Guest data: Your property’s secret weapon

Capturing, analysing and using guest data is a critical, yet sometimes overlooked opportunity for accommodation operators. Leveraging guest data, your property can secure more direct bookings, reduce reliance on OTAs, and optimise marketing performance.

Combining smart tech integrations, practical tools and winning strategies, data can be used to convert interest into income for your property.

First published in the latest edition of AccomNews HERE

In today’s digital-first world, platform economies which rely on third-party exchanges, dominate. Tourism operators are all too familiar with this model, with giant OTAs an unescapble force in the accommodation sector.

As operators know, listing on an OTA comes with pros and cons. On one hand, OTAs have a direct audience and reach that most operators can only dream of. On the other, they charge high commission fees, limit guest data collection for the accommodation operator, and drive market competition.

Overreliance on OTAs also exposes operators to market fluctuations. On an OTA, operators have less control over branding, pricing, and visibility.

In contrast, direct bookings offer accommodation providers many financial and brand benefits. Profit margins are higher without OTA fees, and operators have more control over offers, deals, and branding through a well-considered online presence.

Happily, there are effective strategies to drive direct bookings and reduce reliance on OTAs. Pinpointing which strategy to use begins with capturing and using guest data.

Why collect guest data? 

Guest data allows operators to understand their customer base on a deeper level, enabling tailored experiences and efficient operations that maximise revenue, strengthen brand identity, and drive guest loyalty and repeat bookings.

“Guest data is the single most underutilised asset in the industry today,” said Resly Co-Founder Sam Steel.

“Too often we let third-party platforms control the guest relationship when the real opportunity lies in using the information we already have to build loyalty and drive direct bookings.”

Impressing guests is crucial in a competitive market, and that begins with understanding and meeting their expectations. Guest data such as length and purpose of stay is invaluable because it offers insights into what travellers want.

Using this information to deliver memorable experiences can lead not only to repeat bookings but also to referrals, as satisfied guests often share recommendations within their own networks. A single positive stay can spark organic growth in direct bookings.

Unfortunately, when bookings come to a provider through an OTA, some of this valuable guest data may be missing. So how can providers collect guest data? Surveys can be very useful here, and providers may choose to deploy them pre-arrival, in-stay or post-stay. 

Chris de Closey, Director of Switch Hotel Solutions, said: “Capturing data to build an understanding of your guests and your guest profile is crucial. When you know who your guests are and what they like, you can develop strategies to optimise online conversions.” 

Even collecting basic data such as emails and phone numbers can drive direct bookings. Simple strategies include sending booking offers through email and SMS to create a direct relationship with guests.

Kylie Keane, Director of Operations at SIHOT told us that guest data can give businesses a valuable edge in today’s highly competitive hospitality market.

“Guest data has become one of the most powerful tools for accommodation providers seeking to reduce dependence on third-party platforms. By capturing direct contact details such as email addresses and mobile numbers, hotels establish stronger relationships with their guests.

“Analysing booking history, preferences, and behaviours allows operators to tailor offers, enhance the booking journey, and foster loyalty that translates into repeat stays.”

The role of OTAs 

If the goal is to increase direct bookings, OTAs are a vital tool—not the enemy.  

Hayley Armstrong, Senior Revenue Manager at RoomPriceGenie said: “Accommodation providers can use OTAs as powerful discovery channels to attract first time guests. This is especially important for smaller properties that may not have large marketing budgets.” 

Sales and Revenue colleague Melody Phillips added that OTAs “act as the ‘Yellow Pages’ of today’s travel industry—they’re often the starting point of a guest’s booking journey, even if the final booking is made elsewhere.  

“Rather than resisting OTAs, treat them as a unique channel with distinct value. Their massive marketing budgets and global reach can put your property in front of thousands of potential guests you might not reach otherwise. Use their promotional power to your advantage.” 

Once your property has secured the guest, whether through an OTA or not, then the real opportunity begins, said Hayley Armstrong. 

“OTAs boost visibility and reviews, but the real opportunity lies in building relationships during and after the stay through personalised services, small extras, and subtle promotion of direct channels. Offering perks like flexible cancellation, free breakfast, or best rate guarantees makes direct booking more appealing.”

OTAs can therefore be a vital stepping stone and marketing resource to increase a property’s share of direct bookings. They offer an opportunity to collect some valuable guest data and establish relationships. From there, personalising offers can improve conversion for guests from OTA to direct customers.

How to use guest data strategically

Capturing guest data is just the first step. The second is using it to drive smart operational and marketing decisions.

 “Every stay, every enquiry, every preference noted by a guest tells us something valuable,” said Sam Steel. 

“When we analyse this data correctly, we can create marketing that truly resonates, not generic offers, but targeted campaigns that speak directly to what each guest wants.

“Being able to segment your guests based on preferences and historic stays means you can send highly relevant offerings. For example, if a family stayed during the school holidays last year, send them a special package for this year’s break at the right time to inspire them to book directly.” 

Chris de Closey added “There are many tools that can help to tailor offers to guests, such as the offers shown to different IP locations, making some offers country specific. 

