Release Notes - March 11, 2025

Exciting updates are coming soon to Cendyn CRM. Customers in the U.S. will see these updates go live on March 11, 2025, while those in the EU will receive them on March 12, 2025. Only minimal downtime is expected.

Single Sign-On with Multi-Factor Authentication

To enhance security and streamline access, your Cendyn CRM account is being migrated to Single Sign-On (SSO), enabling a unified login experience across Cendyn products.

A separate activation email was sent prior to the upgrade, guiding users through the transition.

Additionally, Multi-Factor Authentication (MFA) remains in place for added security. Upon first login, users must set up their email and/or phone number to receive verification codes via SMS. This ensures stronger protection for both your account and your guests' data.

Next Steps:

• Follow the instructions to properly activate your account.
• For help with account management, including creating new user accounts, resetting passwords, and unlocking accounts, refer to the Cendyn Knowledge Cloud for step-by-step guidance.

New to PriorityQ: Enhanced Email Preview & Resend Option

The PriorityQ module just got even better with two powerful new features:

1. Personalized Email Preview: Now, when previewing a PriorityQ email, personalization tags will populate with actual guest profile or reservation data instead of placeholder tags. This makes it easier to fine-tune your VIP emails and ensure everything looks just right before sending.

2. Resend Emails to Another Recipient: Need to share a PriorityQ email with someone else? You can now resend emails to any email address—whether it’s yourself, a travel agent, or a corporate contact. The recipient will see the email exactly as the original guest did, making it simple to provide booking details to key stakeholders.

Email Templates: New Dynamic Content Rules

Creating dynamic, personalized emails just got easier. We’ve enhanced the Email Template module to streamline dynamic content rules, making your campaigns more efficient and easier to manage.

Now, you can display content dynamically based on set conditions—like showing an email in English, German, or Portuguese based on the guest’s preferred language.

Previously, if you needed to apply a rule to multiple values (e.g., different Room Types or Rate Codes), you had to create a separate rule for each one—making the process tedious. With this update, you can now enter multiple values in a single rule, drastically reducing the number of rules needed and simplifying template management.

With fewer rules to juggle, you can focus on creating more advanced, visually stunning, and highly engaging emails that captivate your audience—without the extra hassle.

Updates to Transactional Campaigns

We’ve enhanced the Transactional Campaigns module to improve change confirmation letters. Previously, guests received a confirmation when changes were made to their rate, arrival date, or departure date. Now, they will also receive an updated confirmation if their room type changes, ensuring they always have the latest details about their reservation.

New Segmentation Filters

We’re pleased to announce the addition of new and updated filters in the Segmentation module, designed to help you better target specific audiences with your campaigns.

Date Range Selection: For all date-related segmentation filters, you can now use the "between" operator to enter a range of dates.

• Example: Using the Purchases > Stay Date > Between filter will find any guests who stayed between the selected dates, including the start and end dates.

Purchases for Next Weekday: Target future arrivals for a specific day of the week. Simply choose Purchases > Check In > Next Day > DOW filter and choose any day, Monday through Friday.

Most Recent Purchases: Now, when segmenting guests by Reservation Status, Room Type, or Rate Code, the updated filters ensure only those with the selected criteria in their most recent purchase are included.

Updated segmentation filters:

• Most Recent Purchase > Status
• Most Recent Purchase > Room Type > Equals
• Most Recent Purchase > Rate Code > Equals

This keeps workflows and customer journeys on track, ensuring guests receive the right actions based on their latest booking.

New Personalization Tags for Email Templates

We’ve added new personalization tags to email templates, making pre-stay communications more informative and tailored to each guest. These tags automatically pull key details from guest activity data, helping you deliver relevant, personalized emails.

New Tags:

• Reservation Number (Purchase Activity > Reservation ID)
• Location (Purchase Activity > Restaurant/Spa Name)
• Date and Time (Purchase Activity > Reservation Date)
• Meal Period or Spa Service Name (Purchase Activity > Activity Name)
• Total Spend from POS (Purchase Activity > Total Spend)
  • Note: This amount is only available if your POS integration sends the data before the email is generated.

These tags are especially useful for hotels integrating Food & Beverage (F&B) or Spa applications with CCRM, ensuring guests receive clear, relevant details about their reservations.

New: Average Room Rate per Night Tag

Many hoteliers now prefer quoting an average nightly rate instead of fluctuating daily rates for multi-night stays. If your property follows this approach, we’ve added:

• Purchases > Average Room Rate per Night

If your PMS already provides this data, it will appear in booking details and confirmation letters. If not, we now calculate the average rate for you—so guests see a clear, consistent price, eliminating confusion at check-in.

Language Settings for Preference Center & Landing Pages

Guests feel more connected to your hotel when their experience matches their preferred language—even when managing their communication preferences.

Previously, Cendyn CRM Admins could define multilingual copy for the Preference Center and Unsubscribe pages. Now, this capability has been extended to include the Thank You and View Contact Information pages, ensuring a fully localized experience from start to finish.

Guest Preferences Now Integrated with Forms

Collecting and using guest preferences has never been easier. Webforms in Cendyn CRM now integrate with the Profile Preferences feature, meaning guest-submitted preferences—like dietary or room preferences—are automatically stored in their CRM profile.

This update allows you to categorize, define, and act on guest preferences, enhancing both marketing personalization and service excellence.

Duplicate Templates from Property to Property

Need to reuse an email template across multiple properties? Now you can! With this new feature, you can quickly copy email templates from one property to another, saving time and ensuring consistency in your messaging.

Once copied, simply organize the template into the right folder at the new property—no need to recreate anything from scratch. 

Calendar Files in Automation Campaigns

You can now attach calendar files (.ics) to emails sent through the Automation campaign module.

For campaigns triggered when a guest meets specific segmentation criteria, this update allows you to include a calendar file with reservation details—so guests can easily add their booking to their personal calendar.

Just like in the Transactional campaign module, simply select "Attach calendar file to email (.ics)" in the Basic tab of the campaign wizard.

Membership Details Now Available in Guest Profiles

Guest profiles in Cendyn CRM just got even more informative. If your Property Management System (PMS) sends local membership program details, those records are now visible directly within the contact profile.

While PMS memberships differ from Cendyn Loyalty program details, they provide valuable insights. Previously, you could use this data for segmentation, but now it’s also displayed in the Membership block of the guest profile, including:

• Membership ID
• Membership Status

This update gives you a more complete view of your guests, allowing for better personalization in communications and campaigns.

Improved Lifetime Value (LTV) Calculation

Segmenting by Lifetime Value (LTV) Prediction now offers even greater accuracy. Since guests often have multiple historical and future bookings, we've enhanced how Cendyn CRM evaluates LTV, ensuring every booking is properly factored into the calculation.

As a refresher, LTV is calculated using:
LTV = LAP × LAPF × LBF

• Lifetime Average Purchase (LAP) = Total Spend / Total Uncanceled Bookings
• Lifetime Average Purchase Frequency (LAPF) = Total Purchases / Years Since First Purchase
• Lifetime Booking Frequency (LBF) = Years Since First Booking / Total Uncanceled Bookings

With this update, you can confidently target high-value guests with precision.