Travel Daily Media (TDM): How is Cendyn leveraging AI to personalise the guest experience and enhance loyalty programs? Kindly share some specific examples or success metrics.
Nicki Graham (NG): This year, we recognised the opportunity to leverage AI within loyalty programs to better understand guest engagement and enhance the overall guest experience. As a result, we integrated our CRM with Loyalty Juggernaut’s (LJI’s) GRAVTY® technology. This integration enables hospitality brands to develop impactful, real-time, and personalised guest engagement programs across both their digital and physical platforms.
The AI component of this technology allows hotels to gain insights into how guests interact with their brand. Instead of relying on generic offers and programs, hotels can create tailored loyalty benefits. We believe that this approach is crucial for converting first-time bookers into loyal brand advocates.
Ultimately, we are incorporating AI to provide hoteliers with the tools necessary to build deeper relationships with their guests. This effort drives repeat stays and enhances overall guest satisfaction through customised loyalty strategies.
TDM: Why do you believe loyalty is the most sustainable way for hotels to grow revenue in today’s market?
NG: Focusing on loyalty is a smart strategy and has become a necessity for businesses. It is much more cost-effective to encourage guests to return than to continuously seek out new ones. In a competitive market with limited resources, hotels cannot afford to be stuck in a cycle of attracting new guests just to survive.
Returning guests not only provide a sense of security for the business but also tend to spend more. They are likely to book extra nights, upgrade their rooms, and take advantage of additional amenities.
What’s exciting is that loyalty programs are no longer just for repeat guests. Hotels are now using these programs to connect with first-time visitors by offering perks and discounted rates for direct bookings. This approach helps bring guests through the door initially while making them feel valued from the start, increasing the likelihood of their return.
TDM: What role does predictive analytics play in identifying high-value guests and driving repeat business?
NG: Predictive analytics acts like a crystal ball for understanding guest behaviour. By analysing patterns such as how frequently a guest books a stay, their spending habits on the property, and their tendency to upgrade their rooms, hotels can identify their most valuable guests.
For instance, if a guest consistently books a suite, dines in the restaurant, and stays for long weekends, predictive models can highlight this behaviour. Hotels can then create targeted offers, like an extended stay deal or a personalised spa package for their next visit. These timely and relevant touchpoints help drive upsell opportunities and encourage repeat visits from these valuable guests. For hotels looking to work smarter, identifying the guests most worth targeting to achieve their goals offers significant benefits.
TDM: How do Cendyn’s AI and data tools integrate with existing hotel CRM and PMS systems?
NG: Technology should work together seamlessly to reduce stress. Many hotels experience frustration with clunky technology that fails to integrate properly, but it doesn't have to be that way. At Cendyn, one of our main priorities is ensuring that technology works together effortlessly. Our AI and data tools are fully integrated into the Cendyn CRM, which connects easily with existing PMS systems through open APIs.
The greatest challenge for hotels is accessing the right data. We are continually refining how we centralise data across the business, ensuring it flows smoothly between systems. This simplification streamlines processes by maintaining a unified guest database, allowing hotels to clean and merge data effectively. As a result, they can make informed decisions with confidence. It's straightforward and intelligent, keeping everything in sync.
TDM: In what ways has loyalty marketing evolved post-pandemic, and how has Cendyn adapted to that shift?
NG: We all know about the surge in 'revenge travel' following the pandemic. Hotels experienced a significant increase in occupancy and revenue, with direct bookings reaching an all-time high. Those hotels that gathered guest data during this period now hold a valuable advantage.
At Cendyn, we have focused on maximising this opportunity for hotels. Our loyalty and CRM tools transform guest data into actionable insights. With features like automated journeys and scalable personalisation, hotels can maintain meaningful connections with their guests. In today's landscape, effective loyalty marketing relies on data to enhance personalisation and strengthen guest relationships. Even for hotels that haven't accumulated substantial data thus far, technology is now available that allows them to make significant progress quickly, provided they have a solid tech stack in place.
TDM: What role does omnichannel engagement play in retaining hotel guests today?
NG: Guests expect communication on their preferred terms, whether that’s through email, text, social media, or in-app messaging. Hotels need to be prepared to engage across all these channels.
When hotels consistently communicate through a guest's preferred channels, it not only enhances guest satisfaction but also allows hotels to learn more about their guests at every stage of their journey. From the moment a guest begins planning their stay to well after their visit, coordinated and timely messaging helps hotels remain relevant. By being present in a guest’s preferred communication methods, hotels build trust and foster long-term loyalty.
TDM: Where do you see AI-driven loyalty heading in the next 3–5 years in hospitality?
NG: AI is just beginning to make an impact. In the coming years, we will see loyalty programs become more intelligent by utilising predictive analytics to deliver personalised offers in real time and at scale.
We can also expect a deeper integration of sentiment analysis, which helps teams better understand guest satisfaction through reviews, surveys, and other real-time feedback. Additionally, automated customer service powered by AI will enable hotels to respond more quickly and consistently across various channels, allowing staff to focus on high-touch interactions. All of these advancements will work together to create highly relevant experiences that encourage guests to return.
TDM: Are there any new technologies or innovations Cendyn is exploring to further revolutionise guest engagement?
NG: We are investing in advanced data analytics to gain deeper insights into our guests beyond just the basics. This includes behaviour mapping, preference modelling, and predictive triggers that enable us to deliver the right message at the perfect moment.
A persistent challenge for hotels is siloed operations, which also stems from data being stored in silos. We are actively developing our analytics solution that harnesses the power of business intelligence (BI) tools and AI. By incorporating data science, artificial intelligence, and machine learning, we are creating a unified system that offers prescriptive insights. This system not only presents the data but also identifies the factors influencing the success of campaigns and provides insights into the target audience.
Our ongoing emphasis on product and platform integration is essential for transforming guest engagement. Our goal is to provide a single, cohesive solution set that empowers hotels to streamline their operations while enhancing the personalised experience for every guest.
TDM: With rising competition from OTAs and vacation rentals, how can hotels use Cendyn tools to strengthen direct relationships?
NG: Online Travel Agencies (OTAs) are effective at increasing visibility, and vacation rentals provide a “home away from home” experience. However, neither offers the personalised touch that fosters long-term loyalty, which hotels can deliver, especially when equipped with the right tools.
What is particularly powerful is that this personalised experience feels genuine. Whether it's a welcome email tailored to past stays or a loyalty perk reflecting individual guest preferences, everything is made possible through smart segmentation and automation. When hotels engage with guests in this manner—being relevant, thoughtful, and consistent—they cultivate something that OTAs cannot replicate: trust and a strong brand connection. This, in turn, drives revenue growth.
Cendyn’s CRM and loyalty solutions enable hotels to truly understand their guests by revealing what they like, how they book, and what motivates them to return. It's all about the Find, Book, and Grow strategy that every hospitality business requires. As a result, hotels can communicate with and resonate personally with hundreds or even thousands of guests simultaneously.
