Data has shifted the foundation of the hotel industry. Managers can now segment guest profiles to infinite degrees, creating a comprehensive picture of who’s staying at their properties. The question isn’t just how to make that data work – it’s how to make that data work automatically. Luckily, we have artificial intelligence.
In our latest report, “The Hotel Industry’s Automated Future: A Framework for AI with a Human Touch,” we detail the impact artificial intelligence has made on hotels. If you haven’t read it, I invite you to check it out. In the meantime, here are the top five things you should consider when thinking about the use of data miming tools.
Let AI do its job
Hotels should make artificial intelligence engines the backbone of customer acquisition and retention efforts. The days of spreadsheets and querying databases are over.
You still need awesome people
Even with the automation of certain communications, it’s important that hotels never lose that human touch. While AI may provide next level insights, hotels still need humans delivering the on-site personalized level of service that hotel guests have come to expect.
Unlock a creative catalyst
Artificial intelligence offers near infinite power to discover new revenue streams. Uncovering new guest behaviors and preferences reveals starting points for new products and services. Hotels of tomorrow will never stop shining the AI spotlight around their customer bases in search of new growth strategies.
Push AI across the business
Hotels should push the impact of artificial intelligence to the farthest corners of their business. The more data integrated into the platform, the more artificial intelligence can understand how to help overall marketing and operations.
Empower bold ideas
Hotel marketing departments now have one of the world’s most incredible tools at their fingertips. The cost of trying new ideas is decreasing, so hotels should inspire staff to think outside the box. If everyone in the marketplace is using artificial intelligence to drive sales, it will still be the human minds that make the difference.
About the Author
As the Chief Sales and Marketing Officer of Cendyn, Tim Sullivan oversees global sales, business development, marketing, product management and client success. Previously President of Cendyn/ONE, he is now responsible for Cendyn’s global expansion and strategy for the Cendyn Hospitality Cloud. Prior to joining Cendyn, Tim was co-founder and CEO of Godengo (now GTxcel). He also held leadership positons at NTT Communications, the world’s largest telecommunications company, and created The New Orleans Connection, the first online travel portal for the city of New Orleans. Tim studied design at Louisiana State University.
