The Best Hotel Marketing Software for the AI Era

As a hotel manager, navigating the digital marketing landscape can feel like you’re always playing catch up. You had a great strategy last year, then all of a sudden this year, you’re hearing that its out of date. Never has this been more true than in the new era of AI.

For this article, we reviewed and compared variety of software platforms that do everything from automated marketing campaigns and customer relationship management to data analytics and social media integration. We evaluated each tool on its ease of use, effectiveness, and ability to integrate with existing hotel management systems. The result was a list of hotel marketing software tools that are most likely to be most valuable to most hotels.

Let’s dive in!

Top Picks for Hotel Marketing Mastery

Choosing the right tools can make all the difference when mastering hotel marketing. 

Here are our top picks for 2024:

• Best for Data-Driven Marketing – Cendyn
• Best for CRM Integration – SmartHost CRM
• Best for Email Marketing Automation – For-Sight
• Best for Enhancing Guest Experience – GuestJoy
• Best for Multi-Channel Advertising – Sojern

These tools cater to the diverse needs of marketing teams in the hotel industry, offering solutions for everyone, regardless of expertise level or budget constraints.

Here’s the final, comprehensive version of the hotel marketing software overview:

1. Cendyn (Best for Data-Driven Marketing)

Cendyn is a cloud-based customer relationship management (CRM) and marketing automation platform designed specifically for the hospitality industry.

Key Features:

• Robust guest profiles with data collected from multiple sources
• Advanced data analytics and segmentation
• Personalized marketing campaigns across various channels
• Integrations with major property management systems (PMS)
• Automated email marketing with dynamic content personalization
• CRM empowered by a Customer Data Platform
• Integrated reservation systems and booking engines

These features mean that hotel marketers can significantly reduce the time spent on manual segmentation and campaign creation. Instead, they can focus on high-level strategy while the AI-driven system automates personalized communications, potentially increasing marketing ROI and freeing up time for other critical tasks.

Unique Benefits:

• Comprehensive guest profiles with data from multiple touchpoints
• AI-driven predictive analytics for targeted marketing
• eInsight CRM for a holistic view of each guest

Pros:

• Robust reporting and analytics capabilities
• Seamless integration with other hotel systems
• Intuitive interface and campaign builder
• Enhances personalized guest experiences through data-driven insights
• CRM streamlines information for marketing consent and compliance
• Drives revenue through data-driven personalization by tailoring offers and communications to individual guest preferences and behaviors, increasing the likelihood of bookings and upsells.

Cons:

• Higher price point compared to some competitors
• It can be complex for smaller properties
• It can be complex for beginners
• Onboarding and training can be time-intensive

Pricing:

Cendyn does not publicly disclose pricing details, being determined case-by-case after evaluating each hotel’s unique needs. Interested hotels need to contact Cendyn directly to get a customized price quote.

Click the “Book a Demo” button in the header to complete the popup and submit your details to schedule a personalized live demo.

Customer Service:

Generally well-regarded, with 24/7 support available. Customers praise Cendyn’s robust features and support, though some note the learning curve.

Suitability:

Cendyn excels in data-driven marketing due to its advanced analytics and segmentation capabilities, allowing hotels to create highly targeted campaigns based on guest behavior and preferences. It’s ideal for larger hotels and groups looking to optimize marketing ROI.

Comparison:

Compared to other tools, Cendyn offers more advanced data analytics and a more comprehensive range of integrations, making it particularly suitable for larger hotel chains or properties with complex data needs.

Ratings:

• Price: 3/5
• Design: 4/5
• Functionality: 5/5
• Ease of Use: 3/5

2. SmartHost CRM (Best for CRM Integration)

SmartHost CRM is a comprehensive customer relationship management system designed specifically for the hospitality industry, focusing on seamless integration with hotel tech stacks.

Key Features:

• Seamless integration with various hotel management systems
• Guest profile management and segmentation
• Automated guest communications
• Integrated booking engine and guest portal
• Customizable guest surveys and reputation management
• AI technology to optimize customer relationships

This seamless integration creates a single source of truth for guest data. For hoteliers, this eliminates the need to switch between multiple systems, reduces data entry errors, and allows staff to provide more personalized service without increasing their workload.

Unique Benefits:

• Easy-to-use interface designed for hoteliers
• Centralized guest data from multiple sources
• White-label booking engine and guest portal to enhance direct bookings

Pros:

• User-friendly interface with minimal training needed
• Strong integration capabilities
• Drives direct bookings with an integrated booking engine
• Simple user interface
• Responsive and efficient customer support
• Improves service via integration with hotel systems by providing staff with real-time, comprehensive guest information across all touchpoints, enabling more personalized and efficient interactions.

