What’s the biggest obstacle to influencing traveler purchasing decisions in the hospitality industry?
Did you see the disturbing traveler survey results in theHotelExecutive.com article “The Evolution of Hotel Loyalty Programs: What Guests Expect in 2013”? It cited a study by Deloitte, which revealed that 30% of hotel loyalty program members are “at risk” of switching their preferred brand.
Also, although 50% of leisure travelers are members of a hotel loyalty program, they are not loyal to one brand. Sadly, most hotel loyalty programs have little or no impact on traveler purchasing decisions.
Why? Most hotel loyalty programs are not differentiated. Guest segmentation is unsophisticated. For example, a guest who stays 11 nights is treated the same way as someone who stays 49 nights because they are categorized under the same tier of loyalty. However, if a guest who stays 20 nights reserves a higher cost room than a similar guest, should you treat them differently?
Based on my 15 years of experience working with sales and marketing executives at leading hotels, resorts, and other hospitality organizations, I see a huge opportunity for those who want to increase market share. The key is to build a differentiated loyalty program, based on more refined and meaningful segments, which anticipate travelers’ personalized needs and allow you to deliver a consistent experience across all touchpoints.
So, what is holding sales and marketing back from creating more refined and meaningful segments for their loyalty programs? It’s not the applications that stand in their way. Most have implemented business intelligence, CRM systems, sales automation, service automation, and marketing automation.
The biggest obstacle is managing hospitality customer data. It’s distributed across the enterprise: locally at the hotels, in SaaS environments, or at the corporate data center. Take a look at this complexity:
- 1,000,000s of Guests
- 1,000s of Business Contacts
- 1,000s of Corporate Client Companies
- 1,000s of Meeting Planners
- 100s of Meeting Planning Companies
- 100s of Travel Agencies
- 1,000s of Travel Agents
- 100s of Brands
- 1,000s of Properties
- 1,000,000,000s of Interactions
- 1,000,000s of Transactions
This is an exponentially complex problem that can’t be managed in documents. Without a trusted, unified view into the amazingly complex network of hospitality customers, you can’t segment in a more refined and meaningful way.
Even though your valuable customer data is disconnected today, you can take steps to start connecting it to create a unified customer view. Others are already doing it. See Hyatt’s presentation at Informatica World for an example of how one innovative global hospitality organization mastered their hospitality customer data to power their sales and marketing vision. Hyatt implemented data integration, data quality, and master data management (MDM) solutions to gain a unified customer view.
With this approach, you can:
- Take disparate information for guests, corporate customers, and other customer types to create a trusted unified view of hospitality customers
- Manage business customer account hierarchies and household relationships so sales and marketing teams can visualize interactions between customers. For example, perhaps some of your top 100 business customers are also your top 100 leisure guests.
- Integrate this customer repository with transaction data like stays, reservations, events, food and beverage, customer service, web behavior, and social media to gain a trusted longitudinal view of the customer experience—from reservation through check-out.
- Create more refined and meaningful segments to gain key customer insights and better anticipate travelers’ personalized needs, and deliver a consistent experience across all touch points.
Are you interested in understanding more about this proven way to create a differentiated loyalty program and increase revenue and market share? If so, please leave a comment below and I will respond.
Larry Goldman is the president of AmberLeaf, a customer intelligence consultancy. With18 years of experience helping clients make strategic use of their information, Larry excels at helping sales and marketing teams implement best practices for marketing strategy, customer analytics, customer segmentation, data warehousing, and database marketing. He has delivered business-value focused solutions for Business Intelligence, CRM, Master Data Management (MDM), and Database Marketing.
In the past four years, Larry has focused on the hospitality industry. His industry expertise also includes Telecommunications (Wireless and Long Distance), High Technology, Broadcasting, Newspaper, On-Line Media Content providers, Cable, Telematics (In-Car Communications and Services), Education, Manufacturing, Retail (catalog, e-commerce, brick and mortar), Consumer Packaged Goods, and Financial Services (Insurance, Brokerage, Mortgage). Larry is an author and popular speaker on the topic of customer centricity and the use of analytics to improve business results.
Access to information has always been extremely important to people and organizations. In an increasingly complex and interconnected world, data is an essential competitive advantage for companies. With rapidly growing data volumes, increased complexity, and high market speed, our goal is simple: to easily connect people and data.
Turning data into business outcomes has always been our value proposition at Heiler Software. Using the value of data and information potential is totally in line with the positioning of Informatica. Unleashing the potential of information will help to make the careers of our customers, partners and employees even better.
From beginning of all conversations, from the announcement of the acquisition in October 2012 until today, Informatica’s managers and employees always stuck to the promise they made. That is a great commitment for our employees and customers. Now Informatica has announced the exciting news that the acquisition of Heiler is completed.
Heiler is now a part of the Informatica family. Our entire team is looking forward to the future with Informatica. For Heiler, the door for an exciting and successful future is wide open. Informatica will provide our customers and our employees a promising perspective in a dynamic industry.
