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Hotel & resort CRM

The hotel CRM that keeps guests coming back direct.

SMBcrm gives independent hotels, resorts and inns one place for guest messaging, campaigns, reviews and group sales. Your PMS keeps running the rooms, and SMBcrm handles the guest relationship around them.

  • Connects to RoomMaster and Agilysys
  • Plans from $97/mo
  • 60-day money-back guarantee
  • Hotel tools from GuestEM
Book a hotel demo See plans and pricing

Bring your PMS name to the demo and we'll show you what connects today.

Resort pool framed by umbrella pines above a Mediterranean bay

Works with your PMS

Ask about your PMS How connections work

Integration available

RoomMaster and Agilysys, through native integrations.

Any other PMS

Guest Sync Engine, part of GuestEM, brings guest and reservation data in through a direct integration or supported file imports, depending on your system.

What SMBcrm does with it

Reads guest contacts and stay details so messages can be timed to arrival and checkout. Your PMS stays the system of record for rooms, rates and folios.

The direct-booking problem

Win the guest once on an OTA, then bring the next stay direct

Online travel agencies are good at introductions. The problem is the second stay, which costs the same commission as the first.

OTA share of bookings

63.4%

In Cloudbeds' benchmark of 90 million bookings, OTAs made up 63.4% of independent hotel bookings in 2025.

Cancellation rate, OTA vs direct

21.8%vs 10.6% direct

In the same data, OTA bookings were cancelled at about twice the rate of direct bookings.

Source: Cloudbeds, 2026 State of Independent Hotels Report, published March 2026, covering 2025 bookings on its platform.

A PMS records the stay. It rarely runs the follow-up that earns the next one. SMBcrm keeps the guest's details and conversation history after checkout, then sends pre-arrival notes, review requests and come-back offers with a link to your own booking engine.

What you keep using

Your PMS · your booking engine · your channel manager · your POS · your door locks. SMBcrm works alongside them.

Running vacation rentals? See short-term rentals. Planning events at someone else's venue? See event planning.

Before, during and after the stay

One guest record from first inquiry to next booking

Set the messages up once and they go out as each guest reaches that stage. Your team sees every reply in one inbox.

  1. 01

    Before arrival

    • Confirmation and pre-arrival messages by email, SMS or WhatsApp
    • Offer the spa, a dinner reservation or an airport transfer before they pack
    • Collect arrival time and special requests with a short form

    Needs: arrival dates from your PMS connection or an import

    Runs on: workflows, email, two-way SMS, WhatsApp, forms

  2. 02

    During the stay

    • Guests text the front desk and staff answer from one shared inbox
    • Assign conversations to the right teammate, with the full history attached
    • Send a payment link by text for add-ons with Text-2-Pay

    Needs: nothing beyond a business texting number

    Runs on: unified inbox, web chat, phone system, Text-2-Pay

  3. 03

    After checkout

    • A thank-you and a review request timed to checkout, by text or email
    • A short private survey so problems reach you, not just TripAdvisor
    • Draft replies to reviews with AI and edit them before they post

    Needs: checkout dates from your PMS connection or an import

    Runs on: review requests, surveys, Reviews AI

  4. 04

    The next stay

    • Segment past guests by stay dates, season or interest with smart lists
    • Anniversary, off-season and repeat-guest campaigns that link to your own booking engine
    • Gift cards and referral offers that bring friends in direct

    Needs: stay history from your PMS connection or an import for date-based segments

    Runs on: smart lists, email and SMS campaigns, gift cards, referrals

No PMS connection yet?

Stages 02 and 04 work from day one with guests who message you, fill in a form or book an add-on. Stages 01 and 03 need stay dates, which arrive through a PMS connection or a guest import. We'll tell you which route fits your property in the demo.

See how automation works

SMBcrm doesn't set rates or manage OTA inventory. Your booking engine and channel manager keep doing that.

Illustration of the SMBcrm unified inbox with conversations from Google, Instagram, Facebook, SMS, phone, WhatsApp and email in one list
Every text, email, WhatsApp and social message in one inbox, assigned to the person handling it.

