Not All Guests Are Created Equal
Some guests spend $150 once and never come back. Others spend $300 four times a year. This dashboard shows you who's who—so you can focus on the guests who actually matter.
Here's what most hotels miss:
You're probably treating all guests the same. Same emails. Same offers. Same attention. But your data shows something different:
of guests provide
of your revenue
more lifetime value from
repeat guests vs. one-timers
more per night from
direct bookers vs. OTA guests
Your guest types
HotelX automatically groups your guests based on their actual behavior—not guesses. Here's what you'll typically see:
VIPs
Book direct, stay 4+ nights, come back 3x/year, always add breakfast and spa
Regulars
Mix of direct and OTA, stay 2-3 nights, come back annually, sometimes add extras
Business Travelers
Weekday stays, short notice, often OTA, rarely add extras
Bargain Hunters
Only book on deep discount, never add extras, leave bad reviews if anything's wrong
First-Timers
New guests you haven't figured out yet
What this changes
Same email to everyone
VIPs get personal invites, bargain hunters get nothing
Discounts for whoever asks
Discounts for high-value guests who might leave
Chase every booking
Focus on guests who'll come back
Treat OTA guests same as direct
Convert OTA bookers to direct next time
Real example: Finding hidden VIPs
The discovery: The dashboard found 127 guests who'd stayed 3+ times but always booked through OTAs. These guests were worth $1,200+ each, but the hotel was paying 15% commission every time.
The campaign
- • Personal email: "We noticed you keep coming back..."
- • Offered 10% off + free breakfast for direct booking
- • Made it easy with a "Book Direct" button
Results
- • 68 of 127 guests converted to direct (54%)
- • Saved $8,400 in commissions that year
- • Average booking value actually went UP 12%