
Bridging the Data Divide: IT and Marketing in Hospitality
In an era where travel demand continues to surge, climbing nearly 14% in Spring Break spending alone, the hospitality industry faces a pressing challenge: delivering seamless and personalized guest experiences. Despite increasing consumer expectations, many brands struggle with an undeniable disconnect between their IT and marketing teams. This gap often leaves guests unrecognized unless they are actively logged in, jeopardizing the potential for personalization and engagement.
Identity Resolution: The Key to Unlocking Potential
Many brands are designed to cater to either anonymous first-time guests or confirmed logged-in users. However, they often overlook a significant segment: guests who have previously logged in but are not doing so in the current session. This oversight skews the data landscape and limits marketing teams from optimizing offers or recovering abandoned bookings. Industry specialists highlight the necessity for robust identity resolution—beyond simple logins—to connect behaviors of all guest states securely and compliantly.
Web and Mobile Disconnection: A Persistent Challenge
The inconsistency in how guests interact across web and mobile platforms adds another layer to the complication. Guests may research on one platform and book on another, leading to fragmented data that inhibits creating a comprehensive customer view. This division creates complex data initiatives without the flexibility to activate insights that could enhance guest interactions. Successful hospitality businesses recognize the paramount importance of real-time insights to make immediate offers or suggestions, responding to specific guest needs quickly.
Collaborative Solutions: Closing the Gaps
The IT-marketing divide is not just a technical challenge; it can also lead to frustration between teams. Organizations that encourage early collaboration—where IT is integrated during planning—often produce more effective results and improved guest experiences. A cross-functional approach fosters clear expectations and a shared understanding that can lead to significant breakthroughs.
Start Small for Big Wins
Hotels and restaurants should not aim for full-scale automated solutions immediately. Instead, focusing on small but impactful cases, like following up with guests who abandon bookings, can generate quick wins. These initiatives can create momentum, build confidence, and encourage teams to persist in transforming guest experiences.
By recognizing the importance of data integration and nurturing collaboration between IT and marketing, the hospitality industry can enhance guest service—creating memorable experiences that resonate.
Take the first step towards a more connected guest experience by evaluating your organization’s approach to IT and marketing collaboration today.
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