What is a data platform and why do hotels need one?
The benefits of data platforms in hospitality are undeniable
The hospitality industry isn’t short on data. Most hotels have plenty of information at their fingertips, but it isn’t always actionable or easy to access from different systems.
This probably sounds familiar. It’s a common problem for properties ranging from B&Bs to international hotel groups. According to a report from Hospitality Technology, 47% of professionals surveyed say that difficulty integrating technology with legacy systems is a key challenge for their hotels.
But adopting new solutions doesn’t have to be this frustrating. In fact, implementing the right data platform makes your information more accessible and more actionable. What is a data platform, exactly? You’re about to learn the ins and outs of this critical hotel technology.
What you will see here
- What is a data platform?
- What are the benefits of data platforms?
- What’s possible when hotels use a data platform?
- Do more with your guest data
What is a data platform?
Big data is just as critical for hoteliers, maybe even more so, as it is for any other type of working professional. But gathering such vast amounts of data is complicated. It’s often stored in multiple systems that don’t integrate with one another, making it incredibly challenging to maintain accurate data.
Consider what would happen if an employee changed a guest’s email address in a PMS that doesn’t connect to your marketing platform. The change would never carry over, and that means your hotel will continue sending emails to their outdated (and possibly deleted) account.
A data platform eliminates these types of silos. As McKinsey & Company explains, “Such a platform acts as a central repository for all data, distills them into a single source of truth, and supports the scaling up of sophisticated digital and advanced analytics programs that translate data into business value.”
In short, a data platform connects your various technologies and provides greater visibility that you can use to improve.
What are the benefits of data platforms?
By now, the benefits of a data platform are probably becoming clear. But it’s still worth highlighting some of the key advantages of this type of technology. Here are some of the perks of leveraging a data platform:
- All information is stored in a centralized location
- Data is easily cleaned and consolidated
- Information can be accessed across multiple systems
- It’s simpler to conduct in-depth analyses that provide actionable insights
As you can see, these benefits are applicable to every type of business. Let’s dig into why data platforms are so essential for hotels in particular.
What’s possible when hotels use a data platform?
1. Gaining a single view of each guest
From a hotelier’s perspective, having a reliable data platform translates to having a holistic view of each and every hotel guest. Because this type of solution integrates data from a variety of sources, you can rest assured that you always have the most up-to-date information.
And remember, data platforms help to clean and consolidate information. Revinate’s Guest Data Platform, for instance, is able to identify duplicate profiles and merge them without requiring any intervention on your part.
2. Developing an improved understanding of guests over time
Guests’ preferences are constantly evolving. A recent Mews report notes that today’s travelers are environmentally conscious, likely to combine business and leisure, and eager to connect with staff using messaging apps. These are different from what guests valued a few years ago, let alone a few decades ago.
Changes in preferences and behaviors can be even more noticeable for individual guests. This isn’t a bad thing, either. With each new data point, you’ll ultimately move closer to understanding your guests. This becomes incredibly valuable when it comes to your communication tactics.
3. Delivering personalized campaigns and experiences
The more data you have about your guests, the more you can personalize the email communications they receive from your property (or properties). You can also craft offers that appeal to their unique tastes, increasing their odds of purchasing upsells like early check-in, food and beverage specials, and room upgrades.
Taking a tailored approach to email marketing by using segmentation is incredibly effective. In fact, research shows that segmented campaigns perform better than non-segmented email campaigns across metrics ranging from open rate to clicks.
4. Enabling visibility across properties
It’s easy to see the appeal of having a unified view of guests at a single property. Now, imagine how impactful it would be to have that same unified view of each guest across an entire portfolio.
The right data platform enables this, making it simple to optimize the guest experience. You’ll see that an outdoor-loving guest is the best fit for a property near the forest while a city slicker is better suited for an urban hotel.
5. Providing a better experience for employees
Another key advantage to leveraging a data platform is that it makes life easier for all of your employees. Instead of having to look through multiple systems to make sure they have accurate information about a guest, they can use that single system to find everything they need.
Some hotels are already making it a priority to improve the employee experience. According to a recent Skift report, 22% of hoteliers say their labor strategy involves providing staff with technologies that are easier and more intuitive to use.
It makes a lot of sense. More satisfied employees will undoubtedly lead to more satisfied guests.
Do more with your guest data
So, what is a data platform? It’s probably become clear that this type of technology is key for developing a better understanding of your guests, enhancing your communication strategies, and improving your operations.
If you’re ready to more effectively use the data you already have, it might be time to start looking into solutions that better meet your needs. Learn more about Revinate’s Guest Data Platform by visiting our solutions page. Or, book a demo to see a live walk-through.