In our last White Paper, we looked at some of the main IT trends hoteliers need to adopt in 2022. We identified the use of automation and Artificial Intelligence (AI) as key success factors in helping hotels satisfy guest demands and provide amazing and personalized customer experiences. Collecting high-quality data, then optimizing and keeping it clean, are obviously pivotal to a hotels ability to achieve these goals.
However, a recent h2c study around automated personalization and global insights into AI and machine learning, supported by dailypointTM amongst others, found that 71% of the 86 global hotel chains surveyed have difficulties in achieving clean data. A further 49% have problems around data aggregation, whilst 32% lack data quality.
Overall, a massive 83% of hoteliers around the world said they face at least one personalization challenge when asked the question “Is data collection optimized and effectively managed?”. Data quality and consistent access to clean data are clearly two of the biggest issues that are preventing today’s hoteliers from leveraging the true potential of Big Data for marketing, sales, analytics, and service improvements…so basically every function where a hotel uses data.
In this White Paper, we will look at the underlying causes of poor data and the steps hoteliers can take to improve data collection, optimization and cleansing processes within their organizations, so they can make the most of AI and automation across all relevant operational and marketing functions.