HMS Flow Guest CRM & Loyalty is a hotel module for organizing guest information, automating communication and supporting loyalty programs aimed at repeat direct bookings. A guest profile can bring together contact details, stay and spend history, room and rate preferences, staff notes, marketing consent and loyalty tier. Hotels can automate booking confirmations, pre-arrival information, in-stay messages, post-stay thank-yous, review requests and greetings for special occasions. Loyalty settings let a property create tiers based on stays or spend, award points on eligible spend and offer member-only rates through its booking engine. For email or SMS campaigns, teams can filter guest segments by nationality, stay dates, room type, spend, loyalty tier or time since the last visit. The module is available on Android, iOS and web, with an API. Listed messaging integrations include Mailchimp, SendGrid, Brevo, Gmail, SMTP, Netgsm and WhatsApp Business. HMS Flow describes a REST API with documented endpoints, webhooks, API keys and role-based access, as well as no-code connections through Zapier. The company says it began building HMS Flow in 2013 and that more than 5,000 hotels, resorts and guesthouses use it. The pricing page includes 24/7 expert support and help getting set up during the 14-day trial.
Who it is for
HMS Flow Guest CRM & Loyalty suits hotels, resorts, guesthouses and properties such as boutique hotels, hostels, B&Bs and apart hotels that want to organize guest profiles and automate guest communications. It may also suit properties looking to segment campaigns or offer loyalty tiers and member rates through their booking engine.
What is good
- Combines guest contact, stay, spend and preference details in profiles.
- Automates messages from booking confirmation through post-stay follow-up.
- Supports loyalty tiers, eligible-spend points and member-only rates.
- Targets email or SMS campaigns with multiple guest filters.
- Available on Android, iOS, web and through an API.
- Includes 24/7 expert support in the pricing information.
What to know first
- No free plan; the trial lasts 14 days.
- Annual prices exclude local taxes.
- Properties with 51 or more rooms require custom pricing.
Verdict
Choose HMS Flow Guest CRM & Loyalty if your property wants guest profiles, automated messaging, campaign segmentation and loyalty tools in one hotel module. The listed annual price starts at 325.00 EUR per year for 1–10 rooms, with larger room bands costing more; properties with 51 or more rooms receive custom pricing. Consider the trial and annual per-property billing when assessing fit.
Get started with HMS Flow Guest CRM & Loyalty
- Visit the HMS Flow Guest CRM & Loyalty website.
- Choose the annual room-band plan for your property; 51+ rooms use custom pricing.
- Start the 14-day trial; the pricing page says the team helps customers get set up.
- Use the module on Android, iOS or web, or connect through its API.
Limits to know first
The 1–10 room plan is 325.00 EUR per year, billed annually per property, and prices exclude local taxes. The trial lasts 14 days; properties with 51 or more rooms receive custom pricing.
Questions about HMS Flow Guest CRM & Loyalty
Is there a free plan?
No. A 14-day free trial is listed.
How much does it cost?
The 1–10 room plan is 325.00 EUR per year. Annual per-property plans are 385.00 EUR for 11–20 rooms, 445.00 EUR for 21–30, 505.00 EUR for 31–40 and 565.00 EUR for 41–50 rooms. Prices exclude local taxes; 51+ rooms receive custom pricing.
Which platforms does it support?
The module is listed for Android, iOS, web and API.
What messaging integrations are listed?
The integrations page lists Mailchimp, SendGrid, Brevo, Gmail, SMTP, Netgsm and WhatsApp Business for email or SMS delivery and messaging.
What does the loyalty program include?
Hotels can set tiers based on stays or spend, award points on eligible spend and offer member-only rates through the booking engine.
What privacy controls are described?
Consent is recorded separately by guest and channel, messages include an unsubscribe option, and profiles can be exported or erased on request.
HMS Flow Guest CRM & Loyalty plans and pricing
All plansCompared on hospitality CRM software
- Free plan
- No
- Reservation sync
- Yes
- Guest messaging
- Yes
- Loyalty programs
- Yes
- Marketing automation
- Yes
- Guest segmentation
- Yes
- Mobile app
- Yes
