MELBOURNE, Australia — 29 July 2026 — As the hospitality industry looks for ways to overcome fragmented guest data, RMS, a leading hospitality platform for hotels, motels, serviced apartments, short-term rentals and campgrounds, has announced a new integration with TrustYou, an AI-powered Customer Data Platform.
The integration enables hospitality operators to bring guest information from multiple systems together in real time, creating a single, unified “Golden Profile” for every guest. By replacing disconnected records with a complete view of each customer, operators can better understand what guests value, personalize their journeys, and present more relevant products, upgrades, and experiences that they are likely to purchase.
The integration connects the RMS property management system with TrustYou’s Customer Data Platform through a real-time API. Whenever a reservation or guest profile is created or updated in RMS, the relevant information is automatically synchronized with TrustYou.
Booking details, stay history, room preferences, transaction data, and other key information from RMS are combined with data from booking platforms, guest feedback, CRM, and marketing systems. This gives operators a continuously updated understanding of each guest, rather than leaving valuable information spread across separate platforms and departments.
With clearer insight into previous stays, preferences, booking behavior, and spending patterns, hotels can shape more relevant guest journeys from the moment a booking is made. This could include offering an appropriate room upgrade, early check-in, a dining package, or another add-on that reflects what the guest is most likely to value and purchase before arrival.
TrustYou’s Audience AI uses these profiles to build intelligent audience segments for more targeted marketing campaigns. This allows operators to move away from broad, generic communications and engage guests with offers based on their individual interests, behaviors, and previous interactions.
Property teams can also access guest preferences and stay history within their existing RMS workflow through TrustYou’s browser plugin. Front desk employees can use this information to recognize returning guests, personalize check-in, identify suitable upselling opportunities, and deliver more consistent service without repeatedly switching between systems.
Adam Seskis, CEO of RMS, said: “Hospitality businesses have access to more guest data than ever before, but much of it remains fragmented across disconnected systems. Bringing that information together in one place does more than support better marketing. It also lightens the load for front desk teams.
“When a guest arrives, staff should not have to click between multiple systems to understand who they are, what they prefer, or how they have engaged with the property before. By giving teams a real-time view of every guest within their existing workflow, we can reduce the friction created by technology and give staff more time to focus on the art of hospitality: welcoming guests, building relationships, and delivering a genuinely personal experience.”
Will Howes, VP APAC at TrustYou, said: “Hotels are not short of guest data, but they often lack a practical way to make it accessible and use it at the right moment. Our integration with RMS helps turn scattered information into clear, actionable guest intelligence.
“The real value lies in making that insight available to the people and systems that need it, whether that is a marketing team planning a campaign or a front desk employee welcoming a returning guest. Together, RMS and TrustYou are helping operators move from simply collecting data to using it with greater purpose.”
