Grow guest loyalty and personalise stays with a complete hotel CRM
Looking to boost guest retention, personalise each interaction, and streamline hotel operations? At D-EDGE, we understand the unique challenges hoteliers face.
The D-EDGE CRM is designed specifically for the hospitality industry, considering operational complexities and guest expectations.
Whether you’re managing a single boutique hotel or a large hotel group, our CRM centralises guest data, automates personalised communications, and simplifies operational workflows.
Keep guests coming back — and spending more
Our CRM also supports your operational teams by streamlining task management and improving team coordination, ensuring greater efficiency and seamless internal communication.
By centralising and enriching guest data, our solution enables you to create tailored stays that drive satisfaction and loyalty. And with automation of operational processes, your staff can focus on what matters most: delivering outstanding service.
Choosing D-EDGE’s CRM means choosing an all-in-one solution that strengthens guest relationships, improves operational performance, and maximises your hotel’s revenue potential.
The CRM enables us to deliver consistent, relevant information to our guests effortlessly. Harmonising our guest communications has strengthened our brand image and considerably improved the guest experience.
Ready to connect with your guests?
Transform your guest communications! Talk to one of our hospitality experts and get a personalised demo today.
Guest profile: Clean, centralised guest data
By removing duplicates, standardising and enriching information, Guest Profile becomes the foundation for building a personalised journey tailored to each guest’s preferences.
With advanced segmentation and analytics capabilities, you can send highly targeted marketing campaigns, boosting guest engagement and loyalty.
Guest Profile also ensures full compliance with data protection regulations, guaranteeing the confidentiality, traceability, and the security of all your guest data.
Guest messaging: Your direct line to Guests
Automate your communications at key stages of the guest journey and offer personalised services to enhance the guest experience and drive additional revenue.
Guest App – A digital concierge in your guest's pocket
Branded to reflect your hotel’s identity, the Guest App gives guests direct and personalised access to all your services, right from the device they carry in their pocket.
Service ordering, instant messaging, mobile key, express check-out, interactive map—everything is centralised to enhance the guest experience, generate additional revenue, and simplify day-to-day operations for your teams.
The Guest App is your next-generation room directory, enriched with powerful features that elevate the guest journey and optimise your hotel services.
Loyalty programme: Turn stays into lasting relationships
Increase guest satisfaction and maximise your property’s profitability with a loyalty tool that is both easy to implement and highly effective.
Operations management – Streamline daily tasks
Reputation Management: Take control of your brand image
With online reputation management tools, you can collect, manage and analyse guest reviews from leading platforms such as Google, TripAdvisor, Facebook, and OTAs.
What you get with D-EDGE Hotel CRM
- Unified, centralised guest database (Customer Data Pltaform)
- Online Check-in/Check-out
- Multi-Channel Guest Messaging Hub
- Mobile and web-based guest app
- Digital Room Directory
- Online Service Ordering
- Guest Chat Messaging
- Guest Portal & Loyalty programme
- Mobile Key Integration
- Automated and personalised campaigns
- Upselling
- GDPR Compliance
FAQ
CRM stands for Customer Relationship Management. In the hotel industry, a CRM is a software tool that centralises guest data and automates communications across the guest journey. It helps you send personalised emails or messages (via SMS, WhatsApp, Messenger, etc.), track guest behaviour, and build loyalty more effectively.
A hotel CRM is a solution designed specifically for hospitality businesses. It allows you to organise and activate guest data to personalise experiences, increase repeat bookings, and boost your hotel’s profitability.
While a CRM and a CDP are complementary tools, they serve different purposes:
A hotel CRM (Customer Relationship Management) is an operational tool focused on managing guest relationships: sending personalised messages, automating follow-ups, managing loyalty, and tracking interactions. It’s action-oriented and guest-facing.
A CDP (Customer Data Platform) is a unified and structured database that aggregates guest data from multiple sources (PMS, booking engine, messaging platforms, Guest App, etc.). It provides a 360° view of each guest by removing duplicates and consolidating all relevant information.
