HMS Flow Guest CRM & Loyalty
Ranked in Hospitality CRM Software ·Free trial· paid from €27.08/mo
About
HMS Flow Guest CRM & Loyalty is a hotel module for organizing guest profiles, automating communications and supporting repeat direct bookings. Profiles can include contact details, stay and spend history, room and rate preferences, staff notes, marketing consent and loyalty tier. Hotels can automate booking confirmations, pre-arrival and in-stay messages, post-stay follow-ups, review requests and occasion greetings. Loyalty tools support tiers based on stays or spend, points on eligible spend and member-only booking-engine rates. Campaigns can target segments by nationality, stay dates, room type, spend, loyalty tier or time since the last visit. The module is available on Android, iOS, web and through an API. Annual per-property pricing starts at 325.00 EUR per year for 1–10 rooms and is 565.00 EUR per year for 41–50 rooms; 51+ rooms receive custom pricing. Prices exclude local taxes. A 14-day trial is available, with 24/7 expert support listed.
Who it is for
The module suits hotels, resorts, guesthouses and other listed property types such as boutique hotels, hostels, B&Bs and apart hotels. It is relevant to teams seeking guest segmentation, automated messaging and loyalty features.
What is good
- Guest profiles combine stay, spend and preference details.
- Automates messages across the guest stay lifecycle.
- Loyalty tiers can be based on stays or spend.
- REST API includes documented endpoints and webhooks.
- Consent is recorded separately by guest and channel.
What to know first
- No free plan.
- Annual prices exclude local taxes.
- Properties with 51 or more rooms receive custom pricing.
Verdict
HMS Flow Guest CRM & Loyalty links guest profiles, messaging, campaign targeting and loyalty tools. Its annual per-property prices vary by room band, with custom pricing for larger properties.
Compared on hospitality CRM software
- Free plan
- Nohmsflow.com
- Reservation sync
- Yeshmsflow.com
- Guest messaging
- Yeshmsflow.com
- Loyalty programs
- Yeshmsflow.com
- Marketing automation
- Yeshmsflow.com
- Guest segmentation
- Yeshmsflow.com
- Mobile app
- Yeshmsflow.com
Facts
- Product purpose
- Guest CRM & Loyalty is presented as a hotel module for building unified guest profiles and encouraging direct repeat bookings.hmsflow.com · 29 Sept 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 · 29 Sept 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 · 29 Sept 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 · 29 Sept 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 · 29 Sept 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 · 29 Sept 2026
- Integrations
- The integrations page lists Mailchimp, SendGrid, Brevo, Gmail, SMTP, Netgsm and WhatsApp Business for email or SMS delivery and messaging.hmsflow.com · 29 Sept 2026
- 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 · 29 Sept 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 · 29 Sept 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 · 29 Sept 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 · 29 Sept 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 · 29 Sept 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 · 29 Sept 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 · 29 Sept 2026
Company
- Founded
- 2013hmsflow.com · 28 Sept 2026
- Headquarters
- Pamukkale University Technopark, Denizli, Türkiyehmsflow.com · 28 Sept 2026
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Sources
- hmsflow.com/guest-crm· checked 29 Sept 2026
- hmsflow.com/integrations· checked 29 Sept 2026
- hmsflow.com/pricing· checked 29 Sept 2026
- hmsflow.com/about· checked 29 Sept 2026