"“The forward-leaning hotel companies are investing in a shift from transactional-based data to event-based data.”
Chris Silcock, CCO, Hilton Worldwide
But unless you can also access the transactional data and join it with event based data you cannot gain the context to extract the true value of data.
It is shocking how little data enterprises can access, never mind analyse. Typically less than 20%.
Joining structured and unstructured data is a vital first step to digital transformation, better customer UX and adopting AI.
As an industry, we have vast amounts of data that our customers have shared with us and can be used to provide a more personalised experience. Our industry currently under-utilises this data, so we don’t fully reward the trust our customers have placed in us by sharing their information. Our focus must be on hiring in the skills and establishing the platforms and capabilities needed to change this dynamic.