According to the company’s analysis, one in five guest profiles does not include a room reservation. As a result, these guests remain invisible within the hotel Property Management System (PMS), limiting recognition, loyalty scoring and targeted marketing potential.
The findings are based on data from hotel groups using Ireckonu’s product feature, Venues, which integrates auxiliary outlets such as restaurants, spas, golf facilities and event spaces into a unified middleware and CDP environment. The analysis showed that only around half of guest profiles contain both a room stay and an outlet interaction. Approximately 28% reflect room-only activity, while up to 22% belong to guests engaging exclusively through venues and therefore not appearing in the hotel’s PMS.
“The findings indicate that hotel groups may be missing 1 in 5 guests, while also assigning incomplete loyalty and RFM scores to a significant portion of their customer database. The consequences are considerable: frequent restaurant or spa visitors may be treated like first-time guests, marketing teams struggle to measure campaigns that drive venue revenue, and loyalty programs can overlook high-value guests who engage beyond overnight stays. These gaps result in weaker personalization and limit hotel’s ability to build long-lasting guest relationships”, stated Felix Dreizehnter, Head of Product at Ireckonu.
Venues connects internal and external guest data into a centralised platform, creating a unified Golden Guest Profile. This enables hotel operators and marketing teams to segment audiences more accurately, measure campaign impact across outlets and track guest lifetime value across all brand touchpoints.
The platform also supports a broader view of loyalty beyond traditional room-based metrics. “Driving loyalty isn’t about accumulating points, but rather about knowing your guests’ preferences and adapting hotel operations accordingly. For example, if a guest prefers still water over sparkling in the restaurant, carrying that insight through to the in-room experience by stocking only still water in the minibar can make all the difference in building loyalty”, Dreizehnter added.
By integrating venue behaviour with booking data, including guests who reserve through OTAs, hotels can identify deeper engagement patterns and support more direct marketing strategies. “Booking through an OTA doesn’t mean a guest isn’t loyal. When venue behavior is connected, hotels uncover deeper engagement and can incentivize direct relationships moving forward,” Dreizehnter concluded.
Ireckonu states that the unified data approach enables hotel groups to enhance personalisation, optimise revenue streams across all outlets and improve long-term guest relationship management.
Tags: Felix Dreizehnter, Ireckonu
