One of the most valuable assets a hotel has is its customer database. This is no longer a nice to have, it’s a must have in the eyes of most hoteliers. Information, such as demographics, purchase behaviors and buying preferences can guide marketers to develop strategies that deliver higher conversions on their campaigns. It may seem simple enough to maintain and grow a healthy database, but it actually takes quite a bit of know-how and training. There are many ways of data collection. However, by providing a free WiFi access is the easiest way to get guests to opt into your email lists organically. Mark name and email as required fields, as well as room number if desired. Some hotels also give the guest the option of connecting with Social media to reduce friction.