Customer Data Platform for Hotels

Hospitality industry is among one of the top industries where high volume and velocity data is generated every day. Data gets generated through multiple touch points like research, booking, pre\post-stay, guest preferences and each of these touch points is a valuable asset to generate deeper insights to serve that guest better. With relevant and personalized offers or by personalizing the guest’s on-property experience, hotels can surely drive top-line conversions and bottom-line guest satisfaction.

?In today’s era where data and technology have become key levers to drive growth and retention “CDP – Customer data platform” is one tool which should definitely be part of your Tech stack. A CDP is a standardized data layer that keeps your guest data in-sync across your technology stack and by unifying fragmented data, you’ll discover new ways to communicate with the guests and boost engagement. It enables marketers to understand customer data and derive insights to enrich the customer experience.

?Based on my understanding and first-hand experience I am listing below some key reasons for adding CDP to your tech stack.

?Single Source of Truth

?CDP is an integrated platform which ingests data from different sources (booking engine and website to marketing tools and third-party data) and provides single view of the customer. It’s your single source of truth which transforms the data into a standardized format which can be shared across multiple applications and technologies along with maintaining the accuracy and consistency. One of the biggest problem in hospitality is identity resolution and with CDP this issue can be resolved to large extent.

?Eliminate data silos and integrate all marketing platforms

?The modern hospitality industry is a lot more than just providing accommodation and room service. Getting a holistic view of the customer is impossible if the data resides in silos which leads to duplicate and inaccurate data records. CDP reduces the kinds of blind spots that lead to missed opportunities to increase your profitability and maintains visibility so that your teams can stay informed and perform at peak capacity.

?Hyper Personalization

?A good CDP enable the hotels to optimize guest journey basis real-time data ingested through different sources giving holistic view of the guest. Marketers can enhance their marketing efforts through better personalization with dynamic content that’s more relevant to the guests. CDP can also empower the hotels to optimize the marketing channel and communication timing basis guest preference and past behavior. This enables marketers to provide a unique experience that is tailor-made for each user.

?Customer Journey Orchestration

?If you are looking to unlock new revenue streams which can generate additional business for your hotels then you need to invest in a good CDP. Data can be consumed and unified across various digital interactions to create one to one journey for each guest. It can help you discover your best performing ads\offerings both in terms of the engagement and conversion along with the responder profile and segments. This information can further be utilized to refine your segmentation around which demographics and clusters are more inclined towards certain offerings.

?Making your Marketing efforts more Agile

?Single unified view of your guests makes your marketing more agile and flexible as you know more about your guests and can deliver the best real-time guest experience possible. With CDP you can very well align your marketing with the latest insights and can adapt your tactics quickly and frequently. Since multiple platforms are connected with the CDP, all the guest level interactions are stored and cascaded to relevant platforms on nearly real-time basis.

?"Today Customer data platform has become an integral part of hotel’s tech stack and every hotel brand should leverage it to get a holistic view of their guests to serve them in a more meaningful manner basis real-time insights."

?

?