Guest wants and needs are everchanging, and adapting quickly to market demands and changes is crucial for today’s hotel marketers. On top of that, in this digital age, it never hurts to be more data-driven in your overall business strategy. Leveraging customer data—collecting, analysing, and applying it—enables your hotel to tailor marketing efforts, effectively reaching your target audience and enhancing the guest experience.

These insights not only guide you to make more informed data-driven decisions, but it’s also an easy way to save your team time and money in the long run. And while many hoteliers tend to underestimate the power of customer data, making it a focal point in your own strategy is a reliable way to ensure your hotel stays maintains a competitive edge.

Image of a reception bell.
Data-driven strategies are key to thriving in today's hospitality landscape.

Step 1. Gather Data About Your Customers

Gathering information about your guests is a game-changer for any thriving hotel. When you know what your guests like and what they're looking for, you can shape your services to match their needs. So, where do you get this information? A mix of places: direct bookings, feedback from online reviews, responses from surveys, insights from loyalty schemes, trends from web analytics, and interactions on social media platforms. By pulling all this data together, you get a clear picture of your guests' behaviours and preferences. This doesn't just help your team create detailed customer profiles; it also sets the stage for offering tailored experiences that guests will love.

Here are some of your main sources of customer data.

Direct Bookings

Direct bookings are like hitting the jackpot for hotels. They give you a clear view of what customers like, how they behave, and their booking habits. By digging into this data, you can spot which rooms are favourites, which amenities get the thumbs up, and even pinpoint the marketing channels that bring in the most bookings. Afterwards, you can shape your offers and create promotions that will make guests even happier.


Surveys are essential for hotels wanting direct feedback from guests. Clever hotels use well-designed surveys to find out what pleases their guests, what doesn't quite hit the mark, and what piques their interest throughout their stay. By taking on board this feedback, hotels can adjust their services, enhance their quality, and anticipate guests' wishes. Overall, you’ll be able to deliver a stay that feels tailor-made for each guest.

The pages of a book folded in the shape of a heart.
You can gather qualitative data through surveys and reviews to understand your guests’ needs better.

Online Reviews

Online reviews play a significant role in the hospitality industry. By closely watching and assessing these reviews, you can get a clearer insight into guests' hopes, challenges, and specific likes. Remember to address both positive and negative feedback. Only like this will you be able to make strategic improvements that resonate with your target audience and boost your reputation while also attracting new guests.

Loyalty Programs

Loyalty programs are a fantastic way to collect data, allowing you to categorise guests based on their travel patterns, spending behaviours, and preferences. By examining this information, you can offer tailored benefits, special deals, and rewards to enhance guest loyalty.

Web Analytics

Through web analytics, hotels can gain a deeper understanding of how users interact with their website, which pages are more popular, and where the majority of the traffic is coming from. This information enables you to make data-driven decisions to improve your website's overall performance.

Social Media Platforms

Keeping an eye on social media helps you understand feelings, spot key influencers, and catch onto new trends. On top of that, this is a great place to connect with guests. Quickly react to comments, offer help, and build connections, all while boosting your brand's visibility online.

Armed with these insights, you can craft personalised experiences, anticipate needs, and exceed expectations. This not only builds guest loyalty but also drives revenue, positioning hotels for long-term success in an ever-evolving industry.

React quickly to comments and build connections with guests to boost your brand's visibility online.

An Important Note on Data Privacy

While data collection offers significant advantages for your hotel, it's crucial to put consent and privacy at the forefront. Building trust with customers means being transparent about why you're collecting their data and ensuring you have their clear consent. Always give customers the choice to opt out and honour their preferences.

Some best practices for handling customer data include limiting data collection to only what is necessary and relevant, regularly reviewing and updating privacy policies, and conducting internal audits to ensure compliance with the GDPR and CCPA. Implementing a data retention policy can help manage data effectively and minimise risks associated with keeping unnecessary data. By following these best practices, hotels can ensure a positive and secure customer experience.

Step 2. Analysing Customer Data

The analysis of customer data allows hoteliers to identify guest preferences, target demographics, popular amenities, and measure the success of marketing campaigns. Tools like customer relationship management (CRM) systems, data analytics software, and business intelligence platforms can help translate raw data into actionable insights. This can involve segmenting customers based on demographic information, analysing past behaviours, and identifying patterns or trends.

Here are some simple techniques to analyse customer data:


Segmenting customers based on demographic information, such as age, gender, location, and income, helps pinpoint distinct customer categories. This can help you define your target audience and focus your efforts. For instance, if you find a particular age group is a key audience, you can craft promotions specifically for them.

People pointing at customer data graphs.
Segmenting customers based on demographic information can help you focus your marketing efforts.

Behaviour Analysis

Analysing customers' past behaviours, such as booking frequency, average length of stay, or preferred room type, can help identify patterns or trends. This information can be used to personalise marketing messages and offers for individual customers. For instance, if a guest often opts for suites, consider sending them tailored offers for suite upgrades.

