Advanced Analytics: Benchmarks, Journeys & Opportunities
🌱Growth5 minutes
Advanced Analytics: Benchmarks, Journeys & Opportunities
Tier: Business 💼
Time: 15 minutes to master
Prerequisites: Business plan, 30+ days of data
Overview
Advanced Analytics goes beyond basic metrics to provide strategic insights about your vacation rental business. Understand how you compare to competitors, visualize guest conversion journeys, predict rebooking probability, and discover hidden revenue opportunities through AI-powered analysis.
Key Benefits:
- 📊 Market Benchmarks - Compare your metrics against industry averages
- 🗺️ Guest Journey Visualization - See the path from discovery to rebooking
- 🎯 Predictive Analytics - AI-powered rebooking probability scores
- 💎 Revenue Opportunities - Identify high-value guests and upsell chances
- 📈 Campaign Performance - Deep dive into email/SMS effectiveness
- 🔮 Forecasting - Predict future booking trends
Accessing Advanced Analytics
From Main Analytics Page
- Navigate to Analytics in sidebar
- Scroll to "Advanced Analytics" section
- Click any advanced dashboard:
- Market Benchmarks
- Guest Journeys
- Revenue Opportunities
Quick Access Cards
On Dashboard:
- Business plan users see "Advanced Analytics" widget
- Click to jump to specific dashboard
Direct Navigation
/dashboard/analytics/benchmarks/dashboard/analytics/journeys/dashboard/opportunities
Market Benchmarks
Industry Comparison
Your Metrics vs Averages:
Email Capture Rate:
You: 92%
Industry: 85%
Percentile: Top 15% 🌟
Rebooking Rate:
You: 18%
Industry: 12%
Percentile: Top 20% 🌟
Campaign Open Rate:
You: 28%
Industry: 22%
Percentile: Top 25% 🌟
SMS Open Rate:
You: 95%
Industry: 98%
Percentile: Average (50th)
Direct Booking Rate:
You: 45%
Industry: 28%
Percentile: Top 10% 🌟
Guest Response Rate:
You: 12 hours avg
Industry: 18 hours avg
Percentile: Top 30% 🌟
Percentile Rankings
What Percentile Means:
- Top 10% (90th+) - Elite performer, best practices
- Top 25% (75th+) - Above average, strong execution
- Average (25th-75th) - Meeting expectations
- Below Average (<25th) - Opportunity for improvement
Your Overall Score:
GuestLoop Performance Score: 78/100
Ranking: Top 20% of users
Strengths:
✅ Email capture (Top 15%)
✅ Rebooking rate (Top 20%)
✅ Direct bookings (Top 10%)
Areas to Improve:
⚠️ SMS open rate (50th percentile)
⚠️ Campaign click rate (45th percentile)
Next Actions:
1. A/B test SMS message timing
2. Improve email CTA placement
3. Segment campaigns by guest type
Benchmark by Property Type
Comparing Apples to Apples:
Your Beach House vs Other Beach Houses:
RevPAN:
Your Beach House: $165/night
Beach Houses (avg): $142/night
Status: +16% above average ✅
Occupancy:
You: 78%
Beach Houses (avg): 72%
Status: +6 pts above average ✅
Average Nightly Rate:
You: $212
Beach Houses (avg): $197
Status: +8% above average ✅
Direct Booking Rate:
You: 48%
Beach Houses (avg): 31%
Status: +17 pts above average ✅
Seasonal Benchmarks
How you perform by season:
Summer (Jun-Aug):
Your Occupancy: 92%
Market Avg: 85%
Status: Above average ✅
Fall (Sep-Nov):
Your Occupancy: 65%
Market Avg: 58%
Status: Above average ✅
Winter (Dec-Feb):
Your Occupancy: 48%
Market Avg: 62%
Status: Below average ⚠️
Spring (Mar-May):
Your Occupancy: 71%
Market Avg: 69%
Status: Average
💡 Opportunity: Winter months underperforming.
