CRM Management: Recognize Your Guest at Every Touchpoint
OPEX CRM connects every guest interaction to a single profile — bringing together stays, conversations, requests, feedback, reservations and preferences so your team can recognize every guest and deliver more personalized service.
Every interaction tells you something about your guest. OPEX CRM brings that information together automatically. From stay history and service requests to conversations, feedback, restaurant and spa reservations, activities and preferences, every interaction becomes part of one continuously growing guest profile. Your teams get the context they need to recognize returning guests, understand their preferences and provide a more personal experience throughout every stay.
Key Benefits
Automatic Guest Recognition
Connect guests with their CRM profile through PMS integration, bringing reservation and stay information into the same guest journey.
One Complete Guest History
Bring stays, conversations, requests, feedback, reservations and preferences together so your teams always have the full guest context.
Every Conversation Becomes Guest Knowledge
Conversations through OPEX AI and connected communication channels become part of the guest’s history, so valuable context isn’t lost when the conversation ends.
Personalized Guest Experiences
Use previous stays, dining choices, spa visits, requests and preferences to understand returning guests and provide more relevant, personalized service.
Know Your Guests Across Properties
Give properties across your hotel group access to a shared guest history, helping teams recognize returning guests wherever they stay.
Turn Guest Data Into Insight
Analyse feedback, preferences, requests and guest behaviour to identify trends and better understand what matters to your guests.
Features
Guest Profiles & Stay History
Build a continuously growing guest profile from stays, conversations, requests, reservations, feedback and preferences.
Feedback, Reviews & Complaints
Keep surveys, reviews, complaints and compliments connected to the guest profile, giving your team the complete history behind every interaction.
Dining, Spa & Activity Preferences
Build a richer understanding of guests through their restaurant, spa, activity and venue reservation history.
Family & Kids Club Profiles
Keep relevant family information, Kids Club interactions and preferences connected to the guest profile for more personalized future stays.
Central CRM for Hotel Groups
Maintain guest history across multiple properties, helping hotels throughout your group recognize returning guests and understand their previous interactions.
Guest Segmentation & Communication
Segment guests using CRM information and communicate with relevant audiences before, during and after their stay through OPEX’s connected communication tools.
A Guest Profile That Grows With Every Interaction
From the first reservation to the next stay, OPEX continuously builds a richer picture of your guest.
Stays, conversations, requests, feedback, reservations and preferences come together in one continuously growing profile — giving your team the context to recognize returning guests and deliver more personalized service.
- PMS / Stay History
- WhatsApp & OPEX AI
- Requests & Tasks
- Reviews & Surveys
- Dining, Spa & Activities
- Preferences
AI That Understands Your Guest
OPEX AI doesn’t treat every conversation as a new interaction. Connected with your PMS and CRM, it understands each request in the context of the guest’s current stay, previous interactions and preferences. This allows OPEX AI to provide more relevant responses, take the right action and continuously enrich the guest profile.
Can I book the Italian restaurant again for tomorrow?
What happens next?
- Current stay and CRM profile connected
- Previous Italian restaurant interaction available
- Restaurant reservation intent identified
- Reservation processed through OPEX Reservations
- New interaction automatically added to the guest profile
Recognize Your Guests Across Your Entire Hotel Group
A guest’s relationship with your brand isn’t limited to one property. OPEX Central CRM connects guest history across multiple properties, helping your teams recognize returning guests and understand their previous stays, preferences and interactions throughout the entire hotel group.
- Resort Hotel
- City Hotel
- Boutique Hotel
Frequently Asked Questions
What makes OPEX CRM different from a traditional hotel CRM?
OPEX CRM doesn’t only store guest contact information. It connects stays, conversations, service requests, reservations, feedback and preferences with hotel operations. This means your teams can understand both who the guest is and what has happened throughout their relationship with your hotel.
How does OPEX recognize a guest?
Through PMS integration, OPEX connects the guest’s current reservation and stay information with their CRM profile. This allows previous stays, interactions and preferences to be available when the guest returns or contacts the hotel again.
Does OPEX CRM work together with OPEX AI?
Yes. OPEX AI can use the guest’s current stay and available CRM context to better understand conversations and requests. Actions such as requests and reservations handled through OPEX can then become part of the guest’s history, continuously enriching their profile.
What information can be stored in a guest profile?
A guest profile can bring together stay history, contact information, service requests, conversations, restaurant and spa reservations, activities, surveys, reviews, complaints, preferences and other guest interactions recorded through OPEX and connected hotel systems.
Can our teams see a guest’s previous requests and feedback?
Yes. Previous requests, feedback and relevant interactions can remain connected to the guest profile, giving authorized teams useful context when the guest contacts the hotel or returns for another stay.
Can OPEX CRM be shared across multiple hotels?
Yes. OPEX Central CRM allows hotel groups to connect guest history across properties. A guest who previously stayed at a resort, for example, can be recognized when visiting another property in the same group, with relevant history and preferences available according to the group’s configuration and access permissions.
Can we segment guests and communicate with specific groups?
Yes. Guest information can be used to create relevant segments for communication and campaigns. Combined with OPEX’s communication capabilities, this supports targeted guest engagement before, during and after the stay.
Does OPEX CRM integrate with our existing hotel systems?
Yes. OPEX is designed to work with hotel technology rather than operate as an isolated CRM. PMS integrations connect reservation and stay information with guest profiles, while other OPEX modules connect communication, reservations, feedback and hotel operations around the same guest journey.
Set Up CRM Management in Your Hotel
Talk to our team about unifying your guest data on a single platform.