The Evolving CRS: An Integrated, Guest-Centric Future

If you get the feeling there’s been a lot of talk lately surrounding the future of the CRS, you’re not imagining things. Whether it’s a comparison with channel managers, or simply a renewed interest in optimization, the discussion has heated up. This is not surprising. It’s actually healthy, especially for a technology that is considered by many to be the heart of most hotel functions. The conversation around the future of the CRS is rich, and includes many voices. Property Management Systems (PMS), Revenue Management Systems (RMS), Customer Relationship Management (CRM), and many more, all have a stake in the future of the CRS.

We need to leverage intelligence for known profiles, and shift the power of the guest profile to the CRS, which is a more powerful location for the hotel and in turn, will provide a more powerful experience for the guest.

To get the best data, you need the CRM. For the CRS to start providing intelligent responses, it needs more than general anonymous data. Amazon doesn’t ask you what dog food you want every time. They know what dog food you want – and they remember.

Don’t ever make the guest search for information. Give them the info they need at one time, and in one place.