Today’s hoteliers have access to more data than ever before. Occupancy rates, ADR, RevPAR, and booking forecasts have become standard tools for managing performance. Yet one valuable source of operational insight is often overlooked: parking data.

This is surprising, because for many guests, the hotel journey begins long before they reach the reception desk. It starts when they arrive at the parking facility. And it is here that hotels can gather valuable information that goes far beyond simply tracking vehicles.