How to identify guest segments with your hotel’s data
Here’s how you can use data to identify your future guests within your guest database, and use technology to get them to book directly.
Time-poor urbanites
For time-poor urbanites, examine each guest’s booking window and booking device.
They tend to do things last-minute, because they don’t have the time to plan ahead.
A booking window of 1-7 days, especially if done through a mobile device, is indicative of a time-poor urbanite. Your channel manager and booking engine should be able to provide you with this data.
Social media nudgers
For social media nudgers, examine each guest’s booking channel and promotion code.
Social media nudgers tend to be on their social networks all day.
A click-through from a social media site, promo code used specifically for social networks, or booking via your booking engine’s Facebook plugin is indicative of a social media nudger.
Your booking engine should provide you with this data. You can also view referral data via Google Analytics.
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Sleep-deprived travellers
For sleep-deprived travellers, examine each guest’s check-in time and booking channel.
Sleep-deprived travellers tend to check in at all hours of the day, because they are travelling for business, and have unstructured sleeping schedules.
A midnight to early morning check-in time from a guest who has come through your corporate distribution partnerships is indicative of a sleep-deprived traveller.
Your property management system and channel manager should be able to provide you with this data.
Energised baby boomers
For energised baby boomers, examine each guest’s length of stay (LOS) and booking channel.
Energised baby boomers tend to have longer lengths of stay because they aren’t restricted by work, and are often spending their pensions travelling.
A week or more LOS from a guest who has come through an agent or wholesaler partnership is indicative of a energised baby boomer. Your website analytics, property management system, channel manager and booking engine should be able to provide you with this data.
Spending singles
For the spending singles, examine each guest’s number of guests per booking and spend per guest.
Spending singles tend to book in groups of two at maximum and spend well because they have a significant amount of disposable income.
A two-guest booking and a spend-per-guest that is higher than average is indicative of a spending single.
Your property management system, channel manager and booking engine should be able to provide you with this data.
Solo travellers
For solo travellers, examine each guest’s number of guests per booking and page views.
Solo travellers tend to travel alone, as they seek adventure and exploration.
A one-guest booking and page views of your website’s ‘things to do’ section is indicative of a solo traveller.
Your website analytics, property management system, channel manager and booking engine should be able to provide you with this data.
Dean Elphick is an editor, copywriter, and published creative writer. Covering hotel management topics such as technology and digital marketing, he produces content at SiteMinder with one aim in mind – to help hoteliers run their businesses better.
