How does the hotel collect customer profile information?

Let me talk about some of my own opinions here, for reference only to hotel friends! The materials used to establish customer files mainly include: 1. Hotel-related reservation information. Guest reservations are an important document for the hotel to collect customers; many guests' needs will be stated in the reservation, and the store should summarize the guests' relevant information into the customer file. . Including who made the reservation, how to make the reservation, what is the season for booking meals and rooms, what are the different periods, and what type of reservations are there, which we also call reservations. Archives and booking archives, if researched and analyzed, will help to select the appropriate sales channel, whether it was introduced to us by a travel agency, booked by a related website, booked by a major customer, or booked by the guest himself. This facilitates effective understanding of the hotel's sales channels. 2. Accommodation registration form, which is also a basis for summarizing customers. Regular customer files can be collected here, including the guest’s name, gender, age, date of birth, marital status, including mailing address and phone number, company name, Positions, professional titles, etc., as long as they stay, they will register. This is to understand our target market, because we know which guests we often stay at, and where our target market is. 3. Records of complaints and handling results. Records of guest complaints and dissatisfaction can also reflect the special needs of the guests, which are also the guests' and need to be taken seriously and summarized and analyzed. 4. Customer feedback and the hotel’s customer feedback form. Customers will also make some suggestions and opinions about the hotel during their consumption, which the hotel needs to pay attention to and effectively adopt. 5. Mystery shoppers. This is actually an effective way to understand hotel services and collect customers. It is now used by many foreign hotels and catering companies and is worth learning from. 6. Sales staff follow up after sales and visit customers. Every time we visit a customer, we can collect the latest customer information based on different times and scenarios. 7. Discussion with frequent visitors. Regular social activities should be carried out for large customers or old customers to strengthen emotional exchanges. In fact, it is also an opportunity to collect new customer information. 8. Set up an interactive website to understand. The era of hotelization has already arrived, and hotel website construction cannot be ignored. The website can set up interactive communication with customers, or establish a BBS column to allow customers to fully display their thoughts and feelings through the Internet and provide them to the hotel, so as to further understand the customers. Home Inns Hotel Chain distributes electronic inquiry forms on its website to proactively solicit customers' opinions and continuously improves quality and services to target customers based on customer feedback. 9. Various guest needs and other information collected by service staff. Hotel service staff must be able to collect the latest customers every day and provide feedback to the hotel customer archive. Hotels can require employees to provide personalized services to at least 5 guests per day, which is the best preparation for providing personalized services to guests. The files that provide the basis for personalized services are the customs and hobbies files, the customer's hobbies, living habits, including religious beliefs and taboos, and some special needs during the stay. These constitute the files for personalized services. But these data The improvement of the hotel's customer files must be continuously collected by the hotel's attentive employees every day. Only in this way can the hotel's customer files be truly improved. Take a look at what they are saying at the Ritz-Carlton Hotel: When tidying up the room, you must pay attention to some subtle things to understand the guests' living habits. For example, if there are bananas left in the fruit plate every day, you can remove the bananas when delivering fruits next time. And write down what you notice at any time and give it to the manager or directly drop it into the "favorite collection box". Ritz-Carlton provides an "invisible membership card" because all the guests' preferences are recorded in the Ritz-Carlton Hotel. Therefore, the Ritz-Carlton Hotel trains and requires every employee to record guests' likes and dislikes and enter the relevant information into a computerized guest file. When a repeat guest of the Ritz-Carlton Hotel contacts the hotel's room and board reservation department by phone, the reservation department staff can find out information about the guest's personal preferences from the computer and send it via email to the hotel where the guest booked. The hotel will use frequent guest identification and preference reports to service staff. After understanding this, the service staff can receive each repeat guest in a very personalized manner at the hotel registration desk, making the repeat guest feel that their needs and preferences will be paid attention to and met at the Ritz-Carlton Hotel.

Can we all do what the Ritz-Carlton says? Is what they did worth learning from? Think about how we are doing? Maybe it’s really worth thinking about!