully mobile. Travellers can manage their entire stay independently via their own device — from online check-in and service requests, to chatting with staff, unlocking their room with a mobile key, or leaving feedback — all via a single app.
Thanks to D-EDGE Pay, they can also securely complete their payment online, take advantage of personalised upsell offers in one click, or speed up check-out without queuing at the front desk. This mobile-first approach effectively meets today’s expectations: 73% of international travellers want to manage their hotel experience from their smartphone (source: Skift).

D-EDGE CRM is already connected to the company’s Booking Engine and continuously integrates with the wider D-EDGE CRS suite — which includes the Channel Manager, GDS connectivity, payment solutions and the Central Reservation Office (CRO) module.
This deep integration allows hoteliers to manage distribution, guest engagement and marketing from a single platform — ensuring a unified view of the guest journey and consistent, actionable data at every stage.
By bringing together these core functions in one place, D-EDGE reaffirms its unique position in the market: offering the most complete, coherent, and interconnected 360° hotel technology suite available today.