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Targeted Offers

Targeted Offers

What is Targeted Offers?

Targeted offers are personalized promotions or discounts sent to specific guests based on their profile, behavior, or booking history. Hotels use them to increase bookings, strengthen customer loyalty, and boost revenue by presenting guests with relevant deals instead of generic promotions.

How targeted offers work in hotels

Hotels use guest data from their PMS, CRM, or booking engine to segment customers according to factors such as age, stay patterns, or preferences. Offers are then delivered automatically via email, mobile app, or on-site booking pop-ups. For instance, returning guests might receive a message like “10% off your next stay,” while spa visitors could receive a “complimentary massage upgrade” before arrival. Integration with revenue management and marketing systems ensures that offer timing and pricing are aligned with occupancy goals.

Key insight

Effective targeting depends on data accuracy. Incomplete or outdated guest profiles reduce personalization quality and can lead to irrelevant or missed offers.

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Other Key Terms

Guest Lifetime Value (GLV)

Guest Lifetime Value (GLV) is the total revenue a hotel can expect from one guest over the entire relationship. It includes room reservations, ancillary services, and referrals. GLV helps hotels measure how profitable individual guests are, not just how profitable a single stay is.

Property Management Systems (PMS)

A Property Management System (PMS) is software that centralizes and automates a hotel’s key operations — including reservations, guest check-ins and check-outs, room assignments, housekeeping status, billing, and reporting. It’s the central hub of the hotel, ensuring every department works with the same up-to-date information.

Direct Bookings

A direct booking is when a guest books directly with the hotel. This can be done through the hotel's website, by phone, by email, or at the hotel front desk. It does not involve third-party platforms such as OTAs (Online Travel Agencies).

Reservation

A reservation is an arrangement made by a guest to secure accommodation at a hotel for specific dates in advance. It includes details such as the guest's name, the dates of their stay, the type of room they have booked, the price they have paid, and how they chose to pay.Reservations are managed and stored in the hotel's Property Management System (PMS) or Central Reservation System (CRS).