How can you use data to improve guest service in a convention center?

I also like to utilise this data to look at my digital marketing target markets and groups, analyse what each groups core shared interests are and then target those markets as well to increase my Direct revenue acquisition.

ollect and analyze data from post-event surveys to gauge guest satisfaction. This can provide insights into areas that need improvement, such as facilities, signage, or event scheduling. Trends in feedback can indicate common issues or highlight aspects that are particularly appreciated by guests.

First, segment your guests based on demographics, preferences, and behaviors to tailor your services effectively. Optimize your space and layout based on data analysis to enhance the overall guest experience. Engage your guests and encourage them to provide open feedback, whether through surveys, comment cards, or digital platforms. Additionally, consider hiring a third-party organization to measure your performance in an unbiased manner. Analyze the data collected from guest feedback and performance measurements to identify areas for improvement. Use this information to chart a roadmap for the future, implementing changes and enhancements to continually enhance the guest service experience. Rinse and repeat every 12 months!

We use IOT sensors in many areas to manage guest experience track footfall and usage. So for instance all our soap dispensers in public restrooms have IOT monitoring so housekeeping is notified when soap or towels are running low and can top up accordingly. More important not only does this enhance guest user experience it also massively helps to ensure that we have minimal wastage and our eco credentials get a massive uplift.

There are so many more ways to utilise guest data to personalise and engage guests. The ability to map guest engagement via multiple platforms, QR Codes, structured marketing instalments and online booking journeys. By mapping the ancillaries of your property to your booking engine and then tracking uplifting sales of these items it will enable you to better create engaging offers on both your new guest booking journeys but also your existing guests upsells and repeat booking packages.

There are a huge number of ways to measure your performance outside of NPS scores. You should also be checking the data from your website, GA account and Digital Marketing Performance metrics. Data is key to understanding the driving mentality of your guest and the mood they are in within property. Try running a snap competition to win something on site (a spa day / meal / cocktail etc) and see what entrance level is like. Dispersing this message via email, SMS and Facebook messenger is also a great digital way to create connection. If 60% of your guests enter the competition then you have a great metric of the level of engagement for Guests on property