Unlocking Guest Insights: Why Understanding Their Potential Can Transform Your Hotel Business

As a hotel operator or general manager, knowing who your guests are goes beyond just checking them in and out. Imagine if you could tap into the full potential each guest brings, not only as a guest but as a source of influence and future sales. Understanding your guests deeply can open doors to new revenue streams, stronger brand loyalty, and a more personalised guest experience that sets your hotel apart.

Why Guest Insights Matter More Than Ever

Hotels today face fierce competition. Travelers expect more than just a clean room and friendly service. They want experiences tailored to their preferences and needs. To deliver this, you need detailed knowledge about your guests:

• Preferences and habits: What kind of room do they prefer? Do they dine in or order room service? Are they business travelers or vacationers?

• Spending patterns: How much do they typically spend on extras like spa treatments, dining, or tours?

• Influence potential: Are they social media influencers, frequent travelers, or part of a large network that could bring referrals?

  
  

Knowing these details helps you create targeted offers, improve guest satisfaction, and increase revenue. For example, a guest who regularly books spa treatments could receive exclusive spa packages or early access to promotions.

How to Collect and Use Guest Data Effectively

Collecting guest data is only useful if you can analyse and apply it. Here are practical steps to unlock the value of guest insights:

1. Use Technology to Gather Data

Modern property management systems (PMS) and customer relationship management (CRM) tools can track guest behavior across stays. These systems collect data such as:

• Booking history

• Service usage

• Feedback and reviews

• Special requests

  
  

Integrating these platforms with your website and mobile apps can capture even more data points, like browsing behavior with preferences and work status.

2. Segment Your Guests

Not all guests are the same. Group them into segments based on shared characteristics such as:

• Purpose of visit (business, leisure, family)

• Spending level (budget, mid-range, luxury)

• Loyalty status (first-time, repeat, VIP)

  
  

Segmentation allows you to tailor marketing messages and offers that resonate with each group.

3. Personalise Guest Experiences

Use the insights to customise the guest journey. Examples include:

• Greeting returning guests by name and offering their preferred room type

• Sending personalised pre-arrival emails with relevant offers

• Creating packages based on past spending habits

  
  

Personalisation builds emotional connections and encourages repeat visits.

Unlocking Influence and Referral Opportunities

Guests with strong social networks or industry influence can become powerful advocates for your hotel. Here’s how to identify and engage them:

• Track social media presence: Some PMS and CRM tools can flag guests with large followings or frequent posts about travel.

• Encourage reviews and sharing: Offer incentives for guests to share their experiences online.

• Create ambassador programs: Invite influential guests to exclusive events or offer perks in exchange for promotion.

  
  

For example, a travel blogger staying at your hotel might share photos and reviews that reach thousands of potential customers. Recognising and rewarding such guests can turn them into long-term partners.

Several hotels have transformed their business by focusing on guest potential:

Examples of Successful Hotel Strategies

• LTIMindtree (with a global hotel group)

  
  

  • Strategy: Unified guest data from PMS, CRM, bookings, and past stays to build a 360° guest view; personalised offers, upsells, and targeted campaigns.

  • Results: 6–8% growth in online revenue, improved margins from upselling, and enhanced guest experience through personalisation.

    
    

• LuxStay (boutique hotel group)

  
  

  • Strategy: Integrated PMS, CRM, and guest survey tools; sent personalised pre-arrival messages and automated services (housekeeping, amenity recommendations) based on guest data.

  • Results: +25% in guest satisfaction, +15% revenue from targeted upsells, 40% increase in team efficiency.

    
    

• Marriott International

  
  

  • Strategy: Used guest history, loyalty data, booking patterns, and preferences to tailor stays, offers, and marketing.

  • Results: Higher guest loyalty and repeat bookings; personalised experiences increased likelihood of returning guests.

    
    

• Hilton Hotels & Resorts

  
  

  • Strategy: Leveraged app and loyalty program data to provide customised services (in-app check-in/check-out, recommendations, dynamic offers) based on guest behaviour.

  • Results: Improved guest engagement, higher spend during stays, better satisfaction, and stronger loyalty outcomes.

  
  

While technology and data analytics play a crucial role in enabling hotels to understand guest preferences and deliver personalised experiences, it is ultimately the team’s human touch and engagement that drives lasting loyalty. Systems like CRM, PMS, and apps can provide insights, suggest tailored offers, and automate services, but the way staff interpret these insights, anticipate guest needs, and respond with genuine care and attention has an even greater impact. From personalised greetings to thoughtful problem-solving and proactive service, the team’s ability to translate guest data into meaningful interactions ensures not just satisfaction, but trust, emotional connection, and repeat visits, turning insights into enduring loyalty. These examples show how understanding guests beyond their stay can drive measurable business growth.

Building a Culture Around Guest Knowledge

To make the most of guest insights, your entire team should value and use this information. Train staff to:

• Collect guest preferences during interactions

• Use guest data to anticipate needs

• Communicate personalised offers clearly

  
  

Encourage feedback loops where front desk, housekeeping, and food and beverage teams share observations that enrich guest profiles. This culture creates a seamless, guest-focused experience.

Final Thoughts

Knowing your guests well is no longer optional; it’s essential for a thriving hotel business. By unlocking the potential each guest brings, you can create personalised experiences, increase revenue, and build lasting relationships. Start by collecting meaningful data, segmenting your audience, and using insights to tailor your services. Recognise guests who can influence others and engage them thoughtfully. This approach turns every stay into an opportunity for growth and connection.