Cons:

• It may lack some advanced features of enterprise-level systems
• Reporting is not as advanced as some platforms
• Limited recognition outside the DACH region
• Limited customization options for larger chains

While SmartHost CRM offers excellent integration capabilities, larger hotel chains may need more customization options. For instance, chains with over 50 properties might need help implementing brand-specific workflows or creating custom fields that apply across all locations. Consider working with SmartHost’s development team to discuss potential workarounds or custom solutions if you fall into this category.

Pricing:

Smart Host CRM does not publicly disclose pricing information. For specific details, contact the company directly for a custom quote based on your hotel’s size and requirements.

Click the “Free Demo” button at the top of the Home Page to complete and submit your details to request a demo.

Customer Service:

Generally, the responsive support team has favorable reviews. Customers find SmartHost easy to implement and praise its impact on the guest experience.

Suitability:

SmartHost CRM is ideal for hotels looking for a CRM system that integrates well with their existing tech stack, providing a centralized view of guest data across various touchpoints. It’s particularly suitable for hotels prioritizing seamless personalization and ease of use.

Comparison:

While it may not have as advanced analytics as Cendyn, SmartHost CRM offers robust integration capabilities and a more user-friendly interface, making it a good choice for hotels prioritizing ease of use and data centralization.

Ratings:

• Price: 4/5
• Design: 4/5
• Functionality: 5/5
• Ease of Use: 4/5

3. For-Sight (Best for Email Marketing Automation)

For-Sight is an AI-powered email marketing platform specializing in email marketing automation for the hospitality industry.

Key Features:

• Advanced email automation workflows
• Predictive segmentation and send time optimization
• Drag-and-drop email builder with dynamic content
• A/B testing capabilities
• Advanced reporting and attribution
• Sophisticated segmentation
• Tailored email journeys

This AI-powered optimization translates to higher open rates, click-through rates, and conversions for email marketing efforts. Marketing teams will spend less time manually tweaking campaigns and more time analyzing results and planning broader marketing strategies.

Unique Benefits:

• AI-powered optimization of email content, timing, and frequency
• Behavioral targeting for highly relevant campaigns
• Automated workflows trigger relevant emails based on guest behavior

Pros:

• Powerful email marketing features
• User-friendly interface
• Saves time with automated campaign optimization
• Provides actionable insights to improve campaigns
• Supports A/B testing for optimization
• Increases email revenue through 1:1 personalization by delivering highly relevant content to each recipient based on their preferences and behavior, resulting in higher open rates, click-through rates, and conversions.

Cons:

• It may lack some broader CRM features
• Limited functionality outside of email marketing
• It may be overkill for smaller properties
• Pricing can be high for smaller properties

Pricing:

For-Sight does not publicly disclose pricing information. Potential customers should contact For-Sight directly for a customized price quote based on their needs and hotel size.

Click the “Book a Demo” button at the top of the Home Page to complete and submit your details to request a demo.

Customer Service:

Generally, the dedicated account managers for larger clients have favorable reviews. Customers see significant uplifts in email revenue and efficiencies.

Suitability:

For-Sight is particularly well-suited for hotels looking to enhance their email marketing efforts with advanced automation and personalization capabilities. Its robust email automation makes it ideal for hotels looking to optimize this high-ROI channel.

Comparison:

While For-Sight may offer a limited range of features in full-scale CRM systems like Cendyn, it excels in email marketing automation, offering more advanced capabilities than many competitors.

Ratings:

• Price: 4/5
• Design: 4/5
• Functionality: 5/5
• Ease of Use: 3/5

4. GuestJoy (Best for Enhancing Guest Experience)

GuestJoy is a guest engagement platform that improves the guest experience through personalized communication and upselling opportunities. 

SiteMinder acquired GuestJoy in 2022. 

Key Features:

• Pre-arrival, in-stay, and post-stay automated communications
• Automated upselling and cross-selling for room upgrades and ancillary services
• Mobile concierge app for guest requests and messaging
• Guest feedback collection and management
• Reputation management with automated review requests
• Pre-stay communication for upselling
• Personalized pre-stay and post-stay surveys

This comprehensive guest engagement approach increases guest satisfaction scores and more positive reviews. The automated upselling features can boost ancillary revenue without putting additional pressure on staff to make sales pitches.

