In the ever-shifting terrain of data-driven marketing, the hospitality realm encounters fresh challenges and possibilities. The recent Apple iOS 14.5 update, introducing an opt-out feature for data sharing, and the gradual phasing out of third-party tracking cookies by major browsers, prompt hoteliers to reassess their data tactics. This dynamic landscape demands a nimble approach, urging those in the industry to adapt and innovate in the face of evolving data dynamics.
As third-party data becomes less accessible, understanding the major types of hotel data and how to collect it is crucial for optimizing marketing efforts, boosting direct bookings, and personalizing guest experiences.
The Significance of Big Data in Hotels
In the absence of third-party data, hotels are turning to zero- and first-party hospitality data. Zero-party data unfolds as a willing revelation from guests through surveys, messaging, and candid phone dialogues. On the flip side, first-party data emerges from the intricate dance of guest interactions across websites, apps, and the social media stage. Harnessing these data dimensions extends a trove of advantages—augmented reliability, heightened specificity, punctual insights, and a precision that dances on the edge of accuracy. This orchestrated interplay of voluntary sharing and digital dialogues unlocks a realm where data becomes not just informative but a nuanced symphony of guest insights.
9 Types of Hospitality Data
Contact Information:
Gathering fundamental contact information, including the guest’s name, address, phone number, and email address, serves as the cornerstone for developing personalized marketing campaigns. This data allows hotels to establish direct communication channels with their guests. Through direct mail and email marketing, hotels can convey tailored promotions, exclusive offers, and relevant information about upcoming events or enhancements. The direct and personalized approach enhances the likelihood of engagement and fosters a sense of individualized care, ultimately contributing to a positive guest experience.
Guest Demographics:
Understanding the demographic profile of guests is a powerful tool for crafting targeted promotions and services. Demographic data encompassing age, gender, location, marital status, and language provides insights into the diverse preferences of guests. For instance, a hotel situated in a popular honeymoon destination might tailor special packages for couples, while family-friendly promotions could be offered to guests from regions with a higher density of families. This personalized approach not only attracts specific customer segments but also reinforces the hotel’s commitment to meeting individual needs.
Stay-Related Data:
Details related to a guest’s stay, such as booking channels, dates, length of stay, and the purpose of the visit, offer valuable information for tailoring services. By understanding the booking source, hotels can optimize marketing strategies on specific platforms. Knowledge of the purpose of the visit (business, leisure, or a combination of both) enables hotels to customize offerings, such as business-friendly amenities or leisure-focused experiences. This personalized approach enhances guest satisfaction and increases the likelihood of repeat visits.
Guest Preferences:
Tracking specific preferences, such as room types, pet accommodations, and temperature preferences, enables hotels to create a more personalized and comfortable environment for guests. For instance, if a guest consistently prefers a room with a view, providing this option during future stays enhances the overall experience. Similarly, noting preferences for pet-friendly accommodations or specific room temperatures allows hotels to anticipate and fulfill guest needs, contributing to a seamless and enjoyable stay.
Guest Interests:
Keeping records of guest interests goes beyond basic demographics and delves into individual hobbies, preferences, and activities. This data is instrumental in effective segmentation, allowing hotels to tailor recommendations and promotions based on what guests genuinely enjoy. For instance, recommending local art exhibits for art enthusiasts, culinary experiences for foodies, or adventure activities for thrill-seekers creates a more engaging and satisfying guest experience.
Ancillary Purchases:
Monitoring on-property purchases provides insights into guest behavior and preferences during their stay. By understanding the types of additional services or amenities guests are inclined to purchase, hotels can identify upselling opportunities. For example, if a guest frequently utilizes spa services, offering a discounted package during their next stay can incentivize repeat business. This approach not only increases revenue but also enhances the overall guest experience by aligning with individual preferences.
Engagement Information:
Tracking guest interactions across various channels, including websites, apps, emails, and surveys, is essential for optimizing marketing strategies and increasing direct bookings. Analyzing data on which emails are opened, which website pages guests linger on, and how they respond to surveys provides valuable insights. This information helps hotels refine their communication strategies, ensuring that messages are targeted, relevant, and engaging.
