Hotel data is your most valuable asset in today’s digital-first world. Yet many properties surrender this advantage with 21% of database records worldwide containing masked emails because online travel agencies (OTAs) are playing gatekeeper to these relationships.
NB: This is an article from Revinate
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Your hotel guest data tells the story of who your guests are and what makes them tick. It allows you to create those “wow” moments that can transform one-time stays into loyal returns. Good data management uncovers revenue opportunities and separates thriving properties from those barely surviving.
Read on to explore what really matters in hotel data, how to get your hotel data management house in order, and the practical ways to turn all that information into direct bookings and healthier revenue. Ready to take control of your most important relationships?
Why hotel data management matters in modern hospitality
It’s important to understand why data management has become such a big deal. Once a back-office function, today it’s the lifeblood of successful hotel operations.
Why is collecting and managing guest data important for hotels?
Collecting and managing guest data forms the foundation of personalized service and strategic decision-making. It allows you to recognize returning guests across all booking channels and deliver the tailored experiences that 75% of travelers actively desire.
Beyond making guests feel special, clean and well-managed first-party data can directly impact your bottom line. Properties effectively using this data see a lift in revenue and higher guest satisfaction rates. Without solid hotel data practices, you’re often treating loyal guests like strangers and leaving serious money on the table.
The modern guest journey: It’s complicated
Today’s travelers bounce between dozens of touchpoints, and they rarely follow a linear path to your door.
- They research on multiple platforms, compare on OTAs, read reviews, visit your website, check your Instagram, and may finally book through your app.
- They switch between devices constantly — phone at lunch, desktop at work, tablet at home.
- Each encounter leaves valuable data breadcrumbs that, when properly unified, create an accurate, more complete picture of each guest.
What can unified hotel data do for you?
Strong data organization practices are essential for creating exceptional guest experiences, lifting revenue, and maximizing marketing effectiveness. When your data is unified, you can:
- Send the right offers to the right guests at the right time (no more blasting everyone with the same promotions).
- Recognize your loyalty members no matter how they booked (no more awkward “is this your first stay with us?” questions).
- Spot opportunities for upgrades and experiences based on past spending.
- Run effective automated marketing campaigns with higher engagement and conversion rates.
