The Benefits of "Big Brother"

What data from your mobile hospitality app can teach you about your guests

If you use property management software, you’re probably very familiar with the concept of “reports.” Your company probably pulls reports at the end of every month, quarter, and year covering everything from housekeeping schedules to occupancy rates to revenue reports. And thank goodness for all of those reports! They show you how your business is changing and growing.

Mobile hospitality apps offer a similar opportunity. While data in your property management software can show you how your overall business is changing, data from mobile hospitality apps can show you how your guests are changing. A little analysis of data pulled over the long-term, mid-term, and short-term can help you respond to changing guest expectations, better meet the needs of your current guests, and increase the likelihood that a happy guest will re-book!

Looking at the Long-Term

Data from your mobile hospitality app can help you identify trends or changes that can occur so slowly that you might miss them otherwise. Comparing year-over-year data about your guests gives you a very basic understanding of what’s changing. Are party sizes generally growing or shrinking?

One of the most helpful long-term changes you can see in your mobile app is how guests’ activity preferences are changing. Increasing interest in mature activities like brewery tours or spa days could be a sign that you’ve found new guests. While much of your business may have come from families in the past, you’re beginning to see a new opportunity to cater to a more adult crowd. This could tell you to start offering concierge services or experiences targeted at adults who have more control over their day and a little extra money to spend.

Month-over-Month Reporting

While you probably compare revenue from your low and busy seasons, have you ever compared guests? Comparing monthly or seasonal data can give you a clearer picture about how different (or similar!) guests who visit at different times of the year are.

If low-season guests using your mobile hospitality app show less interest in concierge services than high-season guests, you may be attracting bargain hunters. They still want a nice vacation, but are willing to go without the major area attractions and amenities in exchange for lower prices. Data from your mobile hospitality app could also show you how weekend guests compare to holiday-weekend guests. Are they more or less likely to spend money?

Data from the app can also help you compare guest behavior between busy and low seasons. For example: You can assume that skiing will be a popular activity in Breckenridge during their busy winter season and less popular during their low season when the snow has melted. Does interest in year-round attractions like spas, movie rental kiosks, or historical sites change with your busy and low seasons, too? Your app can tell you.

Instant Gratification from Immediate Analytics

Getting down in the “dirt” of reporting is just as valuable as comparing mid-range or long-range data in your mobile hospitality app. Guest-specific usage data can tell you exactly what your guests like, what they want out of a vacation, and how they prefer to interact with you.

By looking at the content a guest visits during their vacation and which actions they take, you can start to understand what they like to do while on vacation. Their activity in your mobile hospitality app could tell you if they’re golfers, foodies, new parents, grandparents, beer connoisseurs, yogis, or movie buffs. They can tell you if they prefer to communicate by phone or email, and give you an estimate to how much money they’re likely to spend next time they come to visit.

Data from a mobile hospitality app shows how your guests’ needs and preferences are changing over years, seasons, or months. It also tells you how your guests’ demographics may be evolving and can give you ideas for how to best serve a new type of guest. If you’re already using a mobile hospitality app, start exploring guest-specific data from your app. When you’ve identified a few different types of guest, create special offers that speak to their specific interests and start marketing!