{"id":9319,"date":"2019-05-30T10:50:02","date_gmt":"2019-05-30T08:50:02","guid":{"rendered":"https:\/\/www.hotelinking.com\/en\/?p=925"},"modified":"2026-04-21T13:16:16","modified_gmt":"2026-04-21T11:16:16","slug":"how-to-create-quality-database-hotel","status":"publish","type":"post","link":"https:\/\/www.hotelinking.com\/en\/blog\/hotel-marketing\/how-to-create-quality-database-hotel\/","title":{"rendered":"How to create a quality database for your hotel"},"content":{"rendered":"\r\n

Nowadays, we find ourselves in a situation where marketing strategies, mainly online ones, are no longer effective when they only consider the markets that the hotel targets in the planning phase, as this concept is too wide. Currently, planning and adaptation of the digital marketing strategies must be based on quality contact data<\/strong>.<\/p>\r\n\r\n\r\n\r\n

This information represents Hotel Data<\/a><\/strong>, the universe related to the data obtained from guests, that helps to create and document consumer profiles<\/strong> (buyers<\/em>) that the hotel industry must consider in each marketing action to be implemented.<\/p>\r\n\r\n\r\n\r\n

Beyond the fundamental contact information, the basic data block that this Hotel Data must include, it is also necessary to know what the guest\u2019s destination, service and complementary activity preferences are. In other words, it is necessary to consider a transactional data block that tells us what the spending habits and trends are in terms of bookings and trips of each profile or buyer<\/em>.<\/p>\r\n\r\n\r\n\r\n

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Have you ever thought about the quality of the guest data that your hotel obtains? <\/a><\/p>\r\n<\/blockquote>\r\n\r\n\r\n\r\n

What prevent hotels from obtaining quality data about their guests?<\/strong><\/h2>\r\n\r\n\r\n\r\n

We are currently facing a data revolution. However, the hotel industry suffers more than other industries due to the scarceness of information. Due to its characteristics, the hotel industry needs to work with guest data which is significant both in terms of quantity and quality. However, the existence of certain leaks, mainly caused by the intervention of intermediaries in the booking process, makes the acquisition of this data difficult.<\/p>\r\n\r\n\r\n\r\n

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1. Lack of information from booking channels.<\/strong><\/h3>\r\n\r\n\r\n\r\n

In the hotel industry, 80% to 90% of sales usually come from third parties. <\/strong>It is almost impossible to obtain relevant guest information for the hotel from these. The main reason for this is that these channels do not share fundamental Hotel Data information,<\/strong> such as the verified email address of the future guest, their nationality, age, native language, GDPR status, etc.<\/p>\r\n\r\n\r\n\r\n

This basic data<\/strong>, which is vital from a marketing perspective, is often collected at check-in or check-out<\/strong>. However, this process can be inconvenient for several reasons:<\/p>\r\n\r\n\r\n\r\n