Consider:
- Lower prices 10-15%
- Target snowbird market
- Promote winter attractions
Guest Journey Visualization
The Complete Journey
From Discovery to Loyalty:
Stage 1: Discovery
│ Guest finds your listing (OTA, search, referral)
│ 1,000 views
↓
Stage 2: First Booking
│ Guest books their first stay
│ 50 bookings (5% conversion)
↓
Stage 3: Email Capture
│ Guest provides email for guidebook
│ 47 captured (94% capture rate) ✅
↓
Stage 4: Stay Experience
│ Guest completes their stay
│ 48 completed stays (2 cancelations)
↓
Stage 5: Post-Stay Engagement
│ Guest receives thank you + campaign
│ 42 opened campaign (88% open rate) ✅
│ 12 clicked booking link (25% CTR)
↓
Stage 6: Rebooking
│ Guest books again within 12 months
│ 9 rebooked (19% rebooking rate) ✅
↓
Stage 7: Loyalty
│ Guest becomes repeat customer (3+ stays)
│ 3 became loyal (33% of rebookers)
│ Average LTV: $4,200
Drop-Off Analysis
Where are you losing guests?
Funnel Conversion:
Discovery (1,000) → Booking (50)
Conversion: 5%
Industry Avg: 3-7%
Status: Average
Booking (50) → Email Capture (47)
Conversion: 94%
Industry Avg: 85%
Status: Excellent ✅
Email Capture (47) → Campaign Opens (42)
Conversion: 89%
Industry Avg: 22%
Status: Exceptional ✅✅
Campaign Opens (42) → Clicks (12)
Conversion: 29%
Industry Avg: 15-25%
Status: Above Average ✅
Clicks (12) → Rebookings (9)
Conversion: 75%
Industry Avg: 40-60%
Status: Excellent ✅✅
Biggest Drop-Off: Discovery → First Booking (95%)
This is normal - most browsers don't book
Focus: Improve listing quality, photos, reviews
Biggest Opportunity: Increase initial bookings
Action: Better photos, competitive pricing,
faster response time
Segment-Specific Journeys
Different paths for different guests:
Families:
Behavior Patterns:
- Book 45-60 days in advance
- Stay 5-7 nights average
- 85% email capture rate
- 22% rebooking rate
- High LTV: $3,200 average
Journey Insights:
- Respond well to family-focused campaigns
- Book during school holidays
- Value property amenities (pool, games)
- Refer friends (18% referral rate)
Optimization:
- Send campaigns 60-75 days before holidays
- Highlight family amenities
- Offer loyalty discounts
Couples:
Behavior Patterns:
- Book 20-30 days in advance
- Stay 2-3 nights (weekend)
- 92% email capture rate
- 16% rebooking rate
- Medium LTV: $1,800 average
Journey Insights:
- Book for anniversaries/celebrations
- Value privacy and romantic features
- Respond to last-minute deals
- Less likely to refer
Optimization:
- Target anniversary dates
- Highlight romantic features
- Send campaigns 30 days out
- Offer "couples packages"
Predictive Analytics
Rebooking Probability Scores
AI-Powered Predictions:
High Probability to Rebook (Score: 80-100):
1. Sarah & Mike Thompson
Last Stay: 120 days ago
Past Stays: 2
Score: 88%
Why High:
- Consistent 6-month booking pattern
- High engagement (opens all emails)
- 5-star reviews left
- Long stays (6+ nights)
Action: Send personalized offer with 15% off
Expected: 88% chance they book
2. Johnson Family
Last Stay: 90 days ago
Past Stays: 3
Score: 92%
Why High:
- Annual summer booking pattern
- Same dates each year (July 4th week)
- Referred 2 other guests
- High spender ($2,100+ per stay)
Action: Reserve their preferred dates,
send early bird offer
Expected: 92% chance they book
Medium Probability (Score: 40-79):
These guests might rebook with the right incentive:
- Send targeted campaigns
- Offer modest discounts (10%)
- Highlight new amenities
- Remind them what they loved
Low Probability (Score: 0-39):
Unlikely to rebook, but not hopeless:
- One-time travelers
- Negative experience indicators
- No engagement with emails
- Better to focus on high-probability guests
Churn Risk Identification
Guests at risk of not returning:
At-Risk Guests (Past guests, low engagement):
1. Emma Rodriguez
Last Stay: 365 days ago
Engagement: Stopped opening emails (6 months)
Risk Score: HIGH
Win-Back Strategy:
- "We miss you!" campaign
- 20% off next stay
- Highlight property improvements
- Ask for feedback
