The next stay can start with the previous one
A guest contacts you a year later. Remembering their booking, questions and services used helps resume the conversation thoughtfully. Reception has context; the guest feels recognised.
FastReplyMail hotel CRM brings available relationship information together in the guest profile: personal details, stays, offers, communications and stated preferences. Your team can use it for relevant replies and a consistent welcome.
Nurturing this relationship supports repeat visits and direct bookings, even after an initial OTA stay. Direct contact may reduce commissions on later bookings; margins also depend on acquisition and management costs. History supports sales work but does not guarantee another stay.
Find guest details in one profile
The profile holds first and last names, contacts, address, language and notes, with fields for companies and agencies too. Organise information through parameters and tags, free-text or multiple-choice, to find it in searches and use it in lists and automation.
Enquiries, offers and bookings feed the guest record. Booking data comes from configured compatible systems: imports are available with 5stelle, HotelNet and SysDat*, checked every 15 minutes. Available content depends on the integration; connecting a booking engine for prices and availability does not import the full history.
The contact language used for writing to the guest differs from spoken language. Configurable rules can derive it from available information such as channel, country, nationality, email domain or phone prefix. Preview their impact before applying them to existing guests; manually assigned languages are preserved.
Check available integrations for your property →
Review history and prepare a more personal welcome
From the profile, switch to bookings, with extras by category, to offers and sent messages, to check-ins, to mailing lists and to family members or companions. The channel chart shows where recorded bookings came from.
Notes, interests and stated preferences give these details meaning. A restaurant question or stated preference starts a useful conversation: confirm needs for the new stay instead of treating past ones as permanent.
Connected applications can enrich the profile:
- Fast Check-In collects guest-entered details, updates consent and links family members and companions to the lead guest.
- Survey collects answers through satisfaction surveys, short pre-stay questionnaires and email marketing questions. When connected and configured, it assigns answer values or tags to guest-profile preferences.
- Rewards shows tier, points and benefits for guests in the connected system.
- TraghettiPer makes booked ferry tickets available to properties using that integration.
Preferences collected with Survey can filter groups of guests with shared characteristics or serve as conditions to direct a contact to a mailing list through configured rules. For example, a dining-interest answer can feed the corresponding tag and a dedicated communication journey, subject to available consent.
The overall picture depends on active services and collected data. Preferences are not automatically extracted from offers: value lies in available information and the team’s thoughtful use of it.
Understand relationship value through recorded data
The summary shows bookings, nights, cancellations, booking revenue, extras revenue, ADR and completed check-ins. ADR is average daily rate; alongside stay frequency and purchased services, it helps describe the commercial relationship over time.
Financial figures rely on imported PMS bookings and available data. They describe recorded property spending, not the guest’s wealth or overall financial capacity. Revenue and extras are not profit: profitability also requires costs.
This view helps recognise regular guests, review service use and prepare more relevant stay offers. The aim is to value the relationship without reducing it to a single number.
Use the AI summary to navigate guest history
With AI features active, the profile presents a score from 0 to 100 with a summary label and five dimensions: financial value, loyalty, reliability, channel and marketing. The score is rule-based; the written summary is generated by AI and can be regenerated.
The short report helps staff navigate available information before replying or welcoming guests. Read it alongside history and collected preferences, checking details relevant to the decision: a summary does not replace knowing or talking to the guest.
Discover artificial intelligence features →
From profile to the next direct offer
The Send offer action opens the Composer with guest details prefilled. Where available, find the last accommodation type and rate booked as a reference to confirm for the new enquiry.
For example, a returning guest wants to come with family. Review history, confirm who is travelling and build a proposal for current needs. Templates, content and connected-system availability help present value; with an integrated booking engine, each rate has its own booking button.
You can also contact the guest via WhatsApp by selecting a text template and reviewing its preview. The action opens the app or WhatsApp Web to finish sending: it is neither automatic sending nor an integrated conversation inbox.
The scheduled tasks let you add a title, due date and guest-linked notes. Overdue alerts highlight what remains to do; these are operational reminders in the software.
Explore personalised offers → · Discover tasks and reminders →
Find guests for a relevant proposal
Combined filters turn the archive into groups suited to specific communications. Search by language, type, parameters, in-house guests where reported, past or future bookings, arrival and departure dates and booking channel.
Refine by booking count, recorded revenue, average stay length, purchased-extra categories, Rewards membership and tier, or ferry ticket presence where available. Portal-generated email addresses can also be excluded.
For example, identify guests who stayed in a particular period and prepare a message in their language about another opportunity to return. Create a mailing list from the results or add guests individually. Dynamic lists can update from saved filters.
By default, lists consider newsletter/marketing consent. Check recipients, consent and content before sending within the active package limits. Relevant selection supports ongoing contact and loyalty.
Explore newsletters and lists →
Keep contact records organised
The system flags possible duplicates sharing an email within the property. Guided merging compares fields and lets you choose a profile to receive offers, bookings, check-ins, messages and lists. A daily automatic merge is also available, activated per property.
Import contacts from CSV with a preview and existing-contact alerts. Change history shows who updated a record and when, helping team continuity.
The profile records three consent categories — essential data processing, newsletters/WhatsApp/marketing and third-party sharing — with the last update date. Signature collects and archives these during online check-in and returns outcomes to CRM. It also handles waivers for services such as spa access or bicycle hire, archiving signed documents and PDFs. Each document received triggers notifications to the hotel and signing customer. Widgets may also collect consent, depending on services used. In CRM, this information supports lists and promotional recipient selection according to expressed choices. Through email unsubscription, guests can leave a single list or request deletion of all their data.
Building continuity between stays
The CRM is an optional FastReplyMail component. Fast Check-In and AI are separate components; information from PMS, Survey, Rewards and other services requires suitable connections and configuration.
We start from your systems and current contact management. A demo can show how to retrieve history, prepare a personal offer and identify guests to keep in touch with: practical opportunities for direct bookings and returning-guest relationships.