Advancements in guest intelligence technology provide hospitality professionals to harvest the full potential of customer data. By creating personalized guest experiences, brands can differentiate their offerings and bolster guest loyalty. Download this report to learn more!

1. PERSONALIZING THE GUEST JOURNEY,
UNLOCKING GUEST INTELLIGENCE
INSIGHTS DECK
Sponsored by

2. PERSONALIZINGTHEGUESTJOURNEY,UNLOCKINGGUESTINTELLIGENCESKIFTREPORT20172
ExecutiveLetter
UnlockingGuestIntelligenceIntroductionmemo
ItiscertainlyagreattimetobepartoftheHospitalityIndustry.Fromtheriseofnewandemergingtechnology,
abundanceofnewcontent,andmergersandacquisitionstherearemoreopportunitiesforhospitality
organizationstocreatenewexperiences.
Intheageofthecustomer,travellersarenowmoreconnected,moreinformedandmoretechsavvy.We
believethattechnologyfostersa“connection”thathelpshoteliersbetteranalyzeandunderstandtheirguest
preferencesandbehavioursinmoremeaningfulways.Anincreasedunderstandingoftheguestenablesthe
sharingofinformationacrosssystems,propertiesandchannels,toultimatelyofferamorecustomizedguest
experience.
Ultimately,themoretouchpointsthatarecapturedandthemorehoteliersknowabouttheirguest,theeasierit
istodeliverpersonalizedserviceanddifferentiatedbrandoffers.
AtAmadeus,weareworkingdiligentlytoprovideacomprehensive
platformofcapabilitiesthatwillreducethefrictionandtheoverall
complexityinhospitalityoperations.Wehopeyoufindthefollowing
researchinsightful.Pleaseletusknowyourthoughts.
Sincerely,
LeeHorgan
CEO
Amadeus,Hospitality

3. PERSONALIZINGTHEGUESTJOURNEY,UNLOCKINGGUESTINTELLIGENCESKIFTREPORT20173
TableofContents
Introduction
GuestDataandHospitality:TheEvolution
TheCurrentStateofGuestIntelligence
HowDoHotelsCollectData?
DataComprehensiveness
DataRelevanceandAssociatedChallenges
ResourcesAllocatedtoDataCollection
GuestDataAcrossDepartments
DatainDigitalMarketingStrategyDevelopment
PuttingDataintoAction
TheRoleofDatainPre-StayandIn-StayMarketing
GainingBig-PictureInsightsintoGuestBehavior
StoringData
BarrierstoLeveragingGuestInformation
AccessibilityIssues
Completeness&Fragmentation
TheFutureofGuestIntelligence
DataCollectionMethodswillBecomeIncreasinglyGuest-Driven
Resource-RichPropertiesMayComeOutAhead
DataManagementStrategiesWillDriveSuccess
StaffandGuestInteractionsWillRemainCrucialtoCollecting
andLeveragingData
PersonalizationMayDisruptLoyaltyPrograms
AboutAmadeus
ABOUTSKIFT
Skiftisthelargestindustry
intelligenceplatform,providing
Media,Insights&Marketingto
keysectorsoftravel.
SkiftXisSkift’sin-housecontent
marketingstudio,working
collaborativelywithpartnerson
integratedprojectsincluding
webinars,video,research,and
liveevents.
Visitskiftx.comtolearnmoreor
emailatskiftx@skift.com.
MASTHEAD
Writer/MargotBigg
ResearchDirector/LukeBujarski
ProjectManager/KirstieJiongco
SeniorDesigner/PingChan
VPofAdSales/AnthonyDerico
4
5
6
7
9
10
12
13
14
15
17
18
20
21
22
23
24
25
26
27
29
30
33

4. PERSONALIZINGTHEGUESTJOURNEY,UNLOCKINGGUESTINTELLIGENCESKIFTREPORT20174
Introduction
Thistrendsdecklooksattheevolutionofguestintelligence
inhospitality,andhowbrandsarenowcollectingandusing
customerdatatobetterservicetheirclients.Astechnology
continuestoevolve,hotelsarefacedwiththechallenge
ofharvestingtheircustomerdata’sfullpotentialtocreate
personalizedguestexperiencesthatwilldifferentiatetheir
brandofferingsandcreateguestloyalty.
Withallofthecapabilitieswehavetoday,meetingguest
expectationswhilegeneratingrevenueisessential.Todo
thatrequiresanunderstandingofwhatguestsneed,want,
andexpectinthemicro-momentsoftheirjourneys.A
keycomponenttothischallengeisensuringthequality,
availability,andusefulnessofguestdatainordertobest
understandanddeliverontheirpreferences.

5. PERSONALIZINGTHEGUESTJOURNEY,UNLOCKINGGUESTINTELLIGENCESKIFTREPORT201733
AboutAmadeus
Amadeusisaleadingproviderofadvancedtechnologysolutionsfortheglobaltravel
industry.Customergroupsincludetravelproviders(e.g.airlines,hotels,railandferry
operators,etc.),travelsellers(travelagenciesandwebsites),andtravelbuyers(corporations
andtravelmanagementcompanies).
TheAmadeusgroupemploysaround14,000peopleworldwide,acrosscentralsitesin
Madrid(corporateheadquarters),Nice(development)andErding(operations),aswellas
over70localAmadeusCommercialOrganisationsgloballyandhasapresenceinmore
than190countries.
Thisyearmarks30yearssinceAmadeuswasfounded.Throughout2017,thecompany
willbecelebrating30yearsofcollaborationwithcustomers,30yearsoftechnological
innovationand30yearsofhelpingpowerbetterjourneysfortravellersallovertheworld.