Information is power, especially when that information can help hotel businesses increase their direct sales. We are talking about the guest database and the importance of managing it properly.
Prologue: SES.HOSPEDAJES Law
Before addressing the guest database, special mention must be made of the current obligation hotels have to properly collect information from each guest, established in Royal Decree 933/2021.
Subsequently, this collection will be automatically sent to the Ministry of the Interior through the state platform SES.HOSPEDAJES thanks to the integration we have with our PMS.
If you would like more information about SES.HOSPEDAJES, you can access our free webinar here.
Creating a Quality Database
Now, what information does the hotel need to have a good database? How is it collected? And most importantly, how can you use it to increase your direct sales and build customer loyalty? We’ll tell you!
Quality Information
The most basic data that must be properly collected to begin any direct sales strategy are: First Name, Last Name, Location, and Email.
From there, you can build a more detailed database that allows you to know your customer better and provide more personalized communication. You can collect information such as: reason for travel, room preferences, consumption habits, interests, loyalty level, etc.
Important! We remind you again that, beyond implementing marketing strategies or not, the establishment is required to collect the information required by SES.HOSPEDAJES regulations, and failure to do so may result in significant state penalties.
Data Collection
There are different ways to collect information:
- Subscription forms (Newsletter). These forms typically offer a discount code to apply to the next reservation as an incentive. In exchange for this benefit, the user is providing their data and accepting receipt of promotional communications from the hotel.
- Booking engine and PMS. When the reservation is completed, information is collected again and automatically transferred to the PMS, this time related to their stay, which will allow us to know them in more detail: stay dates, room type, whether traveling with family, meal plan type (half board or full board), booking source (direct, OTAs…).
In this section, it is important that during check-in, you verify that the email belongs to the guest, since when booking through an OTA (online travel agency such as Booking), this type of information is not shared.
- Captive WiFi portal. The hotel can offer guests the option to connect to the hotel’s WiFi network through a captive portal that will request basic information. This allows us to collect additional data while always complying with GDPR (General Data Protection Regulation).
Using the Database
We’ll explain this last section through the story of Maria and Toni:
Maria is planning her next trip and finds a hotel that meets her needs. The first thing she will do is search for promotions/offers she can benefit from.
After browsing the website, she identifies a 10% discount for booking through the website and an additional 5% for subscribing to the Newsletter. Two scenarios can unfold here:
- She subscribes but does not book. In this case, after subscribing to the Newsletter, the hotel has the opportunity to convince her by offering extra benefits for her next reservation.
- She subscribes and books. With the collected data, the accommodation can begin communicating with Maria, offering her relevant information for her stay. For example: informational email about activities in the area, benefits for being a guest, or even implementing upselling and cross-selling strategies.
Maria finally made the reservation, and on the day of check-in, she receives an email from the accommodation welcoming her and offering a complimentary cocktail. Surprised by the reception, she feels she has created a connection with the hotel and decides to share that moment on her social media, giving it greater visibility.
After her vacation ends, Maria receives an email from the hotel thanking her for her stay and rewarding her trust with 10% off her next reservation. After the great experience, Maria will not hesitate to use that discount very soon.
On the other hand, Toni arrives at the hotel after booking on Booking, and after checking in, goes up to the room to work for a while.
When connecting to WiFi, he accesses a captive portal where he must register to have internet access.
After a wonderful stay, Toni returns home, and a few days later, receives an email from the hotel thanking him for his stay and rewarding his trust with 15% off his next reservation. After the great experience, Toni will decide to take advantage of that discount and book through the hotel’s website.
At Timón Hotel, we have solutions to implement strategies like Maria and Toni’s case to increase direct sales and build customer loyalty, provided the hotel has a quality database.
Need advice? Contact us.