A problem for hoteliers in today’s multi-channel world is having a database full of guests with which you cannot effectively communicate. Whether this includes linking data from your mobile platform to your customer relationship management system, effectively using social data or combining online and offline information, a clear marketing plan starts with having all this vital information centralized.
No hotel company wants to base their marketing strategies on unsound data, but to overcome these challenges, hotel companies need a way to pull all of the data related to their guests into one system.
Why is integrating data from online and offline channels a challenge?
1) Understanding the emerging channels that comprise online data, bringing together that data and making sense of it all is no small feat.
2) Even traditional channels, such as guest profiles and loyalty program data, can produce problems because of missing or duplicate data. Consider every time a brand new profile is created for an existing guest who makes a reservation through a new channel.
In a recent SASBlog post, Natalie Osborn, examines how using data integration and data quality capabilities can help pull your data into one system. Osborn explains that data integration helps you consume the online data you have coming in, while data quality helps you match the online data with your offline customer profiles.
What are the benefits of a solid data management system?
Once you have your system in place, you can add to it with new sources of data and analytics. Combining offline profile information with social media data may give you a clearer understanding of your guests’ needs. The key is to have the data quality and data matching in place to maintain an accurate profile of your guests.
From here, you have the opportunity to take this data a step further with a preference center. This allows you to manage interactions with your guests across a variety of platforms. Preference centers can help you understand important information about your guests, such as email addresses and social media profiles. You can learn ways in which communicating with customers is appealing to both sides.
To learn more about integration of data from online and offline sources, click here.