In this upcoming cookie-less world, hotels must turn to zero- and first-party hospitality data to fill the gap.
NB: This is an article from Revinate
Zero-party data is proactively shared by guests via surveys, messaging, and phone conversations (though it’s often considered to be first-party data). First-party data is gleaned from customer interactions with websites, apps, social media channels, etc.
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There are actually big benefits to using your own data over third-party data. First, because it comes directly from guests, it’s more reliable, specific, timely, and accurate. And second, because your guests are sharing it voluntarily, there are no privacy concerns.
Let’s examine specific types of guest data hotels can collect.
9 types of hospitality data
1. Contact information
Obtaining basic information, such as a guest’s name, physical address, phone number, and email address is a crucial first step in guest data collection. This information makes it possible to reach out with direct mail and email marketing campaigns.
Not only that, but it allows you to target those emails specifically to the guests who’ll receive them. And research shows emails with personalized subject lines are 26% more likely to be opened.
2. Guest demographics
Guest demographic information, including age, gender, location, marital or parenting status, and native language, is equally valuable for personalization. Just think, your promotion offering a warm escape from winter’s chill will be much more effective for customers in the Midwest portion of the US versus those in the southern states.
3. Stay-related hospitality data
This hospitality data can include the booking channel used, dates and length of stay, and purpose for the stay (i.e., business, leisure, or both!). It can also include whether the guest is traveling with their family, solo, with a friend, or with their partner on a romantic getaway.
With this data, you can be certain your offer for a free drink in the bar goes to your business travelers while recommendations for top kid-friendly activities go to families.
4. Guest preferences
Keeping track of what type of rooms your guests book, whether they travel with a pet, and what room temperature they prefer is incredibly valuable. Also record any special requests they make for things like extra pillows, a bottle of wine, or a specific type of soda in the mini fridge.
Armed with this information and the right platform, you can more effectively upsell. And you’ll delight guests by proactively ensuring their room is set up just the way they like it.