Unique Benefits:

• Mobile-first design for easy guest interaction
• Integration with various property management systems
• Complete guest communication suite for end-to-end experience enhancement

Pros:

• Increases revenue through targeted upselling
• Streamlines guest communication across channels
• Intuitive interface for staff and guests
• Utilizes data insights for effective guest interaction
• Enhances guest experience through personalized communication by anticipating guest needs, providing timely information, and offering relevant services throughout their stay, leading to higher satisfaction and increased likelihood of positive reviews and repeat visits.

Cons:

• It may lack some advanced marketing features
• Limited functionality outside of guest engagement
• Integrations with some PMS systems are limited
• High price point may be a limiting factor for smaller properties
• Customization options can be lacking

Pricing:

GuestJoy is an add-on to SiteMinders two hotel management software plans:

• SiteMinder Plus – for independent hotels
• SiteMinder Groups & Chains

Guestjoy (now the Guest Management platform at SiteMinder) is not available as a stand-alone product.

Click this Guest Engagement link for a sales representative to contact you if you are an existing SiteMinder customer.

Customer Service: 

Generally, the responsive support team receives favorable reviews. Customers see increased guest satisfaction and revenue.

Suitability:

GuestJoy is ideal for hotels looking to enhance their guest experience through personalized communication and targeted upselling opportunities. It’s best for experience-focused hotels looking for a comprehensive guest interaction solution.

Comparison:

While GuestJoy may not offer the comprehensive marketing features of platforms like Cendyn, it excels in guest engagement and upselling, offering more focused tools than many broader CRM systems.

Ratings:

• Price: 3/5
• Design: 4/5
• Functionality: 5/5
• Ease of Use: 4/5

5. Sojern (Best for Multi-Channel Advertising)

Sojern is a digital marketing platform specializing in targeting the travel audience and multi-channel advertising for the hospitality industry.

Key Features:

• AI-powered traveler intent data
• Cross-channel campaign management across display, search, social, and video
• Real-time optimization and reporting
• Dynamic creative and messaging for personalization
• Full-funnel attribution
• Programmatic advertising
• Real-time data-driven insights

This multi-channel advertising approach enables hotels to reach potential guests at multiple touchpoints throughout their booking journey. Increased visibility can lead to higher brand recognition and more direct bookings, potentially reducing reliance on OTAs and improving profit margins.

Unique Benefits:

• Access to proprietary travel intent data
• Full-funnel approach reaches travelers at all stages
• Automated dynamic creatives to drive engagement

Pros:

• Powerful targeting capabilities
• Comprehensive multi-channel approach
• Maximizes ROI with automated optimization
• Actionable insights from full-funnel attribution
• Experts assist in crafting and streamlining multi-channel marketing campaigns
• Achieves consistent and coherent messaging across all campaign channels
• Drives direct bookings through multichannel campaigns by reaching potential guests across various platforms with consistent, targeted messaging, increasing brand visibility and guiding travelers through the booking funnel more effectively than single-channel approaches.

Cons:

• It may require a significant budget for optimal results
• The learning curve for utilizing all features effectively
• Granular targeting capabilities are somewhat limited
• It can be complex for beginners
• Minimum spend can be high for smaller hotels

Pricing:

Sojern offers two main pricing models for their digital marketing platform:

• Pick Your Plan™: This is a subscription-based model where customers pay a fixed monthly fee. Hotels can use their marketing budgets to leverage Sojern’s branding and performance marketing solutions to drive web traffic, build brand awareness, and overcome seasonality.
• Pay On The Stay™: In this commission-based model, Sojern runs digital media campaigns for hotels and only charges them for completed stays. Sojern takes on the risk of running the campaigns, and hotels pay a commission on bookings.

The exact pricing details are not published. Contact Sojern to get a specific price quote by clicking the “Let’s Talk” button in the Home Page header, selecting the “Work with Sojern” icon, and completing the “Just a few details” popup.

Customer Service:

Generally, the dedicated account managers for larger clients receive favorable reviews. Customers see strong ROAS, though some note the learning curve.

Suitability:

Sojern is ideal for hotels of all sizes looking to expand their digital marketing reach through multi-channel advertising, leveraging advanced traveler intent data to optimize ad spend. It’s perfect for hotels of all sizes looking to expand digital marketing reach and optimize ad spend.

Comparison:

While Sojern may not offer the comprehensive CRM features of platforms like Cendyn or SmartHost, it excels in digital advertising and audience targeting, offering more advanced capabilities than many competitors.

Ratings:

• Price: 3/5
• Design: 4/5
• Functionality: 5/5
• Ease of Use: 3/5

Remember that the best tool for your hotel will depend on your specific needs, budget, and existing technology stack. 

