in the industryHotel, Data are not only numbers: they are opportunities to customize, retain and sell more. Really understanding your guests—who they are, what they are looking for, when they reserve and why they choose you—is one of the most powerful keys to sustainably increase your income.
In this article, we explain how to collect and use key information to segment audiences, improve experiences, and create much more effective digital marketing campaigns.
Why is it important to know your guests?
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- 80% of customers prefer brands that offer personalized experiences
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- 91% of travelers are more likely to book withHotelsthat they “understand”
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- Knowing your ideal customer reduces your acquisition cost (CAC)
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- Increases the LTV (Lifetime Value), that is, the total value left by a guest in its useful life
A guest who returns, recommends and feels valued is more profitable than a new one every time.
1. Collect data from the first interaction
It all starts with the first click. Make sure your website, social networks and contact forms capture useful information:
What can you register:
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- Origin of traffic (Google, networks, agencies, email)
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- Segment (couple, family, corporate, only traveler)
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- Travel Intention (Holidays, Business, Events, Wellness)
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- Specific interests (gastronomy, tours, relaxation, sustainability)
Tip: At DIGISAP we design smart forms that do not scare the user and capture key information in seconds.
2. Implement a hotel CRM to centralize information
A well-configured CRM (Customer Relationship Management) allows you to:
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- View booking and consumption history by customer
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- Tag guests by segments and behavior
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- Activate personalized campaigns by email, WhatsApp or networks
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- Identify the most loyal or profitable guests
At DIGISAP we integrate CRMs with reserve engines, marketing campaigns and automation tools.
3. Use surveys to understand tastes and improve services
A good survey (short, clear and well sent) can give you more insights than a full dashboard.
Types of effective surveys:
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- Post-stay: Satisfaction, Points to Improve, NPS
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- Interactive on the website: What kind of plan are you interested in?
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- By email or WhatsApp: How do you rate the attention at breakfast?
This allows you to adjust your offer in real time and detect new cross-selling opportunities.
4. Segment your campaigns by profile
Not all your guests need to receive the same promotion. Segment your database and your campaigns so that everyone receives a relevant offer:
Examples:
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- Couples → Romantic plan with upgrade
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- Corporate → Long stays with discounts
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- Old clients → Loyalty code
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- Local residents → Weekend stays with breakfast included
This improves the rate of opening, clicking and booking. And, most importantly, it strengthens the link with the brand.
5. Analyze, learn and adapt
The key is to review the data, extract patterns and adjust your strategies. Some indicators you can monitor:
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- Percentage of reservations per channel
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- Guest return rate
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- Average consumption per profile
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- High conversion dates
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- Most recurring feedback on reviews
With DIGISAP, you get clear dashboards to visualize all this information and make business decisions based on real data.
Zarzo Hotel
Challenge: Duplicate organic traffic and increase sales through digital strategies.
Solution implemented:
SEO optimization and advertising campaigns on Google.
Results obtained:
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- increase in organic traffic by 20%.
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- 100% growth in sales derived from SEO.
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- roas held in Google from 10.
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- Web sales constituted 25% of total sales.
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- Total sales growth of 84%.
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- 94% increase in sales comparing the first quarter of 2024 with the same period of 2025.
Are you ready to stop selling blindly and start connecting with each type of guest more effectively?
With DIGISAP, we transform your data into sales and your guests into brand ambassadors.
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