Custom CRM Development for Hotel Event and Group Sales

Hotel Group & Event Sales · Multi-Tenant SaaS · You Own Everything

Your Group Sales Team Is Running on a CRM That Was Never Built for Hotels.

Generic CRMs model a deal as one contact, one amount, one close date. Hotel group and event sales is none of those things. We have built this exact system, Matrix, a multi-tenant SaaS platform for hospitality sales teams, for M1 Intel.

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Our RFPs live in a shared inbox and a spreadsheet.

The CRM has no idea what an LNR is.

We built something internally and now other properties want it.

Nobody can see the pipeline across the portfolio.

Does this sound familiar?

Hotel Group Sales Does Not Fit a Standard Pipeline.

Every one of these is a place where an off-the-shelf CRM forces a workaround, and the workaround becomes the process. Recognize three or more?

An RFP is not a lead

One request can span multiple properties, dates and room blocks, each with its own answer.

LNRs need their own lifecycle

Locally negotiated rates get proposed, renewed and renegotiated on an annual cycle no deal pipeline models.

Group blocks change after the close

The contract is the start of the work, not the end of it. Pickup, attrition and cut-off dates all move.

Function space competes with rooms

The same event can be profitable on catering and unprofitable on rooms. One number hides that.

Sales, revenue and operations need different views

The same opportunity looks like a deal, a rate decision and a delivery problem depending on who is looking.

Portfolio visibility is an afterthought

Asset managers need across-property rollups that single-property tools were never designed to produce.

Recognising three or more usually means the CRM is not the problem to solve. The data model underneath it is.

Why these projects fail

The Code Is Rarely the Problem. The Definition Is.

Most software projects do not fail because the engineering was bad. They fail because nobody could say precisely what the product was supposed to do. In hotel sales that bites hard, because the domain is full of workflows a generic spec quietly flattens.

What a proper product definition settles before anyone writes code

What a proper definition settles

What an RFP actually is in your data model, not a generic deal
How LNRs renew, and who owns them
Which numbers the business agrees on, before anyone builds a report
What each role needs to see, and what they must not

What poor definition costs later

Rework once someone sees what was actually built
Scope creep with no agreed baseline to measure it against
A system your team works around instead of in
Budget spent proving the requirement rather than building it

This is why the first two steps are definition, not code, and why they are fixed price. The Product Requirements Document is the thing that eliminates scope creep before it starts.

The Proof, Named

M1 Intel

Matrix, a multi-tenant hotel sales SaaS platform on Elixir, rebuilt from an underperforming internal CRM and multi-tenant from day one, proved out with the first customer's own sales team. Data isolation, role-based access, clean customer onboarding, and five distinct hospitality roles including RFP, LNR and group opportunity workflows.

See Case Study

Lighthouse

A hotel revenue-management BI platform taken from a few dozen daily users to over 10,000, with hosting costs cut by roughly 90%. Ranked #1 of 74 for Business Intelligence at the 2025 HotelTechAwards.

See Case Study

See All Our Work

How it runs

You Approve the Effort Before Anyone Writes Code.

The reason projects overrun is almost never a surprise in the code. It is that nobody agreed what a piece of work was worth before it started. So we made that a step you cannot skip.

How the Engagement Runs

Every item gets an estimate first

A business analyst puts a level of effort and a budget on each piece of work, and we get your confirmation before touching it. No approval, no work.

You watch the same board we do

You get access to our project management system. Epics, issues, priorities. Re-order it whenever you want, or tell us to stop.

The budget stops itself

We work to the monthly number and tell you when we hit it. Going over needs your say-so, not a surprise invoice.

Three layers of testing on every change

Code, acceptance and regression testing, then again after it goes live.

You approve it on staging first

Every change lands on a private environment for you to look at before it touches production.

Something breaks at 2am

There is an emergency line and a published rate for it. You decide when to pull it.

Retainers run month to month. Thirty days notice to stop, fifteen to change the budget. Nothing here locks you in.

A fixed-price System Spec, yours to keep

Define it properly first

Define It Properly First. That Is Where Projects Are Won or Lost.

Most software projects do not fail because the code does not work. They fail because the product was poorly thought out and nobody could say exactly what they wanted. So reduce the ask from "commission a project" to "find out." A time-boxed, fixed-price System Spec produces a real estimate and a build / don't-build recommendation, and the document is yours either way.

System Spec

Start here

$2,500 fixed · yours to keep

Time-boxed

We scope the product, model the real hotel-sales workflows, and hand you a written brief, a real build estimate, and a straight build / don't-build call.

A product brief and PRD you own outright
A senior-engineer build estimate
A documented build / don't-build call
Yours to keep, even if you build with someone else

Book a System Spec

Free Consultation

Free 1 hour · no obligation

Bring your current process. You'll leave knowing whether a custom CRM is the right move and what it would take, before you spend a dollar.

A senior person, not a sales rep
A straight answer on configure vs. build
A scoped next step and what it costs

Schedule Free Consultation

The System Spec is yours outright, take it to any team. You own the code, the repo, and the infrastructure, always.

Questions We Get Before the Call

Often you can, and when you can we will say so. Configuration is cheaper than building and you should exhaust it first. The point where it stops working is usually the data model rather than the features: an RFP spanning several properties and date ranges, or an LNR on an annual renewal cycle, does not fit an opportunity record without a workaround that someone has to maintain forever. If your team is already maintaining those workarounds, that is the signal.

Multi-tenancy, and it is a bigger change than it sounds. An internal tool scopes every data model, every query and every workflow to one organisation. Serving a second customer means data isolation, role-based access, per-tenant configuration and a clean onboarding path. That is exactly the work we did on Matrix, and the honest answer there was a rebuild rather than a retrofit.

Yes. Once fees are paid you own the code we write for you, the repository and the infrastructure. That includes the System Spec product brief and PRD, which are yours whether or not you go ahead with a build.

Yes, and integration is usually where the real complexity sits rather than in the CRM interface. Our hospitality work spans sales, revenue management and business intelligence, including platforms that continuously ingest and reconcile data from multiple sources. Bring the list of systems that have to talk to each other to the consultation, because that list drives the estimate more than the feature list does.

Pick your next step

Start With a Conversation. It Costs Nothing.

Every engagement begins the same way, with a free consultation. You will leave it with an honest recommendation, including the recommendation not to build.

1 Free

Free consultation

A working session with a senior person, not a sales rep. We ask the hard questions and you find out whether this is worth doing and whether we are the right people. Always the first step.