Guest CRM for hospitality operators

The CRM nobody has to fill in. The only kind that gets filled in.

ApexOS builds the guest record from what already happens: bookings, stays, texts, emails and calls. Your team sees who’s about to book, who’s unhappy mid-stay, and who hasn’t been back.

CRM opportunities, with an abandoned bookingCRM

The CRM Opportunities grid, with columns for person, state, score, signals, value and next step. At 10:04 AM a guest starts booking Loon Lake Cabin for July 17 to 20 and types her name, Jess Moreno, and her email. A new opportunity appears for her: state Quoted, score 64, value $1,840. At 10:12 AM she closes the tab before paying, and the trip gets the Abandoned checkout signal and the next step Recover abandoned booking. Clicking the row opens the trip panel: source Booking engine, the requested dates and unit, and the abandoned cart’s rate plan, total, zero payment attempts, a party of four and when it ended. At 12:12 PM, two hours later, a sequence triggered when a guest abandons a booking texts her that her dates are still open. At 12:31 PM she books. The trip moves to Confirmed, its score goes blank because only active trips carry a score, a reservation number appears, and the sequence stops because the guest booked.

Hospitality CRM for vacation rentals, RV parks, hotels and marinas

It remembers the guests. It chases the bookings. Nobody has to remind it.

It fills itself in. Nobody has to.

A guest mentions an anniversary in a text. It’s saved to her record as a memory, and the next person who helps her sees it. Her stays, her spend and every message are already there.

  • Built from bookings, stays and messages
  • Your team fixes what it gets wrong
  • Survives your best agent leaving

A photo of a couple sitting close together on the deck of a hillside rental at sunset. Over it, a text from the guest, Maya Lindgren: Can’t wait for this weekend. It’s our 10th anniversary! A memory is saved to her record under Guest memories: celebrating their 10th anniversary this stay, typed Other and badged AI-inferred, from a guest message. Then Priya Shah, who hasn’t spoken to Maya before, opens her reservation at Ridgeview Cabin and sees the same memory, along with her 3 stays, 8 nights, $4,210 spent and every message on file. A note reads: Nobody had to write it down.

The guest who closed the tab. Now has a score.

Someone starts a booking, gives you a name and an email, and leaves. ApexOS opens a scored opportunity with a next step: recover the booking. A sequence can follow up, or hand your team the task.

  • Abandoned checkouts become opportunities
  • A 0 to 100 score on every trip
  • Automate it, or assign it

On the left, an opportunity for Jess Moreno: state Quoted, source Booking engine, value $1,840, and a score that counts up to 71. It gets the Abandoned checkout signal and the next step Recover abandoned booking; she gave a name and an email, then left. On the right, a sequence called Abandoned booking follow-up: the trigger Guest abandons booking, then two hours later a step, and a stop rule, Guest books. First the step is an SMS, and a message is written asking if she wants help finishing her booking: automate it. Then the step type changes to Task, a General task at High priority, with the note call Jess about July 17 to 20 before the dates go: or assign it to your team.

Find out on night two. Not in the review.

Send a short survey mid-stay, by text or email. Scores under the threshold you set are flagged for follow-up while the guest is still there to fix it for.

  • Surveys during the stay, not after
  • Low scores flagged for follow-up
  • Make it right with a guest coupon

A photo of two guests making coffee outside their trailer at an RV site, one smiling. Over it, a text survey sent to Nora Quinn at site 14 the day after check-in: Hi Nora, thanks for staying at Cedar Bend RV Park! How is your stay so far? Reply with a number 1–10. She replies 4. The response scores 33%, under the follow-up threshold of 60, and is marked Needs follow-up. From the survey results, Priya Shah follows up and issues Nora a single-use guest coupon for $40 off, with a note: power pedestal at site 14 replaced, coupon for her next stay. A note reads: Fixed on night two. Not in the review.

Last July’s families. In one list. Still current.

Build an audience once from stay and guest details, like checked out in July and opted in to email. The list keeps itself current, and a broadcast or sequence goes to whoever is on it.

  • Dynamic lists that update themselves
  • Sequences started by bookings and check-outs
  • Consent checked before every send

The New list screen. A guest list called Last July’s families, matching all conditions. With no conditions it matches 2,146 guests. The first condition is checked out between July 1 and July 31, 2026, and the count drops to 688. The second is email opt-in is yes, and it drops to 612, with the first matching families listed. The list stays current as guests check out and opt in or out. Then a new email broadcast called Book this July again is sent to that saved list, 612 contacts. Each recipient’s consent is checked as it sends, and a line reads: anyone who opted out is skipped, not sent.

Hospitality CRM features for guest marketing and retention

Everything you meant to track. Tracked.

Preferences in plain sentences, not a VIP checkbox: prefers a quiet cabin, asks for synthetic pillows. Captured from guest messages or added by staff, with AI-inferred ones badged for review.

Guest memories

Hospitality CRM FAQs

Reasonable questions.

How is a hospitality CRM different from a regular CRM?

A hospitality CRM is built around repeat stays, not a sales pipeline. It sits on the reservation, so it knows which unit a guest liked, what they spent and what went wrong last time. In ApexOS the CRM and the reservation are the same record.

Does somebody have to enter the guest data?

No. Contacts, stays, messages and calls are recorded as they happen, and preferences are captured from guest messages. Your team can add what they learned in person, or correct a memory that’s wrong.

How does the CRM handle text message and email consent?

Consent is stored with the contact, with where and when it was given. Every broadcast checks it and skips anyone who opted out. A guest who texts STOP is opted out of text marketing, and marketing emails carry a one-click unsubscribe.

What happens if a guest is unhappy in the middle of their stay?

A mid-stay survey tells you. Scores under your threshold are flagged for follow-up, and a coupon or a note about what you did sits on the guest’s record for whoever speaks to them next.

What should a hospitality CRM track?

Every stay, with the unit and what they paid. On-property purchases charged to the stay. Every call, text, email and channel message. Preferences mentioned in passing, complaints and what you did about them, survey scores, marketing consent, and which lists and sequences they belong to.

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The stay you forget is the rebooking you lose.