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Data:	The	Crown	Jewels	
Maximizing	Data	to	Put	Personaliza9on	to	Work	
for	Your	Property	
Tim	Peter	
President,	Tim	Peter	&	Associates	
@tcpeter
©	2016	–	Tim	Peter	&	Associates	
“You can never have too
much data. Bigger is
definitely better.”
Werner Vogel, CTO, Amazon
©	2016	–	Tim	Peter	&	Associates	
You host more
devices than
guests each night
Own	the	data,	own	the	guest	
•  “Much	more	importantly	than	a	source	of	
transac9ons,	mobile	is	a	chance	to	plumb	the	
end-to-end	user	experience…	Say	you	are	looking	
for	an	accommoda9on	on	an	iPad	but	then	you	
book	on	a	PC.	But,	then	you	show	up	at	the	hotel	
with	your	iPhone.	All	of	that	is	plumbed	to	[a	
Booking.com]	account...	but	really	in	the	longer	
term	it	is	increasing	our	value	to	the	customer	
that	would	be	very	difficult	for	an	independent	
hotel	to	do.”	–	Darren	Huston,	Priceline	CEO
Predic9ve
©	2016	–	Tim	Peter	&	Associates	
“Your margin is my
opportunity.”
Jeff Bezos, CEO,
Amazon
©	2016	–	Tim	Peter	&	Associates
©	2016	–	Tim	Peter	&	Associates
©	2016	–	Tim	Peter	&	Associates	
Content	is	King	
•  Cut	through	the	cluXer	
•  Create	content	that	is:	
–  Snackable	
–  Sharable	
–  Sharp	
•  Focused	on	needs	of	guest
©	2016	–	Tim	Peter	&	Associates	
Context	is	Queen	
•  How,	where,	when,	and	why	
are	your	guests	interac9ng	
with	you,	your	property,	
your	content?	
•  How	can	you	connect	with	
that	experience?
©	2016	–	Tim	Peter	&	Associates	
Context	defines	guest	experience	
•  “Digital	footprints”	highlight	
what	guests	care	about	at	each	
step	
•  Savvy	travel	marketers	can	use	
these	footprints	to	improve	
content	and	experience	
throughout	
Dream	
Plan	
Book	Experience	
Share
©	2016	–	Tim	Peter	&	Associates	
Data	is	the	Crown	Jewels	
•  Must	be	willing	to	start	small	–	
but	you	must	start	
•  An9cipate,	analyze,	and	adapt	to	
changing	guest	needs	
•  Protect	the	crown	jewels:	Privacy	
and	security	maXer;	protect	guest	
informa9on	like	the	business	
depends	on	it
©	2016	–	Tim	Peter	&	Associates	
•  Hospitality	is	about	
understanding	your	
customer	
•  Use	that	
understanding	to	
drive	increased	
sa9sfac9on	–	and	
increased	revenue
©	2016	–	Tim	Peter	&	Associates	
Will	I	be	sa9sfied	
with	my	stay?
©	2016	–	Tim	Peter	&	Associates	
Why	should	I	buy	
from	you?
©	2016	–	Tim	Peter	&	Associates	
Think	“Crawl,	
Walk,	Run”	
Crawl	
• Assess	current	data	collec9on/use	
both	internally	and	across	vendors	
• Explore	op9ons	for	improved	use	of	
guest	data	to	enhance	guest	
experience	
• Train	staff	on	appropriate	use	of	
guest	data		
• Define	roles;	assign	accountabili9es	
Walk	
• Test	personaliza9on	efforts	in	one	or	more	marke9ng	
and	customer	service	channels	
• Measure	results	and	incorporate	learnings	into	
opera9onal	processes	
• Build	on	successes	to	conduct	subsequent	tests	and	
opera9onal	changes	
Run	
• Build	personaliza9on	into	every	
aspect	of	guest	experience	
• Align	guest	experience	across	
mul9ple	touchpoints		
• Con9nue	to	train	staff	on	lessons	
learned/best	prac9ces
©	2016	–	Tim	Peter	&	Associates	
Vendor
Evaluation
Structural Technical Financial Cultural Features Standards
• Financial	
viability	
• Experience	
• Market	share	
• Reputa9on	
• Security	
• Speed	
• Integra9ons	
(PMS,	CMS,	
RMS,	website)	
• Mobile	
• Implementa9on	
costs	
• Training	costs	
• Total	cost	of	
ownership	
• Support	hours	
• Training	
• Fit	
• Predic9ve	
analy9cs	
• Visualiza9ons	
• Mobile	
accessibility	
• Data	migra9on	
• Regulatory	
• Legal	
• Cross-border/
interna9onal
X
©	2016	–	Tim	Peter	&	Associates	
Not	“Big	Data;”	Your	Data	
•  Own	the	data,	own	the	guest	
•  Crawl,	walk,	run	
•  Start	small,	scale	when	
ready	
•  Compe99ve	differen9ator		
•  Build	a	moat	to	protect	
your	kingdom
“Outrun	the	
bear”
©	2016	–	Tim	Peter	&	Associates	
Thank	You	
Web:	 9mpeter.com	
Phone:	 +1.201.305.0055	
Email:	 9m@9mpeter.com	
TwiXer:	 twiXer.com/tcpeter

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Maximizing Data to Put Personalization to Work for Your Property