What is a Guest History Analysis?

A Guest History Analysis is a deep evaluation of your PMS guest history that cleans, normalizes, and enriches your data so you can understand repeat visitation, VIP tiers, booking patterns, and revenue by segment, property, and channel.[web:7][web:9][web:14][web:15]

How does HMA use Guest History Analysis for hotel marketing?

HMA uses Guest History Analysis to surface geographic, demographic, and seasonal trends, define guest segments, and build campaigns that increase direct bookings, improve loyalty, and guide marketing spend and reporting.[web:7][web:9][web:10][web:14][web:15]

Can Guest History Analysis support multi-property reporting?

Yes. When combined with DataView, Guest History Analysis can roll up results by property, region, and brand so leaders can compare occupancy, ADR, RevPAR, direct revenue, repeat visits, and VIP tiers across the portfolio.[web:10][web:15]

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Guest History Analysis

Turn Past Guests Into Future Revenue

Whether you’re an ownership group managing multiple hotels or a single property looking to sharpen your edge, a Guest History Analysis delivers the same powerful advantage. Portfolio-wide, it helps groups uncover trends across multiple assets. For independent hotels, it provides a strategic advantage that levels the playing field, helping them compete more effectively against larger brands.

By transforming raw PMS data into a strategic playbook, you’ll see exactly where guests are coming from, which segments are slipping away, and what offers truly resonate. With HMA’s expert reporting, you don’t just get numbers - you get actionable intelligence that owners, GMs, and department heads can use to make smarter, faster decisions.

Get started with your Guest History Analysis today.

What a Guest History Analysis Delivers

We don’t just crunch numbers. We reveal the story behind them - and give you a clear path forward.

Market Insights → Understand which feeder markets drive the most profitable business, and spot rising markets before competitors do.
Segment Performance → See how different guest types - group vs. transient, leisure vs. business, millennial vs. boomer - are booking and spending.
Lifestyle & Demographic Overlays → Go beyond “where” guests come from to “who” they are and what they value. (Think: foodies, outdoor adventurers, high-income families, wellness seekers.)
Revenue Trends → Identify which segments are growing, which are declining, and where your property is leaving money on the table.

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Every analysis includes a comprehensive narrative report - built to connect the dots and highlight what matters most for decision-makers. By default, this report is written to be ownership- and board-ready, but our team can also prepare specialized versions for general managers, marketing, sales, or revenue teams, ensuring each group has insights framed in their language.

All findings are delivered in executive-ready reports and accessible through DataView, HMA’s real-time analytics portal.

By the Numbers

Hotels that run a Guest History Analysis uncover insights that drive measurable results:

22% → Increase in Millennial & Gen Z spend at one boutique property, adding $1.4M in incremental revenue potential
70% → Share of bookings one resort found coming from a single feeder market - a risk discovered before it became costly
15–25% → Average lift in marketing ROI within the first year after acting on guest history insights

Don’t leave revenue on the table. Run your Guest History Analysis now.

Why It’s a No-Brainer for Hotels & Resorts

Properties that complete a Guest History Analysis consistently uncover missed revenue opportunities - often worth millions. By pinpointing the right guests and the right offers, you get:

Higher ROI on marketing spend → target only the guests most likely to book.
Improved sales conversion → arm your team with data-backed talking points.
Smarter promotions → craft offers that align with lifestyle and spending habits.
Faster decision-making → get clarity in days, not months.

For ownership groups, the analysis helps benchmark performance across a portfolio and guide investment priorities. For independent hotels, it provides a strategic advantage that makes them more competitive against larger chains with bigger marketing budgets.

Think of this analysis as the foundation for all your reporting and data strategy. Without it, you’re guessing. With it, you’re winning.

Frequently Asked Questions

Isn’t this just reporting I can pull from my PMS?
No. PMS data shows what happened. A Guest History Analysis shows why it happened - and what to do next.

How is this different from traditional market reports?
Market reports are broad, city-level views. A Guest History Analysis is property-specific, built from your actual guest data, enriched with lifestyle and demographic overlays.

How often should I run one?
We recommend annually, or after major shifts (new ownership, renovations, new competitors) to stay ahead of changes in demand.

What do I need to provide?
We only need your guest records from the PMS - and our team handles the cleansing, deduplication, and analysis from there.

Can the narrative be adapted for different teams?
Yes. Every analysis includes one comprehensive narrative by default, but HMA can also create tailored versions for ownership, GMs, or department leads to ensure everyone has clarity.

How is pricing determined?
Cost is based on the total number of guest records provided and the number of those records you’d like appended with lifestyle and demographic information. This ensures you only pay for the depth of insights you need.