In summary:
– The CDP collects, cleans, and structures the data.
– The CRM uses this data to engage guests and convert.
One cannot be fully effective without the other — a powerful CDP makes your CRM significantly more efficient.
At D-EDGE, our CRM is powered by Guest Profile, an integrated CDP that ensures you always work with clean, actionable guest data, enabling an unmatched level of personalised guest interaction in the market.
A hotel CRM allows you to:
– Create personalised communications before, during, and after the stay
– Automate marketing and operational tasks
– Gain deeper guest insights with up-to-date, detailed profiles
– Increase ancillary revenue (upselling, upgrade, cross-selling)
– Build guest loyalty through targeted campaigns or a loyalty programme
The D-EDGE CRM is designed to integrate seamlessly with major PMSs, Channel Managers, Booking Engines, and other hotel solutions. Thanks to API-based connectivity, guest data is automatically synchronised — reducing duplicates and minimising errors.
Yes. The CRM enables you to automate personalised campaign delivery based on guest behaviour, segments, stay dates, or loyalty level. This includes pre-stay, welcome, and post-stay emails, as well as special offers.
Yes. Our CRM is fully compliant with European GDPR regulations. It allows you to manage guest consent effectively while ensuring the security and confidentiality of their personal data.
Absolutely. The CRM offers advanced segmentation tools, allowing you to target guests based on their behaviour, preferences, booking history, spend, or loyalty status. This enables highly personalised marketing campaigns and tailored offers.
It ensures compliance with the data protection guidelines defined by each property or hotel group.
The CRM consolidates:
– Personal details (name, contact, nationality, etc.)
– Stay information (dates, length, room type, services used, etc.)
– Interaction history (emails, messages, guest satisfaction surveys, etc.)
– Behavioural data (services consumed, communication channels used, etc.)
The D-EDGE CRM solution is highly flexible, allowing properties to configure it in accordance with their own personal data processing policy.
Yes. It includes a fully customisable loyalty programme with tier management, rewards, exclusive benefits, digital membership cards, automatic tracking of loyalty points and integration with the D-EDGE Booking Engine.
D-EDGE’s CRM has been designed to be intuitive and easy to use. Initial training is provided to help your teams make the most of the solution, supported by ongoing customer service and access to our Academy, which features video tutorials for every product.
Yes. By personalising messages, centralising guest data, and automating services, the CRM enhances the guest journey, making it more seamless while boosting overall guest satisfaction.
Choosing a hotel CRM depends on your objectives, property size, and operational needs. Here are key criteria to consider:
– Hospitality focus: Select a CRM purpose-built for hotels, with relevant features (stay management, guest segmentation, loyalty programmes, upselling, etc.).
– Integration: Ensure it integrates smoothly with your PMS, Channel Manager, Booking Engine, and other existing systems.
– Ease of use: Look for an intuitive interface to minimise staff training time.
– Automation: Opt for a solution that automates marketing campaigns, data collection, and loyalty management to drive efficiency.
– Personalisation: The CRM should allow for guest segmentation, tailored communications, and bespoke offers based on guest profiles.
– Support & guidance: Choose a provider that offers personalised onboarding, staff training, and responsive support.
The D-EDGE CRM meets all these criteria, with a solution specifically designed for the hospitality industry’s needs.
Yes, absolutely. The D-EDGE CRM is designed to suit both independent properties and multi-site hotel groups or chains.
– For independent hotels, it centralises guest data, automates communications, enhances guest satisfaction, and drives upselling — even with limited in-house resources.
– For hotel groups and chains, the CRM offers a consolidated view of guest data across properties, supporting group-wide loyalty strategies, advanced segmentation, and multi-property marketing campaigns.
Thanks to its flexible architecture and detailed access controls, each hotel can operate autonomously while benefitting from a unified CRM strategy at the group level.
It’s a scalable solution that adapts to all hotel business models.