DataView Analytics
for Hotels
Transform raw guest data into
smarter marketing decisions.
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Advanced PMS data cleansing and merging
Repeat guest identification
Demographic and lifestyle enrichment
Interactive analytics portal
Cross-property and destination analysis
CRM and paid media audience exports
API integration capabilities
Data You Can Actually Trust
HMA’s proprietary cleansing and merging process can recover up to 50% more usable data compared to standard automated methods, creating a significantly stronger foundation for marketing analysis and activation. Recovering cleaner, more complete guest profiles helps improve segmentation accuracy, CRM targeting, hotel portfolio reporting, and marketing performance.
Interactive Hotel Marketing Analytics Dashboard
The DataView dashboard gives hospitality teams an interactive environment to analyze guest behavior, monitor feeder market trends, visualize booking performance, and build smarter marketing audiences in real time.
Users Can:
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Filter by geography, market, season, source, and spend
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Analyze booking trends and guest loyalty patterns
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Monitor database health and marketable email volume
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Compare year-over-year performance and hotel revenue analytics
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Export audiences for CRM and paid media campaigns
Built for Hospitality, Destination Marketing & Agency Partners
DataView is designed to support hospitality organizations at every level, from individual hotels to destination-wide tourism initiatives and agency-managed portfolios.
Hotels & Resorts
Gain a deeper understanding of your most valuable guests through advanced guest history analysis, PMS data cleansing, and hospitality analytics reporting. Identify repeat visitors, uncover booking trends, and build smarter lifecycle marketing strategies backed by reliable guest intelligence.
Multi-Property Portfolios & Management Groups
Unify guest reporting across multiple properties and markets through one centralized multi-property hotel reporting software. Compare property performance, identify cross-over guest behavior, and uncover portfolio-wide opportunities through interactive reporting dashboards and audience segmentation.
Destination Marketing Organizations & CVBs
Bring together destination-wide guest data to better understand visitation trends, feeder markets, traveler demographics, and seasonal demand patterns. DataView helps tourism organizations create more strategic, data-driven marketing initiatives while supporting stakeholder collaboration and reporting.
Hospitality Marketing Agencies
DataView gives agencies a stronger foundation for hospitality marketing strategy by transforming fragmented PMS data into activation-ready guest intelligence. Agencies can uncover high-value guest segments, improve CRM targeting, analyze feeder markets, and support marketing recommendations with real guest behavior data that has been validated.
Frequently Asked Questions
A: DataView is a hotel marketing analytics and guest history analysis platform that turns raw PMS data into usable guest intelligence. It helps hotels, resorts, management groups, destination marketing organizations, and hospitality agencies analyze guest behavior, identify repeat visitation, understand feeder markets, and build stronger marketing strategies from reliable data.
A: DataView helps hotel marketing teams move beyond basic campaign metrics by showing who guests are, where they come from, how often they return, when they travel, and how they engage across properties or destinations. This gives teams a clearer foundation for segmentation, CRM targeting, lifecycle campaigns, budget planning, and executive reporting.
A: DataView analyzes guest history and PMS data, including stay history, geography, seasonality, booking behavior, repeat visitation, guest tiers, source trends, and revenue patterns. It can also support demographic and lifestyle enrichment, helping hospitality teams understand guest segments beyond stay dates and email addresses.
PMS data often contains duplicates, incomplete records, OTA email addresses, inconsistent formatting, and fragmented guest profiles. DataView uses HMA’s proprietary cleansing and merging process to create more complete and usable guest records. Cleaner data improves reporting accuracy, segmentation, email targeting, and marketing decision-making.
A: Yes. DataView supports repeat guest identification by helping hotels connect fragmented guest records and surface loyalty patterns across stay history. This helps teams understand who is returning, how often they come back, which markets produce repeat visitation, and where there are opportunities to improve guest retention.
A: Yes. DataView is built for multi-property reporting and portfolio-wide hotel analytics. Management companies and hotel groups can compare performance by property, region, market, date range, guest segment, and revenue behavior. It also helps identify cross-over guests who stay at more than one property within a portfolio.
A: DataView helps destination marketing organizations and CVBs analyze destination-wide guest history data across participating properties. It can reveal feeder markets, visitation trends, seasonal demand patterns, traveler demographics, and opportunities for more targeted destination marketing. It also gives tourism stakeholders a shared data foundation for strategy and reporting.
A: Yes. DataView can help hospitality marketing agencies turn fragmented hotel data into validated guest intelligence. Agencies can use DataView insights to support marketing strategy, improve CRM targeting, identify high-value audience segments, analyze feeder markets, and make recommendations based on actual guest behavior data.
A: DataView is designed around hospitality data strategy, not generic reporting. It combines guest history analysis, PMS data cleansing, demographic and lifestyle enrichment, interactive dashboards, cross-property reporting, and audience activation. The goal is to help teams understand the guest data behind performance, then use that insight to guide campaigns, budgets, and operational decisions.
A: Yes. DataView can support audience exports for CRM and paid media campaigns. Hospitality teams can use guest insights, segmentation, geography, booking behavior, and enriched profile data to build smarter audiences for email marketing, lifecycle campaigns, booking recovery, and targeted media strategies.
A: DataView can be purchased independently, or it can work with HMA’s Intelligencia Enterprise platform. It does not have to replace an existing CRM. Many teams use DataView to clean, enrich, analyze, and activate guest data so their current marketing tools have stronger audience intelligence behind them.
A: DataView is best suited for hotels, resorts, multi-property management groups, destination tourism organizations, CVBs, and hospitality marketing agencies that need a clearer view of guest behavior, feeder markets, repeat visitation, portfolio performance, and marketing opportunity. It is especially useful for teams that want cleaner data, stronger reporting, and more actionable guest insights.
"Having had the pleasure of working with the HMA° team in the hotel industry before joining the Yosemite Mariposa Tourism Bureau, I knew firsthand how their data analytics services could help us decode our destination data. HMA°'s strong commitment to data privacy and confidentiality allowed us to secure buy-in from destination partners, enabling us to consolidate our data resources for a more accurate and insightful seasonal visitor analysis. Their live presentations of findings shared with tourism community consistently reveal new trends and visitor profiles, serving as a guiding light for the marketing decision-making process we accomplish for the community we serve."
Jonathan Farrington, CEO/Executive Director
Yosemite Mariposa County Tourism Bureau
