Crqlar: Transforming Hotel Data into Revenue Through AI-Powered Integration
Case Details
Client: Crqlar GmbH
Start Day: February 2022
Tags: Saas, Hospitality, AI, Integrations, Oracle, Protel, GDPR
Project Duration: 3 years
Client Website: crqlar.com
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The Challenge: Hotels Drowning in Disconnected Data
The hospitality industry faces a paradox: hotels sit on a goldmine of guest data, yet most can’t access or use it effectively. Through extensive research in the hotel technology landscape, we discovered that the average hotel uses 13 different software systems:
- Property Management Systems (PMS)
- Restaurant reservation systems
- Spa booking platforms
- Guest communication tools
- Marketing platforms
- Revenue management systems
- And countless spreadsheets…
None of these systems communicate effectively. The result? Hotels miss countless revenue opportunities, staff waste hours on manual data entry, and guests receive generic rather than personalized experiences.
A hotel manager summarized the frustration: “We know everything about our guests – their preferences, allergies, favorite room types – but it’s scattered across a dozen systems. By the time we find the information, the opportunity is gone.”
The Vision: One Platform, Connected Data, Infinite Possibilities
We envisioned Crqlar as the central nervous system for hotels – a platform that would finally unite all guest data and turn it into actionable insights and revenue. The ambitious goals:
- Connect and unify data from all hotel systems
- Enable real-time data capture from staff interactions
- Automate personalized marketing and upselling
- Provide integrated management for restaurants, spas, and services
- Deliver a seamless guest experience through a white-label app
My Technical Approach: Building the Integration Platform
As co-founder and technical architect of Crqlar, I led the development of this complex integration platform. Here’s how we tackled the challenge:
Understanding the Hospitality Tech Stack
- Analyzed data structures of 20+ major PMS systems
- Mapped integration points and API limitations
- Studied hotel operational workflows across departments
- Identified critical data synchronization challenges
Architecture Design
- Built a universal data model to normalize diverse PMS formats
- Created real-time synchronization engine
- Implemented GDPR compliance for sensitive guest data
- Developed connector framework for rapid PMS integration
Core Platform Development
- Unified Guest Profile System: Merged and deduplicated guest data from multiple sources
- AI-Powered Data Enrichment: Automatic interest detection and preference analysis
- Smart Marketing Engine: Integrated with Meta and Google for targeted campaigns
- Modular Service Architecture: Separate but connected modules for Restaurant, Spa, and Services
Guest-Facing Technology
- Developed white-label guest app framework
- Built responsive booking widgets for websites
- Created push notification system for targeted offers
- Implemented seamless PMS synchronization
The Solution: Crqlar Ecosystem in Action
The final platform delivers a comprehensive solution that transforms how hotels operate:
Crqlar CRM – The Data Hub
- Unified Guest Profiles: Automatically merges data from PMS and all connected systems
- AI-Powered Insights: Generates guest interests and preferences from behavioral data
- Smart Segmentation: Creates dynamic guest segments for targeted marketing
- Revenue Attribution: Tracks campaign performance and ROI
Crqlar Restaurant – Beyond Reservations
- Integrated Management: Handles both à la carte and half-board guests
- PMS Synchronization: Automatic guest recognition and billing
- Multi-day Booking: Complex reservation management for hotel packages
- Data Collection: Captures dining preferences for guest profiles
Crqlar Services – Unified Availability Management
- Cross-Outlet Management: Single calendar for spa, sports, kids club, and activities
- Staff & Resource Optimization: Intelligent scheduling and capacity management
- Direct Booking Integration: Website and app widgets for instant reservations
- Revenue Maximization: Dynamic pricing and availability optimization
Crqlar Guest App – The Digital Concierge
- White-Label Solution: Fully branded for each hotel
- One-Click Booking: Seamless reservation for all hotel services
- Push Notifications: Targeted offers based on guest preferences
- PMS Integration: Real-time room and billing information
Technical Innovations & Architecture
1. Universal Connector Framework
Built a flexible connector architecture that can integrate with any PMS through:
- Standardized data mapping protocols
- Real-time bidirectional synchronization
- Automatic error handling and retry logic
- Version-agnostic API design
2. AI-Powered Data Processing
- Machine Learning for guest preference prediction
- Automated data quality improvement
- Smart deduplication algorithms
3. Scalable Multi-Tenant Architecture
- Isolated data environments for each hotel
- Shared infrastructure for cost efficiency
- Automatic scaling based on demand
- Zero-downtime deployments
4. Privacy-First Design
- GDPR-compliant data handling
- Granular permission systems
- Secure API architecture
Impact & Results
Crqlar transforms hotel operations across multiple dimensions:
Operational Efficiency
- 260 hours/year saved in spa management through automation
- 139 hours/year saved in restaurant operations
- 80% reduction in manual booking management
- Elimination of paper-based processes
Revenue Growth
- 30%+ increase in marketing campaign effectiveness
- Higher upsell rates through personalized recommendations
- Reduced no-shows with automated confirmations
- New revenue streams through direct booking channels
Guest Satisfaction
- Personalized experiences based on comprehensive profiles
- Seamless booking across all hotel services
- Faster check-in with pre-populated information
- Proactive service based on preferences
Data Intelligence
- Complete 360° view of each guest
- Predictive analytics for guest behavior
- Real-time performance dashboards
- Actionable insights for decision making
The Future: Beyond Hotels
While Crqlar currently focuses on hotels, the platform’s architecture positions it for broader applications:
- Resort Chains: Multi-property guest data synchronization
- Cruise Lines: Integrated guest experience management
- Restaurant Groups: Standalone CRM for dining establishments
- Wellness Retreats: Comprehensive guest journey management
Crqlar represents the future of hospitality technology – where fragmented data becomes unified intelligence, and every guest interaction becomes an opportunity for personalized service and increased revenue.