Expedia Group is extending its Guest Insights technology to all hotels following a pilot in several markets.

The system looks at data on a property, its competitors and other market intelligence to help hotels learn more about guests’ travel motivations and booking behavior.

The company says the technology enables hotels to understand “demand patterns on a much deeper level” which should mean improved conversion rates.

Information analyzed by Guest Insights includes guest origin details, average daily rate, average booking window, average cancellation rate and other historical information.

The data can also be filtered by country or region and a recommendation engine then provides suggestions of how to use the insight in marketing campaigns.

Guest Insights is the latest in a series of technology developed by Expedia for its hotel partners. Early last year it released Guest Review Insights, a review analysis tool helping hotels gauge feedback and benchmark against partners.

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