Your restaurant, spa and activities, on the same guest record

Restaurant and bar. Reservation reminders, private dining inquiries and post-visit review requests.

SMBcrm vs Toast

Spa and wellness. Online booking for treatments with deposits, reminders and gift cards.

Booking tools

Activities and rentals. Bikes, boats, cabanas and equipment booked by the hour or day with Rentals (beta).

About Rentals

Review request

2 hours after checkout

Sent by text to a guest checking out of room 214, with a link to your Google listing.

New review

Booking.com

Workflow started: notify the GM and create a follow-up task.

Reply draft

Reviews AI
Google review
Illustrative. Sample data.
Reputation

Stay on top of the reviews guests read before they book

In a 2026 Hotel Tech Report survey of 402 hotel guests worldwide, 48% said online reviews are the main factor when they choose a hotel. SMBcrm can ask every guest for a review after checkout, pull reviews from the sites travelers read into one dashboard, and trigger a workflow that notifies your team when a new one lands.

Source: Hotel Tech Report, 2026 State of Hotel Guest Technology Report, March 2026 (vendor-run survey, n=402, global).

  • Review requests by text, email or WhatsApp, timed to checkout
  • Monitor reviews from Google, TripAdvisor, Booking.com, Facebook and more in one dashboard
  • AI-drafted replies you edit before posting
  • A workflow trigger on every new review, so a 2-star review can go straight to the GM

Replies on sites like TripAdvisor and Booking.com are posted on those sites; SMBcrm surfaces the review and helps you draft the reply.

See reputation tools
AI assistants

Answer common guest questions at 2 a.m.

Conversation AI replies to web chat, SMS and social messages using only the knowledge base and instructions you give it. Voice AI answers the phone, handles common questions and routes the call. Both hand the conversation to a person on anything you mark, and you can review what they said.

65%

of hotels in an AHLA survey of 282 hoteliers still reported staffing shortages at the end of 2024, down from 76% that May.

AHLA and Hireology, survey fielded Dec 2024 to Jan 2025, published February 2025.

What it handles

  • Parking, pet policy, check-in times and directions, from your knowledge base
  • Spa, dining or tour appointments booked on your SMBcrm calendars
  • Missed calls followed by an automatic text back

When it hands off

  • Anything you mark for a person in its instructions
  • Complaints, billing questions and special requests
  • Room reservations, rates and availability, which go to your booking engine or front desk
See AI features
Groups, events and GuestEM

Group sales and events, with hotel tools built on SMBcrm.

GuestEM is a family of hospitality tools built on SMBcrm. Its Sales & Catering product adds what a general CRM lacks: function space, banquet event orders, room blocks and group contracts, all on the same guest record your team already uses.

GuestEM

Do you need GuestEM? If you want guest messaging, reviews and campaigns, SMBcrm on its own does that. If you also sell groups and events with banquet orders and room blocks, or want guest and stay data pulled from your PMS, add GuestEM's tools.

Sales & Catering and Guest Sync Engine are both GuestEM products.

If you sell a handful of events a year with a proposal and a deposit, the pipeline in every plan is enough. If you run BEOs, function space and room blocks, you want Sales & Catering.

In every SMBcrm plan

  • Inquiry forms and email that create a lead and a follow-up task
  • A group sales pipeline with stages you define
  • Proposals, invoices with deposits, and e-signatures
  • Site-visit and tasting bookings on shared calendars
  • Ticketed on-property events with QR check-in (Events, beta)
See Events

Add GuestEM Sales & Catering

  • Multiple events per booking, each with space, setup, times and guaranteed counts
  • A function space calendar across the property
  • Banquet event orders that pull from the booking details, for you to review before sending
  • Group room blocks with Group Room Control for blocked rooms and pickup
  • Contracts from templates, such as a Group Sales and Meeting Agreement, sent for e-signature
  • Follow-up tasks with an owner and due date, plus Daily Events reports for your team
Explore Sales & Catering on GuestEM

Every event detail on one booking

From a private dinner to a three-day retreat, Sales & Catering keeps the booking, the function space, the menu and the room block together. Choose a template, pick the events, review the terms, then send.

