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Guest journey guest intelligence

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Advancements in guest intelligence technology provide hospitality professionals to harvest the full potential of customer data. By creating personalized guest experiences, brands can differentiate their offerings and bolster guest loyalty. Download this report to learn more!

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Guest journey guest intelligence

  1. 1. PERSONALIZING THE GUEST JOURNEY, UNLOCKING GUEST INTELLIGENCE INSIGHTS DECK Sponsored by
  2. 2. PERSONALIZINGTHEGUESTJOURNEY,UNLOCKINGGUESTINTELLIGENCESKIFTREPORT20172 ExecutiveLetter UnlockingGuestIntelligenceIntroductionmemo ItiscertainlyagreattimetobepartoftheHospitalityIndustry.Fromtheriseofnewandemergingtechnology, abundanceofnewcontent,andmergersandacquisitionstherearemoreopportunitiesforhospitality organizationstocreatenewexperiences. Intheageofthecustomer,travellersarenowmoreconnected,moreinformedandmoretechsavvy.We believethattechnologyfostersa“connection”thathelpshoteliersbetteranalyzeandunderstandtheirguest preferencesandbehavioursinmoremeaningfulways.Anincreasedunderstandingoftheguestenablesthe sharingofinformationacrosssystems,propertiesandchannels,toultimatelyofferamorecustomizedguest experience. Ultimately,themoretouchpointsthatarecapturedandthemorehoteliersknowabouttheirguest,theeasierit istodeliverpersonalizedserviceanddifferentiatedbrandoffers. AtAmadeus,weareworkingdiligentlytoprovideacomprehensive platformofcapabilitiesthatwillreducethefrictionandtheoverall complexityinhospitalityoperations.Wehopeyoufindthefollowing researchinsightful.Pleaseletusknowyourthoughts. Sincerely, LeeHorgan CEO Amadeus,Hospitality
  3. 3. PERSONALIZINGTHEGUESTJOURNEY,UNLOCKINGGUESTINTELLIGENCESKIFTREPORT20173 TableofContents Introduction GuestDataandHospitality:TheEvolution TheCurrentStateofGuestIntelligence HowDoHotelsCollectData? DataComprehensiveness DataRelevanceandAssociatedChallenges ResourcesAllocatedtoDataCollection GuestDataAcrossDepartments DatainDigitalMarketingStrategyDevelopment PuttingDataintoAction TheRoleofDatainPre-StayandIn-StayMarketing GainingBig-PictureInsightsintoGuestBehavior StoringData BarrierstoLeveragingGuestInformation AccessibilityIssues Completeness&Fragmentation TheFutureofGuestIntelligence DataCollectionMethodswillBecomeIncreasinglyGuest-Driven Resource-RichPropertiesMayComeOutAhead DataManagementStrategiesWillDriveSuccess StaffandGuestInteractionsWillRemainCrucialtoCollecting andLeveragingData PersonalizationMayDisruptLoyaltyPrograms AboutAmadeus ABOUTSKIFT Skiftisthelargestindustry intelligenceplatform,providing Media,Insights&Marketingto keysectorsoftravel. SkiftXisSkift’sin-housecontent marketingstudio,working collaborativelywithpartnerson integratedprojectsincluding webinars,video,research,and liveevents. Visitskiftx.comtolearnmoreor emailatskiftx@skift.com. MASTHEAD Writer/MargotBigg ResearchDirector/LukeBujarski ProjectManager/KirstieJiongco SeniorDesigner/PingChan VPofAdSales/AnthonyDerico 4 5 6 7 9 10 12 13 14 15 17 18 20 21 22 23 24 25 26 27 29 30 33
  4. 4. PERSONALIZINGTHEGUESTJOURNEY,UNLOCKINGGUESTINTELLIGENCESKIFTREPORT20174 Introduction Thistrendsdecklooksattheevolutionofguestintelligence inhospitality,andhowbrandsarenowcollectingandusing customerdatatobetterservicetheirclients.Astechnology continuestoevolve,hotelsarefacedwiththechallenge ofharvestingtheircustomerdata’sfullpotentialtocreate personalizedguestexperiencesthatwilldifferentiatetheir brandofferingsandcreateguestloyalty. Withallofthecapabilitieswehavetoday,meetingguest expectationswhilegeneratingrevenueisessential.Todo thatrequiresanunderstandingofwhatguestsneed,want, andexpectinthemicro-momentsoftheirjourneys.A keycomponenttothischallengeisensuringthequality, availability,andusefulnessofguestdatainordertobest understandanddeliverontheirpreferences.
  5. 5. PERSONALIZINGTHEGUESTJOURNEY,UNLOCKINGGUESTINTELLIGENCESKIFTREPORT201733 AboutAmadeus Amadeusisaleadingproviderofadvancedtechnologysolutionsfortheglobaltravel industry.Customergroupsincludetravelproviders(e.g.airlines,hotels,railandferry operators,etc.),travelsellers(travelagenciesandwebsites),andtravelbuyers(corporations andtravelmanagementcompanies). TheAmadeusgroupemploysaround14,000peopleworldwide,acrosscentralsitesin Madrid(corporateheadquarters),Nice(development)andErding(operations),aswellas over70localAmadeusCommercialOrganisationsgloballyandhasapresenceinmore than190countries. Thisyearmarks30yearssinceAmadeuswasfounded.Throughout2017,thecompany willbecelebrating30yearsofcollaborationwithcustomers,30yearsoftechnological innovationand30yearsofhelpingpowerbetterjourneysfortravellersallovertheworld.

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