Even today, most hotels don’t know much about their guests. A booking engine or OTA will give hotels a guest’s first and last name. If the hotel gets an email address, it should consider itself lucky. Missing or incorrect information in guest databases has long been an obstacle for hotels looking to build a personally relevant guest experience.
The problem is, today’s guests expect more from their hotel stays than they used to. According to a recent AgilOne survey, 70 percent of consumers expect more personalized services from brands. To deliver on this, hotels absolutely need this missing information on each guest.
How to Complete Guest Profiles
There are a few different things you can do to complete your guest profiles and ensure that your hotel has accurate and complete information on each guest.
One way to get more complete information on each guest is to research your guests online, manually. Many hotels do this today. Provenance Hotels did this before they invested in a CRM/marketing automation solution. LinkedIn and Facebook are good places to start.
Provide compelling reasons for your guests to engage with your communications. After they first book with you, you can send them a welcome email with content offerings that provide them with a strong call-to-action. If your guests take action on this first email by, for example, booking with the spa or clicking through to the adventure tour bookings portion of your site, you’ve already learned more about what they like and what they’re interested in.
Collect information over time, not all at once
Today’s consumers are understandably concerned about providing personal information. One way to assuage any concerns your guests might have about sharing their data is to collect information gradually. Don’t ask for too much information up front. Request only the necessary data points at registration. Then, collect more information over time, as your guests interact with your hotel, and you start to build trust. For example, when a guest signs up to receive email communications, offer him or her the opportunity to provide a zip code or check off special interests.
Use a CRM and marketing automation solution to complete guest profiles for you
Chances are you already have a good amount of data on each of the guests who books with your hotel. Take advantage of the data you already own. There are solutions on the market that are designed specifically for hospitality so that your team has to perform very little manual data entry. Revinate Marketing™ uses Rich Guest Profiles™ to offer a full, comprehensive view of individual guests, automatically unifying data from multiple sources like your PMS, POS, CRM, and booking engine. With a solution like this, hoteliers can access demographics, stay history, preferences, surveys, and social media data in one single and easy-to-access view.
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