Who are your customers? Where do they come from? What made them stay with you?

If you already have a fancy tracking system for your hotel bookings, congratulations, you’re ahead of the curve! If you’re anything like the rest of us, your precious time is focused on providing your customers with the best experience during their stay.

Revealing your customer profiles does not have to be complicated. The key is to obtain the best information during the booking process. But before you do that, you’ll need to put some things in place on the back end.

  • If you have even a simple reservation system, there should be a place where you can enter or assign an origin code or key word(s) to tie the booking to an element that you can measure.  Make sure you refer to this “code” in all communication related to booking (website, social media, Eblasts, Ads, coupons). 

  • If you do not have a system in place for online booking, typically you would have a customer “mention this offer or code” when calling for reservation.  If this is the case, just ensure that you are tying the offer to the reservation in a way that you can review at a later date.

  • During the check-in process, you may have the opportunity to ask your customer how they heard about you, if this is their first visit or a repeat visit and if they are here for a special reason (wedding, vacation, business, etc).  Something as simple as a multiple choice form/card that your customer could fill out while you are checking them in will give you invaluable information.  Be sure to have spaces on this form/card for front desk personnel to note; date, room number, number of nights, etc. (see sample)

  • It is very important that everyone on your team be informed of “codes” and the offers associated with them.  This process will only be successful if everyone is familiar with valid “codes” and follows the steps necessary to allow you to tie the customer stay with the “code”.

Now you’re ready to measure.  You should be able to review your coded bookings by date, event, booking source, offer type and more.  This information will be valuable in setting your pricing, marketing and/or operational strategies from year to year, season to season or event to event.



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