When a hotelier hears the term “guest data,” he or she is more than likely thinking about common vital stats, such as address, guest room type, and phone number. That type of data is great for the booking system, but it does not exactly help you in tailoring a better experience for your guests. The type of data we are referencing is data that will offer significant insights into what your guests want and need during their stay to turn them into repeat and loyal customers.
First, let’s break down the different types of information you should be collecting and evaluating from guests.
Basic Information:
- Guest name
- Guest address
- Guest phone number
- Guest email address
Secondary Information
- Guest birthday
- Family size
- Occupation
- Income
Travel Information
- Preferred room type
- Dining habits
- Spending habits
- Services used during stays
- Hobbies
Obviously, some of this information is going to be more difficult to obtain. Most guests are willing to give up their email, phone, and address online, but it is unlikely they will offer how many family members they have or more personal information online. Point being, you will need your front desk agents to secure some of this information through conversation with your guests. For instance, a married couple checks in, so ask them about their anniversary or if they have children that will be staying with them as well. All of these little nuggets can be added to the system over time to provide a detailed portfolio on your guests.
Other points of data are going to require some research on the part of your staff. Spending habits, for instance, will offer insight into how many meals guests are taking at the property during a stay. Are they ordering room service or actually visiting the restaurant? What businesses or entertainment venues are they calling from their room?
Of course, there is also social media, something that can be used for frequent and VIP guests. We have discussed having at least one social media manager on property. Researching VIP guests is something that could be part of a social media manager’s job duties. By examining guests social media profiles, you will be able to find likes and dislikes that are not available through any of data you are collecting on property. For instance, you may find out your best VIP guest loves wine, yet he or she has never ordered a bottle of wine at the hotel or ordered it through room service. How thoughtful would a personalized amenity of a wine basket be on his or her wedding anniversary or birthday?
In addition to thoughtful amenities, you will also be able to tailor specific offers to these guests. As you gather more information about your guests, email lists can be segregated to offer very specific offers to guests you know can benefit from them. An example would be discounted rates for babysitting services for guests with children. You could also use this data to customize loyalty programs for very specific guest groupings. You will be able to offer your guests things they want and need rather than sending out blanket offers and services only a small portion of the guests actually seeing the offer will want.
Today, more than ever before, you need marketing managers that know how to gather and use the information available to enhance both the guest experience and booking rates. If you currently do not have a team in place capable of doing this, it is time to call Joseph David International. We have been successfully placing executive level managers for decades because we don’t just find candidates, we find the ideal candidate for your specific property and needs. For more information about our hotel recruiting service, please click here.
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