Why hotels need a stronger first-party data strategy
The way travelers discover and book hotels is changing. More guests are using AI-powered tools and online travel agencies to research and reserve their stays. These channels can help hotels reach new travelers, but they can also make it harder to build a direct relationship with each guest.
When a guest books through an online travel agency (OTA), the hotel may have limited access to the guest data and consent needed to create personalized communications. This makes it harder to promote direct bookings, recommend relevant experiences, encourage repeat stays, and grow revenue beyond the room reservation.
At the same time, guests expect hotels to recognize their preferences and provide helpful, relevant communications throughout the journey. Meeting those expectations is difficult when reservation, website, dining, spa, and retail data are spread across different systems.
Hotels need a way to connect the data they already collect, understand each guest more completely, and use that insight to deliver timely, relevant communications. This is where Klaviyo can help. By bringing guest, reservation, website, and onsite activity together, Klaviyo helps hotels create more personalized experiences, strengthen direct relationships, and drive more bookings and revenue throughout the guest journey.
How Klaviyo can solve common hotel issues
Klaviyo helps hotels turn the data they collect across systems into more relevant guest experiences. This, in turn, helps hotels drive stronger business results, like increased direct bookings, repeat stays, and guest lifetime value. Explore the tabs below to see how Klaviyo helps you bring guest data together, personalize communications across the stay, recover bookings, grow loyalty, and drive more revenue from every guest.
Your Property Management System (PMS), website, booking tools, and other hospitality systems each capture a different part of the guest story. Connect them to Klaviyo to create a more unified view of each guest and make that data easier to use across your marketing.
Use K:Social to help attract new users and collect email and text message consent through social interactions. Then bring those new subscribers into Klaviyo so you can continue building the relationship beyond the social platform.
Use Klaviyo functionality to support high-value hotel opportunities. Recover abandoned bookings, recognize and reward loyal guests, and promote relevant upgrades, dining, spa treatments, activities, or merchandise.
Use connected guest and reservation data to create more relevant communications before, during, and after a stay. Send helpful pre-arrival information, recommend onsite experiences during a visit, and follow up after checkout with a thank-you message or invitation to return.
Enable your integrations on Klaviyo
Connecting your hotel’s integrations brings reservation, guest, and on-property spend data into Klaviyo, giving you a complete view of each guest and enabling more relevant, personalized communication throughout their stay. With this data, you can automate timely messages that encourage direct bookings, promote relevant upgrades, and drive repeat stays while reducing reliance on third-party channels. Review the table to explore the types of integrations you should set up, and the value they bring to your strategy.
Integration type | Example integrations | Strategy benefit |
|---|---|---|
PMS (property management system) | Mews, Cloudbeds, Guesty* | Connect reservation and guest data to create a complete view of each traveler, then use it to personalize pre-stay, in-stay, and post-stay communications that drive direct bookings, upgrades, and repeat stays. |
Advertising | Google, Meta, Pinterest, TikTok | Activate guest data across advertising channels to reach new travelers, retarget engaged audiences, and avoid spending acquisition dollars on guests who have already booked. |
Onsite amenities (restaurant, spa, etc.) | OpenTable, Mindbody, Zenoti, Boulevard, Eventbrite | Connect restaurant, spa, and other onsite amenities to understand the full guest relationship and deliver more relevant cross-sell, upsell, and loyalty messaging. |
WiFi | Social Sign-in, Captive WiFi | Connect guest-permissioned WiFi data with Klaviyo to personalize timely offers for on-property amenities and future stays, building guest loyalty and encouraging more direct bookings. |
Loyalty | Talon.One, Smile.io, LoyaltyLion, etc. | Connect loyalty membership and activity data to build a fuller view of each guest, then personalize member communications and offers that encourage reward engagement, direct bookings, and repeat stays. |
Ecommerce | Shopify, WooCommerce | Unify merchandise, membership, and other ecommerce activity with stay data to personalize offers and create additional revenue opportunities before and after a visit. |
To view all of our Klaviyo Integrations, explore our App Marketplace.
*If you use a system that we don’t currently have a native integration for, follow our guides to implement your custom solution.
Set up Klaviyo onsite JavaScript to recognize website visitors and capture more guest information, then use intent signals like property views or started checkouts to trigger personalized browse- and checkout-abandonment messages that bring potential travelers back to book direct.
Use objects to power personalized communications
Today’s customers expect tailored experiences at every stage of their journey. But managing guest communications across multiple systems and touchpoints can quickly become overwhelming.
That’s where objects in Klaviyo come in.
Objects are reusable groups of customer data tied to a profile. They’re especially useful for hospitality brands because they can store repeatable information, like reservations, stays, or memberships, in a more organized way than standard profile properties. This makes it easier to manage complex customer data and create more personalized experiences at scale.
In Klaviyo, you can create either application objects or custom objects depending on how your hospitality data is connected.
- Application objects are automatically created when you enable supported integrations like Cloudbeds, Mews, Guesty, Thanx, or Punchh.
- Custom objects, on the other hand, are built and managed by you using data from your own systems, making them a flexible option for businesses without those integrations enabled.
Watch the video below to learn how to find and create objects.