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Hotel database health – APAC

The 2025 Hospitality Benchmark Report helps hoteliers assess performance, pinpoint improvements, and set goals. These benchmarks focus on APAC’s database health channel for sanitizing guest data and identifying OTA referrals.

The 2025 Hospitality Benchmark Report helps hoteliers assess performance, pinpoint improvements, and set goals. These benchmarks focus on APAC’s database health channel for sanitizing guest data and identifying OTA referrals.

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Database makeup

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Identity resolution

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Hotel database health: introduction

Clean, accurate data is the foundation

The database health channel represents how well hoteliers know their guests and how effectively hoteliers can activate that data. Guests are constantly sharing valuable information with hotels during their stay, including contact information, preferences, and behavior. For direct booking metrics, it’s important for hoteliers to capture that information and turn it into a tailored experience that guests won’t forget.

Messaging Channel North America - Revinate

Inside your hotel database

How well do you know your guests?

The more guest information you have, the more valuable each record in your database can be. For example, examining your database can tell you how many guests have shared their email address and phone number. Having this first-party data is vital when third-party cookies fail or are blocked. See how well your guest database stacks up against your peers.

Database growth

Globally, EMEA outperformed other regions, growing its database by 50% YoY.

Database growth – APAC

Australia, New Zealand, and South East Asia saw tremendous growth while other micro-regions struggled.

Records with email and phone

North America performed the best in capturing email, while all regions were roughly on par for phone numbers.

By customizing campaigns to meet guests’ needs and preferences, we stand out from competitors and enhance our market position.

By customizing campaigns to meet guests’ needs and preferences, we stand out from competitors and enhance our market position.

Juthamas Sakulpisut, Cluster General Manager
Staybridge Suites Bangkok Thonglor and Sukhumvit 24, an IHG Hotel

Staybridge Suites were able to drive about $4.9 million in drect revenue in 12 months.

Read the full customer story 

Records with email and phone – APAC

Across the micro-regions of APAC, they uniformly captured more email addresses than phone numbers.

Value of records with email & phone

North America saw parity between records with either type of contact information, most likely due to a strong voice channel.

Value of records with email & phone – APAC

Records with email addresses outperformed records with phone numbers across APAC.

With Revinate Marketing, Staybridge Suites experienced a notable boost in direct revenue, thanks to being able to target very specific segments of the guest database.

With Revinate Marketing, Staybridge Suites experienced a notable boost in direct revenue, thanks to being able to target very specific segments of the guest database.

Staybridge Suites Bangkok Sukhumvit

With Revinate, we’ve seen month-on-month improvement in key campaign metrics like open rate, room nights booked, and revenue generated.

With Revinate, we’ve seen month-on-month improvement in key campaign metrics like open rate, room nights booked, and revenue generated.

Vinh Dinh, Director of Marketing & Communication
InterContinental Phu Quoc Long Beach Resort

Identity resolution

Controlling the guest relationship

OTAs are an important source for bookings, but an overreliance on them can have an outsized negative impact on revenue. This is especially true when OTAs mask guest emails, preventing hotels from contacting guests directly for repeat bookings and driving loyalty. To maximize revenue, hotels must have a method for unmasking guest emails.

Percentage of OTA-masked email records

On average, 21% of database records around the world contained a masked email, with OTAs keeping control of the guest relationship.

Percentage of OTA-masked email records – APAC

Across APAC, Australia and New Zealand had the most number of OTA- masked emails in their database.

Strategically, Revinate allows us to make data-driven decisions, ensuring we stay ahead of the competition.

Strategically, Revinate allows us to make data-driven decisions, ensuring we stay ahead of the competition.

Ruchira Wimalaratne
Director of E-Commerce, Crown & Champa Resorts

Crown & Champa Resorts have driven 450% more revenue after implementing Revinate Marketing, improving its share against the competition and OTAs.

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Percentage of merged profiles per database

Globally, North America enjoys a slight lead against all other regions, merging 12% of its database profiles that had a masked OTA email address.

Percentage of merged profiles per database – APAC

Across APAC, the different regions were almost on par averaging 8-10% of merged accounts in their database.

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See how well hoteliers collect and activate web data

With Revinate, we can securely and intelligently use data to segment guests based on their behaviours, locations, family status, and interests.

With Revinate, we can securely and intelligently use data to segment guests based on their behaviours, locations, family status, and interests.

Emer Hallahan, Group Head of Marketing & Ecommerce

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