Low-code tools are going mainstream
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Multilingual NLP will grow
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Combining supervised and unsupervised machine learning methods
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Automating customer service: Tagging tickets and new era of chatbots
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Detecting fake news and cyber-bullying
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Making guests happy is a hoteliers’ #1 goal
Cumbersome, disconnected technology stops you from achieving that goal. It creates manual work, mistakes, and distracting problems. The technology your staff uses, including front desk, back office, sales, marketing, and reservations, should help you focus on guest satisfaction.
To keep that focus, connect your technology to a Customer Data Platform (CDP). This platform takes in information from the previously disparate systems departments across your hotel or hotels are already using. It then synchronizes and merges guest information, and then sends it back out to those solutions. Synced guest data gives your staff accurate, up-to-date information to do respective their jobs better.
Once that data is synchronized, you can also solve problems in unique ways, such as: by creating a unified booking experience across lodging and activities for staff and guests; unified itineraries with every detail of a guests stay is delivered automatically by email, and can be updated as itineraries change; as well as powerful and predictive marketing opportunities.
Streamlined technology makes guests happier, even if it is entirely behind the scenes. A customer data platform improves guest satisfaction in many ways. Here are the top three:
- High-touch and high-tech concierge service
- True personalization
- Putting control of their trip in their hands
Let us dive deeper into each of these topics to understand the significant impact a CDP makes on your hotel.
High-touch and high-tech concierge service
A hot topic in the hospitality industry in the last few years has been “high touch” vs “high tech.” That is hospitality that is focused on meaningful in-person interactions between your staff (high touch), or hospitality driven by technology that reduces contact between staff and guests. To make your guests happy, you want to be able to deliver both! Some guests love that personal touch and in-person conversation, and some would rather head straight to their room.
For those high-touch clients, a CDP gives your front desk staff and concierge team so much more data. When a guest comes to check in, staff behind the desk can see their entire stay, including amenity reservations and requests. Similarly, when they are at the spa, restaurant, or other amenities, the staff can make recommendations based on the information at their fingertips, delivering exceptional hospitality and a memorable experience.
For the high-tech inclined, your staff can do the same thing – behind the scenes. Seamlessly send them reminders about add-ons or promotions via their mobile device, either in a custom app just for your hotel, or via SMS to the cellphone number they provided when checking-in online. Time these reminders to specific points in their journey, or even to specific locations around your property!
Hotels have lots of information about their guests. To deliver the type of service that matches every guest’s specific expectation, you need a data platform that centralizes that information and puts it to work. To understand exactly how a CDP creates these opportunities, watch our overview video.
True personalization
Personalization can mean many things in the hotel world. For one, there is the personalized service given to guests on property, as we just discussed. But it is also an important term in the world of hotel marketing.
Personalization in this sense refers specifically to tailoring digital experiences such as shopping, booking, and marketing, to your guests’ individual preferences. Personalized marketing and revenue optimization improves the guest experience because it helps make every interaction relevant and, well, personal! A basic example of this is ensuring that all emails, including booking confirmations or folios at the end of the stay, greet a guest by name.
With a customer data platform, you are creating a master guest record. This guest record pulls in information from every part of your hotel to create a holistic view of that guest. You can then use this information to create predictive and powerful marketing campaigns using a system like Unify GMS. Some examples of this include:
- Birthday or anniversary greetings (with a reminder of upcoming stays!)
- Campaigns to guests based on their lifetime spending to target high spenders
- Market to hotel guests based on their habits: for example, promote your new wellness packages to guests who have previously visited your spa
Personalized hotel marketing is possible when you have an accurate database of your guests. A CDP is different from a marketing CRM because it truly mobilizes your data to create exceptional guest experiences. Learn more about the difference between a hotel CDP and CRM here.
Give guests control
Make your guests happier by giving them more control. Many hotels limit how, where, and when guests can make bookings or orders due to technology restrictions. With a CDP, guests can make any kind of booking – spa, activity, restaurant, golf – on their own.
When you have a unified master guest record, guests have more control over their experience. Allow them to make, modify, and cancel reservations of any type. You can even provide them with multiple ways to do this: through a dedicated mobile app built specifically for your hotel, or alternatively via a unified booking engine on mobile or desktop browser.
Unify Journey leverages data from every source to give guests complete control over every aspect of their stay. By giving guests this level of control, you are not only making them happy and opening your hotel up to potential revenue opportunities. Guests are more likely to book upgrades when they know they can, and you have made it easy to do so!
Innovative tech = happier guests
Hotels have a lot of data flowing in and out. By leveraging that data into a customer data platform, you can solve problems for your staff – letting them focus on your guests. It also creates unique opportunities to streamline and improve the guest experience.
Jonas Unify is a technology company seeking to innovate the hospitality industry’s technology landscape. We are solving the hotel industry’s data problem, unifying guest data across marketing, operations, payment, and more. Jonas Unify centralizes your guest data and expands your operations through its Customer Data Platform (CDP) and connected apps.
Unify CDP is a revolutionary platform designed for hoteliers’ unique needs. It bridges the gap between best-of-breed technology to help you create an all-in-one platform, with connected and synched guest data. Jonas Unify is making true guest-centric hospitality possible with our suite of solutions.
Harness the power of your data and transform it into actionable insights, streamlined operations, and personalized guest experiences. Centralize and synchronize guest data from multiple solutions in real time. Ready to take the next step? Discover Jonas Unify CDP today and unlock your data’s potential. Setup a demo today – the journey to data-driven operations starts here.
Learn more at jonasunify.com and follow us on LinkedIn to stay updated.
