A direct enquiry becomes more useful when its source is recorded consistently. Distinguish repeat guests, referrals and campaigns without creating a complicated reporting burden.
A practical approach
- Add a simple source field to the enquiry record.
- Use tagged links for planned campaigns.
- Ask guests how they found the property when the source is unclear.
An example to consider
A WhatsApp enquiry from an Instagram profile should not be grouped with a returning guest simply because both use the same messaging channel.
What to track
Compare conversion and contribution by acquisition source.
Part of the Marbella Hospitality practical-note collection. About this collection.