Building relationships with your guests is much like going on a blind date; so unpredictable, but so much potential. First, your matchmaking friend paints you a picture through general information; who they are, where they’re from, what they do, why they are perfect for you. You start to form an idea of what they’re like, but you need more information. So, you meet and begin to gather your own intel to complete the profile. Do their interests, needs and wants match yours? Is there a future for the two of you? Every little piece of data you collect helps you to understand them more, and if all goes well a second date might be on the cards.

Unfortunately, hotels don’t have the luxury to be a serial dater, they need to keep turning one-off customers into a long-term relationship; it costs more to find new customers, than it does to keep the old ones coming back. Therefore, establishing meaningful relationships with your guests is important in creating loyalty. Establishing a relationship with your guests and generating loyalty is all about trust; trust built through give and take, conversation and shared interest. The goal is to ensure your guest wants a second date with your hotel, so how does data help get them there?