What does it mean to be truly guest-centric? For decades or longer, the hospitality industry has talked about guest experience as a top priority. But when you look under the hood of many of the systems and metrics that hoteliers rely on, the focus is on rooms and reservations.
It’s impossible to be truly guest-focused if you measure success by this narrow means, rather than a more rounded approach with guests at the core.
However, this philosophy is finally changing. Properties that put guests at the heart of their business are seeing transformational results.
A system built around the guest, not the room
When Mews was founded more than a decade ago, it was clear that none of the existing systems prioritized what mattered most: the guest experience. So, we built a new kind of PMS. Not one centered around reservations and rooms, but one centered around people.
Instead of treating the room as the central data point, Mews uses architecture that places the guest profile at the heart of everything. That simple shift has had a profound impact.
Today, guest-centric design means more than just better service. It enables smarter technology, richer data and more meaningful revenue. It allows us to move beyond the industry-standard RevPAR (revenue per available room) and embrace a much more powerful metric: RevPAG, or revenue per available guest.
Why RevPAR is no longer enough
RevPAR will always have a role in hospitality. It gives us a helpful snapshot of how well a hotel is monetizing its rooms. But that’s the key limitation: it only tells you how well you’re selling this one specific element. It doesn’t tell you how well you’re engaging your guests once they arrive.
You can beat your comp set on RevPAR and still leave massive amounts of revenue on the table, by missing out on spa bookings, restaurant spend, parking, or other ancillary services. From an owner or investor perspective, that’s a missed opportunity to unlock the full value of each guest.
What makes RevPAG such a valuable metric?
RevPAG measures the total revenue generated per guest – not just from the room, but from every touchpoint across the property. And if your PMS is agile and unified (like Mews) that data is captured in real time and made actionable.
The calculation is simple: total revenue from all outlets (rooms, F&B, spa, parking, you name it), divided by the number of guests staying over a given period. The result? A much clearer picture of how well your team is serving, engaging and monetizing each guest.
And unlike RevPAR, RevPAG directly connects to the things that drive loyalty and long-term value.
The data is clear: personalization drives revenue
We’ve all felt that friction when a hotel asks, “Have you stayed with us before?” and the answer is yes. When the system doesn’t know, that moment is awkward for guests and frustrating for teams.
It’s also unnecessary. Modern tech should empower staff to recognize returning guests, understand preferences, and create personalized moments that drive satisfaction and spend. Don’t just take our word for it:
- 76% of guests say they get frustrated when personalization is lacking (McKinsey)
- Hotels that use guest data for personalized experiences see a 15% uplift in revenue (Boston Consultancy Group)
- Personalized loyalty programs increase the chances of a repeat booking by up to 30%
- Acquiring a new guest costs 5x more than retaining an existing one (Harvard Business Review)
When you recognize your VIPs, remember their preferences and offer relevant upsells (like a late checkout, a massage or their favorite wine), you’re not just delivering better service. You’re increasing RevPAG and building long-term loyalty.
Centralized data means smarter decisions
To make RevPAG work, you need unified systems. Every revenue stream – F&B, spa, parking, co-working – must flow through your PMS. That way, you’re not pulling reports from different platforms, or missing out on revenue data that could transform your strategy.
When everything is connected, your team gains visibility and control. They can see how guests are engaging with your property, and how they’re spending. That insight powers smarter pricing, better service and faster decisions.
It also liberates your team. Instead of managing admin or reconciling spreadsheets, they’re free to focus on what really matters: the guest.
Redefining the role of the revenue manager
As we move toward a guest-centric model, the revenue manager’s role will evolve. It’s no longer just about optimizing room revenue – it’s about total revenue strategy.
That means embracing new tools like automated revenue systems, and setting goals that reflect the full picture of guest value. Choose ambitious, energizing targets (including RevPAG) that inspire progress. Once you start tracking RevPAG, you’ll see how daily decisions impact performance across the business. And you’ll have the data to drive consistent, measurable growth.
How to drive more RevPAG with Mews
With a guest-first mindset, hotels can unlock huge opportunities – not just improving satisfaction but increasing revenue. Here are eleven practical innovations (some simple, some ambitious) that every hotelier can test today.
1. Better data, better experiences
Clean data is the foundation of guest-centricity. Mews’ new Match and Merge tool helps hoteliers consolidate duplicate profiles, combining OTA and direct bookings, and even linking purchases made with the same credit card. The result? A fuller picture of each guest, and more relevant, targeted service.
2. Recognizing loyalty automatically
Recurring guests are now tagged in Mews automatically, with visual indicators showing how many times they’ve stayed. The guest profile also highlights their lifetime value, helping teams focus on high-value guests with tailored experiences or rewards.
3. Embedded loyalty integrations
Whether you use Salesforce, Best Western’s native program, or a custom solution, Mews enables seamless loyalty program integration – creating a more cohesive and rewarding guest journey.
4. Digital room service via QR code
Room service has gone digital. Using QR codes – whether in the room, by the pool, or even in the gym – guests can order food and drinks without picking up the phone. This frictionless approach not only boosts revenue but aligns with today’s mobile-first expectations.
5. Monetize underused spaces
From parking to co-working corners to karaoke rooms in windowless basements, underutilized areas are ripe for transformation. With Mews Spaces, hotels can turn almost any space into a revenue generator, and manage it all within the same platform.
6. Upsell smarter at every touchpoint
Room upgrades, champagne on arrival and breakfast packages can now be offered directly through the kiosk or online check-in, creating a seamless upsell experience.
7. Offer early check-in – for a fee
Don’t just store luggage when guests arrive early. With mobile-enabled housekeeping that automatically updates room status in the PMS, hotels can offer early check-in when rooms are ready, whether checking in at the front desk or at a self-serve kiosk. Guests are happier and your property earns more revenue.
8. Enable restaurant reservations at check-in
With integrations like ResDiary, Mews allows receptionists to reserve restaurant tables during check-in, ensuring seamless service while filling F&B seats more effectively.
9. Drive revenue with partnered upselling tools
Integrations with platforms like Oaky provide receptionists with live upgrade offers during check-in. These personalized upsells are proven to increase guest spend.
10. Create booking engines for more than rooms
From bikes to spa treatments, anything can be made bookable with Mews. Paired with CRM tools or WhatsApp-style messaging, this helps guests book services before they even arrive.
11. Use dietary preferences to drive connection
By collecting dietary restrictions at online check-in, staff can personalize restaurant bookings, ensuring guests feel seen and catered to, building loyalty in the process.
In hospitality, experience is everything. And today, experience is powered by data. By putting the guest at the center of your systems and your metrics, you’re not just keeping up with change. You’re leading it.
RevPAG isn’t just a new number to track. It’s a mindset shift. One that empowers your team, delights your guests, and grows your business.
Don’t miss the latest episode of Matt Talks, where Mews CEO, Matt Welle, explores RevPAG in more detail.
Watch the episode
About Mews
Mews is the leading platform for the new era of hospitality. Powering over 12,500 customers across more than 85 countries, Mews Hospitality Cloud is designed to streamline operations for modern hoteliers, transform the guest experience and create more profitable businesses. Customers include BWH Hotels, Strawberry, The Social Hub and Airelles Collection. Mews was named Best PMS (2024, 2025) and listed among the Best Places to Work in Hotel Tech (2021, 2022, 2024, 2025) by Hotel Tech Report. Mews has raised $410 million from investors including Growth Equity at Goldman Sachs Alternatives, Kinnevik and Tiger Global to transform hospitality.
www.mews.com
Please visit:
Our Sponsor