Historical Data:
Analyzing historical data, including repeat buyer patterns and customer lifetime value, offers strategic guidance for promotional efforts. Recognizing loyal customers and understanding their booking frequency and preferences allows hotels to create targeted promotions that resonate with these valuable guests. Loyalty programs, exclusive perks, and personalized incentives based on historical data contribute to building a strong and enduring relationship with repeat customers.
Social Media Data:
Monitoring social media interactions provides a dynamic source of guest insights. By tracking shares, likes, comments, and reviews on platforms such as Facebook, Instagram, and review sites, hotels can gauge guest sentiment, preferences, and feedback. Integrating social media data into the overall guest profile enables hotels to personalize interactions further. For example, acknowledging positive reviews or addressing concerns raised on social media platforms demonstrates a commitment to guest satisfaction and reinforces the hotel’s responsiveness.
Competitive Data:
Understanding the competitive landscape is a pivotal facet of hotel data collection. Analyzing competitor pricing, occupancy rates, and guest reviews provides crucial insights. This data, often sourced through market research tools and industry benchmarks, empowers hotels to refine their strategies, identify unique selling propositions, and stay agile in a dynamic market. By comprehensively incorporating competitive data into their analytics, hotels can fine-tune offerings, optimize hotel pricing strategies, and enhance guest satisfaction in a competitive marketplace.
Top Sources of Hospitality Data
To effectively collect zero- and first-party data, hotels can utilize various touchpoints:
Booking Engine:
The booking engine serves as a pivotal touchpoint for data collection. It captures essential information during the reservation process, offering a foundational source of guest insights.
Call Center Interactions:
Engagements with the call center provide a direct avenue for understanding guest preferences and needs. Conversations during reservations or inquiries offer valuable data points.
Digital Invoicing:
The digital invoicing process is more than a financial transaction; it’s a discreet source of data. Details within the invoicing structure can reveal patterns in guest spending and preferences.
Guest Surveys and Polls:
Soliciting feedback through surveys and polls creates a structured channel for understanding guest satisfaction and preferences. Honest responses contribute to a wealth of valuable data.
Messaging Interactions:
Whether through in-app messaging or other digital communication, tracking guest interactions provides nuanced insights into preferences, requests, and potential areas of improvement.
On-Property Purchasing Behavior:
Observing on-property purchasing behavior goes beyond financial transactions. It unveils ancillary preferences, shedding light on guest habits and interests.
Property Management Systems (PMS):
The Property Management System is the backbone of hotel operations, offering a centralized hub for guest data. It consolidates information from various touchpoints for a holistic view.
Review Sites:
Guest sentiments expressed on review sites offer unfiltered glimpses into experiences. Mining these platforms provides valuable feedback and identifies areas for enhancement.
Service Requests:
The nature of service requests extends beyond immediate problem-solving. It reflects guest expectations and desires, contributing to a nuanced understanding of their stay.
Social Media:
Social media platforms, with their array of likes, shares, and comments, serve as an informal repository of guest sentiment. Monitoring these channels unveils trends and preferences.
Website Email Opt-In Forms:
Guest willingness to receive communication is captured through email opt-in forms on the hotel’s website. It initiates a consensual exchange of information.
WiFi Signups:
WiFi signups, often overlooked, represent a subtle yet effective touchpoint. Guests willingly provide details for connectivity, presenting an opportunity for unintrusive data collection.
What Hotels Can Do with the Right Hospitality Data
Implementing the right technology for data collection and analytics offers numerous benefits:
Delivering personalized guest experiences to build stronger relationships and foster loyalty.
Improving services based on clear insights into guest preferences and frustrations.
Segmenting guests for targeted marketing campaigns, achieving higher engagement and revenue.
Guests’ preferred communication channels vary, necessitating an omnichannel solution that collects data from every touchpoint. A robust database empowers hotels to enhance guest experiences, drive direct bookings, and increase profitability.
Conclusion:
As the hospitality industry adapts to the changing data landscape, understanding and leveraging the major types of hotel data is paramount. With the right approach, hotels can navigate this transition successfully, delivering personalized experiences that resonate with guests and drive long-term success.