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Using Hotel Data to Identify Recurring Customers Versus Loyal Guests

With AI at the gates, 2025 is already shaping up to be the Year of Data; it’s all about getting your data rivers flowing into a lake, cleaned up and curated for machine learning (ML) applications. One of many lucrative prospects pertains to segmentation and answering a question that in the past we’ve treated with more an ounce of human-bias-driven hunch: how can you tell the difference between recurring guests and truly loyal customers? At first blush, you may think, “What’s the difference and who cares?” But there are subtleties here that can inform how a hotel brand scales across different geographies, how it’s able to grow ancillary spend and how it’s able to grow its customer base. Recurring guests choose your hotel because you offer the best price or have the best location, but don’t necessarily sing your praises or would book if you raised the price by a [...]

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