RMS has partnered with TrustYou to integrate its property management system with TrustYou’s AI-powered Customer Data Platform, allowing hotels, motels, serviced apartments, short-term rentals and campgrounds to consolidate guest information from multiple systems into a single profile updated in real time.
According to the companies, the integration creates a unified “Golden Profile” for each guest by connecting RMS with TrustYou through a real-time application programming interface (API).
Whenever a reservation or guest profile is created or updated in RMS, the information is automatically synchronized with TrustYou, providing operators with a continuously updated view of guest data.
The integration combines booking details, stay history, room preferences, transaction records and other information stored in RMS with data from booking platforms, guest feedback, customer relationship management (CRM) systems and marketing platforms. This replaces fragmented records with a centralized guest profile designed to support more informed operational and marketing decisions.
Using the consolidated data, hospitality operators can tailor guest experiences based on previous stays, booking behavior, spending patterns and preferences. Examples include offering room upgrades, early check-in, dining packages or other add-on services that align with an individual guest’s interests before arrival.
The integration also enables TrustYou’s Audience AI to create audience segments for targeted marketing campaigns using guest profiles.
The feature is intended to help operators deliver more personalized offers based on guest behavior and past interactions rather than relying on broad marketing campaigns.
In addition, property staff can access guest preferences and stay history directly within their existing RMS workflow through TrustYou’s browser plugin. This allows front desk employees to recognize returning guests, personalize check-in, identify potential upselling opportunities and provide more consistent service without switching between multiple systems.
“Hospitality businesses have access to more guest data than ever before, but much of it remains fragmented across disconnected systems,” Adam Seskis, CEO of RMS, said. “Bringing that information together in one place does more than support better marketing. It also lightens the load for front desk teams.”
Seskis added that providing staff with a real-time view of guest information within their existing workflow reduces technology-related friction and allows employees to spend more time delivering personalized service.
Will Howes, vice president of Asia-Pacific at TrustYou, said hotels often have access to extensive guest data but lack an effective way to use it when needed. “Our integration with RMS helps turn scattered information into clear, actionable guest intelligence,” Howes said. “Together, RMS and TrustYou are helping operators move from simply collecting data to using it with greater purpose.”