How guest data is the ultimate key to direct bookings
Here’s why mastering your guest data, leveraged by the right Property Management System (PMS), is non-negotiable for modern revenue success.
Driving Direct Bookings
Every booking through a third party erodes your margin, yet many providers feel locked into that cycle. Guest data is your key to breaking free. By effectively collecting and analyzing data points—like past stay dates, booking windows, and the reasons for previous cancellations—you can launch hyper-targeted campaigns that cut out the middleman.
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Segmented loyalty offers: Use data to identify your most loyal, high-value guests and target them with exclusive direct-booking rates or closed user group offers not available on OTAs.
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Abandoned cart recovery: A robust PMS captures intent. Automated email triggers based on guest data can prompt those who started a booking but didn't finish, offering a small incentive to convert directly.
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Past guest re-engagement: Knowing when and what a guest booked previously allows you to market the right offer at the precise time they are planning their next trip. This is not just email marketing; it's data-driven revenue management.
The Art of Personalisation and High-Yield Upselling
Generic mass communication is an express ticket to the spam folder. Today's traveller demands a personalised experience from the moment they consider booking. Guest data is the fuel for this personalisation, especially when it comes to highly profitable upselling via email and SMS.
Imagine receiving an email offering a late check-out or an dining voucher at a local restaurant two days before your arrival—an offer that only works because the PMS knows you booked a romantic weekend getaway, not a business trip. This isn't guesswork; it’s a seamless integration of your stored preferences with timely digital communication.
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Email Marketing: Use past purchase data to create 1:1 pre-arrival upsell campaigns with a clear call to action, driving valuable auxiliary revenue before the guest even steps on property.
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SMS Communication: Leverage the immediacy of SMS for last-minute upgrades. A simple text offering an available room upgrade at a flash-sale price just 24 hours out has an extremely high open and conversion rate, especially when personalized with the guest’s name and specific booking details.
The team at Massey Online Management specialize in turning insights into revenue opportunities through smart digital strategy and reservation system expertise.
Reach out to us today to discover how we can help you stand out in the crowd.