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Glossary overview


Armin Gögele, last updated on July 25, 2023


A hotel receives information about its guests in a variety of ways. Demographic information such as age, country of origin, language and contact details are provided by the guest before their stay. At the time of booking, additional travel data is added. This includes length of stay, booking lead time, payment method and travel group (single, couple, family, etc.).


Interests such as wellness, hiking or skiing can also be recorded. All of this information is stored in the hotel's software or CRM (Customer Relationship Management) system. In addition, there is information about internet usage, such as visits to the website, the rate of interaction with the hotel's advertising and much more.


Advantages of guest data in hotel marketing

  • Personalized communication
  • Increased guest loyalty
  • Tailored recommendations for improved guest experience
  • Improved guest segmentation
  • Targeted marketing campaigns
  • Competitive advantage
  • Potential for cross-selling and up-selling

The use of all this guest information makes it possible to target customers in online marketing and thus increase the likelihood of booking.

The most important questions about Guest Data

How are guest data collected in hotels?

Guest data can be collected in various ways, including booking forms, online reservation platforms, guest surveys, membership programs, and registration processes during check-in. Website analytics and social media interactions can also be considered.

How can guest data be used for personalizing the guest experience?

Guest data plays a central role in personalizing the guest experience in hotels. Individual information about preferences, past stays, and booking history allows for tailored communication and room amenities. Moreover, personalized offers, recommendations for restaurants and leisure activities, and special loyalty programs can be customized to the guest's specific needs. Utilizing guest data enhances guest satisfaction and fosters guest loyalty, as guests feel more appreciated and enjoy a memorable experience at the hotel.

What role do guest data play in optimizing distribution channels?

Guest data facilitates the optimization of distribution channels by assisting hotels in identifying the most effective ones and adjusting their marketing strategies accordingly. Analyzing guest data helps hotels determine which channels guests frequently use for bookings and which channels have the highest conversion rates.