Leveraging Data Accuracy to Drive Revenue

Guests Have Changed - Has the Industry Been Keeping Up? The modern guest is not the same as before - they expect more than just a tidy room and friendly staff, and the industry knows it. Today’s consumers expect ultra-personalised experiences. Netflix recommends what to watch based on past viewing, Amazon anticipates when you’ll need your favourite aftershave, and even banks now offer personalised insights into your spending habits. Personalisation is embedded into our daily lives, yet the hospitality industry still needs to catch up. When guests feel seen and understood, they’re more likely to spend, return, and recommend. But how do hotels begin to deliver authentic personalised experiences? Shifting Focus from Rooms to Building Relationships with Guests - Rethinking Revenue Hoteliers must ask themselves: Is it the room or the guest that generates the most long-term revenue, and which holds the greater potential for growth. With few hotels running at 100% occupancy and average daily rates under pressure, it’s time to shift the focus. Instead of the traditional RevPAR (Revenue Per Available Room), hotels should adopt a new metric: RevPG (Revenue Per Guest). This reflects total guest spend...

Hospitality leaders explore strategies to accelerate the commercialisation of sustainability at HSMAI Europe Fall Curate

Association members and industry guests identify practical steps to take action now, from energy saving measures and new approaches to management to adopting all-inclusive training and innovative technology that engages all stakeholders Strategies to accelerate the commercialisation of sustainability in the hospitality sector were intensely debated by industry leaders at the HSMAI Europe Fall Curate, held on November 7th at The Chesterfield Mayfair Hotel in London. Association members and industry guests from fields spanning commercial strategy, sustainability, corporate communications, technology, and education gathered to discuss immediate, actionable steps for industry wide change. The discussions focused on mobilising sustainability efforts at the hotel, corporate, and industry levels, tackling obstacles to change, and fostering a culture where every stakeholder is aligned toward a shared vision. While the commercial benefits were clear – such as reducing costs by optimising energy, water, and waste management – the conversations extended beyond the bottom line. Leaders also emphasised the broader impact of a holistic approach to sustainability, including the influence on brand reputation among investors, staff, and guests, and the importance of top-down behavioural change, comprehensive...

From Insights to Income: Using Guest Data to Unlock Direct Revenue

In today’s competitive hospitality landscape, guest data is more than a metric—it’s a currency. Yet while nearly every hotel is collecting data, far fewer are confidently converting it into direct revenue. At the heart of this transformation is one simple idea: when data is clean, connected, and actionable, it becomes a powerful lever for loyalty, personalisation, and profit. Building a Connected Database: The Foundation of Hotel Personalization Many hoteliers are still facing challenges due to a lack of integration between systems. Data is often siloed across the PMS, booking engine, restaurant systems, and guest feedback tools, and can be muddled by duplicate profiles, invalid email addresses (looking at you, OTA domains), and messy data. Ensuring that your CRM is connected to the PMS is now a minimum requirement. Building further connectivity with spa, golf, folio, and F&B systems is ideal, as it provides a true 360-degree view of the guest—their preferences, loyalty status, and value. Profile synthesis tools should be used to merge and de-duplicate records. AI plays a key role here, as traditional email and name-matching systems often fall short when handling cross-channel bookings...