As a hotelier, you're not just selling a room—you're offering a complete experience. But to deliver a great guest experience (and encourage repeat stays), you need to understand your guests better than ever. That’s where aggregated data and derived variables come into play.
It may sound technical, but think of it like this: You already have rich data on your guests—who they are, how often they stay, how much they spend, and what they like to do. With tools like the Ascent360 Customer Data Platform (CDP), you can turn that raw data into easy-to-understand summaries and insights that power smarter marketing.
Let’s break it down.
What Are Aggregates and Why Are They Important?
Aggregates are like smart summaries of your guest data. Instead of looking at a giant list of every stay or purchase, aggregates answer questions like:
- How many times has a guest stayed at your property?
- What’s the total revenue they’ve generated?
- When was their most recent visit?
- How many different hotel locations have they visited?
These “summary stats” are created automatically from your data and refreshed daily. The result? You get a clearer picture of who your most loyal, valuable, or at-risk guests are—without having to manually sift through complex reports or spreadsheets. Why is this important? Because personalized marketing starts with knowing your audience. These aggregates allow you to segment your guests with precision—so you can deliver the right message to the right guest at the right time (every time).
How Hoteliers Can Use Aggregates for Smarter Campaigns
Here are a few practical ways to use this data:
Reward Your Top Guests
Use total revenue or visit count aggregates to identify your best guests. Then:
- Send a VIP thank-you offer
- Offer early booking access to special events or high-demand dates
- Invite them to your loyalty program if they’re not already a member
Re-Engage Guests Who Haven’t Returned
Create a list of guests whose last stay was 6-12+ months ago. These are great candidates for:
- “We miss you” email campaigns that are tailored to each guest
- Special discounts to encourage a return visit within a specified timeframe (i.e. 1 week, 1 month, etc.)
- Surveys to learn why they haven’t returned (& how you can bring them back)
Cross-Promote Multiple Properties
If your hotel brand has more than one location, use aggregates to find guests who have only stayed at a single property. Then:
- Promote your other locations with exclusive first-time stay deals
- Bundle experiences across locations (e.g., “stay in the mountains, then the beach”)
Target Based on Activity
Some aggregates track specific behavior—like number of rounds played on a golf course or ski days. If you know a guest has high activity in one area, tailor your message:
- Promote season passes or experience packages
- Suggest upgrades or add-ons tied to their favorite activity
Focus on Guests Most Likely to Book Again (RFM)
RFM stands for Recency, Frequency, and Monetary value. It’s a smart way to measure how recently a guest stayed, how often they visit, and how much they typically spend. With an RFM score, you can quickly identify high-potential guests—those who are most likely to return and book again.
For example, target guests with high recency and frequency, but moderate spend, with an offer to upgrade their stay. Or, re-engage guests with low recency but high spend with a compelling return incentive.
Set It & Let It – Data That Works Behind the Scenes
Whether you're a seasoned marketer or just getting started, aggregates are designed to work for you, not the other way around. With Ascent360’s Customer Data Platform (CDP), there’s no need to manually crunch numbers or build complex formulas. These powerful summaries—like total spend, last stay date, number of visits, and RFM score—are automatically calculated and refreshed behind the scenes. Each guest profile includes dozens of these pre-built variables, which you can easily plug into your campaign filters or audience segments. That means you can launch smarter, more precisely personalized marketing without hours of manual work. It’s a true “set it and let it” approach to unlocking the full value of your guest data.
Aggregates Help You Act with Confidence
It’s not just about having data—it’s about turning that data into action. Aggregates give you a reliable, real-time way to understand your guests and deliver marketing that drives results.
At the end of the day, better data means better decisions. And that means more bookings, happier guests, and increased loyalty.
Stop contacting your guests, start connecting with them. Get a personalized demo of the proven & powerful Ascent360 CDP today & reveal the magic behind your guest data.
