Breaking Down Barriers in Guest Data
By Michelle Wohl VP of Marketing & Client Services, Revinate | February 22, 2015
Sharing and communication are good, right? We learned that in kindergarten. Unfortunately, sharing and communication in the hotel industry are sorely lacking, at least when it comes to databases. Most hotels rely on multiple solutions to manage guest communication and feedback; when these solutions can't communicate effectively, the same kinds of confusion and misunderstanding occur as when people can't connect.
Think about your systems to handle request management, email newsletters, surveys, comment cards, and data in the PMS itself. While each solution may have its place, how many of them can speak to each other. When they can't, it's difficult to leverage data effectively and deliver great, personalized service.
How Did We Get Here?
The hospitality vendor ecosystem includes thousands of point-product solutions. While some of this software has been around for decades, much of it is newer. With the tech boom, there has been an explosion in software vendors servicing hotels. As new capacities became available, hoteliers simply added another product and/or vendor. Today it's common to see hotels using ten or more solutions at the same time.
For example, one vendor might specialize in pre-stay emails, while another deals with post-stay emails, and a third handles reputation management. Every task may have its own solution -- channel management, distribution, loyalty, revenue management and other software solutions. And while all these solutions might be great on their own, these separate systems don't allow for true integration.
Because of this, most hoteliers have difficulty extracting meaningful guest data when they need it most: while preparing for the guest stay and when the guest is on site.