You probably have a great view, sitting atop mountains of guest data. But is a good view all you really have? Most hotels really are sitting on mountains of guest data, but only a handful are using what they have to drive meaningful results.
NB: This is an article from Revinate
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We’ve spoken with too many hoteliers who say the same thing: “We have the data, but we don’t really do anything with it.”
That needs to change, and here’s why: Activating guest data across channels – email, voice, and even the on-property experience – unlocks better personalization. That personalization isn’t the end goal, but instead the fuel you need to boost direct bookings and reduce your reliance on OTAs.
In this article, you’ll discover the key do’s and don’ts for turning that untapped guest data into a powerful, scalable, and repeatable process that fosters the guest loyalty and direct revenue you’ve been dreaming of.
The do’s for using guest data to drive direct bookings
Centralize your guest data into a unified platform
If you were starting fresh at a hotel tomorrow, this is where you would need to begin. Without a unified view of your guest data, you’re flying blind. A connected system (like a proper CDP) lets your marketing, reservations, and front desk teams all work from the same playbook – and that’s when the real magic happens.
Use segmentation to personalize your offers
Want to stand out in a guest’s inbox? Then don’t blast, but instead segment. Review that guest’s booking behavior, frequency, spend, and even preferences to make every message feel handpicked. That’s how you start turning emails into direct bookings, not just opens.
Enrich your voice reservations with pre-call guest insights
If your hotel voice channel isn’t data-powered, you’re leaving money on the table. Equip your reservation agents with the guest data they need before they even pick up the phone by providing them with details like a guest’s last stay, preferences, loyalty status, and more. The conversation becomes less of a transaction and more about the personalization you can infuse into the call. And that’s where conversion happens.
Automate your email marketing based on the guest lifecycle
I’ve seen too many hotels send emails just because “it’s time.” That’s backwards. Instead, build campaigns around guest data and the guest’s journey: pre-arrival nudges, post-stay re-engagement, and seasonal offers based on past behaviors. Let your hotel email marketing meet guests where they are, not where your calendar says they should be.
