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RMS partners with hospitality software solutions provider, Cendyn

We're excited to announce our partnership with Cendyn, the leading innovative cloud software and services provider for the hospitality industry. This integration will give property managers deeper insights into their guest journey by extracting data that will enable them to deliver exceptional customer experiences.

CRM and PMS integration essentials

A cheat sheet for hoteliers

Travellers today are more connected, informed and tech-savvy than ever before. This has opened a multitude of new ways for hotels to gather data and use it to enhance the guest experience. However, there are challenges when it comes to gaining a 360-degree view. Hotels need technology solutions that can integrate to help build a more detailed view of the guest and use it to deliver more personalised service and marketing. One of the most important integrations in the hotel technology suite is a tight relationship between the PMS (property management system) and CRM (customer relationship management).
By connecting data in these two systems, your hotel can create memorable guest experiences at every touchpoint.

Integration benefits

• Informed and relevant service
• Automatically engage guests at the right moment
• Personalised marketing
• Focus on “best guests”
• Look-alike modelling
• Behavioural-based upselling
• Data-driven decision making
• Increased guest loyalty and higher revenues

CRM key data points

A CRM serves as your hotel’s central data warehouse for guest
engagement and marketing.

PMS key data points 

PMS handles operations like front-office, sales and revenue 

  • Central data warehouse and engine
  • Loyalty status
  • Interests
  • Propensity to spend
  • Travel intent
  • Sentiment and surveys
  • Central data warehouse and engine
  • Past purchases
  • Historical stays
  • Room inventory
  • Rates and pricing
  • Housekeeping and maintenance

Why a CRM and PMS integration matters

1. Enhanced guest profiles

With all this information stitched together, you can turn data into action with enhanced guest profiles that are accessible and usable for targeted marketing campaigns. You can then push these enhanced guest profiles to the front lines of your business on-site to foster deeper, more meaningful interactions with staff throughout the stay. If you consolidate all those touchpoints into a rich guest profile, not only can you better serve that guest (on and offline), you can leverage those profiles to drive more demand.

2. Actual intelligence

Deeper insights provide deeper segmentation, which results in better targeting and ultimately better ROI. By consolidating and leveraging your hotel’s data between the PMS and CRM, you can track real-time success to help determine future revenue and marketing decisions. With this data together, you can learn from the intelligence to influence the message and frequency of marketing campaigns and expand your audience with look-alike-modelling.

3. More meaningful interactions

With a true hotel CRM and PMS integration, you can engage the guest at every touchpoint on-site with an approach that anticipates their needs and desires. Upsell based on history, spot VIPs instantly and tailor greetings. Create an intimate connection, so your marketing doesn’t even feel like marketing, and service feels tailored to the guest. Turn transactional conversations into a revenue generation opportunity.

4. Personalised marketing

Once integrated, PMS data guides marketing outreach and customer communications in the CRM. Personalised, dynamic and automated messages keep guests engaged. Your hotel can identify opportunities to surprise and delight the guest with this level of relevant marketing, which builds loyalty, drives cross-selling and increases revenue. By harnessing guests’ behaviour from the PMS, the CRM can use it to predict what they may want to do in the future and market appropriately.

About Cendyn
Cendyn's software solutions drive sales, marketing and revenue performance for hotels across the globe, focusing on integrated hotel CRM, hotel sales, and revenue strategy technology platforms. The Cendyn Hospitality Cloud offers a complete set of software services for the industry, aligning marketing, sales and revenue teams to optimise their strategies and drive performance and loyalty across their business units. With office headquarters in Boca Raton, FL, USA, and offices worldwide, Cendyn proudly serves customers in 143 countries. For more information, visit

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