Hundreds of customers rely on Informatica’s multi-domain MDM platform to manage customer, location, and asset data, and synchronize accurate master data across operational and analytic systems. I am sure Informatica is committed to being a trusted partner and will work to ensure success with all Heiler’s products.
Heiler has just released PIM 7 to speed up the time to market with all products, across all sales and marketing channels. Also, since March 2013, Procurement 7.1 is available. Informatica is known for innovation. I am convinced that Informatica will continue investing in our business. Their goal is to generate real-time commerce business processes and create a unique customer experience for our customers’ business. Our award winning PIM fits in the Universal MDM strategy to deliver to one vision: Enabling our customers to offer the right product, for the right customer, from the right supplier, at the right time, via the right channels and locations. It is all about inspiring.
Joining the forces will allow our customers to leverage Informatica’s expertise in data quality and data integration to deliver greater business value. With Informatica’s Data Quality offerings, our customers will be able to further accelerate the introduction of your products to market. Additionally, customers will be able to easily onboard data from their suppliers, then distribute to its customers and partners electronically with Informatica B2B. We share a common goal to establish the combination of Informatica MDM and Heiler PIM as the gold standard in the industry.
Another benefit of the acquisition is that all customers will receive world-class support from Informatica’s Global Customer Support organization, which delivers a comprehensive set of support programs including 24×7 support across 10 regional support centers. Customers have ranked Informatica as #1 in customer satisfaction for seven years in a row. In addition, Informatica’s strong global partner ecosystem brings the right resources to solve business and technical challenges across more industries.
By reaching this important milestone my mission as CEO of Heiler Software AG will be fulfilled. Personally, I’m going to stay connected to Informatica and I am excited to get involved in the future of this excellent and innovative company.
The future of Universal MDM is close to my heart.
Rolf J. Heiler, born 1959, married, three children, graduated in 1982 in Business management, majoring in IT and process organization. In 1987, Rolf Heiler founded Heiler Software GmbH. From 2000 Heiler Software was quoted on the stock exchange in 2000 in the “New Market” sector.
Title I HOPE’s (Homeless Outreach Program for Education) mission is to work to identify and enroll homeless students in the Clark County School District, collaborate with school personnel on homeless educational rights, and inform parents of the options available to their children under the McKinney-Vento Homeless Education Act. There have been over 6,800 students K-12th grade identified as homeless in our community.
The HOPE office strives to connect youth with resources and support services that will keep them in school. Services that are needed for our students range from school supplies to tutoring/mentoring to food. The HOPE staff partners with community providers to assist children with backpacks, food, clothing, shoes and hygiene items. The donations prepare students with basic needs which encourage them to come to school ready to learn.
Informatica World has been such a gracious contributor to the HOPE program. Last year the organization donated 1,000 food bags which ensured that all of our students who were tutored had a snack so they could focus on their work. You can check out the news story here about our great results.
Informatica also provided us with six iPads which were integrated into the A Place Called HOPE high school resource centers. Youth were able to have experience of utilizing the latest in technology because of Informatica World. The support and supplies provided by the organization and the participants of the conference will make a true difference in the lives of students who are struggling with basis needs. The items donated will assist student in focusing on their education and will help them to be successful in life.
The Informatica World 2013 event this week is truly making a difference in the lives of thousands of homeless students in our community. Title I HOPE thanks everyone for their generosity and willingness to give.
This was a guest blog penned by Title I HOPE.
Informatica’s Vibe virtual data machine can streamline big data work and allow data scientists to be more efficient
Informatica introduced an embeddable Vibe engine for not only transformation, but also for data quality, data profiling, data masking and a host of other data integration tasks. It will have a meaningful impact on the data scientist shortage.
Some clear economic facts are already apparent in the current world of data. Hadoop provides a significantly less expensive platform for gathering and analyzing data; cloud computing (potentially) is a more economical computing location than on-premises, if managed well. These are clearly positive developments. On the other hand, the human resources required to exploit these new opportunities are actually quite expensive. When there is greater demand than can be met in the short term for a hot product, suppliers put customers “on allocation” to manage the distribution to the most strategic customers.
This is the situation with “data scientists,” this new breed of experts with quantitative skills, data management skills, presentation skills and deep domain expertise. Current estimates are that there are 60,000 – 120,000 unfilled positions in the US alone. Naturally, data scientists are “allocated” to the most critical (economically lucrative) efforts, and their time is limited to those tasks that most completely leverage their unique skills.
To address this shortage, industry turns to universities to develop curricula to manufacture data scientists, but this will take time. In the meantime, salaries for data scientists are very high. Unfortunately, most data science work involves a great deal of effort that does not require data science skills, especially in the areas of managing the data prior to the insightful analytics. Some estimates are that data scientists spend 50-80% of their time finding and cleaning data, managing their computing platforms and writing programs. Reducing this effort with better tools can not only make data scientists more effective, it have an impact on the most expensive component of big data – human resources.
