The hotel industry often talks about data silos. Different systems for different functions – all doing their respective jobs. What’s the harm, then? In a world where efficiency is paramount for commercial success and guests expect seamless, hyper-personalized experiences – an effective Find, Book and Grow strategy simply cannot co-exist with data silos.
We will do everything we can to make your experience with us exceptional. We spend a lot of money on stunning photography to ensure future guests find us and click through to learn more. We carefully craft offers that will entice guests to Book. And we go all-in with our on-property service – embracing the hyper-personalization trend – nurturing loyalty to Grow revenue and the business as a whole.
Hotels are falling short in the area of technology, which is crucial to this important customer journey.
Fragmented information directly impacts a hotel’s ability to maximize its impact on the journey of the customers. In spite of this, 25% of hotel executives say their data is fragmented in different systems, and 31% say IT infrastructure challenges are a problem – limiting their ability to use data more effectively.
Consumers who are savvy understand the power of data. 61% of consumers are willing to pay more for a personalized experience. But only 23% of consumers Recent hotel guests report high levels of personalized service.
Source of the sickly silos
The traditional incentive structure at the departmental level has caused hotels to be divided. F&B teams are incentivized by true cost, sales departments by volume, marketing teams assessed on return on ad spend (ROAS), and so on. The hotel is not able to achieve a single set of targets. As a result, each department is using its own systems that don’t communicate, which prevents teams from knowing how their actions affect other areas of the business.
Guest experience is affected by these data silos – and so is operational efficiency. Hotel staff take longer to access data from different systems, invoicing and billing is more difficult, and the understanding of guest personas is diluted – impacting the implementation and effectiveness of marketing campaigns. There are also risks that one department makes decisions that negatively impact another department – and thus the hotel overall. It is common to see this when marketing runs promotions when revenue management already has measures in place for improving demand through forecasting, and optimizing pricing.
Centralized data: a way to break down the silos
It’s understandable that hotels want to squeeze the most value from existing systems, and integrating systems takes time, effort and money – something hoteliers are constantly juggling in a fast-paced landscape.
But unifying guest data really is the only way to deliver a seamless experience – for both guests and employees. In an outdated tech environment, smarter data management that combines a CRM system with a Customer Data Platform (CDP) is a game changer. This gives a holistic view of guests and operations in a single, comprehensive view – a ‘customer 360.’
Data silos can cause the customer journey to unravel quickly, with guests not being met adequately or targeted at multiple touchpoints. By centralizing data, guests can be better understood. It allows for more personalized interactions with guests and a much higher level of engagement.
Real-life impact:
Acta Hotels could not optimize their guest experience because of the lack of integration. The hotel group, after implementing Cendyn, was able capture guest profiles in each of its establishments, creating a robust and complete database. Capturing 143,000 unique customer profiles, Acta Hotels was able to create more targeted marketing campaigns and generate €600,000 in revenue in one year. Read more.
Learn to deal with guests
Data silos cause multiple guest profiles to exist. Hotels are unable to see the full picture of guest interactions and behavior across all touchpoints. This includes the website, mobile applications, emails and in person at the hotel.
Identity resolution is an important step to centralizing data, and better understanding your customers. ‘Deduplicating’ guest profiles means identifying duplicate guest profiles sitting in multiple systems and consolidating them into one single profile. Marketing precision is achieved. With this elevated knowledge about your guests, you can tailor targeted and personalized campaigns that resonate – and convert into bookings and revenue.
Use case
There are multiple databases in a hotel’s business that are on legacy systems. These databases have not been integrated. Cendyn CRM, with CDP, analytics and other features helps the hotel to de-duplicate its data. This results in a centralized database that contains consolidated profiles of guests, which captures all the information the hotel has learned over time about each guest. This opens the door to a more personalized and targeted marketing strategy that can increase conversions and revenues.
True Guest Identities
In hotel marketing – emails, offers, social posts and more – inevitably speak to ‘you’. How can you tell who your potential guests are and what golden nuggets will really appeal to them if you don’t know their names? Skin-deep personalization doesn’t drive bookings, engagement, or guest satisfaction.
