About Client:
Our client is a renowned international hotel chain, operating a wide range of properties from luxury resorts and urban business hotels to intimate boutique stays across global destinations.
Background:
While the client had invested in various digital systems capturing customer touchpoints across reservations, loyalty programs, web visits, post-stay surveys, the insights were buried in silos. Their teams could report on bookings and revenue, but lacked visibility into the full guest journey.
As a result, the client missed opportunities to personalize experiences, improve marketing efficiency, and strengthen guest loyalty. They realized the need to move beyond static reporting toward dynamic, journey-based insights to truly understand what drives guest return and what leads to churn.
Challenge:
- Fragmented Data Ecosystem: Guest data lived in disconnected systems across central reservation systems, property management systems, loyalty databases, and web platforms.
- Lack of End-to-End Journey Visibility: Hard to trace full guest interaction from the first digital touchpoint to check-in, in-stay interactions, and feedback.
- Inability to Calculate Customer Lifetime Value: Without a unified customer view, estimating and segmenting by lifetime value remained guesswork.
- Shallow Segmentation: Segments were based on demographics or single transactions other than behavior, preferences, or multi-property travel patterns.
- Limited Personalization: With only partial guest profiles, marketing efforts were generic resulting in lower engagement and ROI.
- No Churn Prediction Mechanism: The teams lacked tools to proactively identify guests at risk of disengagement or lapsed loyalty.
- Manual, Time-Consuming Analysis: Generating any advanced insights required manual data prep, delaying decisions.
