Glossary
Digital and AI terms from hospitality – explained clearly and without jargon. So you always know what's meant, in quotes and conversations alike.
The key terms around digitalisation and AI in the hotel – explained briefly, hands-on and without marketing speak. A living reference that grows along with our topics.
ADR (Average Daily Rate)
The average room rate achieved per occupied room and night – a core metric for pricing strategy and yield.
AI assistant
An assistant trained on your business that pre-qualifies enquiries and drafts replies – not a toy bot, but measurable relief.
API / Interface
A defined connection through which two systems exchange data automatically – the basis of every connected system landscape.
Automation
Handing recurring workflows to software – from the confirmation email to the invoice – which relieves your team and reduces errors.
Booking Engine (IBE)
The booking engine on your own website through which guests book directly, commission-free.
Channel Manager
Software that keeps rates and availability in sync across all channels and prevents overbookings.
CRM (Customer Relationship Management)
A system for maintaining guest profiles and relationships – the basis for personalisation, return visits and targeted marketing.
Data migration
The controlled transfer of master data when switching systems, without losing guest history.
Data quality
The completeness and timeliness of your data – without a clean foundation, most AI and personalisation projects fail.
Direct booking
A booking through your own channels rather than an OTA – commission-free and with full access to the guest data.
GDPR
The EU General Data Protection Regulation – especially relevant for hotels in CRM, booking and guest communication.
Guest communication
All touchpoints before, during and after the stay – automated and personalised, a real lever for satisfaction.
Guest Journey
The entire journey of the guest from first inspiration to the post-stay review – every touchpoint can be improved digitally.
Housekeeping software
Digital control of room cleaning with real-time status instead of notes and phone calls – it speeds up check-in.
Metrics (KPIs)
Measures like RevPAR, ADR or occupancy that ground decisions in facts rather than gut feeling.
OTA (Online Travel Agency)
Booking portals like Booking.com or Expedia – high reach but commission-based, which is why direct bookings are so valuable.
Personalisation
Addressing guests individually based on their history – demonstrably more return visits and additional revenue.
PMS (Property Management System)
A hotel's central operating system for reservations, check-in, invoices and room allocation – the heart of every system landscape.
POS (Point of Sale)
The point-of-sale system in restaurant, bar or spa – ideally connected to the PMS so charges post directly to the room.
Reputation management
Systematically monitoring and answering reviews – AI drafts the replies, the approval stays with you.
RevPAR (Revenue per Available Room)
Revenue per available room – the metric that combines occupancy and rate and reflects yield most honestly.
Segmentation
Dividing guests into meaningful groups as the basis for targeted, relevant communication.
System integration
Interlinking individual systems into a landscape that works together instead of running side by side.
Target audience
The clearly defined guest group that offer and communication are aimed at – the basis of every effective digital strategy.
Upselling
Offering higher-value services at the right moment in a targeted way – digitally automatable and measurable.
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