How to identify returning guests using guest insights in Mews Operations

You use guest insights in Mews Operations to identify returning guests and understand their visit history and behavior. Mews displays this information in each guest profile, so you see stay history, preferences, and order patterns at a glance. Front office teams use guest insights during arrival preparation, check in, or when reviewing in-house guests. Recognizing guest loyalty early helps you act quickly and build stronger guest relationships.

 

In this article you can learn about the following steps to identify returning guests using guest insights:

• Step 1: Review the guest insights
• Step 2: Identify returning guests

 

Step 1: Review the guest insights

1. In Mews Operations,
   • Go to the main menu  > Profiles > Customer profiles, then click the name of the customer whose profile you want to review, or
   • enter a customer’s name into the dashboard search bar, then click to go to their profile.
2. Click the Dashboard tab.
3. Review the following fields:
   • Completed stays: How many times the guest completes a stay at your property or chain. Note: A completed stay is a stay where the guest completes a check out.
   • Nights stayed: How many nights the guest stays at your property.
   • Total spent: How much the guest spends in total at your property. Note: This amount includes cancelation fees but does not include taxes.
   • Last stayed: The guest’s last stay.
   • Orders: The items the guest orders most.
4. Click Detailed insights, then review the following fields. Note: Click the drop-down next to your hotel name to view a breakdown of each space type.
   • Space type: The space that the guest books.
   • Reservations: The number of reservations the guest makes for that space type.
   • Units: The length of time the guest spends in the space type.
   • Last check out: The date the guest last checks out of a space type.
   • Value: The value of the booking.
5. Click the Orders tab, then review the following fields. Note: If your property uses Mews POS and you have merged your PMS and POS profiles, the system includes the POS data. 
   • Order: The type of order, for example, ‘Breakfast’.
   • Accounting category classifications: The accounting category classification for the order. Note: If you see orders in the No category group, you need to map all your products to the correct account category classifications.
   • Quantity: The number of times the guest orders the item.
   • Last provided: The last time the guest ordered the item.
   • Value: The value of the order.

Note:

• Guest insights cannot automatically recognize returning guests who book through OTAs because each booking comes through a masked email. To show accurate data for OTA guests, use match and merge to combine masked OTA profiles with the guest’s real profile.
• Guest insights exclude taxes, rebates, exchange-rate differences, deposits, surcharges, cancelled space orders, allowances, and similar adjustments to focus on spend that reflects real guest choices and preferences. This may introduce discrepancies when you compare it to dashboard totals.

 

Step 2: Identify returning guests

You use guest insights to recognize patterns that suggest loyalty or repeated engagement. These signals help you spot guests who return often or interact regularly with your services.

Look for:

• Completed stays: Frequent stays signal loyalty.
• Nights stayed: Longer stays suggest deeper engagement.
• Repeated orders: Recurring items indicate habits and preferences.
• Preferences or requests: Special space types or dietary needs show attention to detail.
• Cross-property stays: Visits across your chain show brand familiarity.
• Recent activity: A recent stay and high engagement signal a strong relationship.

 

This identifies a returning guest in Mews Operations.