The “integrated resort” is on the rise in popularity for the complete and multi-faceted experience it offers its guests. This kind of resort is the epitome of convenience and matching expectations – something people want for their valuable breaks from everyday reality. Everything you need is under one roof, steps away from your room. Restaurants, shows, casinos, recreation, spa services and retail shopping – guests don’t have to leave the facilities to have an all-inclusive experience.
With the combination of activities and full services, your resort can collect customer data in all sorts and forms: What are they spending money on? Do they favor room service or dining in the restaurants? Who are night owls vs. early risers? Do they prefer pampering or fitness sessions? Do they plan their activities in advanced or more spur of the moment? What are the trends in how, when and from which devices they conduct their bookings?
Because of the abundance of guest data, marketing and customer experience departments in large hospitality brands face some important challenges:
Guests are becoming more demanding of quality service and their loyalty is harder to earn, forcing you to react to customer opportunities or risks very quickly. The more you know about your guests and their history with you and all your properties, the better you can serve them. This knowledge is not concentrated in one channel (e.g. the online channel, the mobile channel, the call center…) but should be based on insights gathered across all channels and devices.
Improving the guest experience and delivering new types of integrated services will be key differentiators in the years to come. It’s time to take advantage of all the data that you have on your customers, from all sources. You need to connect and engage with each and every guest, based on all of the intelligence that your brand collects, and put it into action.
For further interest:
NGDATA helps brands in data-driven industries, such as financial services, telecom, utilities and hospitality, to drive connected experiences. Our Next Generation Customer Data Platform, Lily™, puts people at the center of every business via Lily’s Customer DNA, which continuously learns from behavior to deliver compelling experiences for companies, such as Belfius Bank, Innogy and Telenet. NGDATA is headquartered in Gent, Belgium and has offices in the United States, Europe and Asia-Pacific.Learn More...