Guest details are important for understanding your target market, sending promotional newsletters, and assessing the performance of advertising campaigns. Start creating guest profiles in your PMS or CRM at check-in or right after booking.
Hotels tend to collect the following:
- Phone number and email
- Where do the guests come from
- How the guest found out about the hotel: on social media, in ads, from friends
- How the guest booked: on the website, over the phone, on booking platforms, or on social media
Think of what else is important for you.
The end of the peak season is the best time to reveal your ideal guests. To do this, follow these four steps:
- Pull the data on bookings from your CRM or PMS.
- Find guest personas and specific guests that spent the most at your hotel. Guest persona is their detailed characteristics, for example, gender, age, place of residence, the purpose of stay, and relationship status.
- Make sure the guests that you want to attract come back to your hotel next season. For example, give them a discount promo code, a free night, or extra service.
- Before the next peak season starts, launch marketing campaigns aimed at travelers that fit a description of your ideal guest. Start targeted ads, and tell things that would interest such guests in social media posts and on the hotel website.
