In this thought-provoking episode of Hotel Moment, Karen Stephens sits down with Adam Mogelonsky, a Partner at Hotel Mogel Consulting Ltd, to uncover the transformative power of Customer Data Platforms (CDPs) in modern hospitality. Adam provides deep insights into how CDPs are revolutionizing the way hotels manage their technology and data to enhance guest satisfaction and streamline operations.

Tune in as they discuss:

Adam also shares practical advice on leveraging data to create a feedback loop that refines marketing efforts and enhances overall guest satisfaction. Don’t miss out, and tune in now!

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[07:33] Evolution of CDP adoption in hospitality - As of 2024, CDPs have become essential tools in the hospitality industry. Adam notes that most hotels have either adopted CDPs or are developing strategic plans to implement them. CDPs address the challenge of integrating various technology systems by serving as a central hub. This centralization simplifies data management compared to the previous reliance on APIs, which required individual connections and extensive testing. By functioning as a universal connector, CDPs allow hotels to bypass the limitations of legacy systems, fostering greater innovation in guest services and operational efficiency. This shift represents a significant advancement in how hotels manage and leverage their data to enhance overall performance and guest experiences.

[23:29] Tracking the ‘plus one’ traveler - Adam discusses the evolving concept of “plus one” travelers, who accompany primary guests for conferences or business trips and use hotel amenities independently. He points out that while blended travel was recognized before COVID, the ability to track and analyze these additional guests' activities and spending has significantly improved with new technologies. By breaking down revenue across different guest profiles, hotels can better understand how these travelers utilize services and tailor their offerings accordingly. This insight allows hotels to create targeted packages and promotions for these additional guests, enhancing overall guest satisfaction and maximizing revenue.

[26:21] Empowering human interaction through technology - Adam emphasizes the critical balance between leveraging technology and maintaining personal guest interactions. He notes that while automation and AI can streamline operations and reduce administrative burdens, it’s essential that these technologies enhance rather than detract from human engagement. Effective use of technology should free up hoteliers from repetitive tasks, allowing them to focus more on personal interactions with guests. Adam discusses the importance of ensuring that technology supports, rather than overwhelms, hotel staff, thereby enriching the guest experience while preserving the human touch that defines hospitality.

00:00 - Intro

00:23 - Understanding CDPs: The glue of data integration

07:33 - The evolution of CDPs: From 2018 to 2024

11:59 - The importance of profile accuracy in CDPs

17:07 - The virtuous cycle of data utilization

18:33 - Unlocking ancillary revenue potential

23:29 - The rise of plus-one travel

25:14 - Enhancing the guest experience through technology

29:04 - Innovation and stewardship in hospitality

31:14 - Outro