If you are in the hospitality industry, you have probably heard of a Hotel Customer Data Platform.
As someone who works with guest data, insights and management, you might already be aware of how important it is to manage guest data effectively. The ability to personalize experiences and increase guest loyalty is critical.
CDPs are the tools that make all of this dynamic possible, and eliminate headaches for hospitality staff. Why? Why?
These capabilities are proof that a CDPs are a must for all modern hotels. Choosing the best option can be overwhelming, especially with so many choices available. This guide provides six practical steps that will help you to make an informed decision.
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First, you must assess the needs of your hotel and determine your goals in order to implement a CDP. Start by Different departments are affected by different operational inefficiencies and pain points. Engage key teams such as marketing and reservations to gain insights about their challenges.
Do you have a reservation team that struggles with old guest preferences? This could lead to missed opportunities for upselling. Your marketing team is having trouble segmenting data and using it for personalisation. Your loyalty program is underperforming because of data gaps? These inputs provide you with a clearer picture of what you require from a CDP.
Once you have identified your needs, What do you want to achieve? Consider asking yourself questions such as: What are you hoping to improve by using a CDP. What are your limitations? You can guide your decisions by setting measurable goals such as higher guest ratings or improved ROI on marketing campaigns.
Audit your current systems to determine what you need to change. How and where data about guests is currently stored. This step allows you to gain a good overview of the data landscape at your hotel, and helps identify areas that may be problematic for communication.
Your PMS, booking engine, CRM platform, and guest communication tools may all contain guest data. Email platforms and campaign management systems may contain marketing data, while check-in apps and housekeeping software might store operational details.
Maps of these systems can help identify data silos, and highlight opportunities for unification.
When choosing a CDP, integration is a critical factor. Be sure that the platform you choose can integrate with your existing systems such as your PMS CRM and guest communication tools. Integrating your CDP will eliminate silos and allow for consistent data flows across departments.
Scalability is another important factor. As your hotel’s requirements may change over time, it is important to choose a CDP which can handle increasing data volumes and adapt to new technologies. A flexible platform will ensure long-term benefits and prevent the need to replace expensive equipment.
It is important to note that not all CDPs were created with hotels as a primary focus. This can be a major factor when choosing the best platform. Large and medium-sized hotels face unique challenges, which require solutions tailored to the industry to improve their efficiency.
Consider features that meet these needs, including:
- Real-Time Data UnificationConsolidates data across multiple sources to create a single profile.
- Guest SegmentationEnables targeted advertising based on behaviour, preferences or booking history.
- Marketing AutomationSupports multichannel campaigns (emails SMS and WhatsApp).
- Analysis and ReportingGives you insights into guest booking patterns.
It is important to select a CDP which will grow with your brand if your hotel has more than one property or plans to expand. The platform must be able accommodate new properties, increased data volumes, as well as evolving needs.
You should also evaluate whether your pricing model is in line with the growth of your business. Consider flexible pricing based on guest profiles or usage. Do not forget to inquire about any hidden fees, such as those for integrations and access to advanced features.
B.Request demos and trial periods before committing. Prioritise speed, usability and whether it is a good fit for your hotel. Hands-on testing will give you a better idea of the CDP’s performance in your particular context.
Personalisation is a great way to differentiate yourself in the hospitality industry today, but it can be difficult to customize every guest experience by hand. CDPs are a highly efficient way to personalise at scale.
CDPs are able to process huge data sets using sophisticated analytics and machine-learning techniques. They can identify patterns, predict guests’ preferences and provide hyper-personalised experiences.
CDPs, for example, can automate personalized communication such as pre-arrival SMS or emails tailored to a guest’s booking history. They can also offer features such as automated check-in/check-out. This is convenient for guests and staff. Customising services on a large scale makes your guests feel special while maximizing your team’s efficiency.
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