A CDP integrates your systems so they can communicate with each other simultaneously . The real-time data layer creates all kinds of possibilities to personalize and optimize every touchpoint of the guest journey . It ’ s no longer a question of “ can we do that .” It ’ s more like : “ what will we do with this unified view of our guest ?”
• Before : Visits to OTAs , metasearch sites ( including Google Hotel Finder ), and review sites like TripAdvisor ; retargeted display ads seen during the research phase ; paid placements on OTAs and metasearch during the booking phase ; calls to reservation agents ; reservation confirmation email , pre – arrival email marketing campaigns .
IN OUR TECH-INFUSED WORLD , MAINTAINING GUEST-CENTRICITY ALONGSIDE ADAPTABLE TECHNOLOGY IS EASIER SAID THAN DONE .
How can a CDP enhance the guest journey ?
Data is everywhere in travel . From research and booking to pre-stay , during stay , and post-stay , the average guest can interact with dozens of touchpoints . Each of those touchpoints is a valuable asset to generate deeper insights to serve that guest better . Whether it ' s more relevant offers or personalizing the guest ’ s on-property experience , this data drives top-line revenue ( conversions ) and bottom-line profit ( guest satisfaction ).
Consider the typical mid-size hotel with 100 rooms . At an occupancy rate of 60 %, that ’ s a minimum of 60 guests each night . Over a year , that ' s 21,900 guests ! Factor in periods of higher demand and double occupancy , and that one hotel could easily see over 25,000 guests annually .
Next , factor in how many data points your typical guest creates before , during , and after a stay . There are hundreds of potential touchpoints that a guest has with your hotel . A midsize hotel with the same conditions mentioned above would produce nearly 1.9 million data points in a single year . Now , let ’ s take a look at the different touchpoints of the guest journey :
• During : Online check-in , housekeeping requests , food and beverage purchases , actual arrival and departure times , concierge recommendations , ancillary spend .
• After : Post-stay surveys ; re-engagement campaigns via email ; leaving a review on TripAdvisor and other sites .
All these touchpoints provide valuable information that can enrich what you know , not just about your guests ’ demographics and psychographics but also about their actual behavior over the lifetime of their relationship with your hotel .
Each element adds more touchpoints to this wildly complex data tapestry and frequently , each tech solution is a data silo that requires expensive timeintensive integrations to dismantle . This in turn can create duplicate data , incomplete records , and inefficient communication across tech tools .
A CDP takes all of these data points from all of your technology and unites , transforms , cleanses , and enriches them . From there , you have a single unified platform that ’ s accessible across your enterprise .
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