The modern hotel guest journey spans dozens of touch points across marketing, search, booking, arrival, stay, and post-stay engagement. Yet for many hospitality brands, the systems powering this journey remain disconnected. Marketing lives in one platform, reservations in another, and guest service interactions somewhere else entirely.

To deliver truly personalised, revenue-driving experiences, hotels need a way to unify these data streams. That’s where a HubSpot ↔ SynXis/Sabre integration becomes transformational.

Why Connect HubSpot With Sabre SynXis?

SynXis is a world-leading Central Reservation System (CRS) powering reservations, distribution, and guest profiles across thousands of hotels and major brands. HubSpot, meanwhile, excels at marketing automation, CRM, pipeline management, and customer engagement.

Integrating the two creates a single, connected ecosystem that:

1. Unifies Guest & Reservation Data

All new or updated reservations flow directly into HubSpot as Deals, while guest profile information becomes Contacts. This gives marketing and service teams full visibility into upcoming stays, past history, cancellations, loyalty details and more.

2. Enables Personalised, Automated Guest Journeys

Once SynXis data is in HubSpot, hotels can automate:

• Pre-arrival emails

• Upsell offers

• SMS reminders

• Post-stay surveys

• Loyalty invitations

• "We miss you" win-back campaigns

3. Reduces Manual Work for Marketing & Operations

No more spreadsheets. No more exporting guest data from one system and importing into another. Everything updates automatically, in real time.

4. Increases Direct Bookings

With booking behaviour and guest engagement in one place, hotels can:

• Segment high-value guests

• Run targeted campaigns

• Reduce OTA reliance

• Improve conversion through personalised messaging

How the Integration Works

At the heart of the solution is a custom middleware layer engineered by engaging.io to translate Sabre reservation and profile messages into HubSpot CRM objects. Built according to the architecture ensures reliability, extensibility, and true real-time performance.

HubSpot creates Deals & Contacts

In HubSpot:

• Reservations appear as Deals, with stay details, identifiers, room/rate info, and financials.

• Guests appear as Contacts, with email, phone, address, language preferences, and more.

• Associations are created when a guest profile is present.

The result is a CRM that mirrors your real reservation landscape — instantly and accurately.

This is a real time integration - any historical data will need to be manually imported to HubSpot. 

Final Thoughts

A HubSpot ↔ SynXis integration goes far beyond data sync. It creates the foundation for a truly connected hospitality experience—one where marketing, service, and operations teams all work from the same source of truth.

For hotels wanting to increase direct bookings, improve guest satisfaction, and modernise their tech stack, this integration becomes a strategic advantage—not just a technical one.

If you’d like help implementing a similar integration, designing a custom guest engagement strategy, or exploring middleware options, our team is here to support the journey.