HospisHospis
Soforthilfe
Back·Marketing

We do nothing with our guest data

Ten years of guests in the system — and every season acquisition starts from zero

Typical for: properties with a high but shrinking share of repeat guests · businesses whose newsletter is a Christmas card · houses whose PMS knows more than the team

Documented by Hospis

Updated: 25 August 2026

How you recognize it

  • Nobody knows how many of last year's guests are returning this year
  • Guest data sits in the PMS, the booking engine, a spreadsheet and in the heads of the front office — different everywhere
  • Newsletters go to everyone with a generic offer
  • A guest who stayed five Augusts in a row gets the same message as someone who has never been
  • Preferences are asked for at arrival and forgotten at departure
  • Portal guests stay anonymous — no email address, no way to reach them

Matching Hospi

OT

Olivia Torrente-Dorninger

Norte 47° — Sales · Revenue · Marketing, Palma de Mallorca
Works with protel · Mews · Mews POS · Smart Host
AdviseImplement

Sales, revenue and marketing expert for properties that want to sell better — turns existing guest data into recurring direct bookings.

Mapped to root cause
Data in one placeGuest segmentationPost-stay & pre-bookingDirect contact instead of anonymity
View profilePersonally vetted · independent match

Which path fits your situation?

01

Diagnosis

390 € fixed price

A vetted Hospi analyses your situation in a structured way — in conversation and with a written result. Every statement clearly labelled: FACT, BENCHMARK, HYPOTHESIS or CONCLUSION. You get a concrete path, not a sales meeting.

  • A legitimate outcome is also: no engagement needed.
  • If an engagement follows, the diagnosis fee is fully credited.
02

Urgent support

Acute situation? Your case is reviewed with priority — response within 48 hours.

Cause fields — how to tell them apart

The most valuable marketing is the one aimed at guests you already have. It is usually the one nobody does.

These fields are complete, and many properties get there on their own — that is what this page is for. The cost simply does not appear on an invoice: internal hours, a few attempts, and a season that keeps running in the meantime.

01

The data exists, but not in one place

How you spot it

PMS, booking engine, newsletter tool, front-office notes: every system knows part of the guest. No system knows the whole. Answering “who stayed more than twice” takes a full day.

The way out

Name one leading system — usually the PMS — consolidate the data there, and make capture at reception a routine. Not a software decision, a question of discipline.

02

Repeat guests get the same as strangers

How you spot it

Communication makes no distinction: the same message to the returning guest and to the stranger. The regular does not feel recognised — and the stranger does not feel addressed.

The way out

Three simple groups: stayed several times, stayed once, never stayed. Each gets something different — an invitation, a reminder, an introduction. That is not automation, that is courtesy with a system.

03

Coming back is never invited

How you spot it

After the stay, nothing happens. No thank you, no invitation for next year, no first refusal on the favourite room. The guest books again — or doesn't — without the property having contributed anything.

The way out

A fixed post-departure sequence: thank you, an invitation to book ahead with a concrete advantage, a reminder at the right moment. Open the calendar to regulars before it goes public.

04

Portal guests stay anonymous

How you spot it

Whoever books through a portal leaves a forwarding address and disappears. The property hosted them but does not know them.

The way out

Ask every guest in the house once for their direct email — with a reason and an advantage. At check-in, at check-out, via the WiFi login. After one season most of them are known. Related problem: “OTA commissions eat up a good summer”.

Frequently asked

Do we need a CRM?
A PMS with well-kept guest profiles plus a newsletter tool is enough for most properties. A CRM pays off once the routine is in place — not before.
What about data protection?
Using guest data for your own communication is possible when consent and information are handled properly. That is a question of your forms, not a reason to skip it.
How fast does it pay off?
The first pre-booking invitation to regulars works in the week it goes out. The rest builds up over one to two seasons.

Describe your situation

The problem context is automatically included — you do not need to repeat anything.

Problem
We do nothing with our guest data

Related situations

OTA commissions eat into a profitable summer

Strong occupancy, weak margin — the channel mix is bleeding the P&L.

View solution

Direct-booking share stuck below 25%

The website converts, but guests keep returning through OTAs.

View solution

Negative reviews go unanswered

Public perception slowly slips.

View solution
See all problems