Ireckonu, a leading provider of hospitality middleware and Customer Data Platform (CDP) solutions, has unveiled findings indicating that hotel groups are missing out on 20% of guest engagement opportunities due to siloed data. This revelation highlights a significant challenge in the hospitality industry, where guest profiles often lack room reservations, rendering them invisible in the Property Management System (PMS) and limiting potential loyalty and revenue growth.
The analysis, based on data from large hotel group clients using Ireckonu's product feature, Venues, shows that only half of guest profiles include both a room stay and an interaction at outlets such as restaurants or spas. Meanwhile, 28% of profiles reflect room-only activity, and 22% belong to guests who engage exclusively through venues, bypassing the hotel's PMS entirely.
Felix Dreizehnter, Head of Product at Ireckonu, stated, “The findings indicate that hotel groups may be missing 1 in 5 guests, whilst also assigning incomplete loyalty and RFM scores to a significant portion of their customer database.” This gap results in weaker personalisation and limits the ability to build lasting guest relationships.
Venues aims to address this issue by integrating all guest data into a single platform, allowing hotels to personalise communications and improve marketing campaign performance. By unifying guest data, hotels can deliver tailored experiences and identify high-value guests, fostering loyalty beyond traditional points programmes.
This innovation empowers hotel operators to balance the influence of Online Travel Agencies (OTAs) with direct marketing strategies, ultimately redefining the hospitality experience across every touchpoint
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