Your guest database is the best tool you have during hard times.
Why?
It’s simple: marketing to existing customers is the most cost-effective way to maximize profits. But in order to do this, you must first have an information gathering system that enables relationship building.
Most hotels have some type of guest database already. You probably keep some information on the people who have stayed at your hotel in the past.
The difference between average and great hotel service lies in the kind of information you collect.
Establishments that provide a high level of service are famous for remembering the little details about their guests. Catering to small preferences can provide an extraordinary experience months or years after their first stay.
I encourage you to let you use the current economic environment as a motivation to upgrade your guest intelligence system.
As you plan your database upgrade, keep this question before you:
What information do I need to build a more meaningful relationship with our guests?
- How did they find out about you?
- What did they like best about your hotel?
- What did they not like?
- When did they first stay with you?
- When did they last stay with you?
- What was the average length of their stay?
- What is the average value of their stay?
- How much revenue do they provide annually?
- Do we have sufficient contact information for followup?
When you have this level of insight, you can make smart marketing decisions. You can focus on building relationships with profitable guests, and maximize potential profits.
Let me ask you this: What information are you collecting from guests to enhance their experience – and your profits?
Related posts:
- Recession-Proof Hotel Marketing, Part 4: Rewarding Your Best Guests
- Survey: Your recession-proof hotel marketing tactics
- Recession-Proof Hotel Marketing, Part 2: The Price Game
- Recession-Proof Hotel Marketing, Part 1: The Big Picture
- Special feature coming this week: Recession-proof marketing
Need More Hotel Marketing Ideas?
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