Hospitality CRM – Hotel & Guest Experience Management

Module 1: Introduction to Hospitality CRM

• Hospitality CRM landscape: guest-centric relationship management
• Key platforms: Salesforce for Hospitality, Cendyn CRM, and Amadeus
• Hospitality CRM objects: Guests, Reservations, Properties, and Events
• Guest lifecycle: acquisition, pre-arrival, stay, post-stay, and loyalty

Module 2: Guest Profile and Data Management

• Central guest profile: unifying stay history, preferences, and contact data
• Golden record: resolving duplicate guest profiles across properties
• Guest preferences: capturing dietary, room, and service preferences
• Privacy and data protection: GDPR compliance for guest data

Module 3: Reservation and Stay Management

• Reservation record: linking to PMS (Property Management System)
• Pre-arrival workflow: upsell, upgrade, and amenity request automation
• In-stay service requests: capturing and fulfilling guest needs
• Post-stay survey: automated guest satisfaction feedback collection

Module 4: Loyalty Programme Management

• Loyalty tiers: configuring membership levels and benefits
• Points management: accrual, redemption, and expiry rules
• Loyalty member communications: personalised tier-based campaigns
• Loyalty analytics: member engagement and programme ROI reporting

Module 5: Events and MICE (Meetings, Incentives, Conferences, Exhibitions)

• Event enquiry management: RFP (Request for Proposal) workflows
• Event booking: function space, catering, and AV requirement tracking
• Event team communication: coordinating across hotel departments
• Post-event follow-up: feedback collection and rebooking outreach

Module 6: Marketing Automation for Hospitality

• Segmented campaigns: targeting guests by stay history and preferences
• Anniversary and birthday campaigns: personalised loyalty outreach
• Re-engagement campaigns: winning back lapsed guests
• OTA and direct booking: tracking channel source and direct booking uplift

Module 7: Hospitality Analytics and Revenue Management

• Guest lifetime value: calculating and segmenting by LTV
• RevPAR and ADR correlation with CRM guest data
• Segment reporting: corporate, leisure, and group performance analysis
• Property and brand performance dashboards for hospitality groups

Module 8: Capstone Project and Assessment

• Hospitality CRM guest profile and reservation workflow setup
• Loyalty programme configuration and personalised campaign build
• Post-stay feedback workflow and guest LTV dashboard project
• Final assessment and course certification

Experience in the Industry Learn from hospitality technology consultants and CRM specialists who have implemented guest relationship management solutions for hotel brands, resort groups, and hospitality management companies focused on delivering personalised guest experiences.

Backgrounds at the Top Our hospitality CRM trainers have worked at hotel technology companies and hospitality consulting firms deploying CRM systems that centralise guest data from PMS, POS, and loyalty platforms.

Clear & Effective Teaching Hospitality guest profiles, reservation management, loyalty programmes, pre-arrival automation, MICE event management, marketing campaigns, and hospitality analytics are explained with real hotel CRM examples.

Hands-On Learning Focus Students build guest profiles, configure reservation workflows, set up loyalty tiers, create pre-arrival automation, build segmented campaigns, and develop hospitality analytics dashboards through structured labs.

Up-to-Date Knowledge Trainers keep content current with leading hospitality CRM platform releases, PMS integration standards, AI-powered personalisation for hospitality, and evolving guest experience technology best practices.