How does the hotel collect guest history files?

Let me talk about some of my own opinions here, for reference only to hotel friends!

The main sources of data for establishing customer files include: 1. Hotel-related reservation information. Guest reservations are an important voucher for the hotel to collect customer information; many guests’ needs will be stated in the reservation, and the hotel should Summarize guest-related information into customer files. 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. Was it recommended to us by a travel agency, booked by a related website, recommended by a major customer, or booked by the guest himself? , which facilitates an effective understanding of the hotel’s sales channels.

3. Records of complaints and handling results. Records of guest complaints and dissatisfaction can also reflect the special needs of guests. This is also a source of guest information and needs to be paid attention to and summarized and analyzed.

4. Customer feedback and the hotel’s customer feedback form (card). 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 shopper. This is actually an effective way to understand hotel services and collect customer information. 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 regular guests. 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 learn information. The hotel information age 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, providing information sources for the hotel to further understand Customer information. 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 customer information every day and feed it back to the hotel customer archive. Hotels can require employees to provide personalized service information to at least five 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 information comes from the hotel's attentive employees who continuously collect it every day. Only in this way can the hotel's customer files be truly improved.

Look at what they are saying at the Ritz-Carlton Hotel: When cleaning 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 information about the guest's personal preferences from the computer and send the information to the hotel where the guest booked. That hotel passes the information to service staff in the form of frequent guest identification and preference reports.