Building a guest database is a sure-fire way to begin increasing your revenue per guest, and can be done effortlessly through CRM and Marketing Tools. Even though OTA’s do not pass along guest emails, there are still ways of collecting guest information to build your hotel’s guest database.

One way to do this would be to collect your guests’ information at check-in, in return for a simple discount or offer. Most guests will be more than willing to trade their email address for some extra goodies.

Another way to collect guest information is to provide digital feedback forms at check out, or during their stay, and have a simple information collection form at the end or beginning of the feedback form.

Once you start building your guest database, there are a couple of ways you can drive personalized marketing campaigns with the information you have.

Personalized communications are responsible for 76% of hotel email marketing revenue.


Segmentation is key when sending your guests personalized communications. You could choose to segment your guests through multiple filters like the type of traveller, demographics like age, gender and location, stay history and interests.

Once you segment your guests, sending them more personalized communications or promotions will result in higher revenue. For example, to run a seasonal promotion for your restaurant, you could filter guests to only those who live within a few kilometers or miles of your hotel, and only send those guests a special dinner package promotion.

Purchase History

Start recording purchase history for your guests. With Xperium by RepUp, you can create upsells to send to guests within the platform and push those upsells to guests. Each time a guest purchases these upsells, it is recorded in their guest profile.

With this recorded history, it is possible to send guests related upsells and promotions that will be more relevant to them. Relevant upsells pushed at the right time make it more likely that your guest will buy them.

Collect Preferences

By collecting guest preferences before check in, or at check – in, you can further build your guest database and enhance your guest profiles. These preferences could range from simple options to more personal and complex options. Simple options would include whether guests prefer smoking or non smoking rooms, vegetarian or non vegetarian cuisine, or if they need any special arrangements. More personal preferences could include their likes and dislikes, interests, choice of activities, and the reason for their trip.

These more personal information will give you insight into your guest, and can then be used to segment your guests for marketing promotions. For example, you could send all your leisure travellers suggestions for guided sight-seeing tours, or suggestions for extra beds in their rooms for children. With the help of a tool for segmentation and automated marketing, these types of persona based upsells considerably increase your hotels’ ancillary revenue without much effort on your part.

If you’d like to know more about how to maximize your revenue per guest, you can get our Guest Experience Guide here, or you can contact us at

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