So, what’s the secret to understanding the value of your guests and knowing your most profitable guest? The answer lies in RFM (recency, frequency and monetary) modeling. In a nutshell, this means: How is RFM analysis done? RFM analysis looks at all of the bookings and transactions in your customer database during a specific time period, usually the last 2-3 years. The purpose of the database analysis is to determine the value of your guests based on how much they spend with your hotel brand, how often they stay with your hotel brand, and how recently they’ve made a booking. With the combined power of RFM data, hotel marketers can get a deeper understanding of a guest’s relationship with the brand and use this data to reach a more qualified audience with personalized messaging. Get the full story at HEBS Digital