As a hotelier, one of your top goals should be to analyse and use the data that is stuck in your hotel PMS. How else can you market to and serve guests if you don’t know who they are, where they come from, and what they buy? When we work with a client, the first thing we do is go through their database with a “fine-tooth comb” and pull out the key data points that will help me make their email marketing strategy.
- Demographic Profiles
To learn the most basic things about your guests, you need to get demographic information from them when they book and check in. The more information you have about your guests in their profiles, like their city, country, gender, and whether or not they came with their families, the more you’ll be able to segment your database and send them content they’ll really care about.
- Booking Behaviour
Which packages and specials result in the greatest number of reservations being made? Which types of guests are more interested in value-added promotions as opposed to discounts? Who is interested in staying on your property for a predetermined amount of time? If you answer these questions, you will be able to send the appropriate promotions to the appropriate guests, thereby building even more meaningful relationships with those guests.
- Average Length of Stay
The average length of a guest’s stay is another useful piece of information in your hotel PMS data. When you compare the average LOS of your property to that of your destination, you can make better decisions about how to market your property. For example, if your average stay is two nights and the average stay in the market is three nights, you should focus your offers on getting people to stay an extra night so that you can get your fair share of the market.
- Average Booking Window
You can also figure out your hotel’s average booking window with hotel PMS data. Most hotels are seeing their booking windows get shorter because more and more people want to book last-minute deals on their phones.
Last-minute deals are important to drive demand in these shorter booking windows. Who should you be going after? Certainly not a visitor from the other side of the world. Instead, you could divide your guests into groups based on where they live and send the offer to those who live within driving distance of your property. Make the deal more appealing to local guests by giving them perks like free parking, early check-in, and late check-out.
- Guest Loyalty
Last but not least, figuring out who your most loyal guests are is one of the best ways to use your hotel PMS data. Who has stayed the most times or for the longest amount of time? How much money has been spent? Create groups based on this information, and give your most loyal customers early access to sales, special discounts, and offers that are only available to them. Tell them they are important to you and that you appreciate their business.
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.