Measuring hotel metrics beyond RevPAR with RevPAG

Today’s leading hoteliers are adding a more comprehensive analytics metric into their performance assessments: Revenue Per Available Guest (RevPAG). Going beyond the limitations of Revenue Per Available Room (RevPAR) and Average Daily Rates (ADR), RevPAG measures how effectively hoteliers generate additional property-wide revenue streams by using real-time data-driven insights to present personalised offers and experiences guests are apt to accept. This data-driven approach not only enhances guest satisfaction but also boosts profitability by fostering loyalty and maximising spending. TDM recently held the Agilysys Hotelier “Revenue beyond the room” round table at the Hyatt Regency Sukhumvit, Bangkok, Thailand, further explaining the concept to the crème de la crème hoteliers of Thailand. The event was presented by Tony Marshall, VP and MD Asia Pacific Agilysys and co-supported by Bousserind Comson, BDM, APAC, HotStats.

The timing couldn’t be better for hoteliers to embrace new strategies as 65% of APAC regions have reached pre-pandemic tourism levels in early 2023. Adding a performance metric that uses technology to uncover hidden revenue streams and identify upselling opportunities guests will perceive as personalised service rather intrusive selling is a smart business practice.

Embracing data-driven metrics like RevPAG for holistic insights

Rather than limiting analysis to filling physical spaces or optimising room revenue, modern perspectives on financial performance consider potential income from dining, wellness facilities, onsite amenities, event spaces, and other guest experiences.

The hospitality industry will benefit as more leaders adopt more comprehensive, data-driven metrics such as RevPAG. When properties use data to offer experiences refined to each guest’s preferences, unique services and specialised moments improve property wide. Understanding guests more comprehensively and personally will feed innovation across the full spectrum of guest spending including food and beverage experiences, spa treatments, conference center offerings, parking options and room upgrades.

Personalisation drives loyalty

In the past, hotels relied on educated guesses regarding guests’ interests, turning upselling into a practice potentially intrusive rather than service oriented. Today, understanding that a guest has reserved a room for a special anniversary, the hotel can suggest personalised experiences such as an in-room couples massage, flowers and champagne upon arrival, or a special dining package featuring a romantic candle-lit dinner. This focused approach boosts revenue throughout the hotel and delivers a more memorable, personalised experience for the guest – indeed, 65% of consumers say personalisation is a key loyalty driver.

The advantages of employing data-driven analytics extend beyond targeted upselling. Access to real-time data enables hotels to instantly verify guests’ ages before serving alcohol, ensuring compliance with legal requirements. Furthermore, data can reveal a guest’s past stay history, enabling hotels to customise service and cater to known preferences.

Heralding a new era in hospitality

Hotels are realising the importance of understanding their guests from the booking process through checkout. Hotels need to connect their technology systems to paint a full picture of guest preferences and the opportunities they hold for monetisation. These systems form the central nervous system of the hotel, linking everything from the booking platform to the mobile app and on-site kiosks – unifying guest data throughout the hotel. By prioritising personalised experiences and targeted offerings, hotels can enhance guest satisfaction and encourage repeat visits, thereby increasing the overall revenue generated from each guest.

So, if you want to be a part of the data discovery initiative focused on “Guest-Centric” revenue optimisation then go on ahead and explore Agilysys Hospitality Solutions!