Returning guest

Why is it important to monitor returning guests in hotels?

Returning guests have strategic value for the hotel: they are already familiar with the property, appreciate the experience, are more likely to book directly, and are often more tolerant of minor issues.

Moreover, returning guests can be more easily engaged with targeted campaigns (emails, personalized offers, loyalty programs) and are more inclined to leave positive reviews and generate word-of-mouth.

Monitoring the percentage of returning guests helps to:

• Evaluate the quality of the experience offered
• Measure the effectiveness of loyalty strategies
• Increase customer lifetime value
• Reduce acquisition costs, since a loyal guest costs less than a new one

How to calculate the percentage of returning guests in hotels?

Through the hotel’s PMS or CRM dell’hotel it’s possible to identify guests who have stayed before and calculate:

% Returning Guests = (Returning guests / Total Guests) × 100

Example: if in a month there are 80 returning guests out of a total of 400, the percentage will be:

(80 / 400) × 100 = 20%

Segmenting and monitoring this metric over time helps understand how well the hotel is building strong, lasting relationships with its clientele.