In an indication that hotels are being flummoxed by big data, a recent survey by dailypoint™ of some 4.5 million reservations across 120 hotels found that hotels had on average 2.3 profiles for their loyal guests. In other words, these hotels thought they had twice as many loyal guests as they actually had.
While the benefits of personalisation are becoming more apparent, most hoteliers feel under-equipped to deliver on this new expectation, according to D-EDGE Hospitality Solutions.
It has therefore launched a range of solutions called Guest Management which encompasses a CRM, guest loyalty, and guest feedback solutions, all fully integrated with the D-EDGE CRS. It uses AI, automatic learning and patented algorithms that capture data from multiple sources including its PMS, CRS, wifi, website, clean it by removing duplicates and inconsistencies and re-injects it into a single guest profile.
“In the expectation economy we live in, customer data is pivotal for effective sales and marketing. With the launch of Guest Management, we are offering individual and chain hoteliers a new component, integrated into our CRS, that allows them to consolidate data from multiple sources and share it with all their operational and marketing teams to improve conversion rates, satisfaction rates, and return rates,” said Pierre-Charles Grob, CEO, D-EDGE Hospitality Solutions.
With centralised and reliable guest data, hoteliers are expected to be able to view and append data such as room preferences, interests, satisfaction; adjust the marketing pressure by unsubscribing or providing temporary email marketing breaks; fulfil guests’ stored data requests for GDPR compliance; go beyond PMS data with a visual timeline of the guests’ entire interaction with the hotel brand from website visits, email exchanges, onsite interactions, feedback, and remarketing efforts, it said.
