I'd like to talk about my humble opinion here, for the reference of hotel friends only! The materials for establishing customer files mainly include: 1. Hotel-related reservation materials, and the reservation of guests is an important voucher for the hotel to collect customers; Many guests' needs will be stated in the reservation, and the store should summarize the relevant information of the guests into the customer file. Including who will make the reservation, how to make the reservation, what is the season of ordering and booking, what is the different period, and what is the type of ordering and booking? This is also called reservation file. If we study and analyze it, it will help us to choose the appropriate sales channel, which is introduced by the travel agency, booked by relevant websites, booked by a big customer or booked by the guests themselves. 2. Accommodation registration form, which is also a basis for summarizing customers. Regular files of customer files can be collected from here, including guests' names, gender, age, date of birth, marital status, including mailing address, telephone number, company name, position, professional title, etc. As long as they stay, they will register, which will enable us to know our target market, because we know which guests we often stay in the hotel and our target market. 3. Records of complaints and handling results. The records of complaints and dissatisfaction of guests can also reflect the special needs of guests, which are also guests' and need to be paid attention to and summarized and analyzed. 4, customer feedback and the hotel's customer opinion table. Customers will also put forward some suggestions and views on the hotel during consumption, which needs the hotel to pay attention to and effectively adopt. 5. Mysterious customers. This is actually an effective way to understand hotel services and collect customers. Now many hotels and catering enterprises abroad are adopting it, which is worth learning. 6. Sales personnel follow up and visit customers after sale. Every time you visit a guest, you can collect the latest information of the customer according to different times and scenes. 7. Frequent visitors talk. For big customers or old customers, we should regularly carry out networking activities and strengthen emotional exchanges. In fact, it is also an opportunity to collect new information about customers. 8. Set up an interactive website to understand. The era of hotelierization has already arrived, and the construction of hotel websites can not be ignored. Websites can set up interactive communication with customers, or set up BBS columns, so that customers can fully show their thoughts and feelings through the network and provide them for hotels, so as to further understand customers. Home Inn chains distribute electronic inquiry forms on their websites, actively solicit customers' opinions, and constantly improve their quality and service to target customers according to customers' feedback. 9, service personnel to collect all kinds of information such as guest demand. Hotel service personnel must be able to collect the latest customers every day and feed them back to the hotel customer archive. Hotels can require employees to provide personalized service for at least 5 guests every day, which is the best preparation for providing personalized service for guests. The files that provide the basis for personalized service are custom hobby files, customers' hobbies, living habits, including religious beliefs and taboos, and some special needs during the stay in the hotel, which constitute the files that do a good job in personalized service. However, the perfection of these materials depends on the continuous collection of hotel employees every day, and only in this way can the hotel customer files be truly improved. Look at the Ritz-Carlton Hotel. What are they saying? When cleaning the room, we must pay attention to observing some subtle things to understand the living habits of the guests. For example, if there are bananas left in the fruit bowl every day, you can remove them when you deliver the fruit next time. And record what you notice at any time, give it to the manager or throw it directly into the "favorite collection box" Ritz-Carlton offers an "invisible membership card", because the Ritz-Carlton Hotel keeps records of all the preferences of its guests. Therefore, the Ritz-Carlton Hotel trains and requires every employee to record guests' likes and dislikes, and input relevant information into the customer archives in the computer. When a repeat customer of Ritz-Carlton Hotel contacts the hotel accommodation reservation department by telephone, the staff of the reservation department can find out the personal preference of the guest from the computer and send it to the hotel booked by the guest by e-mail, which will send it to the service staff in the form of frequent customer identification and preference report. After understanding, the service staff can receive every repeat customer in the hotel registration office in a very personalized way, so that repeat customers will feel that their needs and preferences will be paid attention to and satisfied in the Ritz-Carlton Hotel. Can we all do what the Ritz-Carlton Hotel said? Are what they do worth learning? Think about how we all did. Maybe it's really worth thinking about!