4 min read

Margaritaville's Chief Data Officer on the Intersection Between Data and Brand

Claudia Infante, Chief Data Officer at Margaritaville, shares how their innovative anti-loyalty program, personalized perks, and nimble approach to technology are driving guest retention and cross-pollination across their 41 unique lodging properties.

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Jordan Hollander in Marketing

Last updated May 28, 2024

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Hotel Tech Insider presents an insightful episode featuring Claudia Infante, the Chief Data Officer at Margaritaville. With over 27 years of experience in the hospitality industry, Claudia's journey from Hard Rock Hotels to Margaritaville showcases her expertise in revenue strategy and data management. Margaritaville, a brand inspired by Jimmy Buffett's iconic song, has rapidly expanded to 41 lodging properties in just six and a half years. Claudia's innovative approach to loyalty programs, focusing on surprise and delight rather than traditional points systems, has already shown promising results in guest retention and cross-property visits. Dive into this episode to discover how Claudia's passion for enhancing the human experience through technology has propelled Margaritaville's success in the dynamic hospitality landscape.

Margaritaville's Technology Cocktail

Claudia Infante focuses on being nimble and adaptable when compiling the tech stack for Margaritaville. She prioritizes solutions that can easily adapt to the changing environment, including technology, people, situations, and more. This approach sets her apart from traditional hoteliers who may not emphasize flexibility and adaptability as much in their tech stack decisions.

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Embracing Flexibility and Passion: Claudia Infante’s Strategic Tech Approach for Margaritaville

Claudia Infante focuses on being nimble and adaptable when compiling the tech stack for Margaritaville. She prioritizes solutions that can easily adapt to the changing environment, including technology, people, situations, and more. This approach sets her apart from traditional hoteliers who may not emphasize flexibility and adaptability as much in their tech stack decisions.

  • Innovative Loyalty Program Approach: Margaritaville's unique loyalty program focuses on surprise and delight rather than traditional points or tiers. Guests receive perks immediately upon booking, leading to increased retention and cross-pollination between properties. The program is designed to show appreciation to loyal customers and enhance the overall guest experience, resulting in personalized perks and increased guest satisfaction.

  • Complementing Human Experience with Technology: Margaritaville emphasizes the importance of using technology to enhance the human experience rather than replace it. By leveraging data and technology to streamline operations and provide personalized services, the brand aims to optimize the guest experience and maintain a strong focus on human connection and hospitality.

  • Strategic Technology Stack: Margaritaville's tech stack includes a mix of mandated and recommended solutions to standardize operations across properties. From CRM and reservations technology to revenue management and point of sale systems, the brand prioritizes flexibility and adaptability in selecting technology partners to meet evolving business needs.

  • Vendor Relationship Management: The brand maintains close relationships with technology vendors through annual business reviews and ongoing communication. By fostering partnerships with vendors and prioritizing open dialogue, Margaritaville ensures that technology solutions align with business objectives and continue to meet the brand's evolving requirements.

  • Focus on Nimbleness and Passion: Key skills for success in the dynamic hospitality environment include nimbleness and flexibility to adapt to changing circumstances. Additionally, a passion for the industry and genuine love for the work are essential for hoteliers to thrive and excel in their careers. By embracing change and maintaining a strong passion for hospitality, professionals can navigate challenges and drive success in the industry.

Key Insights for Hoteliers to Elevate Their Business

Hoteliers, in today's ever-evolving hospitality landscape, the key to success lies in adaptability and passion. As Claudia Infante, Chief Data Officer at Margaritaville, shared in her insightful conversation, being nimble and flexible in the face of constant change is crucial. Embracing a culture of innovation and a relentless pursuit of enhancing the human experience through technology can set your property apart.

From leveraging cutting-edge solutions like Salesforce for CRM, Synxis for reservations, and Lassie for a unique loyalty approach, to the importance of fostering strong partnerships with technology vendors, the podcast episode with Claudia provides a wealth of actionable insights for hoteliers looking to stay ahead in the industry.

By prioritizing the human connection, while utilizing data and technology as enablers, hoteliers can create memorable guest experiences and drive business growth. So, if you're seeking inspiration and practical strategies to elevate your property's operations, tune in to the full episode of Hotel Tech Insider featuring Claudia Infante. Discover how Margaritaville's innovative tech stack and forward-thinking approach can inspire your own journey towards success in the dynamic world of hospitality.

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Jordan Hollander
Jordan is the co-founder of Hotel Tech Report, the hotel industry's app store where millions of professionals discover tech tools to transform their businesses. He was previously on the Global Partnerships team at Starwood Hotels & Resorts. Prior to his work with SPG, Jordan was Director of Business Development at MWT Hospitality and an equity analyst at Wells Capital Management. Jordan received his MBA from Northwestern’s Kellogg School of Management where he was a Zell Global Entrepreneurship Scholar and a Pritzker Group Venture Fellow.