Why Hospitality Needs a CRM Revolution: Insights from Alex Hoag of Thynk

On a recent episode of Industry Chats, our COO Stephanie Trussell sat down with Alex Hoag, Head of Sales at Thynk, to discuss how hospitality brands can better connect with guests and drive growth through technology.

Alex brings a fresh perspective to the conversation, drawing from her work at Thynk—a hospitality commercial platform powered by Salesforce® CRM and built specifically for B2B, group, and event sales. Thynk helps hotel teams simplify their systems, unlock direct booking opportunities, and make smarter use of data to deliver lasting value.

For many properties, CRM tools still feel disconnected from the day-to-day guest experience. Alex recalled a moment that illustrates the challenge: a guest who stayed at a hotel just a month prior returned to inquire about hosting her wedding—and the hotel didn’t recognize her. That kind of missed connection highlights a larger issue. Too often, guest data is siloed across platforms, making it hard for teams to see the full picture. “If you Google ‘hospitality CRM,’ the top results don’t even integrate with hotel tech,” Alex pointed out. That’s where Thynk stands apart.

In hospitality, especially when dealing with group bookings and corporate events, hotels aren’t just selling rooms—they’re selling experiences to companies, planners, and organizations. Having the right technology means your team can respond faster and more personally. “Every lead that comes in should be digitalized,” Alex emphasized. “79% of business goes to the first three responses.” Smart automation and integration aren’t just about efficiency—they’re about securing opportunities before they slip away.

Of course, tech adoption is easier said than done. Hotel teams juggle countless responsibilities, and the cost of new systems can be a barrier. But Alex encourages teams to focus on the why. Technology should make life easier, not harder. When chosen thoughtfully, the right platform doesn’t just support operations—it empowers your team to do more with less, and to offer more meaningful experiences in the process.

About Affixify

Affixify is a technology due diligence platform designed specifically for hoteliers. Our platform helps hotel professionals quickly and efficiently compare a wide range of technology vendors to find the best solutions for their unique needs. With an unbiased approach and a comprehensive database of hotel technology platforms, Affixify ensures that hoteliers can make informed decisions and select the right technology to drive their business forward. We understand that no single solution fits all, and we’re here to help you find the perfect tech fit for your hotel. To learn more, get in touch with us at www.getaffixify.com.