Banquet event order in GuestEM Sales & Catering with food and audio-visual lines, each tied to an event, quantity and serving time
Create Document dialog in GuestEM Sales & Catering with a Group Sales & Meeting Agreement template, four selected events and one room block
A banquet event order and contract creation in GuestEM Sales & Catering. Sample hotel and event data.
Book a group sales demo Visit GuestEM

Running a standalone venue? See event planning.

Integrations

How SMBcrm connects to your property's systems

We list what works today and how it connects. If your system isn't here, tell us what you use.

Guest Sync Engine: PMS guest data in your CRM

Guest Sync Engine, part of GuestEM, brings guest and reservation details from your PMS into SMBcrm, so a pre-arrival note or a come-back-soon email can use the stay itself. With a supported connection it can also bring room availability, rates and inventory into the Sales & Catering group blocks builder, and send booking and block requests back to the PMS.

  • Create and update CRM contacts from PMS guest records
  • Map the PMS fields that matter to your contact fields
  • Use stay details in smart lists and follow-up workflows
  • Review processing history to spot records that need attention

Supported data, sync direction and update frequency vary by connector and property configuration. Depending on your PMS, a connection may use a direct integration or supported file imports.

Explore Guest Sync Engine on GuestEM
Your PMS System of record Guest contacts Guest Sync Engine GuestEM Reservations and stays SMBcrm Guest record With a supported connection Rates, availability, inventory from your PMS Sales & Catering group blocks Booking and block requests from Sales & Catering Your PMS
Illustrative data flow.

Property management

RoomMaster

Integration available

PMS sync for guest profiles and reservations.

Agilysys

Integration available

Hospitality PMS and guest data sync.

Shiji

Coming soon

Hospitality PMS and guest data sync.

Any other PMS

Through Guest Sync Engine

Direct integration or supported file imports, depending on your PMS.

Reviews

Google Business Profile

Native

Reviews, posts and call tracking.

TripAdvisor, Booking.com, Agoda, Airbnb, Yelp, OpenTable

Review monitoring

Detected as review sources in Reputation.

Guest messaging

WhatsApp

Native

WhatsApp Business messaging and calling.

Facebook, Instagram

Native

Ad leads, DMs, reviews and comments in one inbox.

Also connects

Stripe, Square, PayPal

Native

Payments, subscriptions, POS transaction sync and PayPal checkout.

QuickBooks, Xero

Native

Push invoices, payments and contacts into accounting.

Google Calendar, Outlook Calendar

Native

Two-way calendar sync.

REST API and webhooks, Zapier

Build or connect

For booking engines, POS and door systems without a native connector.

Don't see your PMS? Tell us what you use and we'll tell you what works with it today.

Ask about your PMS See all integrations
Data and onboarding

Your guest data stays yours, and setup comes with help

Your guest data

You own it.

We never sell or share your guest data, and you can export it at any time in standard formats such as CSV.

Protected at platform level.

Our platform infrastructure is ISO 27001 certified, with GDPR and CCPA privacy compliance practices.

Trust center

Texting registration covered.

Setup walks you through the A2P 10DLC campaign registration US carriers require for business texting. Guests still need to have agreed to receive texts.

Room folios, rates and card-on-file for room charges stay in your PMS. Deposits and add-on payments run through Stripe, Square or PayPal.

Getting live

  1. 01

    Connect or import your guests.

    A PMS connection where one exists, or a contact import.

  2. 02

    Set up messages and review requests.

    Pre-arrival, in-stay and post-stay messages, plus review requests timed to checkout.

  3. 03

    Train the team.

    Unlimited live group training on a 10-week topic cycle, plus recorded sessions.

  4. 04

    Go live with support behind you.

    24/7 chat, ticket and Zoom support.

Professional and Enterprise include four one-on-one onboarding sessions. On Startup, you can add them at signup.

How onboarding works
Pricing

Plans for an inn, a resort and everything between

Startup

$97/mo

2 users, unlimited contacts, every core CRM feature. Fits an inn or B&B where one or two people run guest communication.

