The Magic Tracker
The Magic Tracker is ABRA’s system for ensuring every guest receives personalized attention. It categorizes guests by their service journey and helps your team prioritize who needs magic next.The Journey
Every guest moves through three stages:Mystery
Status: New or unknown guest What it means: No meaningful intelligence captured yet Goal: Learn about them A guest in “Mystery” is a blank slate. Your team’s job is to engage, observe, and capture nuggets and preferences to move them forward.Needs Magic
Status: Intelligence captured, ready for action What it means: You know what would delight them Goal: Execute a wow moment Once you understand a guest - their preferences, celebrations, interests - they’re ready for magic. This is your opportunity to surprise and delight.Wowed
Status: Exceptional experience delivered What it means: You’ve gone above and beyond Goal: Document and celebrate A guest who’s been “wowed” has received personalized service that exceeded expectations. Record the wow moment and celebrate your team’s success.WOW Score
ABRA tracks a WOW score (0-3) for each guest stay:| Score | Meaning |
|---|---|
| 0 | No personalization delivered |
| 1 | Basic preferences honored |
| 2 | Meaningful personalization |
| 3 | Exceptional wow moment created |
Scoring Examples
Score 0:- Standard check-in, no personalization
- Guest treated as first-time visitor despite history
- Room preference honored (high floor as requested)
- Dietary restriction noted in restaurant
- Welcome back greeting referencing previous stay
- Favorite wine waiting in room
- Concierge remembered their restaurant preferences
- Surprise birthday celebration arranged
- Personalized gift based on captured nugget
- Went significantly out of way to fulfill a need
Using the Magic Tracker
Daily Workflow
-
Morning Review
- Check Mystery guests arriving today
- Prioritize intelligence gathering
-
Throughout the Day
- Capture nuggets from interactions
- Move guests from Mystery to Needs Magic
-
Identify Opportunities
- Review Needs Magic guests
- Plan wow moments for those with celebrations or clear opportunities
-
Execute & Document
- Deliver personalized experiences
- Record wow moments
- Move guests to Wowed
Team Coordination
The Magic Tracker helps managers:- See which guests need attention
- Balance workload across team
- Track personalization coverage
- Identify top performers
Best Practices
Moving from Mystery
Every interaction is a chance to learn:- Ask open-ended questions
- Listen actively
- Capture nuggets immediately
- Note preferences observed
Creating Magic
Look for natural opportunities:- Celebrations during stay
- Interests aligned with hotel amenities
- Problems you can proactively solve
- Personal milestones to acknowledge
Sustaining the Wow
A great experience should be:- Documented - Record what you did
- Shared - Let the team know
- Repeatable - Note what worked for future stays
Metrics & Goals
Track Magic Tracker performance:| Metric | Target |
|---|---|
| Mystery guests at checkout | < 20% |
| Needs Magic conversion | > 50% |
| Average WOW score | > 1.5 |
| WOW score 3 rate | > 10% |