Most Operators Are Sitting on Guest Data Goldmines – But 80% Don’t Use It. Here’s How to Fix That.

If you’re running a hospitality business in 2025, you’re almost certainly sitting on a mountain of guest data — booking history, spend patterns, visit frequency, menu preferences, birthdays, feedback… the list goes on. Yet up to 80% of operators aren’t actively using it to drive revenue or loyalty.

That’s a massive missed opportunity.

In today’s ultra-competitive market, personalisation and timely communication are no longer optional — they’re expected. And the good news? You already have what you need. You just need to activate it.

Here’s how to start turning your guest data into actual results:

1.

Connect the Dots

The first challenge is often fragmentation. POS, booking platforms, WiFi logins, delivery apps — all collecting guest data in silos. If these systems aren’t talking to each other, it’s impossible to get a full picture of who your guests are and how they behave.

🔧 Fix: Work with a CRM or hospitality tech platform that integrates across your key systems. You need a single view of each guest to make meaningful use of their data.

2.

Start Simple, Segment Smart

You don’t need to launch a 10-stage email journey on day one. Start with basic but powerful segmentation:

• First-time guests
• Loyal regulars
• Lapsed customers
• High spenders
• Birthday this month

🎯 Fix: Use this segmentation to trigger relevant, timely messages. Think birthday offers, re-engagement emails, or loyalty thank-yous. This stuff works — it’s personal, not generic.

3.

Measure What Matters

Many operators launch campaigns and then… nothing. No tracking, no benchmarks, no lessons. That’s like flying blind.

📊 Fix: Look at open rates, redemption, incremental visits, and guest feedback. Test different subject lines, offers, and timings. Use the data to sharpen your approach over time.

4.

Don’t Just Push, Listen

Your CRM isn’t just for broadcasting. It should be a feedback loop. Are guests enjoying new menu items? Is your service slipping at certain locations? This insight is gold.

🗣️ Fix: Use feedback tools, post-visit surveys, and NPS prompts to keep a pulse on experience. Then act on it — and tell guests when you do.

5.

Reward Loyalty the Right Way

Loyalty isn’t just about points. It’s about recognising and rewarding behaviour in a way that feels personal and genuine.

💡 Fix: Surprise and delight your best guests. Reward the frequency, not just the spend. Celebrate anniversaries of their first visit. Show them they’re more than a transaction.

The Bottom Line?

You don’t need more data — you need to do more with the data you already have. The operators who win in 2025 will be the ones who use tech to make their guests feel remembered, valued, and welcomed back.

It’s not rocket science — it’s smart, simple hospitality powered by data.

Your goldmine is waiting. Time to dig in.

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