ReviewPro integration
The ReviewPro integration connects SHR CRM with ReviewPro's reputation management platform, enabling your property to capture and use guest feedback for personalized marketing, service recovery, loyalty engagement, and deeper guest understanding.
ReviewPro remains the survey engine the CRM ingests and displays guest-level responses, allowing you to act on sentiment data without changing your existing ReviewPro setup.
With this integration, you can:
Send post-stay emails containing personalized survey links generated by ReviewPro.
View each guest's ReviewPro survey responses throughout the full lifecycle of their profile.
Use survey questions and answers as segmentation criteria for targeted marketing campaigns.
Tailor communications based on guest sentiment for example, guests who rated their stay highly may receive different follow-up messaging than guests who expressed dissatisfaction.
The integration works by exchanging data through SHR's Enterprise Service Bus (ESB). When a guest completes a ReviewPro survey, their responses are automatically retrieved and stored in the CRM, linked to both the guest profile and the associated reservation. Guest profiles may include multiple post-stay survey submissions over time.
Prerequisites
Before your property can use the ReviewPro integration, the following must be in place:
An active contract between your property and ReviewPro.
An SHR CRM contract that includes the chargeable ReviewPro integration via ESB.
Post-stay transactional emails configured to send survey links to guests.
📌Note: The ReviewPro integration is enabled and configured by the SHR team. Contact your SHR Implementation Manager to begin the setup process.
Getting started
This is an optional module available to ReviewPro clients.
To enable the integration:
Contact the SHR team to add the module to your CRM agreement.
The SHR team will coordinate setup between ReviewPro and the CRM.
Select which ReviewPro survey fields will pass into the CRM.
Once enabled, the SHR team manages the initial setup and integration activation. ReviewPro survey fields and response data are mapped to CRM fields, and survey results begin populating in the CRM with daily updates.
How the integration works
The ReviewPro integration operates through two main functions: sending survey links to guests and retrieving their responses.
Survey link generation
When your property sends a post-stay transactional email, the CRM generates a personalized survey link using ReviewPro's encryption keys. This link is unique to each guest and reservation, allowing ReviewPro to associate responses with the correct guest record.
The survey link is inserted into your email template using the {custom_ReviewProLink} personalization tag. When the email sends, this tag is replaced with the guest's personalized survey URL.
Survey response retrieval
Once connectivity is established, the CRM automatically calls the ESB once per day to retrieve survey data from ReviewPro. This includes:
Survey definitions: The questions your property asks guests in ReviewPro.
Survey responses: The answers guests provide to those questions.
Published reviews: Reviews that guests have submitted through ReviewPro.
Rating distributions: Aggregate rating data across survey responses.
Retrieved data is stored in the CRM and linked to the guest profile and their associated reservation.
Generic links versus custom token links
ReviewPro offers two types of survey links. Understanding the difference helps explain why the CRM integration uses custom token links.
Link type | How it works | Guest experience |
Generic link. | A static URL where guests manually enter their information before completing the survey. | Guest must fill out their details; less personalized. |
Custom token link. | A dynamically generated URL that includes guest data automatically when the PMS is connected to ReviewPro. | Guest details are pre-populated; seamless experience. |
The SHR CRM integration uses custom token links. When ReviewPro or the CRM sends surveys, the guest's data is included automatically, creating a more personalized experience and ensuring responses are correctly attributed to the right guest profile.
View survey responses on a guest profile
Once the integration is active and guests have completed surveys, you can view their responses directly within the CRM.
Follow the steps below to view a guest's survey responses.
From the left navigation menu, click Profile Management.
Click Guest and search for and select the guest profile you want to view.
Click the Reviews tab.
Review the list of surveys the guest has completed.
Each entry displays the received date, checkout date (DayOut), hotel name, CrsResvID, PmsResvID, and type.
Click a survey entry to expand and view individual questions and answers.
Survey responses include the overall score, individual question ratings, and any free-text comments the guest provided.
📌Note: The reviews tab only appears on guest profiles after the ReviewPro integration has been enabled for your property.
Use survey data in segments
ReviewPro feedback can be used as segmentation criteria to target communications appropriately. This supports both service recovery communications and continued engagement with highly satisfied guests.
Hotels can segment based on:
Survey questions.
Survey responses (numeric, yes or no, or text values).
Any combination of survey questions and responses.
Additional profile attributes such as city, country, or preferences.
Example scenario: A hotel wants to message guests who live in Barcelona and rated "overall service" with a score of four.
The segment filters would include:
City = Barcelona.
Survey Question = "Please rate the overall service".
Survey Response = four.
Create a segment using survey data
Follow the steps below to create a segment using survey data.
