Interview with Nicki Graham on Cendyn’s AI Innovations

How is Cendyn leveraging AI to personalize guest experiences and enhance loyalty programs?

Nicki Graham (NG): This year, we recognized the opportunity to utilize AI within loyalty programs to better understand guest engagement and improve the guest experience. By integrating our CRM with Loyalty Juggernaut’s (LJI’s) GRAVTY® technology, we enable hospitality brands to create impactful and personalized engagement programs across both digital and physical platforms.

Why do you believe loyalty is essential for sustainable revenue growth in hospitality?

NG: It’s more cost-effective to encourage guests to return than to attract new ones repeatedly. Loyal customers not only ensure business stability but also tend to spend more on upgrades and additional services.

The role of predictive analytics in hospitality?

NG: Predictive analytics helps identify valuable guests by analyzing their booking patterns and preferences. For example, if a guest often books suites, targeted offers can be tailored to them.

Integration of AI with existing hotel systems?

NG: At Cendyn, we ensure our AI tools integrate seamlessly with existing PMS systems to streamline processes and enhance data sharing, allowing hotels to make informed decisions.

Evolution of loyalty marketing post-pandemic?

NG: Following the pandemic, there has been a surge in ‘revenge travel’, enabling hotels that collected guest data during this time to significantly enhance their loyalty marketing.

What do you see for AI-driven loyalty in the coming years?

NG: AI will facilitate real-time personalized offers and greater sentiment analysis to understand guest satisfaction more deeply.

New technologies Cendyn is exploring?

NG: We are investing in advanced analytics and data science to understand guests better, aiming for integration that empowers hotels to enhance personalized experiences.

Competition from OTAs and strengthening direct relationships?

NG: While OTAs increase visibility, nothing beats the personal connection hotels can make with guests that fosters trust and loyalty. Personalized engagement through CRM tools is essential for maintaining these relationships.