search.noResults

search.searching

saml.title
dataCollection.invalidEmail
note.createNoteMessage

search.noResults

search.searching

orderForm.title

orderForm.productCode
orderForm.description
orderForm.quantity
orderForm.itemPrice
orderForm.price
orderForm.totalPrice
orderForm.deliveryDetails.billingAddress
orderForm.deliveryDetails.deliveryAddress
orderForm.noItems
Company insight


Staying connected in a time of disconnect


If anything, the ‘new normal’ has taught Dutch company Ireckonu that interpreting and understanding guest touchpoints can make or break a brand. Ireckonu – a market leader in guest experience software – shares its expertise on how to unlock the power of data.


R


ecent studies have shown 86% of customers would pay more for an improved user experience. A great statistic – but what does that mean for hoteliers? And more importantly, how do hotels provide a connected guest experience with little to no in-person contact? With insights quietly tucked away in various hotel systems, it becomes a hassle to even get a clear view of the customer base.


about my guests?” From there, you can determine what data you currently have access to, along with new, necessary insights that would enrich your existing database. With internal alignment in place, your entire organisation can look for a solution that captures all structured and unstructured data and cleans these insights to fit the parameters your brand has agreed upon. If done correctly, this creates a “golden copy” of any guest


“The guest journey is not a straight line: it is a continuous cycle of opportunity, engagement and, most importantly, growth.”


Capture and clean


Everything is possible once you have access to clean, real-time data. To start, ask yourself two things: “what do I want to achieve?” and “what do I want to know


profile. Depending on the power of a hotel’s platform, the customer profile can calculate metrics like lifetime value, campaign engagement rate and even behavioural data.


Collaborate and consume Now that the golden copy is available, every department within the organisation should have universal access to the insights captured within this profile. This shows exactly how customers are engaging with the brand, so marketing teams can align with operations and finance departments to understand this data and determine the next best action to take.


Leveraging targeted campaigns, enticing new guests from social media outreach and determining where to spend money all become seamless, regardless of how or where the data originates from.


Create and continue With the foundations in place, hotels can combine their data-centric power with various incentives and campaigns to create personalised guest experiences and deepen visitor engagement.


The key is to never stay in one place: confirm that the internal alignment is still present and the sought-after data points are adding value. Offering exactly what a customer wants, when they want it is the first step – but the offering needs to evolve as they do.


The guest journey is not a straight line: it is a continuous cycle of opportunity, engagement and, most importantly, growth. With the systems, departments and data all focused together, hospitality brands can continue to evolve. In the end, the foundation becomes an ever-growing ecosystem that learns from itself, incorporates new trends and always delivers lasting memories for customers. ●


When hotels have access to clean, real-time data, they can combine this with various incentives and campaigns to create personalised guest experiences and deepen visitor engagement.


Hotel Management International / www.hmi-online.com www.ireckonu.com 33


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77