Sentiment Analysis

Monitoring customer feedback and reviews can provide valuable insights into customer satisfaction and identify areas for improvement. Sentiment analysis tools can help analyse customer reviews to identify common positive and negative sentiments, allowing you to make necessary improvements and build off of what guests enjoy about your hotel.

Predictive Analytics

Harnessing predictive tools can offer insights into future guest behaviours. By sifting through historical data, you can anticipate upcoming trends, shaping your marketing, pricing, and customer engagement strategies accordingly.

Analysing guest data is essential for you to gain insights into guest preferences, target demographics, and popular amenities. By utilising these tools and techniques, your team can make data-driven decisions to enhance the overall guest experience and generate more bookings.

People in a meeting analysing customer data.
You can use the customer data you gathered not only to know your guests’ preferences but also to predict their needs.

Step 3: Applying the insights

Using guest data efficiently can significantly improve your marketing campaigns, optimise marketing channels, drive customer loyalty, and improve a guest’s overall experience. You can increase engagement and conversions by tailoring your messages, offers, and promotions based on customer preferences and behaviour. On top of that, you can also use customer data to enhance guest experience by anticipating guests’ needs, providing personalised recommendations, and offering customised services.

Here are some ways you can apply customer insights into the guest journey:

Personalisation and Targeted Marketing

Today's guests expect personalised experiences. Luckily for you, guest data provides plenty of insight into their preferences, habits, and behaviour—which means you can better cater to guests’ specific needs. Analyse the insights you have, and use your conclusions to tailor messages, offers, and promotions that resonate with your audience. Like this, you will not only boost engagement but also trust. On top of that, you’ll render more converting marketing campaigns, boost customer satisfaction and ultimately, bring in higher revenues.

For example, sending personalised emails with special promotions or recommendations based on past stays can boost guest engagement and bookings. These personalised emails can include discounts on future bookings, complimentary upgrades, or unique packages that align with each guest's preferences. Doing this not only shows attentiveness from the hotel's side but also creates a sense of importance and exclusivity for the guests.

Improving Guest Experiences through Customer Data

Your understanding of guest preferences can shift your hotel beyond the "one-size-fits-all" approach and create tailored experiences for each visitor. Harnessing customer data allows your team to anticipate guests' needs far before they even express them. Therefore, this data can enable you to go beyond your guests’ expectations.

Take the example of a guest consistently requesting extra towels and pillows during previous stays. For an upcoming stay, you can ensure these extras are readily available in their room upon arrival. This attention to detail not only sets you apart from your competition but also forges strong and lasting connections with your guests. Like this, they’ll not only come back but also recommend the hotel to others.

Waiter carrying a platter of drinks.
Knowing information about your guests can help you make small personalised changes that add value for them.

Optimising Marketing Channels for Maximum ROI

By analysing data on customer response rates and engagement, you can identify the most successful marketing channels and focus your team’s efforts accordingly. This approach maximises your return on investment (ROI) by directing resources toward the most impactful channels.

For example, say you’ve discovered that your email campaigns consistently yield higher response rates and engagement compared to social media campaigns. Now you can allocate more resources towards email marketing to increase customer acquisition and improve conversion rates.

Driving Loyalty through Customer Data Insights

To drive customer loyalty, your team should consider implementing various strategies. This includes segmenting guests based on their preferences and needs, tailoring loyalty programs to cater to different segments, offering personalised rewards and incentives, and implementing targeted retention campaigns.

Use the insight you’ve collected to understand guest needs, preferences, and behaviours. You’ll then be able to send personalised emails or messages that feature offers and deals tailored to specific customer segments. For instance, couples celebrating their anniversary may receive a special package with a free spa treatment or romantic dinner.

Utilising guest data is a great way to enhance loyalty programs and provide personalised rewards. By tracking preferences, stay frequency, and spending habits, your hotel can offer tailored incentives. For example, if a guest frequently books spa services, they may earn loyalty points that can be redeemed for a free massage or exclusive spa access.

Not only that, but you can also reward guests based on their individual preferences and behaviour. This includes offering discounts or upgrades to those who frequently book through the hotel's website or have extended stays.

Lastly, you can also use these insights to create targeted retention campaigns, like customised messaging with relevant offers and exclusive deals for specific customer segments.


Incorporating customer data into hotel marketing strategies has evolved from being a luxury to an essential practice. By collecting, analysing, and applying guest data, you can tailor marketing messages, enhance guest experiences, optimise marketing channels, and cultivate unwavering customer loyalty.

The wealth of information available to you can empower you to make more informed marketing decisions, boost customer engagement, and drive revenue. Evaluate the effectiveness of your marketing channels, target the right audience, and you’ll eventually maximise return on investment. Like this, you can ensure more efficiency and cost-effectiveness for your campaigns, and establish continued success in the ever-evolving landscape of the hospitality industry.

Oct 18, 2023
Trends and Insights
Written by
Hotelchamp Team