You might know something about your guests, such as when they’ve booked a stay. But beyond confirming their reservation, do you even have the right email address, much less know enough to build personalized marketing campaigns to capture that guest’s attention?
Many hotels already have a wealth of guest data in their property management systems. Unfortunately, the reality is that PMS data is invariably messy. Most hoteliers have no way to access and analyze their data in a way that exposes the valuable insights that will help them take the guest communication and experience to a new level, encouraging brand loyalty and driving more direct revenue.
Aggregate data insights
What hoteliers really need is a way to look at their data at scale – that is, to glean insights about their guests at an aggregate level. I’m pleased to share that Revinate can now showcase this information in a way that will help you better understand your guest data and more easily build targeted campaigns.
Your Revinate customer success manager can review a database health report with you, highlighting not only the number of property-level guest profiles but also how many include email addresses, as well as how many total profiles you’re adding to your database each month.
You can also review email coverage by channel – do you have unique emails for reservations coming through all of your channels? This is extremely useful when you’re trying to identify target audiences for direct booking campaigns.
Email coverage is particularly valuable not only because it allows you to market to your returning guest, but also because it allows you to determine where you might need to introduce SOPs to increase your collection of guest email addresses.
Perhaps you want to know how many of your guests are from a given country or city? By viewing specific data fields, you can glean information to help guide not only your email marketing campaigns, but also your other marketing investments. Armed with this data, you might decide to run a campaign in a particular feeder market to drive more business.
