Guest Intelligence
Guest Intelligence is the practice of systematically capturing, organizing, and acting on information about your guests. ABRA provides the tools and workflows to make this effortless.
The Intelligence Cycle
┌──────────────┐
│ CAPTURE │ ◄── Staff observations, PMS data, surveys
└──────┬───────┘
│
▼
┌──────────────┐
│ PROCESS │ ◄── AI extraction, categorization, deduplication
└──────┬───────┘
│
▼
┌──────────────┐
│ STORE │ ◄── Living Profile
└──────┬───────┘
│
▼
┌──────────────┐
│ SURFACE │ ◄── Right info, right time, right person
└──────┬───────┘
│
▼
┌──────────────┐
│ ACT │ ◄── Personalized service, wow moments
└──────────────┘
Types of Intelligence
Nuggets
What: Freeform insights about guests
When to capture: Anytime you learn something valuable
Examples:
- Personal milestones (“Just got promoted to VP”)
- Interests (“Avid golfer, plays every trip”)
- Context (“Traveling for daughter’s graduation”)
Good nuggets are specific, actionable, and timeless. “Loves wine” is okay. “Prefers bold California reds, especially Cabernet” is better.
Preferences
What: Specific requests or requirements
When to capture: When a guest states or demonstrates a preference
Examples:
- Room setup (“Extra hangers, iron always in room”)
- Dietary (“Gluten-free, severe celiac”)
- Service (“Do not disturb before 10am”)
Allergies are preferences with health implications. Always flag allergies appropriately - ABRA highlights them specially.
Celebrations
What: Milestones and special occasions
When to capture: When you discover a celebration date
Examples:
- Birthdays
- Anniversaries
- Honeymoons
- Graduations
Touchpoints
What: Interaction records
When to capture: After meaningful guest contact
Examples:
- Concierge consultations
- Manager visits
- Special request fulfillment
Capture Best Practices
Be Specific
| Too Vague | Better |
|---|
| ”Nice guest" | "Very friendly, asked about staff by name" |
| "Food allergy" | "Severe peanut allergy - carries EpiPen" |
| "Likes wine" | "Orders Opus One when celebrating” |
Be Objective
Record facts, not judgments:
- ✅ “Requested room change twice during last stay”
- ❌ “Difficult guest, always complaining”
Be Timely
Capture intelligence as soon as possible:
- After a conversation
- During or immediately after an interaction
- Before your shift ends
Consider Future Value
Ask yourself: “Would this help a colleague serve this guest better on a future visit?”
AI-Powered Processing
ABRA’s AI automatically processes reservation notes and extracts:
- Preferences - “Guest requests hypoallergenic pillows” → Preference created
- Celebrations - “Traveling for anniversary” → Celebration flagged
- Nuggets - “VIP client of [Company]” → Nugget captured
The AI suggests extractions for staff review, ensuring accuracy while reducing manual work.
Surfacing Intelligence
The best intelligence is useless if it’s not seen at the right moment.
Arrival Briefings
Before check-in, ABRA surfaces:
- Key preferences to honor
- Celebrations during the stay
- VIP status and history
- Previous hurdles to be aware of
In-Context Display
When viewing any guest:
- Allergies highlighted prominently
- Recent nuggets visible
- Upcoming celebrations flagged
Notifications
ABRA proactively alerts staff about:
- VIP arrivals
- Celebration opportunities
- Open hurdles needing attention
Measuring Intelligence Quality
Track your team’s intelligence capture:
| Metric | What It Measures |
|---|
| Nuggets per guest | Depth of knowledge |
| Preferences captured | Service customization potential |
| Celebration coverage | Delight opportunities identified |
| Intelligence per stay | Team engagement |
Next Steps
