Most hotels don’t actually know who their best guests are.
They know who stayed.
They know who booked a massage.
They know who dines regularly.
But they don’t always see the full relationship.
I see this fairly often when working with hotels and hotel collections. Each outlet doing a good job in isolation, but no shared view of the guest.
When spa, restaurant, golf and hotel data sit in different systems, the guest profile is fragmented.
The result?
High-value guests treated like first-timers
No recognition of total lifetime value
Missed cross-sell and repeat opportunities
CRM reduced to “send an offer and hope”
A guest is not a booking. A guest is the sum of their behaviour across your business.
Until hotels connect data under one guest profile, CRM will always underperform. Not because the campaigns are wrong, but because the foundations are broken.
This is where my work usually starts.
Not with “what should we send?”
But with:
• What does a high-value guest actually look like here?
• Which system owns the truth?
• How do we connect stay, spend and behaviour?
Because when the data is connected, revenue follows.