62 THE WORLD OF HOSPITALITY
TECHNOLOGY
Data Driven Commerce
With today’s customers being more tech savvy
than ever before, the hospitality industry is
having to accelerate the adoption of innovative
technology to meet their needs.
Hotels, restaurants, bars, cinemas, and casinos
across the globe are all striving to become
digitally enabled, and while front-end services
such as e-loyalty, online booking and check-in are
cool, innovation at the back end is often struggling
to keep pace.
The challenge for many businesses is bridging
the gap between the consumer’s expectation
and legacy technology; but companies of all sizes
must find a way to update their systems to create
that end-to-end solution; one single platform
to empower a business to acquire new, engage
current, and retain previous consumers.
Indeed, one holistic combination of CRM, HR
data, finance, ERP, digital marketing, all configured
into one cohesive, overarching infrastructure,
can increase efficiency, internal reporting, while
reducing data risk and ensuring compliance.