Data is the future of hospitality. Big data and analytics is a trending area in hotels in 2025, and reporting functions within existing software such as a Property Management System (PMS) provide the “analytical muscle needed” to make sense of all the data hotels generate. Particularly in the dynamic hotel world, data has the potential to unlock deep insights that can be used to create a competitive advantage. There’s huge interest in how data and technology can help hotels, with more than 80% of hoteliers wanting to learn more about technology and its potential.
But simply collecting data isn’t enough. The ability to see and visualise different data sets, understand how they inter-relate, and draw meaningful conclusions from them is what really counts. This is where reporting comes in. But even if you have the ability to generate reports through technology such as SIHOT.INSIGHTS, which reports are most important for understanding your hotel’s performance?
Here are three areas of reporting you need to give your property’s performance a boost.
1. Hotel management reports
Data leads to decision-making, and this is why hotel leaders and managers need reporting that enables them to do this. Key Performance Indicator (KPI) reporting is central to this, and leaders need to regularly see up-to-date figures on all KPIs. For most hotels, this includes metrics such as average room rate, revenue per available room, pick-up, occupancy, average length of stay, sold rooms, and total revenue. On SIHOT.INSIGHTS this is shown on a daily dashboard – and the figures are available in real time.
For setting strategy and decision-making in the medium to long term, reports that can look at lead time, and quickly compare data from the same time on previous years, are especially valuable. This enables teams to spot patterns and trends to understand more about how to plan a hotel’s resourcing and marketing at key times of the year.
2. Hotel marketing reports
As a key function for getting guests through the door, many hoteliers are particularly interested in the impact of marketing. But with many marketing tactics typically used, it can be difficult to piece all the relevant metrics together to understand what worked and what didn’t. In reporting, the critical aspects to identify are metrics that can be linked to revenue generation in a hotel. This can include email open and click rates and website clicks from marketing campaigns, alongside booking rates, occupancy figures, room nights, and revenue generated. Downloading reports incorporating this data directly feeds into future marketing campaign planning.
Marketing teams also benefit from reports that highlight lead time, as this dictates when marketing campaigns should run in the customer journey timeline. Equally, reports on country of origin and other guest characteristics can help refine future campaigns.
3. Hotel operational reports
The final area of core reporting for hotels is a deep dive into different operational aspects of a hotel. This is often a level of reporting that is most used by specialists within the hotel, such as revenue managers and directors of operations. For example, to adequately understand revenue in a hotel, reporting needs to show revenue generated by room type, by market, by specific packages guests have booked, by market code or segment, and the source of the booking.
Why is this reporting important? If one particular hotel offer or package was very popular and drove bookings, it might be considered a success at face value. But if the total revenue generated during these guest stays was too low for operational viability, then the offer needs to be reconsidered before re-running it. This level of reporting needs to be interrogated by a range of decision-makers within the hotel, so that strategic decisions can be made about future tactics to remain competitive as a business.
Hotel reporting can be powerful, leading to data-informed decisions that can boost the performance of a property. SIHOT.INSIGHTS integrates with SIHOT.PMS and can deliver this level of reporting for hotels. Contact us to find out more.