Initiate software delivers a single, complete view of your guests, linking guest, household or organizational records together across properties and brands. As a result, you recognize your best customers, gain better and new business intelligence from your data so you can use your marketing money more efficiently.
At one large national hotel chain, we identified 20 percent of frequent guests who booked their stays through multiple channels. More importantly, we were able to show which channels were grabbing market share of bookings away from the company's own website. We also identified more than 15 percent of guests who had 10 or more stays at the company's properties, but who were not members of the company's loyalty program. Armed with this information, the company could target its marketing campaigns to regain market share lost to the third-party booking channels and convert more frequent stayers into its loyalty program.
With accurate, on-demand strategic data management, the answers to questions like these will be at your fingertips:
- How many and which frequent stayers are members of your loyalty program?
- Which frequent guests have visited multiple properties across your brands in the last year?
- What is the overall stay history, length of stay and feeder market for the top 20 percent of guests?
- Which channels are your best guests using to make their reservations, and when and why do they switch channels?
- How many and which of your loyalty program members have multiple records in your systems?
- Are your corporate account records accurate and in sync across all systems?
Learn more about how Initiate software works.