Dear WuBookers, acronyms typical of the hotel industry—like PMS, RMS, CMS, and CRM—are often used daily in hospitality settings. In addition to the technical jargon of the trade, professionals must also become fluent in this technological language to manage operations effectively and stay competitive. While these acronyms may seem similar, they refer to very different tools. Understanding their meanings is essential for making informed decisions and improving the overall performance of your accommodation business.

CRM, a key acronym typical of the hotel industry

Let’s start with C for CRM, which stands for Customer Relationship Management, a system that allows you to manage customer relationships. This software allows you to create a database of existing and potential customers and manage all communication flows, diversifying them according to the type of contact or touchpoint, which is how the customer is acquired. These can include, for example, requests received through customer service (analog or digital), emails or sales calls, messages collected from social media, and so on.

Instead of interacting with each individual user, hoteliers can set up targeted marketing campaigns and structured paths for each one in order to optimize time and resources.

In addition to this, CRMs usually also provide a good level of data analysis and, through the integration of AI, suggestions for further improving the business. This is useful information for working well and making the most of existing contacts, establishing relationships of trust, and maintaining high levels of customer satisfaction, which is essential for customer loyalty.

CMS, one of the most common acronyms in the hotel industry

CRM should not be confused with CMS, the application that allows you to create and edit the content of your web portal. In this case, the acronym stands for Content Management System, and we find it at the heart of websites, e-commerce, and blogs.

Its usefulness is therefore undeniable: thanks to CMS, anyone, even with zero or minimal programming skills, can manage their own website, updating and changing entire sections in a short time via a simple-to-use interface.

There are several solutions on the market, from paid ones to those open to everyone, ready to use. Some software houses also offer their own proprietary CMS, developed ad hoc and linked to the supplier’s server. Obviously, it all depends on the specific needs of the project and how complex the content architecture is, how complex the content is and the degree of autonomy and customization you want.

In general, if you want to show your potential customers what your property is like, what rooms and services it offers, you need a website. In other words, you need a CMS.

These acronym typical of the hotel industry are not only common, but essential to understanding how modern hospitality businesses operate.

RMS: the tool that helps you maximize profits

Among the essential software for the hotel industry is the Revenue Management System, commonly abbreviated to RMS. As the name suggests, it is a software that, through a series of operations, helps hoteliers increase their revenue.

A good RMS allows you to predict demand and modify your offer accordingly. To do this, it uses various data: reservation history, market trends, competitor prices, and more. A mix of sophisticated algorithms and artificial intelligence at the service of revenue strategies to maximize profits.

This software provides accurate forecasting information, which is essential for dynamically setting and adjusting rates to reflect actual market trends. For example, you may find yourself with few rooms available but increasing demand: raising prices could therefore be the right move to earn more. Conversely, falling demand and low occupancy are signs that you need to lower rates to attract potential guests. All these considerations are streamlined by the adoption of software such as this.

BI, intelligence to serve your business

Business Intelligence is a business analysis tool. In practice, through dedicated software, it is possible to retrieve data from other software (such as PMS, which we will discuss shortly) and display it in an organized and comprehensive manner. Constantly monitoring key performance indicators allows you to keep the situation under control, predict developments over time, and intervene quickly when necessary or when opportunities arise.

Graphs, diagrams, and tables make reading much more intuitive and user-friendly, while the ability to query data for custom time intervals allows you to make evaluations and informed decisions.

BE and Channel Manager: selling and distributing rooms

Booking engine (sometimes abbreviated to BE) and channel manager are two other essential tools for selling rooms. The first is software that allows you to receive direct reservations, i.e., without the intermediation of OTAs and other online platforms. The literal translation is “booking engine”: users can therefore search for the solution that suits them best, compare it with other proposals automatically generated by the system based on the interactive calendar updated with actual occupancy, and book independently for the day and accommodation they prefer. An optimal solution for guests, who do not have to wait to communicate with hotel staff to book a room; and for staff, who save several steps.

Indirect sales, on the other hand, can be managed through the channel manager. Through this system, it is possible to update the availability of accommodations in real time on all connected third-party platforms. This avoids time-consuming manual operations and greatly reduces the risk of human error. An error that can result in dissatisfaction or, in the worst cases, even unexpected overbooking. Rates can also be sent automatically – and in a matter of seconds – to all platforms to keep the offer up to date.

PMS: the most important acronym

We’ve left it for last, but this is the most important definition for those working in the hotel industry: PMS, or Property Management System. What kind of property? Any kind: PMS is perfect for hotels, but also for B&Bs and vacation rentals.

This software allows you to manage and coordinate all hotel activities quickly and accurately.

Here are a few examples:

• define (and modify) sales rates for each room type and actual room;
• establish the availability calendar, closing or opening rooms depending on occupancy;
• assign reservations to various rooms, modify and cancel them;
• check guests in and out and send institutional reports to the relevant authorities;
• set up impromptu offers and packages;
• organize housekeeping management and plan cleaning.

Thanks to the PMS, you can automate numerous steps that would otherwise fall to the hotel’s front and back office. The most advanced solutions, such as Zak, the PMS for accommodation properties by WuBook, also allow you to centralize various activities on a single platform (all-in-one): from here, you can control and coordinate not only the hotel’s operations, but also sales and distribution, thus reducing inefficiencies, wasted time, and possible errors.

Beyond a simple PMS: Zak’s advanced features

Zak is one of the most advanced PMSs: designed to connect easily to all major external software, it already integrates many features typical of some of these.

With the Website Creation module, for example, you can create your property’s website in just a few minutes, customizing content and graphics. And, above all, it already includes a link to the Booking Engine for direct sales.

The unlimited customer database is another great plus, along with the ability to create communication templates that can be modified and sent automatically with complete freedom. This also lightens your staff’s workload in terms of customer relationship management.

Finally, with the Yield Management tool, you can set customized rules for dynamic price changes: a very effective method for updating rates according to market fluctuations without immediately resorting to more complex tools.

And what about data? Zak has a highly accurate Analysis and Statistics tool that measures and collects all key performance parameters (including ADR, occupancy, RevPar, and many others) and returns them in easy-to-read tables and graphs.

Now that you know how to decipher all the main industry acronyms at a glance, all you have to do is analyze what you already have and activate what you still need to increase the operational efficiency and effectiveness of your online activities.

Whether you’re running a B&B or a large resort, knowing these acronyms typical of the hotel industry can streamline your operations and improve guest satisfaction