Multi-venue guests: how much more they spend than single-venue guests
What the answer looks like
Illustrative output on sample data
Illustrative example: how Lexi answers this for a hospitality group with four bars, three restaurants and a beer hall. It matches POS tabs, reservations and loyalty records to each guest for the past 12 months.
- Single-venue guests: 61,000, $210 a year on average
- Two-venue guests: 9,800, $640 a year
- Three or more venues: 2,300, $1,480 a year
What the data shows
Guests who use two venues spend three times as much as single-venue guests, and those who use three or more spend seven times as much.
What it means
Only 16% of guests use more than one venue, so there is plenty of room to grow the habit.
What to do
Introduce regulars at each venue to the sister venue their profile fits best, starting with the beer hall's regulars and the nearest restaurant.
Want me to show which venue pairs share the most guests?
Why it matters
Guests who use more than one of your venues are usually your most valuable, but each venue's own reports cannot see them. Counting them and their spend shows how much the group gains when guests cross venues, and makes the case for promoting sister venues to each other's guests.
Frequently asked questions
Why do multi-venue guests spend more?
Part of it is habit: guests who trust one venue try another for a different occasion, such as drinks after dinner. Part of it is selection, since your keenest guests are the most likely to explore. Track spend before and after a guest's second venue to see both effects.
How do you count guests across venues?
Match each payment, reservation and loyalty scan to one guest record, using email, phone or loyalty number. Without matching, a guest who uses three venues looks like three separate one-venue guests, and the group undercounts its best people.
How do you encourage guests to visit a second venue?
Recommend the sister venue that fits what the guest already enjoys, such as a cocktail bar for wine bar regulars, and give a reason to try it, such as a welcome drink. Promote it at the moment it fits, like a dinner booking near a bar.