Guest History & Marketing Overview

The RDP system includes guest history which stores every reservation, folio, and transaction forever, limited only by available disk space.  When a repeat guest makes a new reservation, the information from past reservations is displayed and can be automatically loaded into the new reservation.  A Guest Rewards program is available.  Guest history topics covered in this document include:

Guest History Separate from Reservation History

Virtually all systems claim to have "guest history;" however, most really only have reservation history, which is simply the ability to view checked-out folios. The problem with reservation history is duplication.  If a guest stays at the property four different times, there are four different reservations.  Therefore, the reservation history will contain four different mailing labels and/or E-Mail addresses. 

The core RDP system includes a guest history database that is separate from reservation history.  If a guest stays at the property four different times, the system stores only one guest history record, with four reservation records linked to it. This allows only one mailing label or letter to be printed instead of four.  It also allows only one E-Mail to be sent when using RDP's included  E-Mail Marketing system.  

Diagram - Guest History Database separate from Reservation History

Frequent Guest/Guest Rewards Programs

In addition to the standard guest history system described above, RDP offers the Frequent Guest/Guest Rewards module to track all guest visits at one or more properties.  Points can be awarded for each reservation.  The number of points can be different for different seasons, room types, total dollars spent, and other variables.  Guests can make reservations that use "points" as a "method of payment."  Restrictions can be applied to control when "point reservations" are allowed.   A complete history is kept of all point reservations.  

The diagram below shows the relationship between reservations, guest history, and the master guest relationship database.

Frequent Guest Diagram - One Master Database for Multiple RDP Properties

Click here for details on the Frequent Guest/Guest Rewards Program.

Internet Reservation Module Access

RDP offers the optional Internet Reservation Module (IRM) to provide 24 hours a day, 365 days a year access for guests.  Guests can make reservations directly on your system, from any workstation connected to the Internet, anywhere in the world.  If guests are a member of the Frequent Guest Program, they will receive points for Internet Reservations, GDS reservations, or direct call-in reservations.  Special rates can be offered to guest to "book on-line."  

Click here for details on the Internet Reservation Module.

Click here for details on the Frequent Guest/Guest Rewards Program.

E-Mail Marketing

The system tracks an E-Mail address for each guest, travel agent, group, company, and wholesaler.  E-Mail marketing can be used to market selected guests, all guests, or to certain guests, based on various parameters.  For example, you can send an E-Mail to all guests that have not made a reservation in the last 6 months or all guests from California.  The system is capable of sending thousands of E-Mails with just a few keystrokes.  Benefits include:

• Instantaneous delivery without postage costs
• Easily alert past guests of property specials and/or news without printing letters, attaching labels, and paying for postage
• Send mass E-Mails to all or part of your guest history database
• Use targeted guest history mailings to reach specific past guest markets, i.e., business that originated through a specific source of business code or a specific state
• Deliver confirmation changes with a click of the mouse
• Access guest history by E-Mail address during new reservation process

A sample of the E-Mail Marketing Screen appears below

Click here for details on RDP E-Mail Marketing.

Quick New Reservations for Past Guests

When new reservations are made, the system automatically searches the guest history database to determine if the guest has stayed at the property before.  The search can be by name, E-Mail Address, frequent guest number, and other criteria.  For repeat guests, the system uses address information from guest history, saving valuable entry time for the reservationist.  For new guests, the system automatically adds the guest to the guest history master database.

Guests who are part of the frequent guest program can use "points" to make the reservation. 

Personalized Service in Reservations

RDP provides a complete list of guest preferences for repeat guests.  For example, when a repeat guest calls, the reservationist can quickly determine what room type is preferred and any special requests for cribs, non-smoking rooms, etc. This allows the reservationist to personalize the reservation process.

For example, the reservationist may say, "Mrs. Smith, would you prefer a non-smoking room with a crib again this trip?  And would you like to confirm this reservation with Visa Card # 2342343295234?" Remembering guest preferences leads to improved customer satisfaction and additional business.

Warning of "Problem" Guests

Immediate guest history access during the reservation also allows for problem-guest warnings.  For example, if the guest damaged a room last time or did not pay his bill, mark his guest history record as Do Not Rent.  Problem guests are quickly identified and stopped prior to confirming a new reservation.

Reprint Folios Forever

Guest folios can be displayed on the screen or reprinted forever, limited only by available disk space.  If a guest calls several months or even years after his stay with a folio question, reprint a copy instantly.

Storing folios forever also allows the system to produce various statistical reports, including revenue by source of business, market code, rate plan, state, unit type, and travel agent.

Click here to view a sample Guest Folio.

Click here for Front Desk and Night Audit details.

Personalized Letters & Mailing Labels

The system generates personal letters to guests.  The letter is created one time and then printed as often as required on your letterhead.  The letter can be printed for all guests or a range of guests.  A consistent mailing program to past guests increases return rates and average daily rates.  Complete mailing lists are available as part of guest history.  Mailing labels can be printed for all guests in zip code sequence for a bulk rate mailing.  Specific targeting is also possible.  For example, you could print labels for all guests from California.

Information-Only Inquiries (Brochure Requests, etc)

Guests can be added to the history database without making a reservation.  This allows you to track "information only" requests.  Then, the system automatically sends a letter or prints a label for these potential guests.  Periodic mailings to potential guests significantly increases occupancy.

Uploading Guest History to RDP from another System

Current guest history information from another system can be uploaded into the RDPWin system. Please review Customer Relationship Management with Multiple Property Databases.

 Software Overview

Resort Data Processing (RDP) software has been installed since 1981 at over 1000 locations worldwide (see customer list).  Please use the links below to learn more about RDP software for Hotels and Resorts. If you are renting homes or condominiums on a short term basis, please start with Vacation Rental Overview.  Timeshare properties should begin with our Timeshare Overview.  Our Campground system is also available.  Our systems are fully integrated, so all features in our hotel system are available for vacation rentals and timeshare resorts and vice versa.

Please contact RDP Sales for pricing information or to schedule an onsite demonstration.