The digital and technological strategies of hotels and hotel chains seek to improve the quality of information gathered from customers to use it in their marketing and customer loyalty programs.
The reality is that hoteliers face multiple non-integrated management systems that make the information spread throughout different databases. Management programs are the heart of any hotel. Sometimes there are Central Information and Reservations Systems that unify customer profiles in a unique platform at the corporate-level, so that every property can access a shared profile database.
Despite this type of centralized customer systems, the daily usage of the operational system and other platforms installed at the individual properties, make the consolidation of customer data almost impossible with the standard management systems.
Let’s look at an example from the hospitality market:
A hotel group has a central reservation and customer system integrated with the PMS (Property Management System) to access customer profiles, search for availability between systems, and download reservations.
On the other hand, the group has individual hotels that include extra services such as golf courses, spas, sports centers, restaurant reservations and quality control systems, among others. All these services are managed with different programs and contain extremely valuable information that will hardly be consolidated in the corporate central system.
The situation described above is a reality in most hotel groups and resorts, which can be linked to user mistakes when entering reservations, often duplicating existing profiles. This is mainly being caused by the fact that individual properties within a Hotel Group use multiple management programs, making it harder to consolidate profile data and statistics throughout the group, and therefore making it more difficult to identify customers and offer a high-standard service.
Mastel Hospitality has developed a new solution for the Hospitality sector to tackle this weakness. “Single Profile Overview”
What is the “Single Profile Overview” solution?
Single Profile Overview has been created as a solution in the Hotel Dashboard, looking forward to merge existing customer profiles throughout the different Hotel Group databases.
The Single Profile Overview allows users to have consolidated information about the customer’s billing by sales center, business area, hotel, market, or any other criteria that we want to include in our analysis.
The system is designed to upload information from the different databases, and through specific algorithms it analyzes each of the existing profiles through their emails, telephones, passports or identity documents. When there are duplications, the system unifies them according to the criteria set by the hotel or hotel chain, resulting in a single profile that merges the data of the duplicates.
Additionally, this process allows warnings and reports to be automatically generated and be sent to the users who create duplicated profiles, to avoid future mistakes and be able to fix it by using the available tools in the PMS (Profile Merge). If this process is carried out regularly, when the Single Profile Overview system updates the data, the duplication will not be shown again.
Thanks to this system, we can count on a real high-quality database, with complete and superior information of the different management programs used in the hotel group. The possibility of carrying out marketing actions, campaigns or offers based on customers interests, is a reality thanks to the Single Profile Overview.
Welcome to Mastel’s World. Simple solutions for better management.
