Hotels can have many systems in place, sometimes in a fragmented fashion with little integration evident across their systemsscape. Additionally, the increase in the product portfolio of hotels across retail, food and beverage and alternative accommodation options means that guest data is now being collected on various standalone platforms. Shopify, an online retail platform, and Res Diary table booking software, are two examples of systems now commonly found in a hotel environment.

With this in mind hotels are recommended to review their data management practices through the following binary lens:

1. Guest data collection points – is data collection optimised, is it actively managed, where is their guest data warehoused?
2. Demand Data – are hotels centralising this critical information, how are they reviewing that data? Is it supporting the marketing efforts of the hotel?

One of the key trends evident in the research conducted is that data partnerships with external businesses might be a useful way for hotels to expand their potential guest database – comarketing in this way helps hotels to expand their reach significantly.

Leveraging guest and demand data allows for more powerful marketing and supports the trend toward personalisation which is critical for market capture and customer loyalty especially in the leisure market.

If you would like to chat to us on data management we would love to hear from you.

Oonagh & team