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HMS Flow Guest CRM & Loyalty
Pamukkale University Technopark, Denizli, Türkiye
What it is
HMS Flow Guest CRM & Loyalty is a hotel module for organizing guest profiles, automating messages and encouraging direct repeat bookings. Profiles can include contact details, stay and spend history, room and rate preferences, staff notes, marketing consent and loyalty tier. Automated communications can cover booking confirmations, pre-arrival information, in-stay messages, post-stay follow-ups and occasion greetings. Hotels can define loyalty tiers by stays or spend, award points on eligible spend and offer member-only booking-engine rates.
Email or SMS campaigns can target segments by nationality, stay dates, room type, spend, loyalty tier or time since the last visit. Consent is recorded separately by guest and channel; messages include an unsubscribe option, and profiles can be exported or erased on request. The module is available on Android, iOS, web and through an API. Annual per-property prices start at €325 a year for 1–10 rooms and rise to €565 a year for 41–50 rooms. Prices exclude local taxes; properties with 51 or more rooms receive custom pricing. A 14-day trial and 24/7 expert support are listed.
For and against
For
- Guest profiles include stay and spend history.
- Campaigns can target multiple guest segments.
- Loyalty tiers can be based on stays or spend.
- A 14-day trial is listed.
Against
- No free plan is listed.
- Plans are billed annually per property.
- Prices exclude local taxes.
- Properties with 51 or more rooms receive custom pricing.
The verdict
Guest CRM & Loyalty combines guest records, automated messaging, segmentation and loyalty settings for hospitality businesses. Check the room-band price and privacy controls against the property’s needs before choosing a plan.
Who it suits
It suits hotels, resorts, guesthouses and other listed property types seeking guest profiles, messaging and loyalty tools. The annual prices are organized by room count, with custom pricing for properties with 51 or more rooms.
Plans and prices
1 – 10 rooms
1–10 rooms · full platform
Read 29 Sep 2026 · hmsflow.com
11 – 20 rooms
11–20 rooms · full platform
Read 29 Sep 2026 · hmsflow.com
21 – 30 rooms
21–30 rooms · full platform
Read 29 Sep 2026 · hmsflow.com
31 – 40 rooms
31–40 rooms · full platform
Read 29 Sep 2026 · hmsflow.com
41 – 50 rooms
41–50 rooms · full platform
Read 29 Sep 2026 · hmsflow.com
51+ rooms
51+ rooms · pricing tailored to property or group
Read 29 Sep 2026 · hmsflow.com
On the record
- API
- HMS Flow describes a REST API with documented endpoints, webhooks, API keys and role-based access, plus no-code connections through Zapier.hmsflow.com · read 29 Sep 2026
- Automated messages
- The module can automate booking confirmations, pre-arrival information, in-stay messages, post-stay thank-yous and review requests, and occasion greetings.hmsflow.com · read 29 Sep 2026
- Campaign targeting
- Guest segments can be filtered by nationality, stay dates, room type, spend, loyalty tier or time since last visit for email or SMS campaigns.hmsflow.com · read 29 Sep 2026
- Company history
- The company says it began building HMS Flow in 2013 and that more than 5,000 hotels, resorts and guesthouses use it.hmsflow.com · read 29 Sep 2026
- Guest profiles
- Profiles can include contact details, stay and spend history, room and rate preferences, staff notes, marketing consent and loyalty tier.hmsflow.com · read 29 Sep 2026
- Integrations
- The integrations page lists Mailchimp, SendGrid, Brevo, Gmail, SMTP, Netgsm and WhatsApp Business for email or SMS delivery and messaging.hmsflow.com · read 29 Sep 2026
- Intended customers
- HMS Flow describes the platform for hotels, resorts, guesthouses and property types including boutique hotels, hostels, B&Bs and apart hotels.hmsflow.com · read 29 Sep 2026
- Loyalty
- Hotels can set loyalty tiers by stays or spend, award points on eligible spend, and offer member-only rates through the booking engine.hmsflow.com · read 29 Sep 2026
- Payment security
- The product page says subscription payments use a 256-bit SSL connection with 3D Secure, and card details are not stored on HMS Flow servers.hmsflow.com · read 29 Sep 2026
- Pricing limits
- Plans are billed annually per property, prices exclude local taxes, and properties with 51 or more rooms receive custom pricing.hmsflow.com · read 29 Sep 2026
- Privacy controls
- The page says consent is recorded separately by guest and channel, messages include an unsubscribe option, and profiles can be exported or erased on request.hmsflow.com · read 29 Sep 2026
- Product purpose
- Guest CRM & Loyalty is presented as a hotel module for building unified guest profiles and encouraging direct repeat bookings.hmsflow.com · read 29 Sep 2026
- Security
- The pricing page says data is encrypted in transit and at rest, stored on secure cloud servers and backed up automatically every day.hmsflow.com · read 29 Sep 2026
- Support
- The pricing page includes 24/7 expert support and says the team helps customers get set up during the 14-day free trial.hmsflow.com · read 29 Sep 2026
