If you run a hotel, mining and acting on the information sitting inside your PMS should rank high on your list of priorities. After all, how can you market to guests and serve them well without knowing who they are, where they travel from, and what they tend to purchase? Whenever we take on a client, our first step is to comb through their database with a “fine-tooth comb” and extract the key data points that shape their email marketing strategy.
What Are The 5 Kinds Of Data Trapped In Your Hotel PMS?
- Demographic Profiles
To understand even the basics about your guests, capture demographic details at booking and check-in. The richer each guest profile is — city, country, gender, whether they travelled with family — the better you can segment your database and send content that genuinely resonates with them.
- Booking Behaviour
Which packages and specials bring in the most reservations? Which guest types prefer value-added promotions over straight discounts? Who likes to stay on your property for a set period of time? Answer these questions and you can match the right promotions to the right guests, deepening those relationships along the way.
- Average Length of Stay
Average length of stay is another valuable nugget inside your PMS data. Comparing your property’s average LOS with that of your destination helps you make smarter marketing decisions. Say your average stay is two nights while the market average is three — then aim your offers at persuading guests to add an extra night, so you capture your fair share of the market.
- Average Booking Window
Hotel PMS data also lets you work out your average booking window. At most hotels, booking windows are shrinking as more people book last-minute deals on their phones.
Last-minute offers matter for driving demand within these shorter windows. Who should receive them? Definitely not a traveller from the far side of the world. Instead, group guests by where they live and send the offer to those within driving distance of your property. Sweeten it for locals with perks such as free parking, early check-in and late check-out.
- Guest Loyalty
Finally, identifying your most loyal guests is among the smartest uses of your hotel PMS data. Who has stayed the most often, or the longest? How much have they spent? Build segments from this information and give your best customers early access to sales, exclusive discounts and offers reserved just for them. Let them know they matter to you and that you value their business.
Final Thoughts
In short, you can use your hotel PMS data in many different ways. By pulling out these five key pieces of information, you can make very relevant, personalized emails that will keep your guests returning. Ezyinn makes offering the best guest experiences easier, increasing revenue and reducing expenses. Call us at (408) 715-3635 to learn more about its features.
