Guest CRM
Know every guest. Even the walk-ins.
Reservations, walk-ins, EPOS, marketing, loyalty, WiFi — all feeding the same guest record. Behavioural tiers assigned automatically. No list management, no duplicates, no anonymous walk-ins.
What it does
One record per guest, automatically built across every channel.
One record per guest, no duplicates
Reservations, walk-ins, EPOS transactions, marketing engagement, loyalty activity — all feed the same guest record automatically. Fuzzy matching on name + phone + email catches the same person booking as “Sarah” once and “Sarah J” the next. The merge happens automatically; no operator action needed.
Walk-ins identified via WiFi
Anonymous walk-ins who connect to your venue WiFi become identifiable guests in the CRM automatically. Returning walk-ins get recognised; new ones get a record created. Powered by the Captive WiFi integration.
Visit history, preferences, allergies, notes
Every detail that matters during service surfaces where the team’s already looking. Dietary requirements, allergy markers, preferred tables, “always sits with X”, VIP status, all in one place. Updates from any channel; visible everywhere.
Automatic behavioural tiers
Every guest is classified behaviourally — new, regular, lapsing, VIP — based on visit frequency, recency, and spend. No manual list management. Tiers update overnight and drive marketing journeys automatically.
Marketing consent tracked properly
Per-channel consent (email / SMS / postal), per-purpose (marketing / transactional / loyalty), with full audit trail. GDPR built into the data model, not bolted on. Consent state shown clearly at the host screen for awkward “actually I don’t want emails” moments.
Search that actually works
Find a guest by name, phone, email, last booking, dietary marker, or freeform note. Works from any screen. Designed for the host stand mid-service, not for a quarterly report.
Right-to-erasure that cascades correctly
When a guest exercises GDPR erasure, the request cascades across every module — reservations, marketing, loyalty, EPOS receipts (anonymised where required) — in one operation. Audited; reversible within the legal window.
Visible to the whole team, scoped properly
Front of house sees what front of house needs. Marketing sees what marketing needs. Owners see everything. Six roles, four trust levels, three scope dimensions — configured once, respected everywhere.
Included on every plan
Get Guest CRM for your venue — alongside 9 other features from £84 per month
The whole Grace platform on every plan. Scale by venue size, not by ticking features on one at a time.
Pairs well with
Other modules that work alongside Guest CRM.
Everything Grace does feeds back to the same guest record. Here are the modules most operators use together.
Fewer no-shows. More repeat visits. Less host-stand chaos.
Booking widget, deposits, walk-ins and waitlist — one host screen.
- Branded booking widget on your domain
- Deposits and cancellation fees
- OTP-verified guest identity
- Service-aware availability
Turn first-timers into regulars. Without lifting a finger.
Universal guest tiers, points, rewards — all automatic.
- Points on bookings and on spend
- EPOS redemption
- Service-recovery overrides
- Automatic reversal on refunded transactions
Send fewer messages. Get better results.
Campaigns, journeys and reporting that actually attribute revenue.
- UK SMS from a number specific to your venue
- Always-on journeys (welcome, win-back, birthday)
- Real attribution — see which messages drove bookings
- Meta Pixel + Conversions API integrated
Want to see Grace at work?
30 minutes, no slides, just the product running at a real venue.