GRM · guest relationship management for hotels

The GRM that helps your hotel remember every guest.

Q: What is the difference between a GRM and a hotel CRM?

A hotel CRM records what happened: contact details, stays and spend, usually for marketing. A GRM also holds what was said, on every channel, and is used by the teams who look after guests every day, not only by marketing. chatlyn does both on one guest profile.

Q: How does chatlyn remember guest preferences?

Guests state their preferences in conversations: a quiet room, a dietary wish, a treatment for two. chatlyn keeps every conversation on the guest profile and the AI tags the guest from what they wrote. For lasting traits, such as a loyalty tier, you add your own fields. All of it is visible to every colleague who opens the profile.

Q: Is chatlyn a hotel guest recognition software?

Yes. Every message, on WhatsApp, email, Booking.com, webchat, Messenger or Instagram, is matched to the guest’s profile, so your team sees a returning guest’s stay history, spend and past requests the moment they write.

Q: What happens to guest knowledge when staff leave?

It stays. Because the requests and preferences live in the guest’s own conversations and on their profile, not in a colleague’s memory or personal inbox, the next person on shift sees the same history.

Q: Can staff see guest profiles on their phone?

Yes. The chatlyn app for iOS and Android lets your team read and answer conversations and look up any guest profile, for example at the desk or during a walk through the hotel. Configuration stays on the web.

Q: Does chatlyn replace our PMS?

No. Your PMS stays the system of record for reservations. chatlyn reads guest and booking data from it and never writes back, then adds the conversations and the tools to act on them.

Q: Which PMS does it work with?

We integrate with the major hotel PMS platforms, including Oracle OPERA Cloud, Oracle OPERA on-premise, Mews, apaleo, protel, Guestline, Casablanca, Clock PMS+, ASA and FO Cloud. Our team sets up the connection with you.

Q: Can we bring our existing guest data?

Contacts can be imported by CSV. Stays and conversations build up on the profile from the day you connect your PMS and channels.

Q: Is it GDPR compliant?

Yes. chatlyn is hosted in Frankfurt, and personal data is masked before any request reaches an AI model, with no direct connection to an external AI provider. Guests talk to your property, never to chatlyn.

chatlyn keeps one profile per guest, with stays and spend from your PMS and every conversation from every channel. Whoever is on shift sees who is arriving, what they asked for last time and how they like to be looked after.

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Arriving today Friday, 12 June 14 arrivals

Sofia Rossi Sea-view double · 4 nights Returning · 3rd stay What Sofia told you before Could we have a quiet room, away from the lift? Apr 2025 Is the spa open in the evening? Mar 2025 It is our anniversary on the 14th! Yesterday Quiet roomSpa interestAnniversary 14 JuneSpeaks Italian
Lukas Brenner Family suite · 7 nights Asked about the kids’ club
Martina Novak Classic single · 2 nights First stay
James Walker Junior suite · 3 nights Arriving late

Open on the front desk phone

Used in more than 100,000 hotel rooms worldwide

What is GRM?

What is guest relationship management (GRM)?

Guest relationship management (GRM) is hotel software that keeps one record per guest and puts it to work. A hotel CRM records what happened: stays, spend, contact details. A GRM also holds what was said, on every channel, and uses it to recognise, look after and win back each guest. chatlyn is the first AI-native GRM: the AI works on that record, it is not added on top of it.

GRM guest relationship management · noun

Hotel software that keeps one record per guest, with stays, spend and every conversation, and puts it to work for the whole team.
The practice of recognising each guest and remembering what they asked for, on every stay, whoever is on shift.

Compare: hotel CRM, hotel CDP

The problem

Your best guest knowledge leaves with your staff.

In most hotels, guest preferences live in a colleague’s memory, a note in the PMS, a notebook at the desk and a dozen inboxes. That tribal knowledge is what makes service feel personal, and it goes quiet every time someone changes shift, moves on or goes on holiday.

Knowledge lives in heads The colleague who knows the regulars is the only index you have.
Every shift starts again Handovers lose the detail. The night team never saw the email from March.
Guests repeat themselves A returning guest who has to explain their wishes again feels like a first-time guest.