Analyzing analytics from centralized profiles of guests can completely change this. This data means communication can be customized, the ‘right’ amenities can be showcased to guests, and offers can be created based on the high-quality information your system holds. Personalized experiences can increase guest loyalty, retention and lifetime value.
Real-life impact:
Sircle Collection struggled to make the most of guest data that was held in different departments. After implementing Cendyn CRM, the hospitality group expanded its information-gathering capabilities and increased unique profiles in the database by 95% in two years. Sircle implemented strategies for delivering more personalized experiences to guests, which led to an increase in email open rates of 45%. Read more.
Towards hyper-personalization
By centralizing data on guests to create unified profiles, you can better understand their preferences and their favorite services and amenities. The CDP, which is unified and more advanced than other CDPs, can help segment audiences for in-depth personalization.
With the trend of hyper-personalization being hyper-relevant in travel and hospitality, it’s becoming necessary to define very niche audiences and segments. Identify that segment of die-hard foodies, and you’ll sell out a weekend package featuring an exclusive menu designed by a top-name chef – no-problem. Find out which guests used concierge services to arrange a local boat tour, and then create a package with a water-themed theme to entice them to return again.
Real-life impact:
Port Hotels had a difficult time streamlining its processes and segmenting their audience according to preferences and buyer personas. The hotel group was able to automate their processes after implementing Cendyn. Welcome Campaigns with integrated forms collect valuable information on guest preferences. Port Hotels improved its email open rates by enabling enhanced segmentation. 60% of the campaigns it sent resulted in a booking. Read more
AI: Remove the mystery
Having centralized guest profiles and systems – managed by an integrated CDP and analytics – takes a lot of mystery out of guest needs and preferences. But it doesn’t necessarily answer ‘why?’ Why do guests have certain preferences for their stay? Why is one communication channel more effective than another?
AI-powered analytics can help. Once you have consolidated data, and developed very robust guest profiles as a result, some work is required to interpret the data. AI-powered analytics can help answer these ‘why?’ The AI-powered analytics can help answer these ‘why?’ questions while automatically identifying business drivers and trends. It allows you to get straight to the core of data, saving both time and money, while enhancing your marketing campaigns.
Use case
Cendyn’s CRM, CDP and Analytics help a hotel improve the guest journey by centralizing information about guests. The marketing campaigns are now personalized and targeted, and they are driving bookings. The hotel uses AI-powered analytics to improve its performance. By identifying trends in real-time and adjusting marketing campaigns accordingly, bookings and revenues are taken to the next level.
Power of a CDP + CRM solution unified
Data silos are becoming an increasing problem for hoteliers operating in a world where hyper-personalization is the expectation. Hotels are being held back by a dated, sluggish technology landscape.
The potential of centralizing guest profiles is huge. The ability of hoteliers to improve their marketing, operations, and revenue is transformed when they combine CRM and CDP capabilities.
This is an important way for hotels to grow their customer experience and loyalty.
Tina Markowitz oversees Cendyn’s global digital strategy, which is data-driven. Markowitz offers clients both innovative and holistic planning for digital marketing to help them achieve their goals. Markowitz has over 10 years of experience in integrated digital marketing leadership roles. He previously worked at Zimmerman Advertising, SapientNitro, Media Storm, and Time, Inc.
Cendyn
Cendyn, a cloud-based hospitality technology company, enables hotels around the world to use their services. Find, Book and Grow – driving revenues, maximising profitability, and creating deeper relationships with guests through integrated solutions.
Serving hoteliers for nearly 30 years, Cendyn has over 32,000 customers in more than 150 countries including brands Outrigger Hospitality, Hyatt, IHG, Aman Resorts & Hotels, Relais & Châteaux, Banyan Tree Hotels & Resorts, Coraltree Hospitality, and Onyx Hospitality Group – generating more than $20 billion in annual hotel revenue. Offices are located around the globe to help support Cendyn’s growing customer base.
Visit to learn more cendyn.com.
