Workflow and actors
Bookings, changes, cancellations and no-shows originate in the PMS and propagate to CRM, WhatsApp, reporting and operations. Reception manages the guest, revenue manages upsell, and housekeeping or maintenance manages room tasks.
Service · CRM/ERP integration · Hotels & hospitality
CRM/ERP integration for hotels that doesn’t touch PMS integrity.
We connect Mews or Cloudbeds with HubSpot, Microsoft 365 and WhatsApp Business, unified guest profile, pre-stay upsell with real data and tasks reaching housekeeping without breaking the PMS model.
The workflows, examples and figures on this page are illustrative composites and modelled targets, not measured client results. In a real project, we define the baseline, thresholds and human review with your data before rollout.
What we solve
The PMS is the source of truth, treat it that way.
Mews and Cloudbeds govern your booking, your folio and your relationship with the guest. The CRM holds the commercial data. WhatsApp is the channel everyone writes on. And between the three you lose the context of the loyal guest, the pre-stay upsell and the housekeeping task the guest asked for at 23:40.
We build the bridge between PMS, CRM and guest channels without touching PMS integrity: we only write through official APIs, we respect the booking model, we handle cancellations and no-shows with the same rigour as your receptionist, and we apply guest-profile GDPR at every step. When Mews or Cloudbeds change an endpoint, we know before you do.
Implementation contract
How it runs in production
Systems and data
Mews, Cloudbeds or Opera retains booking, guest, folio, rate and consent; HubSpot retains relationship and campaigns, WhatsApp the conversation, and the operating system the room tasks.
Exceptions and risks
Duplicate profiles, races between cancellation and messaging, incompatible consent, API limits, unmatched bookings and failed folio or task writes are blocked for reconciliation.
Human review
Reception approves sensitive booking changes and folio charges, revenue validates out-of-policy offers, the DPO resolves consent conflicts, and each department closes its exceptions.
Implementation pattern
An event bridge with the PMS as source of truth, identity matching and deduplication, idempotent writes, retry queues, periodic reconciliation and a consent and change trail.
Relevant integration
Mews, Cloudbeds or Opera with HubSpot and WhatsApp Business, connected to the booking engine, reporting and housekeeping or maintenance task system through official APIs.
What we build for this sector
Use cases that ship to production.
Profile
Bridge PMS ↔ CRM for unified guest profile
Syncs bookings, preferences, stay history and consents between Mews or Cloudbeds and HubSpot, a single profile with everything needed to personalise without disturbing the PMS model.
Modelled target: 1 guest profile per person
Revenue
PMS ↔ agent connector for pre-stay upsell
The agent reads the booking from the PMS, room, dates, rate, guest type, and offers relevant upsell. When the guest accepts, the charge is written to the folio through the official API, not via a hack.
Modelled target: Upsell written in the PMS untouched by hand
Reporting
RMS ↔ internal reporting sync
Brings RMS and PMS data into a single revenue, occupancy and forecast panel, for management and revenue manager, without waiting for each system’s weekly export.
Modelled target: Reporting refreshed hourly
Operations
Safe writing of housekeeping tasks
When the guest asks for extra towels on WhatsApp, the agent creates the task in the housekeeping system with room, priority and time, without touching folio or booking.
Modelled target: Task created in < 30 s
Channel
WhatsApp Business as the agent’s channel
We integrate WhatsApp Business as an official channel: messages linked to the PMS booking, conversations stored in the CRM and Meta’s templates managed properly so the 24-hour window isn’t lost.
Modelled target: 100% conversations linked to a booking
Illustrative composite scenario · modelled figures and targets, not client results
A hotel with 180 rooms on Mews.
Urban hotel in Madrid with 180 rooms, Mews as the PMS, HubSpot as the CRM and WhatsApp Business as the main guest channel. 78% average occupancy with a leisure-corporate mix. Illustrative composite scenario; the figures below are a modelled baseline and targets, not measured client results.
Modelled baseline
Baseline assumption: The guest profile lives in Mews; the CRM only holds web leads. Pre-stay upsell goes out as a generic mailing, no idea of room type or whether the booking is leisure or corporate. WhatsApp requests are copied by reception into a spreadsheet and then into the housekeeping system. Cancellations and no-shows leave the CRM out of sync for days.
Modelled target
Modelled operating target: The bridge syncs Mews and HubSpot every five minutes: each guest has a single profile with history, consents and preferences. Pre-stay upsell goes out by channel and booking type, with the charge written to the folio through the official API. WhatsApp Business is linked to the PMS booking and housekeeping tasks are created directly in their system. Cancellations and no-shows propagate instantly to CRM and reporting.
Modelled target: +27% pre-stay upsell conversion with unified profile
We connect to your stack
Integrations that matter in this sector
Frequently asked
What clients ask us
- 01
Can the integration touch bookings, folios or rates in the PMS?
Only what you explicitly approve and always via Mews or Cloudbeds official APIs, never scraping or workarounds that break the model. By default the agent reads and proposes; sensitive writes (folio charges, booking changes) require human confirmation or a rule approved before going live.
- 02
How are cancellations, no-shows and changes handled?
The PMS stays the source of truth. When a cancellation or no-show occurs, the bridge propagates the event to the CRM, WhatsApp and reporting, and blocks pre-stay or upsell communications associated with that booking. We test that block as an acceptance criterion before deployment.
- 03
Are we GDPR-compliant with a unified guest profile across PMS and CRM?
Yes. We work on EU infrastructure, map the legal basis for each processing purpose (booking, marketing, loyalty), respect the consents the guest gave in the PMS and give the hotel a panel to respond to subject access requests in hours, not days. The unified profile is for you, no one else.
- 04
Do we need to change PMS, CRM or channel for this to work?
No. We work with Mews, Cloudbeds and the leading PMS in the market, with HubSpot and the most common CRMs, and with WhatsApp Business as an official channel. If your PMS has no public API we look at webhook or intermediate-connector integration, but the rule is no forced migrations to get started.
Same sector, other services
Trust
Safe, traceable AI,
enterprise-ready.
We design for privacy from the start, human control, traceability, usage limits, permissioning and documentation. For sensitive processes, we help assess risk and applicable obligations under GDPR and the EU AI Act.
- 01We never train models on your data without explicit authorization.
- 02Human review built-in for processes where risk demands it.
- 03Traceability: prompts, sources, permissions, errors and metrics, all documented.
- 04Privacy, security and control integrated from day one.
- 05Solutions engineered to be maintained, audited and improved over time.
GDPREU AI ActAEPDISO 27001 readyEU data residency
Personal diagnosis
We work with
few clients.
Every engagement is led personally by one of the partners. If there's a fit, you get a personal first read of your case within one business day, not a canned demo.
How we work
- 01Tell us which process eats your time
- 02Personal reply within one business day
- 0320-minute call, no demo, no pitch