Professional

$297/mo

Unlimited users, and four one-on-one onboarding sessions. Fits hotels and resorts where the front desk, sales and marketing all need a login.

Enterprise

Custom

Priority support, a dedicated account manager and custom integrations.

GuestEM's tools are priced separately. Ask for GuestEM pricing in your demo.

Every SMBcrm plan comes with a 60-day money-back guarantee: if SMBcrm isn't the right fit within your first 60 days, contact support for a full refund.

Get Started Book a hotel demo
Questions

Questions about SMBcrm for hotels

Does SMBcrm integrate with my PMS?
RoomMaster and Agilysys connect through native integrations, and a Shiji integration is coming soon. For other systems, GuestEM's Guest Sync Engine connects through a direct integration or supported file imports, depending on the PMS. What data syncs, in which direction and how often varies by connector and property setup, so tell us your PMS and we'll tell you what works today.

How is a CRM different from my PMS?
Your PMS runs rooms, rates, reservations, folios and check-in. A CRM runs the relationship around the stay: messaging, campaigns, reviews, inquiries and group sales. SMBcrm works beside your PMS and does not replace it, your booking engine or your channel manager.

What if we don't have a PMS connection yet?
You can import your guest list and start with messaging, campaigns, reviews and group sales straight away. Messages timed to arrival or checkout need stay dates, which come from a PMS connection or a regular import. We'll walk through the options for your system in the demo.

Who owns our guest data, and can we take it with us?
You do. We never sell or share your guest data, and you can export it at any time in standard formats such as CSV. Room folios and card-on-file for room charges stay in your PMS.

Can we text guests before, during and after their stay?
Yes. You can send confirmations, pre-arrival messages, in-stay replies and post-stay review requests by SMS, email or WhatsApp, and every reply lands in one shared inbox. Guests need to have agreed to receive texts, and setup walks you through the A2P 10DLC registration US carriers require for business texting.

Can SMBcrm handle weddings, group blocks and banquet event orders?
Every plan includes a sales pipeline, proposals, invoices with deposits and e-signatures for group and event inquiries. For function space, banquet event orders, room blocks and Group Room Control, GuestEM adds Sales & Catering on top of SMBcrm.

Do we need GuestEM?
Not for guest messaging, reviews or campaigns; SMBcrm does those on its own. GuestEM's tools are for properties that sell groups and events with banquet orders and room blocks, or that want guest and stay data pulled from their PMS.

Will AI answer guests after hours?
Conversation AI can answer chat, SMS and social messages from your own knowledge base, and Voice AI can answer calls and route them. Both hand off to your team on anything you mark. They can book appointments on SMBcrm calendars, such as spa or tasting slots, but room reservations stay with your booking engine or front desk.

How long does it take to get set up, and who helps?
Every plan includes unlimited live group training, an onboarding portal with setup videos, and 24/7 chat, ticket and Zoom support. Professional and Enterprise add four one-on-one onboarding sessions; on Startup you can add them at signup. Timing depends mostly on how your guest data connects.

How much does it cost?
Plans start at $97 per month for Startup and $297 per month for Professional, and custom pricing for Enterprise. Every SMBcrm plan has a 60-day money-back guarantee. GuestEM's tools are priced separately. Ask for GuestEM pricing in your demo.

What is a hotel CRM?
A hotel CRM keeps a record of every guest and every conversation, then uses that history to time messages around the stay. Pre-arrival notes, review requests, come-back offers and group sales follow-up all run from it. SMBcrm is a CRM for small and mid-size businesses, with hospitality tools from GuestEM.

Related industries

Short-Term Rentals

Vacation rentals and short-stay properties.

Event Planning

Planners and standalone venues.

Travel Agencies

Tour operators and travel advisors.
60-day money-back guarantee

Keep your next guest direct

See SMBcrm and GuestEM set up for a property like yours, or start today with a 60-day money-back guarantee.

Get Started Schedule a Demo

60-day money-back guarantee

Full refund within 60 days if SMBcrm isn't right for you

No setup fees

Get started in minutes, we handle the heavy lifting

Cancel anytime

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