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Guest History: Is It Being Utilized?

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 1 January 1993

298

Abstract

Guest history is a valuable service and marketing tool. In particular, it is likely to become a strategic device for the development of brand loyalty in the 1990s. Reports on a nationwide Australian study of 121 hotels′ use of guest history, and describes some of the key opportunities for optimizing the guest history function. The findings suggest that while guest history is being widely utilized by hotels, the extent of that utilization is limited. Three major areas for developing strategies to optimize the guest history function were found to include: specific guest history training modules; an internal service orientation emphasizing the organization‐wide usage of guest history to service the customer better; and further enhancement of the use of guest history for increasing brand loyalty.

Keywords

Citation

Sparks, B. (1993), "Guest History: Is It Being Utilized?", International Journal of Contemporary Hospitality Management, Vol. 5 No. 1. https://doi.org/10.1108/09596119310026260

Publisher

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MCB UP Ltd

Copyright © 1993, MCB UP Limited

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