6 Tips to Organically Grow and Maintain Your Hotel Database

I love working closely with customers on optimizing their email marketing strategies. Fundamental to any successful email strategy is a healthy hotel database, as the property management system (PMS) is where the most powerful guest data is stored.

It may seem simple enough to maintain and grow a healthy database, but it actually takes quite a bit of savviness and know-how. Keep reading for six tips on how to maintain a clean and ever-growing list of database contacts.

1. Educate and train your team

Your team at the front office is an important ally for data collection. Guests expect to be asked for their personal information at check-in, so take this opportunity to make sure the information is accurate. I suggest formalizing this process so your team has clear and achievable goals. Educate on how a clean email list drives revenue, and rehearse customer scenarios so your employees are comfortable with asking for the information. Another best practice is to appoint a leader from the front office team to head up this initiative for better accountability and results.

2. Collect emails at hotel outlets

Your guests enjoy their time spent in your restaurants, bars, and spa. Use this chance to collect their contact details since they’re more likely to be interested in receiving hotel marketing emails that include offers on services and amenities.

3. Leverage the power of social media

Your social media platforms are ripe for data collection given their large audiences. Since the attention span on social media tends to be short, be concise and direct when asking for subscribers. For example, consider running a sweepstakes or a contest to collect even more email addresses. This gamified approach works especially well on social channels.

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