A Hotel Customer Data Platform (CDP) is a term you’ve likely encountered frequently in recent years if you work in hospitality.
As someone working with guest data and insights, you may already know that managing guest data effectively is critical to delivering personalised experiences and growing guest loyalty.
A CDP is the tool that makes all this dynamic possible and eliminates headaches for hospitality teams. Why? Because it provides the answer for many of the challenges where data is involved, such as disconnected systems and data silos; correct data protection or lack of data-driven decision-making, where the insights brought by a CDP are game-changing.
All these capabilities confirm that a CDP is a necessity for modern hotels. However, with many options on the market, choosing the right one can feel overwhelming. This guide offers six practical steps to help you decide today.
The first step is to assess your hotel’s needs and define your goals for implementing a CDP. Begin by identifying pain points and operational inefficiencies that impact different departments. Engage with key teams, such as reservations and marketing, to gather insights into the challenges they face.
For example, does your reservation team struggle with outdated guest preferences, leading to missed upselling opportunities? Is your marketing team having difficulty segmenting data or using it effectively for personalisation? Are loyalty programs underperforming due to gaps in your data? These inputs will provide a clear picture of what you need from a CDP.
Once your needs are mapped out, establish what you aim to achieve with the platform. Consider questions like: What do you want to improve with a CDP? What limitations in your current setup need to be addressed? Setting measurable objectives, such as higher guest satisfaction scores or improved ROI from marketing campaigns, will guide your decision-making process and help you evaluate success later.
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The next step is to audit your existing systems to understand where guest data is currently stored and how it is managed. This step helps you gain a clear overview of your hotel’s data landscape and identify areas where systems may not communicate effectively.
For example, guest data may be spread across your PMS, CRM platform, booking engine, and guest communication tools. Marketing data might exist in email platforms or campaign management systems, while operational details may be stored in check-in apps or housekeeping software.
Mapping these systems helps uncover data silos and highlights opportunities to unify information.
In just one minute, our CEO, Willem Rabsztyn, explains the difference between CDPs, CRMs, and PMSs, and how CDPs can help connect all data sources together.
Integration is one of the most critical factors when choosing a CDP. Make sure the platform you select can connect with your existing systems, such as your PMS, CRM, and guest communication tools. A well-integrated CDP eliminates silos and enables consistent data flow across departments.
Additionally, consider scalability. Your hotel’s needs may grow over time, so it’s important to pick a CDP that can adapt to future technologies and handle increased data volumes. A flexible platform ensures long-term value and reduces the need for costly replacements.
Not all CDPs are created with hotels in mind, and this can make a significant difference when selecting the right platform. Medium to large hotels often have unique challenges that require industry-specific solutions to meet their operational needs and improve efficiency.
Focus on features that address these demands, such as:
If your hotel has multiple properties or plans to expand, it is essential to choose a CDP that grows with your brand. The platform should accommodate additional properties, larger data volumes, and evolving needs, ensuring it remains a valuable asset as your operations become more complex.
Also, evaluate whether the pricing model aligns with your growth. Look for flexible structures based on usage or the number of guest profiles. Don’t forget to ask about any hidden costs, such as fees for integrations or access to advanced features.
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Before committing to a platform, request demos or trial periods to test its functionality. Prioritise usability, speed, and how well it meets your hotel’s needs. A hands-on evaluation will provide a clearer picture of how the CDP will perform in your specific context.
Personalisation is one of the most effective ways to stand out in today’s hospitality industry, but tailoring every guest experience manually can seem impossible. CDPs make personalisation at scale not only feasible but highly efficient.
By leveraging sophisticated analytics and machine learning, CDPs can process large data sets to identify patterns, predict guest preferences, and deliver hyper-personalised experiences.
For example, CDPs can automate personalised communication, such as sending tailored pre-arrival emails or SMS reminders based on a guest’s booking history and preferences. They can also enable features like automated check-in and check-out, offering convenience for both guests and staff. This ability to customise services at scale ensures your guests feel valued while optimising your team’s efficiency
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Are you ready to increase your revenue and build lasting guest relationships? Take the first step today.
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