Ireckonu, a prominent supplier of hospitality middleware and Customer Data Platform (CDP) solutions, has released findings showing that hotel groups could be forfeiting 20% of guest engagement opportunities due to scattered data. This finding exposes a crucial issue in the hospitality sector, where guest profiles frequently lack room booking information, rendering them invisible within the Property Management System (PMS) and restricting possible customer loyalty and revenue growth.

The study relied on data from major hotel group clients utilizing Ireckonu’s product feature, Venues. It indicates that only half of guest profiles accurately combine both room stays and interactions at various hotel venues like restaurants or spas. Notably, 28% of profiles are limited to room-only activity, while 22% are linked to guests solely engaging with venues, bypassing the hotel’s PMS.

Felix Dreizehnter, Head of Product at Ireckonu, remarked, “These findings reveal that hotel groups may be missing 1 in 5 guests, concurrently assigning incomplete loyalty and RFM scores to a large section of their customer databases.” This disconnect leads to less effective personalization and hinders the development of meaningful guest relationships.

Venues seeks to tackle this issue by consolidating all guest data onto a single platform, enabling hotels to tailor their communications and enhance marketing efforts. By harmonizing guest data, hotels can create personalized experiences and pinpoint their most valuable guests, thereby promoting loyalty beyond conventional points systems.

This innovation provides hotel operators with the potential to harmonize the influence of Online Travel Agencies (OTAs) with direct marketing strategies, ultimately transforming the hospitality experience at every touchpoint.