“Do your research and take guidance from industry professionals when developing your strategies.” 

Craig Dennington, ANZ & Pacific Regional Director at Agilysys explained: “Unified guest data allows providers to tailor offers that feel relevant and timely. By analysing booking history, spending patterns, and on-property preferences, operators can create packages or upsells that resonate with individual interests, whether that’s a late checkout for business travellers, or spa credits for leisure guests.

“Personalisation fosters stronger emotional connections, improving conversion rates and encouraging repeat stays.” 

To best take advantage of guest data, providers shouldn’t underestimate the power of a good property management system (PMS).

Kylie Keane noted that “PMS play a central role by streamlining data collection, segmentation, and communication. With automation and guest-facing tools such as mobile apps and pre-check-in, hotels manage consent preferences while delivering personalised experiences at scale.”

Related AccomNews article: Maximise the perks of peak season with data collection

Craig Dennington added that “An intelligent PMS acts as the operational backbone, consolidating data from multiple touchpoints into a single, accessible profile. 

“Segmentation tools can highlight high-value guests, various preferences, and seasonal trends, enabling targeted campaigns that convert OTA bookers into direct return guests.

“Integrating with additional systems such as customer relationship management (CRM) tools, point-of-sale (POS) systems, and loyalty platforms, a PMS streamlines both collection and analysis, saving time while providing insights.”

Sam Steel said: “A PMS which collects the correct guest data and fully integrates it with existing tools is key.

“That data must also be accessible and ready to plug straight into your marketing or loyalty systems so you can act on it quickly. 

“Data integration also supports smarter pricing and timing strategies. Knowing when guests book, what extras they value, and how they respond to offers allows hotels to create personalised packages while maximising revenue.” 

The importance of a good booking platform 

Besides offering tailored deals to boost direct bookings, providers also need to create a seamless booking experience. OTAs have an advantage because they make reservations quick and simple. With saved account details, guests can book and pay in just a few clicks. To compete, operators should minimise any booking hurdles and offer incentives that encourage guests to book directly.

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Chris de Closey believes the biggest factor to convert browsers to bookers is ease of booking.  

“Everyone wants a sleek website, but if the guest booking journey is arduous, they won’t convert! Spend time reviewing the booking process on your own website to understand the potential sticking points and identify how to get around them. Reduce the number of clicks where possible. Embed what you can on your website to keep it in the same ecosystem.  

“Remember our direct websites often don’t have the same capabilities as OTAs, so your direct offering needs to be priced appropriately and if you can, offer incentives to book. You might offer priority check in, late checkouts, free upgrades, more flexible cancellation policies and more.” 

So, what makes a good booking system? It’s all about ease. Craig Dennington said that “even the most compelling offer can be lost if the booking journey is difficult.

“A good booking engine ensures speed, clarity, and mobile optimisation, with minimal clicks from interest to confirmation. Transparent pricing, intuitive navigation, and consistent branding reinforce trust, while features like secure payment options and personalised upsell prompts transform casual browsers into loyal, returning guests.” 

To incentivise direct booking, providers also need to ensure price settings are right. Hayley Armstrong said data comes into play here, too. 

“By tracking key metrics, providers can uncover demand patterns and adjust pricing dynamically to maximise revenue.” 

Guest data for improving profit margins 

Guest data isn’t just a powerful marketing tool. It can improve profit margins in other ways.

Effective analysis of guest data can lead to improved efficiency and reduced waste from day-to-day and year-to-year. As guest profiles change through the seasons, their needs and preferences change.

For instance, business travellers may want food and beverage services available early in the morning, while leisure guests may prefer food and drink be available from mid-morning to afternoon. Adjusting operating hours strategically can create a more convenient experience for guests and reduce operational costs.

“Think of your data as a truth-teller,” said Melody Phillips.  

“While instincts are useful, data shows you exactly what’s working and what’s not. Ignore it, and you’re flying blind. Use it and make smarter, revenue-driven decisions every day.”  

Chris de Closey said: “Data collection can help streamline operations. It gives you an opportunity to understand peak times, for example, staffing for check-ins and check-outs, for food service on buffets, a la carte dinner service and more.  

“Appropriate staffing allows for cost saving measures in the slower periods. Ask guests more questions and capture as much data as possible.”

Kylie Keane added that “insights into spending patterns and guest feedback enable hotels to refine services, allocate resources more effectively, and uncover new revenue opportunities.

“Used strategically, guest data is not just about filling rooms—it’s about building lasting relationships, improving efficiency, and strengthening the hotel’s position in an evolving digital landscape.” 

Leverage guest and market data for smarter growth

Collecting guest data internally also opens the door to using broader market data for deeper insights and smarter decision-making.

Hayley Armstrong said when used effectively, data can be “a hotel’s greatest superpower. 

“Performance analytics highlight the most profitable channels, guest behaviours, and upsell opportunities. Market benchmarking offers a broader view of industry trends to identify gaps and growth potential. By combining these insights with operational efficiency, providers can make smarter, data driven decisions that increase both occupancy and profitability.”

This article first appeared in the Spring edition of AccomNews. Click below to explore.