Guest recognition

Hotel guest recognition from the first message

When a guest writes, chatlyn matches the message to their profile, whether it arrives on WhatsApp, email, Booking.com, webchat, Messenger or Instagram. Your team replies knowing it is Sofia, her third stay, what she spent and what she asked for last year.

Every channel resolves to one guest profile
Stay history, rooms and spend from your PMS
The guest’s language is set from their first message
Prospects count too: everyone who asked, not only who stayed

Conversations

Sofia Rossi WhatsApp Ciao! We are coming back in June, can we have the same room as last time? Giulia, front office Welcome back, Sofia! Room 312 with the sea view is yours again, and we remembered: away from the lift.

Returning guest recognised

Sofia Rossi 3rd stay 11 nights €4,280 spent Last stay July 2025 · Room 312, sea view Language Italian Reached on

Guest preferences

Guest preferences, kept where every colleague can see them

Guests tell you what they like, in their own words, on whatever channel they happen to use. chatlyn keeps each of those conversations on the profile and the AI tags the guest from what they wrote, so a wish mentioned once in an email is still there on the next stay.

AI tags from what guests write, not only what they book
Your own fields for durable traits, such as a loyalty tier
Tags and fields feed live lists and segments
The full conversation is one click away from every tag

Pre-arrival

Know who is arriving, and what they asked for, before they arrive

Pre-arrival preparation starts with the list. chatlyn builds arrivals from your PMS, sends the pre-arrival message on WhatsApp at the right moment, and whatever the guest answers lands on their profile, ready for the team that welcomes them.

1 7 days before Pre-arrival message Sent automatically from the booking in your PMS. Ciao Sofia, we look forward to seeing you on Friday. Anything we can prepare?
2 2 days before The guest answers The reply lands in the inbox and on the profile. We land late, around 23:00. And it is our anniversary!
3 Arrival day On the arrivals list Late arrival and anniversary, visible to the desk. Sofia Rossi 23:00 Anniversary 14 June

Lists that fill themselves Arriving in 7 daysArriving todayIn-houseDeparting tomorrowBirthdays this week

VIP arrivals included: membership and loyalty status sit on the profile wherever your PMS provides them.

Every team, every shift

One guest profile for every team, on every shift

Front office, concierge, spa, restaurant and guest relations all look at the same guest. On the desktop or on the chatlyn app, a colleague looks up the profile before the guest reaches the desk, and if something went wrong last time, it is in the conversation history, so the team can make it right on this stay.

Front office Who arrives today and what they asked for
Concierge The dinner and excursion requests from before the stay
Spa Treatment interest from past conversations

Restaurant Dietary wishes the guest wrote in
Guest relations What went wrong last time, to make it right
Reservations Every enquiry, including the ones that did not book

Hotel personalisation

A guest relationship that grows with every stay

Every enquiry, stay and message adds to the same profile. By the third stay the team knows the room, the table and the treatment, and personalised service is simply how the hotel works.

Mar 2024 Asks whether the spa is open in the evening
Jun 2024 First stay, 4 nights, spa booked on day two
Dec 2024 Birthday message, answered with a thank-you
Apr 2025 Asks for a quiet room for the summer
Jul 2025 Second stay, the same room, dinner on the terrace
Jun 2026 Third stay, anniversary, couples’ ritual reserved

What the team knows about Sofia StrangerGuestRegular

Personal by design

Butler service that remembers

At The St. Regis Le Morne, every guest reply is written by a person. Butlers use chatlyn to keep every request in one conversation, and answer in under five minutes.

< 5 min butler response time, every reply by a person

Read the story

chatlyn redefines communication by weaving intuitive technology into the timeless craftsmanship of the Butler Service at The St. Regis Le Morne Resort, Mauritius.

Christophe Lai WaiDirector of Quality & Projects, The St. Regis Le Morne

“They also helped us celebrate a very special personal moment, which we’ll remember for a long time.”

Guest review

FAQ

Guest relationship management: questions and answers

Guest relationship management (GRM) is hotel software that keeps one record per guest, with their stays, spend and every conversation, and puts it to work so the whole team can recognise each guest and remember what they asked for. chatlyn is the first AI-native GRM.