The CRM
A PMS records what happened; a CRM records what somebody is trying to make happen, and to whom. This one reads the record the desk already writes — nobody imports anything.
Which of the four hundred people who have slept here are worth ringing in October? When did we last speak to the company that books forty nights a month? Whose job is the wedding enquiry? A hotel that runs on a PMS alone cannot answer any of those; the answers are in the PMS and nothing reads them that way.
What it is built on
The CRM has no people table of its own. Every guest, company and travel agent the hotels have ever sold to is already here, because the front desk wrote them — so the number beside a name is what they actually spent, not what a salesperson typed.
What it adds
- A stage on every person and company, and a board of enquiries weighted by stage.
- One timeline per person: stays, bills, complaints, calls, messages, meetings.
- Segments — stayed twice, not since June, over a lakh, from Pune — and the outreach that goes to them, with do-not-email absolute.
- A door of its own: crm.theorionhotels.com, for the sales desk that never opens the chart.
What it refuses
To copy a person, to email somebody who said no, and to show a hotel's guests to a login that cannot see that hotel. The refusals are the feature.