Guest CRM

Use CRM pipeline features to manage guest relationships, track leads, and increase repeat bookings

4 min read Intermediate
Manager
Guest CRM in Boom PMS
Guest CRM in Boom PMS

Overview

The Guest CRM (Customer Relationship Management) helps you manage the entire guest lifecycle - from initial inquiry to repeat booking. Track leads through your pipeline, nurture relationships, and convert one-time guests into loyal customers.

The CRM Pipeline

Guests move through stages based on their relationship status:

Stage Description Actions
Lead Inquired but not booked Follow up, send availability
Prospect Engaged, considering booking Offer incentives, answer questions
Booked Has upcoming reservation Pre-arrival communication
Current Guest Currently staying Ensure satisfaction
Past Guest Completed stay Request review, offer return discount
Repeat Guest Multiple completed stays VIP treatment, loyalty rewards
Inactive No activity in 12+ months Re-engagement campaign

Managing Leads

  1. Capture Lead Information

    From inquiries, website forms, or manual entry

  2. Assign Pipeline Stage

    Categorize based on engagement level

  3. Set Follow-Up Tasks

    Schedule reminders for outreach

  4. Track Interactions

    Log all communications and updates

  5. Move Through Pipeline

    Update stage as relationship progresses

Automatic Updates
Pipeline stages update automatically when reservations are created, check-in occurs, or checkout completes. Manual override is always available.

Guest Segmentation

Segment your guests for targeted marketing:

By Value

Segment Criteria
High Value $5,000+ lifetime spend or 3+ stays
Medium Value $1,000-$5,000 spend or 2 stays
New First stay completed
At Risk No booking in 9+ months

By Behavior

  • Direct Bookers - Always book direct (no OTA)
  • Long Stays - Average stay 7+ nights
  • Last Minute - Typically book within 2 weeks
  • Seasonal - Book same season each year
  • Weekend Warriors - Short weekend getaways

By Source

  • Airbnb Guests
  • Booking.com Guests
  • Direct Website
  • Referrals
  • Corporate Accounts

CRM Activities

Follow-Up Tasks

Create tasks to nurture relationships:

  • Post-inquiry follow-up (24 hours)
  • Quote expiration reminder
  • Post-stay check-in
  • Annual re-engagement
  • Birthday or special occasion outreach

Automated Campaigns

Set up automation for consistent outreach:

Campaign Trigger Action
Welcome Series First booking confirmed Send property guide, tips
Win-Back No activity 6 months Discount offer email
Anniversary 1 year since first stay Thank you + loyalty offer
Referral Request After positive review Ask for referrals

CRM Metrics

Track the health of your guest relationships:

Metric What It Measures
Lead Conversion Rate % of inquiries that book
Repeat Guest Rate % of guests who return
Customer Lifetime Value Average total spend per guest
Direct Booking Rate % of repeat guests booking direct
Response Time Average time to respond to inquiries
Inactive Guests Number of guests gone cold
Conversion Focus
A 5% increase in repeat guest rate can dramatically improve profitability since returning guests have zero acquisition cost and typically spend more.

Best Practices

  • Respond Quickly - Reply to inquiries within 1 hour for best conversion
  • Personalize Communication - Use guest name and reference past stays
  • Segment Strategically - Different messages for different segments
  • Track Everything - Log all interactions in the guest profile
  • Automate Routine - Use automation for consistent follow-up
  • Focus on VIPs - Give extra attention to high-value guests
  • Ask for Feedback - Use surveys to improve service
  • Reward Loyalty - Create incentives for repeat bookings
Don't Over-Communicate
Balance nurturing with respect for guest preferences. Too many messages can damage relationships. Always provide an easy way to opt out of marketing communications.