Data strategy: Enticing guests to volunteer information

Author: Carlo Gagliardi, James Kirk (yBC.tv)

Categories: Data, Technology
Tags: information managment, iPad
Data strategy in hospitality should not only consider ways to use data, but how it is being collected initially . In this TV show Carlo Gagliardi gives his view.

Data collection strategy

I’ve been a guest of hotels where I was given the iPad. My taste for dinners and wine was captured and the communication to me felt very personalised. There are other hotels that they’re still on a marketing long list push approach. It’s a difficult challenge, not only for the hospitality sector, for all sectors. And also there is a fundamental challenge that if I need to be relevant here, that’s a difficult proposition. I believe that the opportunity for hotels is to strike a different level of trust with the guest so that the guest will volunteer the information. I think young generations share an enormous amount of personal stuff on Facebook, if your hotel wants to help the guest achieve an outcome that is really relevant for the guest, just ask. The guest might give you lots of information. So it’s a difficult psychological Rubicon to cross because from being a number cruncher you need to think of yourself as somebody that is trusted by the guest, so the guest will tell you all sorts of things. If you found this video, about data strategy, interesting why not watch more TV shows on The Hospitality Channel?  
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