Observe the journey from enquiry to booking
Data is useful when it helps decide what to do. The FastReplyMail dashboards let you review enquiries, offers and bookings available in the software, connecting daily front desk work with assessment of sales results.
Identify enquiries to follow up, monitor response times and compare channel performance. The journey enquiry → offer → attributed booking helps show where direct sales opportunities develop, within the limits of data returned by integrations.
Developing the direct channel can reduce intermediary costs and support profitability. However, statistics show different measures: revenue and margin are not the same. Assessing margin requires considering property and channel costs, rather than inferring it from booking revenue alone.
Start with the day’s priorities
The main dashboard brings together indicators for enquiries received and offers sent today, today’s bookings with a comparison, in-house bookings, and today’s check-ins and check-outs, according to available data and components. With AI active, you can also see costs for the last thirty days.
The most recently sent offers show their status and provide a quick return to the Composer. Pending tasks and unanswered enquiries remain visible in the header, including those waiting more than 24 hours.
This overview helps organise work: an unhandled enquiry requires a different action from an offer already sent or an upcoming booking. Summaries do not replace individual details, but show where to look more closely.
Measure response times while keeping waiting guests in view
Enquiry statistics show the latest enquiries received, total unanswered enquiries, responses sent and average response time, including by staff member. View daily enquiries and their channel distribution, plus the relationship between enquiries, responses and attributed bookings for each channel.
The time filter defaults to the last thirty days and data in this section is updated every sixty minutes. When comparing two readings, always consider the selected period and refresh frequency.
Average response time is calculated in hours, from receipt of the enquiry to sending the offer, only for enquiries with an offer sent. Enquiries still waiting are excluded from the average: a low average alone does not demonstrate that every enquiry has been handled.
Archiving also needs careful interpretation. Archiving an offer with a reason, such as dates unavailable, removes the enquiry from the unhandled queue but does not count it as a response sent in the statistics. The unanswered enquiry count includes unexpired enquiries still marked Received.
Distinguish sending, opens and attributed bookings
The dashboard lets you track offers sent, opened and booked over time, distinguishing staff-sent offers from automatic ones. It also shows offers sent by staff member. To use these data correctly, understand what the statuses represent:
- Sent: the SMTP server accepted the email without errors. This does not confirm delivery to the recipient’s mailbox.
- Read: at least one open was detected, for example through loading the tracking image, a click or opening the offer in a browser. The system excludes staff and recognised bots, but this is not proof of human reading.
- Booked: a booking was imported carrying a reference to the offer, allowing it to be linked to that proposal.
Blocked images may prevent an open from being recorded; automatic previews may generate one. Open and click details include date, browser and operating system, and the dashboard also shows the distribution of detected browsers and operating systems.
Booking attribution depends on the connected system. Connectors supporting this link are 5stelle*, HotelNet and SysDat, when they return the offer reference. A booking made by phone or another route without that reference is not attributed. The ratio between offers and linked bookings therefore indicates the tracked journey, not all conversions.
Explore offers and booking links →
Identify the dates attracting interest
The Date demand calendar shows, day by day, enquiries received, offers sent, booked room nights and ADR, based on available data. Room nights express booked room-nights; ADR is the average daily rate.
Use it to see where sales activity is concentrated and examine a period more closely. If enquiries and offers cluster around specific dates, the next step is to check which proposals were sent and which bookings were actually imported.
It is a tool for reviewing recorded work and stays. It must not be presented as automatic demand forecasting, a complete occupancy rate or a system that changes rates on the property’s behalf.
Compare channel performance and bookings
With CRM component active, booking statistics show total revenue, cancellations and channel performance, calculated from bookings imported from connected systems.
Filter by booking receipt period or stay period, as well as accommodation type, rate, channel and subchannel. These are different perspectives: the month a booking arrives is not necessarily the month of the stay.
For example, analyse stays in a period and compare channel performance, then examine a room type or rate. Keep the same criteria when comparing results: changing the period or scope changes what you are observing.
Revenue, ADR and nights derive from imported bookings and amounts reported by the PMS. A channel’s performance describes data within that scope; assessing its commercial value also requires considering commissions and other costs, not just revenue volume.
Discover how booking data is received →
Understand the value of each guest relationship
The guest profile contains bookings, nights, cancellations, room and extra revenue, ADR and booking channels. These details provide context for a new enquiry and show how the relationship with the property has developed.
Together with stated preferences and parameters, these data can support CRM segmentation: average stay length, booking count and recorded spend provide reference points for relevant groups and targeted communications.
With AI features active, a guest profile is also available: scores calculated using defined rules and an AI-generated text summary. Economic value concerns the relationship recorded at the property, not an estimate of personal wealth.
Explore CRM and guest profiles →
Assess newsletters, messages and AI usage
For each list mailing, view sent, opened, failed and unsubscribed. Offer and message details include detected opens and clicks, with dates and technical device information.
Sent messages are those accepted by the sending server; read messages have a detected open; failures may result from server rejection or invalid addresses; unsubscribed recipients left the list after sending. Interpreting these signals separately helps assess both the sending process and recorded response to the message.
A campaign can generate opens without generating bookings: assessing sales results also requires following actual outcomes. Use indicators to review recipients and content, without treating a click as a completed sale.
The AI Usage dashboard, with the component active, shows calls, tokens and costs by feature, model and day. Recorded technical costs are separate from the commercial terms agreed for the property.
Discover newsletters and lists → · Explore AI features →
View reputation and multi-property data where available
The Reputation Analysis section integrates panels from Customer Alliance, if the service is configured. It includes an overview, reviews, portal comparisons, trending topics, tags, suggestions and competitors.
Customer Alliance is a separate service: FastReplyMail provides access to its connected panels; it does not independently collect and analyse reviews. Access requires integration configuration for the property.
Users managing several properties can change property with the selector and, in views that support it, view data without selecting a single property. Always check the scope of a view before interpreting a total.
Charts are interactive and, where provided, accompanied by a table. A PDF statistics report is not available; CSV export applies to specific lists, such as offers and mailing list recipients.
Start with the decision you want to make
The main dashboard and enquiry statistics are part of the FastReplyMail base product. Booking statistics and guest profiles require the CRM; AI usage and reputation depend on their respective configured components and services. Data availability also depends on active integrations.
In a demo, we can start with a specific question: where enquiries accumulate, how long responses take, which bookings are attributed to offers, or how to read channel performance for a stay period.
Together, we choose the view, filters and interpretation of the indicators. The aim is to connect numbers to useful decisions for the front desk, guest relationships and direct channel development.