Guest history module plays a vital role in guest-hotel interactions. It provides quick information on the previous visits of a guest during check-in. That way, exhausted guests needn't spend a long time at the front desk for the check-in formalities. This module consists in itself the record of each guest who has stayed earlier along with a separate entry for each such guest visit.
The information displayed includes Last visit, Total visits, Preferred Room type, Revenue generated, Discounts given, and Number of days stayed. More detailed information on previous visits like Reservation number, Room number, Mode of reservation, Mode of check-in, Check-in and Check-out dates, Bill number, and Room plan are listed. Personal details such as Name, Mobile number, Email, D.O.B and Address of the guests are also available.
The history is categorized into three heads based on the type of guests as In-house guests, Checkout guests, and Reservation guests. It can be accessed by providing any one of the following as inputs. Guest name, Mobile number, Email ID, Customer ID or Reservation number.
The display of guest history during check-in is helpful in applying discounts and redeeming reward points. Moreover, details from the history database can be used to send personalized letters and e-mails. Such periodic mailing helps to increase loyalty. In addition, potential guests can also be added to the mail loop which may lead to probable conversions and increased occupancy.
The history of all the guests stored in the Guest Folio can be exported as .xls and .pdf files and be printed for reviews and audits. The front office manager who reviews the registration cards and reservation cards for group affiliations will find potential data for development of potential guests by the marketing and sales department. Follow - up by the marketing and sales department to various representatives of organizations that have stayed in the hotel may lead to the booking of future conventions and conferences.
The constant demand for meeting facilities does not just happen. Corporate clients that book facility space want to be assured that all details will be handled professionally.
Trust in a hotel begins with the hotel's establishing a good track record in handling the small details of hospitality - efficiency in processing reservations, registrations, checkout procedures, and in the maintenance of clean and attractive facilities. This trust (along with a good room rate and adequate meeting space) increases room sales to small conferences.
The guest history will also provide information about the method of advertising that helped to secure the reservation and registration. If guest histories reveal that a large number of reservations originated with a particular travel or tour agency, then the marketing and sales department will want to maintain a strong relationship with that agency and to develop relationships with other agencies within that particular point of origin as well.
FAM (familiarization) tours - complimentary visits sponsored by the lodging property that host representatives of travel organizations, bus associations, social and nonprofit organizations, and local corporate traffic managers - can produce an increase in future room revenue. During these tours, representatives can see first hand what the property has to offer.
A lodging property that has a 70 percent corporate client market might also want to review who makes the reservations for these business professionals at the corporate client's office. The administrative assistant, traffic manager, or executive secretary is probably the person who makes the reservation. If this is the case, the lodging establishment hold put in place a program that encourages these people to call it. Incentive programs that reward those who make a certain number of reservations over a specified time period are an example.
Walk - in guests can also provide valuable marketing data. If guests indicate that, the billboard on Route 777N' was the means by which they learned about your hotel, you will have an idea about the cost - effectiveness of this type of advertising. If guests are being referred by the local gasoline station or convenience store, consider providing brochures and other information to these businesses. Perhaps complimentary dinners or escape weekends for the personnel would be effective.
Data from the guest histories concerning frequency of visits will also reveal some areas for follow - up. The frequent guest, defined as a person who stays at the establishment more than a specified number of times per month or year, might be offered a free accommodation as either a business or a personal guest. This person and his or her company should be entered into the database for follow - up with advertising promotions designed to attract that market segment. The guest history is also useful in determining the types of rooms requested. Are rooms with two double beds being requested more often than rooms with one king - size bed?
Are rooms designated as nonsmoking being requested more often than rooms designated as smoking? Are suites with cooking facilities being requested by corporate clients for long - term guests? Such hard, quantifiable data are what hotel owners use to make construction and purchasing decisions.
Reviewing room rates can also assist the controller and director of marketing and sales in forecasting profit - and - loss statements. The frequency with which certain price categories of rooms are rented will indicate the price sensitivity of certain market segments. If price sensitivity is an indicator of room occupancy, then marketing programs that maximize profits in that area must be implemented.
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