2. David Kim
Last Stay: 180 days ago
Engagement: Opened emails, never clicked
Risk Score: MEDIUM
Re-Engagement Strategy:
- More compelling offers
- Improve email content
- Personal touch (direct email)
Demand Forecasting
Next 90 Days:
Expected Bookings: 28-32
Confidence Level: 82%
Breakdown by Month:
December:
- Expected: 12-14 bookings
- Historical: 13 bookings
- Confidence: 85%
- Peak Period: Dec 20-31 (holidays)
January:
- Expected: 8-10 bookings
- Historical: 9 bookings
- Confidence: 78%
- Slow Period: Jan 2-15 (post-holiday)
February:
- Expected: 8-10 bookings
- Historical: 10 bookings
- Confidence: 80%
- Peak Period: Feb 14-17 (Valentine's)
Recommendations:
1. Raise prices 15% for Dec 20-31
2. Run flash sale for Jan 2-15 (fill gap)
3. Create Valentine's package for couples
Revenue Opportunities Dashboard
High-Value Guest Segments
Identifying Your Best Guests:
VIP Guests (Top 10% by LTV):
Total VIPs: 15 guests
Combined LTV: $67,500
Avg LTV: $4,500
Avg Stays: 3.8
Characteristics:
- Book 3+ times per year
- Long stays (5+ nights)
- High spending ($1,000+ per stay)
- Strong engagement (98% email open rate)
- Leave reviews
- Refer others
VIP Program Ideas:
- Dedicated phone line
- Priority booking
- 10% off all stays
- Free early check-in/late checkout
- Welcome gift basket
- Birthday/anniversary recognition
Cross-Sell Opportunities
Guests with multiple properties:
You have 3 properties:
1. Beach House (Miami)
2. Mountain Cabin (Colorado)
3. City Loft (NYC)
Cross-Sell Analysis:
Beach House Guests who might like Mountain Cabin:
- 23 guests stayed at Beach House
- 0 stayed at Mountain Cabin
- 12 expressed interest in mountains (surveys)
Opportunity: $24,000 potential revenue
Action: "Escape to the Mountains" campaign
Mountain Cabin Guests who might like City Loft:
- 18 guests stayed at Mountain Cabin
- 2 stayed at City Loft
- 8 live in suburbs (likely to visit city)
Opportunity: $14,400 potential revenue
Action: "City Weekend Getaway" campaign
Upsell Revenue Potential
Add-Ons You're Not Offering:
Analysis of 150 bookings:
Early Check-In Requests: 68 (45%)
Currently: Free
If Charged $50: $3,400/year revenue
Late Checkout Requests: 57 (38%)
Currently: Free
If Charged $40: $2,280/year revenue
Pet Inquiries: 12 (8%)
Currently: Not allowed
If Allowed + $75 fee: $900/year revenue
Mid-Stay Cleaning: 8 (5%)
Currently: Not offered
If Offered $120: $960/year revenue
Total Upsell Opportunity: $7,540/year
Implementation Strategy:
- Start with early check-in ($50)
- Test for 3 months
- Monitor guest satisfaction
- Add late checkout if successful
- Consider pet-friendly policy
Campaign Performance Deep Dive
Email Campaign Analytics
Top Performing Campaigns:
1. "Summer 2025 Early Bird Sale"
Sent: 245 recipients
Opened: 78 (32% open rate)
Clicked: 19 (24% CTR)
Booked: 6 (32% conversion)
Revenue: $12,400
ROI: Infinite (organic)
2. "Return Guest Exclusive Discount"
Sent: 89 repeat guests
Opened: 67 (75% open rate) ✅
Clicked: 23 (34% CTR) ✅
Booked: 8 (35% conversion) ✅
Revenue: $14,800
ROI: Infinite (organic)
3. "Last-Minute Weekend Deal"
Sent: 312 recipients
Opened: 62 (20% open rate)
Clicked: 11 (18% CTR)
Booked: 3 (27% conversion)
Revenue: $3,900
ROI: Infinite (organic)
Insights:
- Repeat guest campaigns perform 2-3x better
- Exclusive/personalized offers drive engagement
- Last-minute deals have lower open rates
- Focus on repeat guests for best ROI
SMS Campaign Analytics
SMS Performance:
"Check-in Today - WiFi & Tips Inside"
Sent: 156 guests
Delivered: 156 (100%)
Opened: 152 (97% open rate) ✅
Clicked: 89 (58% CTR) ✅
Time to Open: 3 minutes avg
"We Miss You - 15% Off Your Next Stay"
Sent: 78 past guests
Delivered: 78 (100%)
Opened: 74 (95% open rate)
Clicked: 18 (24% CTR)
Booked: 5 (28% conversion)
Revenue: $6,200
SMS vs Email:
- SMS open rate: 95-98%
- Email open rate: 20-30%
- SMS more immediate (minutes vs hours)
- SMS more expensive ($0.02/msg vs free email)
- Best for: time-sensitive, high-priority
Segment Performance Comparison
Which guests engage most?
