Every year, Revinate publishes a Hotel Marketing Benchmark Report to provide the industry with actionable and comparative insights from hotels around the world. We analyzed more than 368 million emails sent in 2020 from Revinate’s Marketing customers so that we can provide a unique review for a unique year. Below is a snapshot of the Section 2, a Year in Review.
You can download the full 2020 Benchmark Report for free here.
Hotels looking to drive bookings, upsell revenue, and guest loyalty should focus on maintaining a healthy database, one that is continuously growing and improving in quality.
To achieve this effectively, it’s best to obtain data in exchange for value. For example, ask guests to complete a preferences questionnaire or fill out a form in exchange for free wifi. For accuracy and privacy, when possible, have guests enter their personal information themselves into a system (such as wifi, or from a pre-arrival email on their own device).
That said, hotels should also try to capture data during check-in if it’s missing. For OTA guests, it’s best-practice to also include specific OTA-segmented campaigns to capture their true email, as some hashed emails expire after 30 days.
To understand what a ‘good’ sized database looks like, you need to consider the size of your hotel and the volume of your guests.
A 400 room convention hotel will likely have a far bigger overall database than a small boutique hotel. But the boutique hotel may be able to convert more loyal leisure guests for multiple stays in comparison.
To be a successful marketer, you need to focus both on the size of your database and the quality of data. Bad data can wreak havoc on campaigns and analysis. Hotels need to first make sure their data is clean and free of duplicates and junk before making critical decisions on campaigns or segmentation.
Recently, Revinate launched Advanced Profile Synthesis, a highly sophisticated and effective AI and machine learning-powered process that automatically cleanses, deduplicates, synthesizes, and merges your guest data so that you can finally get a true and accurate view of your guests.
Get a closer look at how Advanced Profile Synthesis works.
Global Hotel Database Size
Globally, Revinate customers saw the following distribution of database sizes as represented on the right. Surprisingly, most hotels (31.5%) had more than 50,000 guests in their database, followed by 26.8% of hotels with between 10,000 and 25,000 guests.
While many things play a role in determining a hotel’s database size, always focus on growing your marketable database. You can’t easily maintain brand awareness or capture bookings from guests if you can’t reach them. Every effort that you put into capturing and expanding your database will pay off.
Revinate Database Insights allows you to drill into key insights from your PMS data to make more informed marketing decisions. Learn about your top booking channels, locations, lead time for reservations, and more.
Hotel Database Size By Region
View the full Marketing Benchmark Report today and get regional insights for hotel data base size. The report also includes actionable insights you need to improve your hotel marketing and benchmark your success. We cover 9 topics including marketing campaign performance, hotel database size, trends in 2020, and amenity and room upsells.