Customer file.
👉 A hotel day-to-day essential… but with strategic potential.
📊 What is Cardex?
In hospitality, the Cardex (short for card index) refers to the individual profile record of a guest stored in the Property Management System (PMS). It gathers key data such as name, contact details, preferences, booking history, billing instructions and loyalty status.
Though originally used in paper form, modern Cardex systems are digital and allow hotels to personalise service, streamline operations and track guest behaviour over time.
✅ Why is Cardex important?
- Enables personalised service based on guest history and preferences.
- Helps improve guest loyalty and satisfaction.
- Facilitates faster check-ins and more efficient front desk operations.
- Useful for segmentation and targeted marketing (e.g., repeat guests, business vs leisure).
- A good Cardex can support Revenue Management by highlighting high-value customers or upselling opportunities.
📘 Practical example
A returning guest prefers rooms on higher floors and always checks in late.
→ The Cardex automatically flags this, so reception assigns a top-floor room and prepares for late arrival — no need to ask again.
