Fragmented guest data makes stays feel impersonal, but it also hits your bottom line. Hotels that rely heavily on OTAs can lose up to 30% of booking revenue in commissions. Even worse, without unified data, you give away the relationship as well as the insights that build loyalty and personalized experiences.
NB: This is an article from TrustYou
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More than half of hospitality companies (57%) admit they can’t unify their customer data. Decisions are made on fragments, opportunities are missed, and revenue leaks quietly out the door.
That’s exactly why hotels are turning to Golden Profiles. When you can unify every piece of guest data into a single, reliable view, all those missed opportunities start to disappear. It’s what enables hotels to move from being property-centric (“How do we fill this room?”) to guest-centric (“How do we keep this guest coming back?”).
So, What Exactly Is a Golden Profile?
Think of it like this: a Golden Profile is the one single source of truth about your guest. It combines all the scattered data from your systems into a single record, unifying everything you know about a person: their stay history, spending habits, favorite room type, even how they interact with your emails. It’s your hotel’s way of saying, “Hey, we actually know you.”
In other words, think of a guest that stays at your hotel four times a year for business. She also books the spa through your website on weekends and attends your rooftop yoga class. Yet, your systems treat her as three different people.
Now, with a Golden Profile, those identities merge. Suddenly, she isn’t just a booking ID but a loyal guest to whom you can deliver recognition, personalized offers, and maybe even that corner suite upgrade she secretly hopes for.
Essentially, a Golden Profile allows you to personalize every touchpoint with your guest, build ROI-positive marketing campaigns and deliver better guest experiences.
How the Golden Profile Actually Works
The Golden Profile is built by your CDP, which connects all your systems (PMS, POS, booking engine, website, surveys, and so on) and turns the chaos into clarity. It collects, cleans, and organizes every data point to create one accurate profile per guest.
Here’s what it does behind the scenes:
