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PERSONALIZING THE GUEST JOURNEY,
UNLOCKING GUEST INTELLIGENCE
INSIGHTS DECK
Sponsored by
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
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
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33
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.
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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