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Hotel database health – EMEA

The 2025 Hospitality Benchmark Report helps hoteliers assess performance, pinpoint improvements, and set goals. These benchmarks focus on EMEA’s hotel 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 channel: 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 – EMEA

While every micro-region saw double-digit growth, the Middle-East and Asia reached 29%.

Records with email and phone

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

Revinate does a great job sharing best practices. I’m always learning new ways to improve guest engagement.

Lindsay Armstrong
CRM Manager, Daniel Thwaites

With Revinate, Daniel Thwaites has achieved a lifetime revenue of £7M.

Read the full customer story

Records with email and phone – EMEA

Across the micro-regions of EMEA, they almost 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 – EMEA

Records with email addresses outperformed records with phone numbers almost uniformly across EMEA.

With Revinate, teams can seamlessly assess the efficacy of their efforts, refine strategies for optimal performance, and acknowledge and incentivize loyalty among guests.

Read about Daniel Thwaites’ successes

With Revinate, teams can seamlessly assess the efficacy of their efforts, refine strategies for optimal performance, and acknowledge and incentivize loyalty among guests.

Read about Daniel Thwaites’ successes

Revinate allows us to create relationships with our guests and clearly differentiate our product. We can put our stamp on our ideas and show the customer why we are the best hotel in North Wales.

Shaun Oldfield
House Manager, The Quay Hotel and Spa

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 – EMEA

Across EMEA, OTAs maintained the firmest grip in Scandinavia, with 53% of all database records having masked emails.

Revinate has transformed how we market and given us the edge that we need to compete directly with OTAs.

Matthijs Wols
Marketing Executive, The July

An automated winback campaign, by The July thanking guests for their recent stay, received an open rate of 76%, an 11% CTR and 52 nights booked in the first two months.

Read the full customer story