Each of these solutions offers distinct strengths:

• Cendyn leverages data for personalized multichannel campaigns
• SmartHost integrates across systems to enable seamless CRM
• For-Sight optimizes email revenue through AI automation
• GuestJoy enhances the digital guest experience to drive satisfaction and revenue
• Sojern engages travelers across the funnel through optimized multichannel advertising

Choosing Your Perfect Hotel Marketing Companion

Choosing the perfect hotel marketing software involves identifying your property’s needs and considering size, location, and amenities. This will help determine which marketing tools are most relevant and beneficial for your hotel.

Look for aspects like:

• The extent of automation
• Integration options
• Mobile compatibility
• The depth of analytics they provide
• An intuitive user interface
• CRM capabilities

These features can significantly enhance efficiency, reduce the learning curve, and drive direct bookings, boosting customer loyalty. Additionally, free stock photos can further improve the overall experience.

If you find that no single platform meets all your critical needs, consider these options:

• Prioritize your must-have features and choose the software that best matches your top priorities.
• Explore the possibility of using multiple complementary tools to cover all your needs.
• Investigate if any vendors offer custom development or integrations to fill specific gaps.
• Re-evaluate your requirements to see if any can be met through alternative methods or workflows.

When reviewing and comparing features of different marketing software:

• create a prioritized checklist of must-have and nice-to-have features based on your hotel’s specific needs
• allocate at least 2-3 hours to explore each platform’s demo or free trial thoroughly
• pay special attention to the user interface, reporting capabilities, and integration options with your existing systems
• consider involving key team members from various departments in this process to ensure the chosen software meets diverse needs across your organization.

Scalability and security are also important considerations. Ensure that the chosen software can accommodate future growth and incorporates strong security measures, including encryption and compliance with industry regulations. 

If you’re concerned about future scalability, consider these steps:

• Ask vendors about their product roadmap and planned feature expansions.
• Inquire about pricing tiers for more significant properties or hotel groups.
• Discuss potential custom solutions for scaling beyond standard offerings.
• Plan for periodic re-evaluations of your software stack as your business grows.

Remember to consider initial costs and ongoing fees for support, upgrades, and maintenance when evaluating software pricing models.

Customer support and training from software providers can be a decisive factor in the hospitality industry. Round-the-clock assistance is valuable for hotels facing unpredictable issues that may require immediate attention. 

If you find customer support lacking after implementation:

• Escalate issues to higher-level support or account management.
• Utilize online resources like knowledge bases, community forums, or video tutorials.
• Consider hiring a third-party consultant familiar with the software.
• Factor support quality in your decision when it’s time to renew or switch platforms.

By considering these factors, you can choose the perfect hotel marketing companion that meets your needs and helps you achieve your marketing goals.

Top Hotel Marketing Software: Transforming Guest Experiences and Driving Bookings

The right marketing software can significantly impact your efforts and guest satisfaction. 

Each tool we’ve discussed offers unique benefits tailored to different needs, from data-driven marketing to multi-channel advertising.

Choosing the perfect hotel marketing companion for 2024 involves carefully evaluating the following:

• your property’s needs
• comparing features
• and considering factors like scalability, security, and customer support. 

By selecting the right tools, you can drive direct bookings, enhance guest experiences, and achieve your business goals in an industry that demands innovative and effective marketing strategies. 

Take action today to elevate your hotel’s marketing efforts and support your future growth.

Frequently Asked Questions

What makes Cendyn the best for data-driven marketing?

Cendyn is considered the best for data-driven marketing because it enhances personalized guest experiences through data-driven insights and offers a comprehensive suite of tools to optimize revenue and drive repeat business.

Why is SmartHost CRM ideal for CRM integration?

SmartHost CRM is ideal for integration because it offers robust integration capabilities with various hotel systems, AI technology, and efficient customer support, allowing for streamlined CRM efforts and targeted marketing initiatives.

How does For-Sight enhance email marketing automation?

For-Sight enhances email marketing automation by offering sophisticated segmentation, tailored email journeys, KPI measurement, and A/B testing to optimize guest engagement and personalization.

What are the unique benefits of GuestJoy in enhancing the guest experience?

GuestJoy offers unique benefits such as pre-stay communication, upselling, and personalized surveys, ultimately leading to increased revenue and guest satisfaction through tailored communications and effective guest interaction.

What makes Sojern the best for multi-channel advertising?

Sojern’s multi-channel advertising strategy utilizes programmatic advertising and real-time data-driven insights to enhance marketing efforts and maintain a consistent brand presence across platforms, ultimately boosting marketing performance and customer loyalty.