A referral is a new booking or customer generated when an existing guest recommends a hotel to someone in their network. Referred guests tend to book longer stays, spend more on-property, and become referrers themselves, making them among the highest-value customers a hotel can acquire. Systematising referrals — through shareable guides and attribution — closes the 'referral gap' where goodwill goes unmeasured.
Growth driven by people recommending a business to others based on genuine experience.
A guest who informally promotes a hotel by sharing its recommendations with their own network.
The disconnect between the referrals a hotel generates and the ones it can actually track.