Sofia Hotels Management implements Cendyn’s eInsight CRM

Cendyn will implement CRM at the Grand Hotel Sofia in Bulgaria to include a guest intelligence solution. Photo credit: Cendyn

Sofia Hotels Management, a Bulgarian hotel management company, has selected Cendyn to power customer relationship management across its portfolio of hotels. Sofia Hotels Management is responsible for the development of the hotel portfolio of Nikmi JSC, including the Grand Hotel Sofia, Suite Hotel Sofia and soon-to-open The Millennium Hotel.

Cendyn will implement CRM across the hotel portfolio and include a guest-intelligence solution that uses data collected from multiple sources. This visibility and accessibility will enable each property to gain an understanding of the guest history and preferences in real time.

“By choosing Cendyn as our CRM platform for Grand Hotel Sofia, we aim to give guests the most personalized experience and remain relevant in an increasingly competitive area of client service, whilst ensuring that our data is managed and utilized in a secure and compliant way,” Group Commercial Director Magdalena Georgieva said in a statement. “We believe Cendyn will provide us with an automated platform that will deliver relevant marketing to guests and a guest intelligence solution that will drive brand loyalty through effective personalization across the whole process; from hotel search to post-stay communication.”

Virtual Event

Hotel Optimization Part 3 | January 27, 2021

With 2020 behind us and widespread vaccine distribution on the horizon, the second half of the new year is looking up, but for Q1 (and most likely well into Q2) we’re very much still in the thick of what has undeniably been the lowest point of the pandemic. What can you be doing now to power through and set yourself up for a prosperous 2021 and beyond? Join us at Part 3 of Hotel Optimization – A Virtual Event on January 27 from 10am – 1:05pm ET for expert panels focused on getting you back to profitability.


Being aware of the latest technology trends is vital for the management company to stay in line with the demanding hospitality business environment, said cluster GM Julieta Serafimova. “We see, more than ever, that tech-savvy customer behavior leads to an increased power of buyers and fast-growing business models,” she said. “This has encouraged us to put our efforts in developing an innovative sales techniques and marketing tools (website improvements, virtual reality videos, apps, online reputation software are just to mention some of them) and CRM is a crucial step for the next level.”