One glaring example of this highly fragmented approach is keeping past guest engagement efforts (CRM) in a silo from new customer acquisition and marketing efforts. How could that be? Less than a third of hotel guests on any given night are repeat guests, while two-thirds are first-time guests. This means the reality that General Managers and DOSMs face every day is having to secure about 70% of occupancy on any given night with brand new guests that they know very little about while trying to ensure they have a pleasant and meaningful stay. Furthermore, once the property has acquired this new guest, when the guest walks out the door, there is no guarantee they will ever stay again resulting in a vicious cycle that affects the bottom line. Here are some stark examples of today’s fragmented approach. Get the full story at HeBS Digital