It wasn’t long ago that all the information hotels had on a guest could fit on a single registration card.
In the late 1980s, the introduction of the property management system marked the beginning of the digitization of data.
Since then, the number of platforms used by hotels to engage guests, streamline operations and drive revenue has proliferated. Today, a hotel may use a dozen or more applications, from revenue management systems to guest survey solutions to marketing automation software.
“Guests leave a tremendous amount of data in their wake at the various touchpoints during their stay—website, call center, PMS, mobile app, POS, activities, survey, loyalty program, just to name a few,” said Sullivan of Cendyn. “The challenge is that each of these systems captures a sliver of information about the guest, and it’s housed in disparate data silos.”
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