Repeat guest ratio

The repeat guest ratio shows the share of overnight stays from guests who have already stayed at the property at least once before. It is one of the few metrics that makes loyalty visible -- putting what owner-operated houses call repeat guests on a measurable footing.

Repeat guests cost nothing to acquire. They come back on their own -- if the property makes sure they want to.

What we see in practice: A resort hotel in the Allgäu region senses that many guests return. A targeted PMS analysis shows: 34% of overnight stays come from guests who have been at least once before. The number isn't tracked, isn't segmented, isn't used for personalized contact. You can run it that way. Most people shouldn't. A property that knows its repeat guest ratio can invest deliberately: in communication between stays, in small gestures on return, in offers that make sense for repeat guests. A property that doesn't know distributes attention evenly -- regardless of how valuable the relationship is.