"The marketing information I get out of this programme lets me target the guests for future promotions."
Sharon.

The Goldmine in your files…..
            The Marketing Module  (optional)

Where guests came from
The marketing module lets you capture geographical areas such as State, Region, Town, PostCode or Country. When analysing this data you can see very quickly where your greatest market share resides.

Why guests selected you
Did they respond to your marketing or a special promotion. Did an agent source them for you. Were they 'drive by's'. Did they se your ad in Yellow Pages or on TV. Answers to this question tells you immediately why.

How they arrived
Did the majority come by private car or by bus or were they inbound guests by air.

What type of guest
By trapping info you can quickly find out your guest profile. Are the majority company reps, government workers, Inbound guests or FIT's (Free Independent Travelers)

Which Agent sent them
The Agent reporting module breaks down statistics, even to how many days before arrival was the booking made. How many days before arrival was it cancelled. What is their sale to cancellation ratio. How much money did each agent earn for you and the percentage of overall revenue. What percentage of overall bookings for each agent.

How many times have they been
Each guest is given a master folio number. Every time you recall them from history to make a new booking the system tells you how many times the guest has stayed and how much they have spent. See immediately whether this guest is a VIP and should be treated as such. (All guests should!)

Which Promotion worked best
Analyse your promotions to see how many bookings you made. How much the promo earned in Accommodation and additional sales. What percentage the promo contributed to your success.

Why marketing to past guests pays off
Past guests cost around 1/5th of the cost of getting a new guest. So if you can get them back, you make more profit. Treat every guest as special and give them a gift when leaving as a reminder of their stay. Include a reservation form to complete for their next stay or a voucher for a complimentary dinner in your restaurant the next time they return. Whatever you do, make it memorable.

Some agents are all talk and no action. Weed them out and concentrate on the performers.

Marketing is the key to your long term wealth. Without marketing no-one knows who you are, where you are, what you provide or how to contact you. In other words, "I don't know you, I know nothing about you, so why should I do business with you."