Types of Profiles used in Hotels | Resorts

Profiling of Guests, Company and Travel helps the sales and marketing teams to instantly access the account and an unlimited amount of material to each of these profiles. These profiles generally consists or name, address, contact details, historical transactions or bookings, future bookings, revenue generated, invoice details, details of sales activities, marketing tags, details of sales calls etc.

Additionally the Sales and marketing software or the hotels management software helps the sales team to get detailed information on any sales account instantly. In the new age systems there are dedicated tabs or functions which shows company booker details, sales call activity on the account, summary of negotiated room nights vs actually produced etc.
One of the most important ways in which the profiles are used by the sales department is for Database marketing, current Hotel software provide complex set of quires and functions to analyzing information about guest, company, travel agent, source profiles. Marketing lists can be pulled from the system by types of functions booked, average room rates, average food revenue, average length of stays, preferences ( smoking / non- smoking) etc.
Profiles are generally categorized into five different types: 1) Guest Profiles 2) Company profiles 3) Travel Agent Profiles 4) Group Profile and 5) Source Profile.
1) Guest Profile : Contains below information and used for entering details of real guests who would be staying in the hotel.
  • Guest Name and Salutation
  • Address
  • Nationality
  • Communication Details (Email, Phone, Mobile Etc.)
  • Social Media Details  ( Twitter, Facebook Etc.)
  • Passport, Visa or Government ID
  • Preferences, likes and dislikes
  • Preferences for marketing or newsletter ( Newsletter allowed or Not, Likes promotional or special offers from hotel etc.)
  • Remarks or special notes
  • Credit Card and Member Card / Frequent flyer details
  • Past and future booking details
  • Details of No-shows and Cancellations
  • Invoices and revenue generated
  • Details of Confirmation letter send or any other correspondence like for eg: Welcome Letter, Thank you letter, Retention Letter etc.
2) Company Profile: Used for recording details of companies which does business with hotel, past business and also future prospects. If the company has sub company or branches in different city then a Master Company Profile is created and multiple sub profiles are created for other branches or sub companies.
The Master -> Sub structure helps the sales team to generate productivity for the whole company by selecting the Master profile and also separate productivity for each sub profiles. Below information are stored on a company profile.
  • Company name
  • Department name
  • Contact Name for Booker
  • Communication details of the Booker (Email, Phone, Extension number, Mobile and Fax)
  • Contact Name for Invoices
  • Communication details of the Invoice (Email, Phone, Extension number, Mobile and Fax)
  • Sales call details
  • Sales Activity Details
  • Negotiated Room Nights
  • Produced Room Nights
  • Future Business (room and Events) from this company
  • Past materialized booking details
  • Details of No-shows and Cancellations
  • Preferences for marketing or newsletter ( Newsletter allowed or Not, Likes promotional or special offers from hotel etc.)
  • Remarks or special notes by the marketing team.
  • Marketing Account manager or Sales manager who manages this account
  • Details of Negotiated Rates or Corporate rate code with the validity
  • Past and future booking details
  • Invoices and revenue generated
  • Details of Confirmation letter send or any other correspondence like for eg: Welcome Letter, Thank you letter, Retention Letter etc.
3) Travel Agent Profile: Used for recording details of Travel Agents which does business with hotel, past business and also future prospects.
  • Travel Agent name
  • Contact Name for Booker
  • Communication details of the Booker (Email, Phone, Extension number, Mobile and Fax)
  • Contact Name for Invoices
  • Communication details of the Invoice (Email, Phone, Extension number, Mobile and Fax)
  • Commission Percentage / Commission Slab
  • Commissions Cleared and Pending
  • Sales call details
  • Sales Activity Details
  • Details of Daily agreed room allocation
  • Produced Room Nights
  • Future Business (room and Events) from this travel agent
  • Past materialized booking details
  • Details of No-shows and Cancellations
  • Preferences for marketing or newsletter ( Newsletter allowed or Not, Likes promotional or special offers from hotel etc.)
  • Remarks or special notes by the marketing team.
  • Marketing Account manager or Sales manager who manages this account
  • Details of Negotiated Rates or Special rate code with the validity
  • Invoices and revenue generated
  • Details of Confirmation letter send or any other correspondence like for eg: Rate Contract Letter, Welcome Letter, Thank you letter, Retention Letter etc.
4) Group Profile: Groups bookings are normally from either a company or a travel agent, so the group profile normally contain only the name of the group or conference or tour series even though most of the available fields are similar to the company or travel agent profiles.
For all group bookings or reservations there is either a Company profile or a Travel Agent profile is attached to the reservation. Below information is available on the Group profile.
  • Group or Event / Conference or Tour Name
  • Contact Name for Booker
  • Communication details of the Booker (Email, Phone, Extension number, Mobile and Fax)
  • Contact Name for Invoices
  • Communication details of the Invoice (Email, Phone, Extension number, Mobile and Fax)
  • Details of Daily agreed room allocation
  • Produced Room Nights
  • Rooming list which contains list of all group members
  • Future Business (room and Events) from the travel agent
  • Past materialized booking details
  • Details of No-shows and Cancellations
  • Details of Negotiated Rates or Special rate code with the validity
  • Invoices and revenue generated
  • Details of Confirmation letter send or any other correspondence like for eg: Rate Contract Letter, Welcome Letter, Thank you letter, Retention Letter etc.
5) Source Profile: Are used to record the details of any third party booking agents for example online travel agents (OTA's) Booking.com, Expedia, Agoda, lodginglists.com etc.
Additionally hotels use source profile to attach any special promotional rates like Summer Discount, Winter Sales etc. This helps them to track the productivity from these special promotions and packages. Below information is available on the source profile.
  • Online Travel Agent name / Promotion / Event Name name
  • Contact Name for Booker
  • Communication details of the Booker (Email, Phone, Extension number, Mobile and Fax)
  • Contact Name for Invoices
  • Communication details of the Invoice (Email, Phone, Extension number, Mobile and Fax)
  • Commission Percentage / Commission Slab
  • Commissions Cleared and Pending
  • Sales call details
  • Sales Activity Details
  • Produced Room Nights
  • Future Business (room and Events) from this Source profile
  • Past materialized booking details
  • Details of No-shows and Cancellations
  • Preferences for marketing or newsletter ( Newsletter allowed or Not, Likes promotional or special offers from hotel etc.)
  • Remarks or special notes by the marketing team.
  • Marketing Account manager or Sales manager who manages this account
  • Details of Negotiated Rates or Special rate code with the validity
  • Invoices and revenue generated
  • Details of Confirmation letter send or any other correspondence like for eg: Rate Contract Letter, Welcome Letter, Thank you letter, Retention Letter etc.

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