Author: Christina Vier

With popularisation of automation and the demand for personalization of customer data, questions about CRM and PMS systems became essential. Recently, there are 10 times more customers who apply for a CRM system than last year. The PMS system now is a must have.

The hospitality industry isn't an exception. Hoteliers and top management of hotel companies were interested in the data accounting services available on the market, their capabilities and impact on profits.

We invited both parties to the conversation: the representative of the hotel sector, Executive director of the management company Ribas Hotel Group, Ribas Hotels Group Andrey Marenchuk, and CEO of the Expert Solution company, developer of the SERVIO software product, Igor Grechko. 


Despite the fact that talks about accounting programs are endless, for a long time, many entrepreneurs have a somewhat blurred opinion about what an automatic data processing system is. For some of them, CRM is an increase in sales; for others - optimization of marketing costs; for someone - something else. But none of these interpretations are part of CRM.

Andrey Marenchuk:

Igor Grechko:

Photo: Ihor Grechko

It's important to separate them because:

In the majority of cases, they complement each other. And perfectly, it's necessary to build a symbiosis of those systems for the most effective work of the sales and marketing department.


According to both experts, the main question that should be answered before starting the search for a perfect system for yourself is: "Why does your business need a CRM system?"

The answer options “Because everyone has it” or “The competitors have it, so we should have it as well” are categorically inappropriate and are not able to solve the “pains” of hospitality objects.

Photo: Andrey Marenchuk

Andrey Marenchuk: 

Igor Grechko: 

I agree with our partner of Ribas Hotels Group. Before choosing a CRM system, hoteliers need to ask themselves the key question: "Why do I need that"?

If there is no answer to this question, then there will be no sense from the installation of the system. If you just want to maintain a database of contacts, you don't need a full-fledged CRM. If you don't understand what to do with it - how to process requests, communicate with guests, what marketing programs to conduct, what you want to track: how much is spent on advertising or how much time is spent on the arrival of one lead - first understand these issues. Then it will become much easier to decide what to choose.

By purchasing a box of a CRM system, you are not willing to receive answers to all complex questions.


Igor Grechko:

If the business owner wants to rebuild business processes, clarify them, track the stages of certain transactions, set up additional rules, then you should think about a more elaborate product.

For example, a guest contacted you to find out the price of night. At the same time, I asked about booking for the summer. A month before the beginning of the summer season, the system can analyze all guests who asked for rooms for the summer months. If they didn't find a reservation, but there was a request for this, then, according to the introduced algorithms, the system will send the guest a special offer.  

This is not available in the standard version. And in the format of a system prescribed for a company, as well not provided. Such a functionality cannot be included in your system by simply clicking on the checkmark in the proposal for depth work with data. All this must be thought over and prescribed manually. There can be many tasks like that. To do this, you need a developer who will customize and modify the system for a specific company.


Ribas Hotels Group began to implement CRM far from the start. At first, like many others, I used a “dear old” excel table. And many hospitality objects now use it in their work. At a certain stage, everyone was absolutely satisfied with excel. Data was entered into it in order to notice: who was calling, what kind of guest it is, what preferences he has, with whom he was resting, what drinks he drank, what food he ordered to the in-room dining.

As time went, the amount of data increased and it became more difficult to structure it. And the management company thought about how to reduce the processes from manual to automated data collection for further analysis. For example, what if the manager made a 20% conversion? Is this good or bad? So far, this is only data with which it is necessary to work in the future.


As we mentioned above, PMS and CRM systems allow hoteliers to save time, reduce costs, increase profits, while improving guests relations. Let's look closer at how it happens.

Andrey Marenchuk: 

After staying at the Wall Street hotel for a certain time, the guest checked out. Receptionist completes his CRM profile in the same way as YouTube could complement the user's preferences. That is, Mr. X was once in one of the hotels, and the management company already knows that he loves Jameson whiskey, Pringles chips, that he had requests for washing, ironing, he asked to change the pillow; or for example, guest is asthmatic, that the air was too dry for him, which means that you need to adjust the equipment to a more humid mode.

In the future, the set of this data makes it possible to modify the service product in another hotel, which Mr. X will visit. When he checks into the Ribas Karpaty hotel, the receptionist will see all the data about him and arrange a much more personalized service: he will put Jameson in the bar, add more Pringles packages , and humidifies the air in the room.

The task of hoteliers is to collect data using CRM and start using it when designing a hotel. For example, Ribas Karpaty has provided a huge pillow menu: for pregnant women, for allergy sufferers, orthopedic, mint-scented pillows and many other options.

Thus, the company, in modern terms, digitizes guests in order to provide a more personalized service for each guest. We cannot treat a guest who visits us for the fifth time as a new guest, because he already perceives us as a second or third home.

In addition, we use the CRM system not only in guest relations. It is actively used within the company, between employees of different departments and hospitality facilities.

CRM myths: Confirmed or Disproved?

We have collected the most common myths about CRM and asked experts to comment on them.

Andrey Marenchuk: 

It's like a typical simple Soviet flat - a nice apartment that fulfills its intended purpose: it provides shelter, warmth, and lodging for the night. But if you want to customize: expanding the area, changing the renovation is expensive.

Ribas Hotels Group Bitrix cost 280 thousand UAH. The European Bank of Reconstruction and Development helped in the purchase of the company.

Igor Grechko: 

Andrey Marenchuk: 

If you are willing to resist any objection that is bound to arise, then you will get a positive result.

Igor Grechko:

Andrey Marenchuk: 

Therefore, if we talk about the risk of information leakage from staff, then CRM is the best solution for security.

The CRM-system of a Ribas Hotels Group is located on a server located in Germany. It is reliably protected, it is impossible to get into this base. Everything that is stored there is property registered to the company. Nobody has access to this data, except us.

If you prefer to store data on the cloud, understand that it is susceptible to DoS attacks.

Igor Grechko: 

CRM-system stores all information in an internal database, to which access is not given in its pure form and in full.

Access rights can be shared. Thus, one manager doesn't see the contacts for which another employee works; you can also block access to other deals.