Repeat guest rate is the share of stays or guests that come from people who have stayed before. It measures loyalty in behavior rather than sentiment, and repeat guests typically book direct and cost far less to acquire.
Measuring it requires recognizing returning guests, which depends on clean deduplicated profiles in the PMS and CRM. Hotels are often surprised by their real number once profiles are merged, in both directions.
Raising the rate is a lifecycle effort, capturing direct contact details from first-time OTA guests, staying present with useful communication between trips, and giving a concrete reason to return, recognition, member rates or perks. For most urban and resort hotels, even modest gains in repeat share visibly improve profitability.
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