Repeat Guest Rate
Percentage of hotel guests who have stayed at the property or brand at least once before
What is Repeat Guest Rate?
Repeat guest rate is the percentage of guests in a period who have stayed before. It shows how well a hotel builds loyalty.
Repeat guests cost less to win and often spend more, so a strong rate is a sign of good service and reputation.
How this KPI is measured
- Function
- Customer Success & Service
- Sub-function
- Loyalty
- Industry
- Hospitality & Hotels
- Type
- Lagging
- Impact
- Revenue
- Unit
- %
- Measurement frequency
- Monthly / Quarterly
- Formula
- (Repeat guests / Total guests in period) × 100
How to calculate it
Divide repeat guests by total guests in the period, and multiply by 100.
For example, if 3,000 of 10,000 guests had stayed before, the rate is 30%.
Identify guests reliably through guest records, and consider splitting by segment, such as business and leisure.
Where it is used
Measuring loyalty
See how many guests return.
Planning marketing
Balance new and returning guests.
Evaluating loyalty programmes
Test whether they work.
How to improve it
Tips and common mistakes
- Keep good guest records so repeat guests are recognised.
- Follow privacy rules on guest data.
- Compare by segment.
More Customer Success & Service kpi library
Build better plans, faster
Join the waitlist for early access to curated insights, flexible templates, and rapid iteration across strategy, planning, and project management.