The power of guest data and how to unlock its true benefits

In today’s hospitality industry, with digitalization, the advancement of technology and the invention of new tools to manage specific aspects of operating within the industry, hoteliers find themselves burdened with numerous systems full of scattered data.

One of those being guest data. Hoteliers are overloaded with data and information about their guests coming from PMS, RMS, POS, CRM, OTAs. Each one of these systems holding different types of powerful information, but disjointed and cumbersome to utilize.

Sometimes more data really is just that – more.

Yes, a lot of this guest data’s primary purpose is to run the hotel operations smoothly, but there’s more to it. It can be leveraged to meet guest requirements, improve operational efficiency, and make data-driven strategic decisions. But before looking into how to unlock the power of each type of guest data, let’s first break it down and take a deeper look at the forms of guest data.

Starting with first-party guest data, it comes directly from systems such as the PMS, RMS, and POS, and can help a hotelier understand a lot of its guests’ preferences, spending patterns, and many more.

But that’s only one part of the data that is available on guests. Then comes all the third-party data from social media, pre-arrival surveys, etc. that can help better understand the travel purpose, interests and many more aspects of the guests, that operational systems can’t provide.

This data can be put all together and create a powerful 3-dimensional guest profile, be used to understand the guests better, and create a truly personalized and relevant guest experience.And it is not just about using the data of the stay or during the guest stay, it is about digitalizing, personalizing, and connecting all the touchpoints from email communications and pre-arrival surveys to in-stay personalization and post-stay feedback.

But how, exactly, does one do that?

The steps to making data actionable and unlocking its power

Step 1: Consolidation. First comes the consolidation of all guest data to form that powerful 3-dimensional guest profile. To do so, the integration of all scattered systems into one platform that consolidates all the guest data to make the information digestible and create that one single source of truth for guest data. The implementation of a Guest Intelligence Tool to assist the hotelier with managing all this information is key, not only to gain insight from the data, but to clarify how to use that insight effectively.

Step 2: Accessible and clear data for strategic decision making. The data on the platform must then be easily digestible, visual, and available on any type of device.From this, one can gather a clear understanding of the guest segments, brand performance, and quality of stay, to make informed strategic decisions on multiple levels.

Step 3: ?Action through Insight. Through a single source of truth platform and 3-dimensional guest profiles, one can truly understand the guests and act with purpose to enhance the guest experience with the data available.Social media profiles, PMS guest profile, pre-arrival surveys, etc. enable hotels to understand and truly personalize their guests’ experiences.

On a basic level, it can be as simple as the hotel knowing the guest’s travel purpose. While on a business trip, a guest is more likely to feel their time is limited. With this travel schedule in mind, offering a speedy check-out, and informing them of the on-property food and beverage services may increase the satisfaction and revenue potential of this guest.

On a deeper level, from their social media profiles, travel purpose and previous stays, one can provide a returning family with their children, a surprise with the chocolate amenities the children enjoyed on their previous stay, a new family activity at the resort, etc.

Conclusion

In conclusion, today’s hospitality company’s ecosystems may seem scattered, but are a gold mine of guest data, which with the right platform, can be consolidated and give actionable insights to unlock its true power. The power of understanding and personalization.

Hoteliers are constantly trying to improve their guests’ experiences, to generate more bookings and returning guests. Guests on the other hand choose hotels and return to them based on the experience, it must first match their expectations, and ideally exceed them.

Guests want to feel understood, recognized and have their experience personalized. This can all be done when unlocking the power of actionable guest data, and it will lead to success for a hotelier as over time through understanding and personalization they will see an increase in GRI, repeat stay and loyalty towards their brand from their guests.