The revenue-boosting combo of Wi-Fi and bookings data
Summary
Booking data tells you who booked. Wi-Fi data tells you who came in. Combine them and you get audiences neither system gives you on its own.
Bookings and guest Wi-Fi each grow your database. Together they fill in the gaps the other misses.
Customer data is the key to feeding your marketing campaigns, driving repeat visits and increasing revenue. The more data and customer insight you can get, the bigger the knock-on effect.
There are many touchpoints along the digital and physical customer journey that allow hospitality businesses to collect data, but two stand out above the others.
Two ways to collect customer data
One popular data source is a table booking system. The data you get from bookings lets you send reminders to reduce no-shows, and special offers in advance as a way to increase sales per booking.
Another common method is a captive portal that gathers data through guest Wi-Fi. The real-time, in-venue data brings huge potential to increase spend per head, for example through digital upselling.
In both cases, customers can be contacted after their visit to further boost loyalty through personalised campaigns and offers.
Those two tools are good on their own and will help you grow your database and your business. But combined, they do more than either manages alone.
The combined power of Wi-Fi and booking data
The crux with booking data is that you only get data from the person who made the booking. With a large group booking, you miss out on a big bunch of data and potential future business opportunities, because you have no means to contact the rest of the party.
If you also opt for the captive portal, you can gather the data of the entire booking party once they sign up for your Wi-Fi. That is an easy way to scale up your database from just one booking.
Even better when both systems are integrated into one CRM. You can mix and match both sources to create high-converting campaigns and bring more customers back on a regular basis.
Here are some audience ideas using your booking and Wi-Fi data insights.
Four audience ideas
Booked but not been at the venue (cancellation). Win-back campaign with a special offer.
Been at the venue (Wi-Fi) but not booked online yet. Welcome or early-bird booking offers.
Been at the venue (Wi-Fi) and birthday coming up. Special birthday party booking offer.
Regular booker or in-venue visitor (Wi-Fi plus bookings). Bring your friends and get [X]% off.
To get better results from your marketing campaigns, get in touch with our team to find out more.
See it running on your venues
One unified guest record across Wi-Fi, bookings, reviews and loyalty, and the marketing that acts on it.