Personalized Guest Targeting makes the Difference
h2c Study reveals the Challenges of the Hotel Industry
Many hoteliers are facing technological problems – especially regarding interfaces to other systems. This was the result of a global study on “Personalized Marketing”, which was conducted by h2c and supported by dailypoint™, among others. Under the title “Global Automated Personalization Study”, 86 hotel chains worldwide were surveyed. The aim of the study was to find out to what extent automated processes, machine learning, and artificial intelligence can serve hotel guests in an even more targeted manner with relevant information and offers, and what obstacles hoteliers face.
Eight out of ten participants (80%) cited technological challenges and interface issues that kept them from personalized automation, closely followed by poor data cleansing processes (71%). Yet two-thirds of all hotel chains saw automated personalization as an essential ingredient for their success.
Dr. Michael Toedt, CEO and founder of dailypoint™, says: “The h2c study shows very clearly what we at dailypoint™ have been pursuing for a long time: Centralized data management and integrated data cleansing processes are the basis of a sustainable digitization strategy. This also includes personalized automation in all areas. However, for many hoteliers, there is still a wide gap between the desire for automation and the actual implementation.”
dailypoint™ is one of the top 5 companies recognized as innovators in the field of AI (artificial intelligence), according to h2c. “We offer our hotel clients fully automated, AI-based data cleansing processes, the foundation for a consolidated guest profile, across all systems. This is the only way personalized and individualized marketing is even possible,” Michael explains.