Data strategy continues to be a hot topic in the hospitality industry and there is still a long way to go to get it right, as Michael Schaeffner of
Serenata IntraWare discusses in this video.
Data strategy evolution
We are at the very very start. We still feel that, um, hotels, hotel groups are still blasting emails, you know which is going to – relevant the targeted messaging, which is still a very huge challenge. So before talking about trip marketing and, you know, guest profiling, you kind of really have to, still, kind of work on the homework and on the basement. So, I think we are at the very much beginning. The good thing is I think that a lot of hotels and hotel groups have realised that they have to invest. We’ve all just heard that earlier today, that it seems like it finally has arrived in our industry that's why it’s all been an exciting time for us because we get all sort of demand from the hotel groups out there that they’ve realised that they have to do something with their data. Again, it just got started the whole data thing, it’s going to be a lot more, um, in 3 years, in 5 years and 10 years, um, if we kind of don’t, hotels don’t build a certain basis, I think they’re going to have a pretty pretty rough challenge moving forward.
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