Hey Mews Community 
Did you catch our vision for the future of the Guest Profile at Unfold in April? Well, it’s rooted in a simple truth: “If you don’t delight your guests, you don’t have a business.”
We all know guests are everything. But too often they’re treated like strangers. And that’s not a staffing issue. It’s a systems issue. One we’re helping solve with Guest Intelligence.
Introducing the Guest Intelligence Series
In this new monthly series, we’ll talk through how we’re transforming the Guest Profile from a simple record of a stay, into a dynamic tool to delight guests and grow revenue.
Each post will unpack:
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What we’ve released
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Why it matters for your business
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And where we’re headed next
But before we dive into product, let’s go into the wider shift we’re seeing in hospitality.
From RevPAR to RevPAG: Why Guest Intelligence matters
Hoteliers have been using RevPAR to measure success for decades. You probably do too! But as Matt, our CEO, puts it: “If RevPAR was the north star of the last 20 years, the next 20 will be about RevPAG – Revenue per Available Guest.”
Why? Because today’s guest spending goes far beyond the room. Guests are buying food, drinks, upgrades, experiences and more. And the only way to maximize that spend is to truly know them.
That requires personalization. Not the broad marketing kind. The operational kind. The kind that shows up in the little details:
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A favorite wine waiting in the room
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A front desk agent who knows it’s their third visit
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A server who never asks about dietary restrictions, because they already know
At Unfold, Rachel reminded us that “almost 1 in 5 guests say they’ve taken their business elsewhere due to a lack of recognition.” That’s a revenue leak. And it’s preventable.
This is why we’re investing in Guest Intelligence. Because when you connect the dots between data and delight, everyone wins.
🧱 What we’ve built so far
Guest Intelligence is being built to bridge that gap, starting with a clear, insightful and connected Guest Profile. Here’s what’s already live:
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Automatically identifies and merges duplicate guest records using payment data, so you get one unified profile across your property and POS. |
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View total spend across all stays and properties, helping you identify and prioritize your most valuable guests. |
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Uses AI to summarize notes into instant, digestible guest insights. No more flipping through PDFs or clicking through tabs before a check-in. |
Match & Merge 
Guest Lifetime Value 
Smart Tips
Together, these features lay the foundation for meaningful personalization. The kind that drives loyalty without needing a loyalty program.
Coming soon: Guest Relationships
Keep your eyes peeled for our next post, where we’ll be delving into the work we’re doing on Guest Relationships. Whether it’s couples who travel together, families, or corporate bookers and travelers—you’ll be able to log and view those relationships directly in the guest profile.
Got thoughts? We’d love to hear what you’re thinking about guest recognition and personalization. Just drop a comment below.