Driving AI in the Hotel Industry - The Importance of Data

August 18, 2023

Jonathan Seigle, Hapi VP of Major Accounts

I just got back from this year's Hotel Data Conference in Nashville, where the topic on everyone’s mind – in sessions, in panels, and in almost every conversation – was Artificial Intelligence (AI).

It is clear that AI is rapidly transforming the hotel industry. From chatbots that can answer guest questions to personalized recommendations that can improve the guest experience, AI is helping hotels operate more efficiently and provide better service.

However, in order for AI to be effective, it needs to be based on large and accurate datasets. This is especially true for first-party data from guests, such as booking history, preferences, and feedback. This data can be used to train AI models that can predict guest behavior, recommend products and services, and personalize the guest experience.

Many hotel companies still struggle to collect and manage the data they need to power AI solutions. This is often due to the fact that their data is siloed in different systems, such as property management systems (PMS), guest activities systems (spa, table management, etc), the customer relationship management (CRM) system, and the loyalty program system. These siloed datasets make it difficult to access and analyze the data in a way that is useful for AI.

How Hapi Helps Hotels Unlock Data for AI

Hapi is an Integration Platform as a Service (iPaaS) that helps hotels to unlock first party data for AI. Hapi integrates with a hotel's PMS and other transactional systems to normalize and centralize guest data. This makes it easy to access and analyze the data, and to use it to train AI models.

Hapi can enable AI for Hotels on Salesforce

One of the most promising applications of AI in the hotel industry is personalized offers. By using AI to analyze guest data, hotels can identify guests who are likely to be interested in specific products or services. They can then target these guests with personalized offers that are more likely to be successful.

‍Here at Hapi, we are even thinking of ways of how we can get “next-best-offer”  recommendations in the hands of front desk employees. Through our newest product, Hapi Guest Focus, built on Salesforce, we provide front desk agents with guest preference and stay itinerary information at their fingertips, on their PMS screen. This way, team members are empowered with the pertinent information to personalize the guest’s check-in experience. 

We imagine a scenario in the not so distant future with Hapi Guest Focus, in which AI is automatically recommending personalized offerings and recommendations based off the aggregated guest data such as past stays, preferences, membership levels, itinerary activities etc.‍

Personalized experiences can help hotels to increase revenue, improve customer satisfaction, and boost brand loyalty. As AI technology continues to develop, we can expect to see even more innovative and effective ways to use AI to drive personalized offers in the hotel industry.

Hapi supports your foundational data strategy

All of this AI-driven innovation is exciting, but for hoteliers to take advantage of these opportunities, they need a modern data architecture in place. By normalizing and centralizing first party hotel data, hoteliers can build the foundation that AI needs to be successful.

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