Informatica today introduced Vibe, its embeddable virtual data machine to do exactly that. Informatica has, for over 20 years, provided tools that allow developers to design and execute transformation of data without the need for writing or maintaining code. With Vibe, this capability is extended to include data quality, masking and profiling and the engine itself can be embedded in the platforms where the work is performed. In addition, the engine can generate separate code from a single data management design.
In the case of Hadoop, Informatica designers can continue to operate in the familiar design studio, and have Vibe generate the code for whatever platform is needed.In this way, it is possible for an Informatica developer to develop these data management routines for Hadoop, without learning Hadoop or writing code in Java. And the real advantage is that the data scientist is freed from work that can be performed by those in lower pay grades and can parallelize that work too – multiple programmers and integration developers to one data scientist.
Vibe is a major innovation for Informatica that provides many interesting opportunities for it’s customers. Easing the data scientist problem is only one.
This is a guest blog penned by Neil Raden, a well-known industry figure as an author, lecturer and practitioner. He has in-depth experience as a developer, consultant and analyst in all areas of Analytics and Decision Services including Big Data strategy and implementation, Business Intelligence, Data Warehousing, Statistical/Predictive Modeling, Decision Management, and IT systems integration including assessment, architecture, planning, project management and execution. Neil has authored dozens of sponsored white papers and articles, blogger and co-author of “Smart Enough) Systems” (Prentice Hall, 2007). He has 25 years as an actuary, software engineer and systems integrator.
The data warehouse’s goal is timely delivery of trusted data to support decision-enabling insights. However, it’s difficult to get insights out of an environment that’s hard to see inside of. This is why, as much as is possible given the necessities of data privacy, a data warehouse should be turned into a glass house, allowing us to see data quality and business intelligence challenges as they truly are.
Trusted data is not perfect data. Trusted data is transparent data, honest about its imperfections, and realistic about the practical trade-offs between delivery and quality. You can’t fix what you can’t see, but even more important, concealing or ignoring known data quality issues is only going to decrease business users’ trust of the data warehouse. Perfect data is impossible, but the more control enforced wherever data originates, and the more monitoring performed wherever data flows, the better overall data quality will be in the warehouse. (more…)
The reality in data warehousing is that the primary focus is on delivery. The data warehouse team is tasked with extracting, transforming, integrating, and loading data into the warehouse within increasingly tight timeframes. Twenty years ago, monthly data warehouse loads were common. Ten years ago, weekly loads became the norm. Five years ago, daily loads were called for. Nowadays, near-real-time analytics demands the data warehouse be loaded more frequently than once a day. (more…)
Over the last few years most enterprises have implemented several (if not more) large ERP and CRM suites. Although these applications were meant to have self-contained data models, it turns out that many enterprises still need to manage “master data” between the various applications. So the traditional IT role of hardware administration and custom programming has evolved to packaged application implementation and large scale data management. According to Wikipedia: “MDM has the objective of providing processes for collecting, aggregating, matching, consolidating, quality-assuring, persisting and distributing such data throughout an organization to ensure consistency and control in the ongoing maintenance and application use of this information.” Instead of designing large data warehouses to maintain the master data, many organizations turn to packaged Master Data Management (MDM) packages (such as Informatica MDM). With these tools at hand, IT shops can then build true Customer Master, Product Master (Product Information Management – PIM), Employee, or Supplier Master solutions. (more…)
By John Wollman, Executive Vice President, HighPoint Solutions, www.highpoint-solutions.com
Over the next two years, leading up to the ICD-10 “go live” date of October 1, 2014, there will be many procurement cycles for ICD-10 mapping and crosswalk tools. At present, we are seeing an evolution in the philosophy relating to the management of codes and mappings that will influence buyer decisions on the types of tools to incorporate into an ICD-10 program.
In considering mapping and crosswalk tools, leading companies are viewing the problem from an ongoing operational perspective, and not simply through a transition/conversion lens. The notion is that the complexity of ICD-10 is not limited to a one-time transition or conversion. Rather, the complexity will continue to be a problem well after October 1, 2014. The ongoing operational requirements call more for Master Data Management (MDM) approaches to managing codesets, mappings and the enterprise artifacts that are comprised of codes. (more…)
Big Data, Big Problems: Leveraging Informatica 9.5 to Build an Effective Data Governance Strategy to Meet the Big Data Challenge
By: Chris Cingrani, Informatica DQ & MDM Practice Lead, Data Management Practice at SSG Ltd., www.ssglimited.com
Big data is something that I am continually asked about by clients, as the subject continues to gain significant press. While discussing this topic, I often address it from the angle that bigger data volumes will result in bigger data problems. Although this seems like a logical premise, the reality of what it really means to an organization and how to plan accordingly is what is often overlooked. Rather than solve the problem in this blog post, I want to focus on two key considerations from a data governance standpoint, as well as discuss why SSG sees Informatica 9.5 as a core component of a sound data governance strategy that can ensure an organizations’ business decision-making success. (more…)