First-Time Guests:
Email Open Rate: 18%
Campaign CTR: 12%
Rebooking Rate: 8%
Status: Below average
Repeat Guests (2 stays):
Email Open Rate: 42%
Campaign CTR: 28%
Rebooking Rate: 25%
Status: Above average ✅
VIP Guests (3+ stays):
Email Open Rate: 78%
Campaign CTR: 45%
Rebooking Rate: 62%
Status: Exceptional ✅✅
Insight: Focus 80% of effort on repeat/VIP guests
ROI is 5-10x higher than first-time guest campaigns
Custom Analytics Reports
Build Your Own Dashboard
Custom Metrics:
-
Click "Create Custom Report"
-
Choose metrics to track:
- Revenue by property
- Bookings by source
- Guest LTV distribution
- Campaign performance
- Occupancy by season
-
Set date ranges:
- Last 7/30/90 days
- Month-to-date
- Year-to-date
- Custom range
- Compare to previous period
-
Add filters:
- Specific properties
- Guest segments
- Booking sources
- Campaign types
-
Save and schedule:
- Weekly email digest
- Monthly PDF report
- Real-time dashboard
Tips for Using Advanced Analytics
Do's ✅
- Check benchmarks monthly - Track your progress vs industry
- Act on journey insights - Fix drop-off points in your funnel
- Target high-probability guests - Focus on likely-to-rebook segments
- Test upsell opportunities - Start with early check-in
- Use predictive scores - Let AI guide your outreach
- Segment your campaigns - Different messages for different guests
- Track campaign ROI - Double down on what works
Don'ts ❌
- Don't ignore benchmarks - They reveal blind spots
- Don't treat all guests the same - VIPs deserve special treatment
- Don't spam low-engagement guests - Focus on responsive segments
- Don't skip A/B testing - Test subject lines, timing, offers
- Don't forget to act - Analytics are useless without action
- Don't get overwhelmed - Start with one improvement at a time
Troubleshooting & FAQs
"Not enough data to show benchmarks"
Requirements:
- At least 30 days of data
- At least 10 bookings
- At least 20 guest emails
Solution: Wait until you have sufficient data, or import historical bookings
"Journey visualization incomplete"
Reasons:
- New property (not enough guests through full cycle)
- Missing email capture step
- Campaigns not being sent
Solution: Let system collect data over 60-90 days
"Predictive scores seem inaccurate"
Reasons:
- Limited historical data (need 6+ months)
- Guest behavior patterns not established
- External factors (COVID, economic changes)
Solution: Scores improve over time as AI learns patterns
What's Next?
Master your analytics and take action:
- ✅ Use Market Intel for Pricing - Apply benchmark insights
- ✅ Create Targeted Campaigns - Use journey insights to personalize
- ✅ Track Revenue Impact - Measure financial results
Need Help?
- Business Plan Support: support@guestloop.com (Priority response within 4 hours)
- Analytics Strategy: Available for Business plan users
- Video Tutorial: Watch: Advanced Analytics Masterclass
- Data Export: Export Guide
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