The Power of High-Quality Guest Data in Hotel Revenue Growth

In the ever-changing realm of hospitality, hotels are constantly searching for inventive approaches to not only draw in but also to improve their experiences and stimulate revenue expansion. An essential element in attaining these goals is the efficient handling of guest data.

Nevertheless, hotel owners frequently have difficulties in obtaining and utilizing top-notch guest information because of the widespread use of booking channels that rely on commissions and the constraints of manual data gathering methods.

This paper explores the transformative capacity of advanced guest data systems, with a specific emphasis on Hotelinking, in converting guest data into a useful resource for hotels and optimizing return on investment (ROI).

Incomplete guest databases

The majority of hotel bookings, ranging from 60% to 90%, are made through commission-based booking platforms. Although these channels make it easier to make reservations, they usually do not provide important guest marketing data to hoteliers, instead only provide transactional information linked to the booking. As a result, hotels have fragmented and limited historical databases, which often only include a small portion (5%-15%) of all visitors who have been at their properties in the course of time.

In order to overcome such challenges, hoteliers have conventionally depended on manual methods for gathering data, such as requesting email addresses during check-in. Nevertheless, these endeavors deliver suboptimal outcomes, as handwritten email submissions are susceptible to mistakes and inconsistencies. In addition, the act of keeping email databases that are of low quality and have not been validated can have a negative impact on the reputation of a domain and hinder the success of email marketing actions.

Automating guest data capture

Companies such as Hotelinking provide a revolutionary answer with their sophisticated smart Wi-Fi guest data systems. Hotelinking efficiently and accurately automates the acquisition of guest marketing data by seamlessly connecting with hotel Wi-Fi networks.

Hotelinking employs an advanced algorithm to instantly validate email addresses, ensuring that hotel databases do not include low-quality or dubious emails. As a result, hotels have the capacity to automatically collect over 70% of guests’ essential marketing data, which greatly improves the depth and trustworthiness of their guest databases.

The usefulness of Hotelinking is further exemplified by its capacity to identify and restore emails of subpar quality. Hotelinking’s data indicate that, after authenticating over 30 million emails from passengers who accessed WIFI at hotel properties, almost 40% of guests inputted emails of notably poor quality. Hotelinking’s detecting system enables an automatic recovery of those 40% that would otherwise be lost. This emphasizes the notable influence of Hotelinking in guaranteeing that hotels uphold a superior level of data excellence and effortlessly acquire a considerable portion of important visitor marketing data.

Seamless integration with third parties: PMS, CRM, CDP…

Hotelinking stands out for its seamless connection with Property Management Systems (PMS) as well as Customer Relationship Management (CRM) and/or Customer Data Platform (CDP).

This interface enables hotels to enhance guest profiles by incorporating important data points, allowing for more advanced segmentation and customization in their marketing initiatives. By integrating guest Wi-Fi usage with PMS data, hotels can acquire valuable information on visitor preferences, habits, satisfaction rates, and booking histories. This enables them to tailor their marketing strategies more efficiently.

Furthermore, the smooth transfer of data from Hotelinking to CRM/CDP in real-time guarantees that hotels can access current guest information, allowing for timely and focused marketing efforts. The enhanced guest data acquired by Hotelinking functions as a useful resource for hotels, stimulating direct bookings and increasing income. By using modern guest data systems, hotels have the potential to get a substantial return on investment (ROI) due to the conservative estimate of a 1:2 ratio between email collections and revenue generated.

Maximising revenue

Thanks to the excellent quality of Hotelinking’s enriched data, the typical ratio of revenue earned from direct bookings in one year is approximately 2$ per guest profile stored in the database (might go up to 1 email to 5 USD when considering the ADR values).

For example, if a hotel receives 1,000,000 guests during a year, Hotelinking can collect more than 700,000 guest profiles. Given the average ratio of 1-2, the direct channel has a revenue potential of 1,400,000$ in the subsequent 12 months.

Over the following years, the returns grow in direct proportion to the ongoing expansion of the visitor database.The significant worth of Hotelinking lies in its ability to enhance hotel revenue by implementing targeted marketing efforts based on exceptional guest data.

Ultimately, the efficient usage of outstanding guest data is essential for hotels aiming to succeed in the highly-competitive hospitality industry.

Hotelinking provides a complete and automated method for collecting, verifying, and integrating visitor data. This allows hotels to create strong guest databases and increase income by implementing tailored marketing campaigns.

Hotels may maximize the value of their guest data and earn significant returns on investment by utilizing sophisticated guest data systems.