CRM for hospitality industry

Tailor-made CRM for the modern hospitality industry

Our comprehensive customer relationship management (CRM) solution for the hospitality industry helps you deliver more personalized experiences, streamline operations, and build long-term guest loyalty. Designed to map every touchpoint of the customer journey, it empowers your team to boost satisfaction and improve performance.

Hospitality CRM built to meet evolving industry challenges

Whether you're a hotel chain or resort, your guests are at the heart of everything you do. That’s why BE-terna Hospitality CRM is here to help you exceed expectations—enabling you to move from being a service provider to becoming a truly exceptional host.

Unlock the full potential of your hotel with tangible results

BE-terna Hospitality CRM delivers real business value—empowering your team to work smarter and exceed guest expectations.

Personalized Customer Experience

With BE-terna Hospitality CRM, you can collect and analyze data such as guest preferences, booking history, and behaviors to deliver truly tailored experiences.
Personalized, seamless service not only sets your hotel apart from competitors—it also builds stronger guest relationships and fosters long-term satisfaction and loyalty.

Enduring Customer Loyalty

BE-terna Hospitality CRM supports your loyalty program with advanced tools that help you maintain a detailed database of returning guests and their preferences.
By personalizing communication and rewards, you incentivize repeat stays and build lasting relationships.
Track loyalty scores, offer exclusive benefits, and manage targeted promotions through vouchers—turning satisfied guests into loyal brand advocates.

Increased sales and revenue

The Hospitality CRM automates tasks such as reservation management, guest communication, and data analysis, freeing up your staff time to focus on more high-value activities. Providing personalized experience that meets the needs and preferences of each individual guest leads to more booking, boosting sales and revenue. In addition, the solution provides valuable insights into customer behavior, allowing you to identify opportunities for improvement, make data-driven decisions, and optimize your marketing and sales strategies.

Streamlined operations

By integrating your hotel systems with BE-terna Hospitality CRM, you gain a complete view of guest interactions and valuable insights into their behavior. This improves operational efficiency, enhances decision-making, and ensures consistent service across all touchpoints.
The platform centralizes guest information, making it easily accessible to your team—helping reduce errors and improving coordination across departments.

Data-driven decisions

Use real-time data and analytics to better understand guest behavior, preferences, and feedback—so you can improve your planning, fine-tune marketing and sales strategies, and elevate the guest experience. With immediate access to operational insights, you're equipped to respond quickly to challenges like high demand or low occupancy. When decisions are based on data, you unlock new potential for growth, profitability, and long-term success.

Experience the Power of Technology

Built on Microsoft Dynamics 365, this solution connects seamlessly with your property management and central reservation systems—bringing everything together in one intuitive interface for your team. It supports omnichannel communication and empowers B2B sales and loyalty programs, so you can run personalized, event-based marketing campaigns at every stage of the guest journey. With intelligent data integration and machine learning, you gain a complete view of your customers—helping you make informed decisions that deliver measurable results.

Map the customer journey

Track and analyze every guest interaction to create seamless, personalized experiences across all touchpoints.

Inspiration

Start building relationships from the very first moment—create impact through full omnichannel support.

Decision

Help guests find the right offer by meeting their criteria, answering questions, and guiding them smoothly to the final step.

Pre-stay

Use guest data before they arrive at the property to deliver messages that are both personal and relevant.

Arrival

Make every arrival feel personal. Offer relevant services that help guests feel welcome and valued.

On-property

With Hospitality CRM, easily identify the next best offer based on guest preferences and interests.

Departure

Turn each departure into an opportunity. Capture preferences, consents, and feedback to enrich future interactions.

Post-stay

Keep the connection alive. With all data in one place, you can follow up with care and run loyalty initiatives that guests remember.

CASE STUDY

Seamless hospitality

Discover how Valamar, in partnership with BE-terna and PHOBS, has revolutionized guest experiences by streamlining bookings and enhancing loyalty programs

Find out more

Dedicated data model

High-quality data enables deeper insight into customer behavior

Gain a true 360° view of your guests by integrating real-time data from multiple touchpoints.
Deliver personalized, seamless support throughout the reservation and stay experience.
Connect with your property management system (PMS) to collect valuable data during the reservation process.
Streamline your data management to eliminate duplication and improve accuracy.

B2B sales automation

Automate and optimize your sales processes with tools that enhance efficiency and precision.

Follow a guided sales process with a complete 360° view of your B2B partners.
Use proposal and contract templates, seamlessly integrated with Microsoft 365 productivity tools.
Avoid overbookings with automated stop-booking notifications once capacity is reached.
Set and track productivity targets and sales goals with built-in performance tools.
Easily manage conference and event rooms—ideal for meetings, incentives, conferences, and exhibitions (MICE).

Loyalty program support

Strengthen guest relationships and drive repeat bookings with a loyalty program that delivers real value.

Manage loyalty members and track their activities and preferences effortlessly.
Monitor engagement through scores and rewards to keep members active and involved.
Run targeted promotions using vouchers to encourage return stays.
Offer a user-friendly portal where guests can quickly access all key information.

Reservation center support

Support every step of the reservation journey with seamless tools and unified processes.

Handle reservations across all channels—chat, email, social media, phone, and web.
Empower agents with a unified front-end interface that streamlines daily tasks and connects with your Property Management System (PMS).
Manage key processes like reservations, cancellations, and changes—fully integrated with your Property Management System (PMS).
Track and resolve guest complaints efficiently with built-in prioritization and categorization tools.

Reporting & analytics

Turn data into insights with powerful analytics that support smarter decision-making.

Leverage an integrated business intelligence (BI) solution for real-time insights.
Track performance across booking channels and inquiry sources.
Measure marketing success with built-in analytics for campaigns and activities.
Create ad hoc reports tailored to corporate decision-makers and data analysts.
Use a customizable report engine to deliver reports and metrics that matter to you.

Marketing automation

Reach the right guests with the right message—automatically and at the perfect time.

Run event-based campaigns triggered before, during, and after a guest’s stay.
Segment audiences and build detailed guest profiles for targeted outreach.
Track campaign responses using reservation and stay data.
Automate your digital marketing for consistent, personalized communication.

Want to learn more?

If you’re curious about what Hospitality CRM can do for your business, our team is here to help. Reach out to the BE-terna experts—we’re happy to answer your questions and explore whether the solution fits your needs. We look forward to hearing from you.

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