Image

How to grow a guest database to inform guest personalisation

Before you’re able to personalise a guest stay, you first need to have the right data. So how do you go about building and growing your customer database? And why do you need one?

Why grow your database?

A customer database is a great way to grow guest loyalty and encourage return stays. Repeat customers are a valuable asset for any accommodation, as they are more likely to spend when it comes to upsells and cross-sells.

What information do you need to collect?

You’ll need the basics like first name and email, but you can also collect other information like country of origin and any stay preferences. Combining the information will give you a better idea of what the guest may like. This can help with upselling and targeted newsletter promotions.

How should you collect that information?

When a guest books with you, you’ll automatically get most of the information you need. If the booking comes via an OTA (online travel agent) and their direct email isn’t provided, you can always ask them to opt into your database when they’re checking in. You can also use emails to request any stay preferences (prior to their arrival) where you can ask for a direct contact email in case you need to clarify.

Now that you have the data, how do you use it?

Use guest preferences to send relevant promotional offers to them. Offer them incentives for staying with you again, whether it be a room discount, or some vouchers for your restaurant or spa, use the guest preferences to up-sell or cross-sell relevant services.

You can also segment your guests based on preferences or regions to send more relevant newsletters to them. Simply knowing which season they’re in can help you target your messaging.

Data helps with personalisation

Utilising the data you have can help greater personalize a guest stay. Curate experiences for your guests, so your accommodation creates a point of difference. It is up to accommodation owners to start influencing the entire travel experience, and not just the stay experience. Doing this will ensure you have the best opportunity to create an incredible, personalised guest experience.

If you want to start making more sense of your data… and start making easier business decisions get in touch with Preno’s friendly customer success team members or sign up for a free trial.

Search Preno Blog

Explore our Topics

About the author

Amanda is Preno’s content strategist, with added skills in copywriting and digital marketing. Working across Marketing & Sales, she enjoys writing content that covers trends, tips, and resources that help empower hoteliers.

Subscribe to our newsletter

Other Blogs you may also like

Thumbnail

The Importance of Hotel Safety and Security

Whether travelling for business or leisure, safety and security are the prime requisite (and concern) of every traveller. Safety – both within the hotel and outside it – cannot be undermined. After all, no one wants to travel to a destination or stay in a hotel that poses threat to his life and/or belongings. So, […]

Thumbnail

How to grow a guest database to inform guest personalisation

Before you’re able to personalise a guest stay, you first need to have the right data. So how do you go about building and growing your customer database? And why do you need one? Why grow your database? A customer database is a great way to grow guest loyalty and encourage return stays. Repeat customers […]

Thumbnail

Connecting Your Property Management System With a Channel Manager – What Are the Benefits for Hoteliers?

The way that technology is changing the way we do business is amazing, but it can be hard to know which solutions are necessary, and which are nice-to-have.  A good property management system (PMS) and channel manager software are two solutions that any hotelier shouldn’t go without. Working in combination, they have the potential to […]

Thumbnail

Hotel target market segmentation: types of travellers in the hotel industry

What is segmentation in the hotel industry & how to segment a hotel market In order to remain competitive in the hospitality industry, it is first and foremost important that you understand your customers. Understanding what your customers like, what sort of services they’re looking for, what their travel habits are, and more, are vital […]

Thumbnail

Hotel industry covid-19 tips: surviving as a hotelier during a global pandemic

Travel industry response: will the hotel industry survive covid-19? Covid-19: the topic of 2020. It is without a doubt that every industry has seen stressful impacts from the global pandemic that has befallen us this year – but for the travel industry, the impact has been exponential. No longer are we able to travel internationally, […]

Thumbnail

Social Media Marketing for Hotels

A simple guide to creating a hotel social media strategy that works The prominence of social media marketing for hotels Social media is at the centre of everything we do. Work or personal life, social media is all around us (whether we want it to be or not). We’re living in a digital world, and […]