M1 Intel
Request a demo
Matrix by M1 Intel

Comparisons

Matrix vs Thynk.
Two tools, two jobs.

Thynk and Matrix both sit in front of hotel sales teams. They are built around different jobs, so the useful question is which job you need done.

Thynk describes itself as a commercial and operations platform for hotels, venues, and convention centers: B2B sales, meetings and events, and group sales, with a CRM it says is powered by Salesforce. Matrix is the sales intelligence layer for hotels. Group, business travel, and leisure share one pipeline.

Who each one fits

Start with the job,
then pick the tool.

Thynk fits when

  • You want one commercial platform for CRM, sales and catering, and group bookings, and you are ready to run it on Salesforce.
  • Quoting, proposals, contracts, BEOs, function diaries, and a direct booking engine are part of the job, not a side task.
  • Properties in the portfolio use different property-management systems, and you want those bookings in the same platform.

Matrix fits when

  • Your day is the sales pipeline: group blocks, corporate accounts, LNRs, RFPs, and leisure events, across more than one hotel.
  • You want response time, group pace, and a weekly readout from the same records the team is already working.
  • You want that system without a Salesforce admin.

Side by side

What each product
publicly describes.

The Matrix column restates pages already on this site. The Thynk column restates public pages linked in Sources. Where a vendor publishes a result, it is labeled as theirs.

Matrix and Thynk compared on public product descriptions
TopicMatrixThynk
Primary jobThe sales intelligence layer for hotels. Group, business travel, and leisure sit on one pipeline.An all-in-one commercial and operations platform for B2B, meetings and events, and group sales at hotels, venues, and convention centers.
Who it is built forDirectors of sales, general managers, and ownership groups at independent and select-service hotels, and the management companies that run them.Hotels, venues, and convention centers, including single properties, large venues, and multi-property groups. Thynk's hotel CRM page says it supports centralized data and configurable permissions for regional or global sales.
PlatformMatrix is not built on Salesforce. It has no Salesforce integration. There is no Salesforce admin to hire.Thynk says its CRM is powered by Salesforce. The hotel CRM page says the product is built on Salesforce Lightning, and the meetings and events page calls it a cloud product on Salesforce Lightning.
Pipeline and accountsAn opportunity board runs Prospect, Tentative, Definite, Closed, and Lost. Stages can be renamed or extended. Cards show rate, room nights, GC code, and need dates. LNR, group, and RFP each have a board. An LNR is an account-level record with rate, term, and dates.Account, contact, and activity management, with email and calendar sync. A B2B sales module for account-driven direct sales. Inquiries can be handled across a network of properties.
Events and BEOsMatrix generates full BEO documents (room setup, food and beverage, AV, headcount, and timing) and can build them in bulk for an arrival window. The BEO stays on the opportunity from contract through event day.Sales and catering covers quoting, proposals, contracts, BEOs, and proformas, including multi-property and multi-language documents. Function diaries track combos and shareable spaces. E-signature sits on proposals and contracts. Diagramming is an integration.
Several propertiesThe leads list, opportunities calendar, and group pace report can be filtered by property. A regional lead and a property seller read the same records.One platform for every property, including properties on different property-management systems. Multi-currency and multiple languages. Bookings can be managed across properties at the same time. Rates and availability can be read across properties.
Leads and responseLeads from Engine, MeetingBroker, One Source, and email land on one lead record. Time from arrival to first response is tracked on every lead and can be filtered by seller or by property. Lead Agent reads inbound lead emails and creates the lead record.Inquiry distribution is meant to streamline responses across a network of properties. The meetings page says a Cvent integration can create and assign inquiries and generate proposals from those RFPs.
ReportingGroup Pace shows definite, tentative, and lost room nights against the same period last year, per property, on live data. The Sales Readout is generated from the pipeline for the weekly meeting. The Activity Log surfaces leads and accounts that have not been touched in 30 days or more.The hotel CRM page says built-in reporting tracks performance for a single property or a portfolio. The homepage frames the product as a real-time view of operations.
Property systemsApollo.io and ZoomInfo enrich contacts on the customer's own subscription. Sertifi handles credit card authorizations only, not e-signature or payments. Native PMS, RMS, and BI integrations are on the roadmap and do not ship today.The homepage says group bookings integrate with the PMS. The hotel CRM page says the platform can run properties that use different PMS products, and that profiles stay current from PMS and POS data. A Thynk FAQ describes sending event products to the PMS for invoicing, either to a group paymaster or onto individual guest reservations.
Direct bookingMatrix does not publish a guest or meeting-space booking engine. Selling stays with the sales team inside the pipeline.Thynk Direct is a branded booking engine with real-time availability for rooms and event spaces, for placement on the hotel's website.
AI assistantAgent Neo, in open beta, answers plain-English questions from live Matrix data. It does not create or edit records, and it can be wrong.Thynk describes an email AI copilot that turns incoming emails into inquiries, and a Lead Qualification Index, powered by Thynk Co-Pilot, that scores inquiries (announced June 2026). Its Hospitality Sales Assistant runs on Salesforce Agentforce. Workflow automation, alerts, and email templates are also described.
PricePublished on the pricing page.The Thynk pages fetched for this guide do not publish a list price.

Published by Thynk

Their figures, kept as theirs.

On its homepage, Thynk publishes three of its own results: +27 improved win rate, +31 improved forecast accuracy, and +28 increased sales productivity. Thynk also says it is trusted by 2,500+ hotel and venue leaders. This page treats those as Thynk's figures.

FAQ

Questions buyers
actually ask.

  • Is Matrix a Thynk alternative?

    They overlap where a hotel sales team tracks group and account business. The primary jobs differ. Thynk is a Salesforce-based commercial platform that includes sales and catering, PMS-connected group bookings, and a direct booking engine. Matrix is the sales intelligence layer for the hotel sales pipeline across group, business travel, and leisure. Choose the product whose main job matches the work.

  • Does Thynk run on Salesforce?

    Yes. Thynk says its CRM is powered by Salesforce, and its hotel CRM page says the product is built on Salesforce Lightning.

  • Does Matrix have a Salesforce integration?

    No. Matrix is not built on Salesforce, and it has no Salesforce integration.

  • Does Matrix connect to a property-management system?

    Not today. The Matrix product FAQ says native PMS, RMS, and BI integrations are on the roadmap. Thynk's site says group bookings integrate with the PMS, and a Thynk FAQ describes sending event charges to the PMS for invoicing.

See Matrix · Pricing · Solutions

Sources

Every Thynk statement on this page comes from the public links below. Matrix statements come from the M1 Intel pages in the same list.

See Matrix on
your portfolio.

Twenty-minute demo. We use the shape of your sales work, not a generic tour.

Request a demoSee how it works