From the left navigation menu, click Campaign Management Tools.
Click Segments and click Add Segment to create a new segment, or select an existing segment to edit.
Click the Filters tab and from the filter dropdown, select survey question.
Choose the specific survey question you want to filter by.
Add another filter row and select survey answer.
Set the operator (equals, greater than or equal, less than, etc.) and enter the answer value.
To combine with profile attributes, add additional filter rows (e.g., City equals Barcelona).
Click Save.
You can combine multiple survey question and answer filters to create targeted segments.
Add the survey link to post-stay emails
To send personalized survey links to guests, you must configure your post-stay transactional email to include the ReviewPro survey personalization tag and select the appropriate survey.
Follow the steps below to add the survey link to a post-stay email.
From the left navigation menu, click Campaign Management Tools.
Click Transactional Email and click the Name of the post-stay email you want to edit.
In the email editor, add a button or text link where you want the survey link to appear.
Set the button link or hyperlink URL to {custom_ReviewProLink}.
In the general information section, select the appropriate survey from the survey dropdown.
The surveys shown in this dropdown are configured in ReviewPro.
Click Save.
When the post-stay email sends, the {custom_ReviewProLink} personalization tag is replaced with a unique, personalized URL for each guest. This URL directs the guest to the ReviewPro survey with their information pre-populated.
📌Note: The survey dropdown only appears after the ReviewPro integration has been enabled for your property.
Room number considerations
For properties with PMS integration, room numbers may display in ReviewPro survey data depending on PMS behavior.
The typical data flow is:
The guest makes a reservation.
At check-in, the PMS passes the room number to the CRM along with the "checked-in" status.
At check-out, the room number remains or updates if the guest changed rooms.
ReviewPro pulls the room number when sending the post-stay survey.
ReviewPro processes the completed survey and pushes results back to the CRM.
Important considerations:
If the room number is missing or not updated (e.g., room changes not sent by the PMS), ReviewPro may not display the correct room number.
ReviewPro survey updates in the CRM do not modify the existing room number stored on the profile or reservation.
Troubleshooting
Outlined below are some troubleshooting issues.
Survey responses are not appearing on guest profiles.
Confirm the integration is active by checking with your SHR Implementation Manager.
Verify that the guest actually completed a survey in ReviewPro.
Allow up to 24 hours for responses to sync, as data retrieval occurs once daily.
Ensure the guest's email address in the CRM matches the email used in ReviewPro.
Survey link is not generating in emails.
Confirm the {custom_ReviewProLink} personalization tag is correctly placed in your email template.
Verify that a survey has been selected for the transactional email configuration.
Check that the ReviewPro encryption keys have been configured by the SHR team.
Guest received a generic link instead of a personalized link.
This typically indicates a configuration issue with the encryption keys.
Contact your SHR implementation manager to verify the custom token link setup.
Room number is missing or incorrect in survey data.
Verify that the PMS is sending room number updates to the CRM at check-in and check-out.
If the guest changed rooms during their stay, confirm the PMS sent the updated room number.
📌Note: ReviewPro survey data does not update room numbers stored on the CRM profile or reservation.
Frequently asked questions
Outlined below are some of the most frequently asked questions (FAQ's)
How often does the CRM retrieve survey data from ReviewPro?
The CRM calls the ESB once per day to retrieve survey definitions, responses, published reviews, and rating distributions from ReviewPro.
Can I see which reservation a survey response is linked to?
Yes. Each survey response displayed on the guest profile includes the reservation ID (CrsResvID and PmsResvID), hotel name, and checkout date.
Do I need to configure anything in ReviewPro directly?
Your property must have an active ReviewPro contract. ReviewPro generates the API keys and encryption credentials, which are then configured by the SHR team in both ESB and the CRM. You also select which ReviewPro survey fields will pass into the CRM during the setup process.
Can I use survey data from ReviewPro in marketing segments?
Yes. Survey questions and answers are available as filter criteria in the Segments tool. You can combine these with other profile attributes like city or country to create targeted segments.
What types of survey responses can I filter by?
You can filter by numeric responses (e.g., ratings of 1–5), yes/no responses, and text responses.
What happens if a guest completes multiple surveys?
Each survey response is stored separately on the guest profile, linked to the specific reservation and checkout date. You can view all historical survey responses in the Reviews tab.
Is the ReviewPro integration included in my CRM contract?
The ReviewPro integration is a chargeable add-on. Contact your SHR account representative to add this feature to your contract.
Does ReviewPro survey data update room numbers in the CRM?
No. ReviewPro survey updates do not modify the existing room number stored on the profile or reservation. Room numbers in survey data are pulled from what ReviewPro received at the time the survey was sent.