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Property Management Systems (PMS)

PMS ties together big and little data

4 Nov, 2013 By: Adam Leposa Hotel and Motel Management
 


Tracking guest preferences allows for individual marketing.

Tracking guest preferences allows for individual marketing.

 

Between social media’s rise to prominence in the digital marketing arena and new ways to interact with guests’ mobile devices through a property’s PMS, hotel operators have a unique opportunity to reach their guests one-on-one.

“The whole notion of the ‘market of one’ largely occurs through a mobile device,” said Larry Hall, president and CEO of Par Springer-Miller. “So to market to an individual, keeping their data in the property management system where it generally resides is a huge opportunity for the industry.”

Social media and other sources of guest data provide a window into a particular consumer’s desires, Hall said.

“One could look at loyalty programs as the depository for all that information,” Hall said. “We’ve seen major brands start to build that out, and it’s the logical place for big brands.”

Hotels can also pull consumption data—what guests are actually spending money on— from the individual property and through feedback from social media. Combining all these sources can give a clearer picture of the guest.

➔ “We can target a marketing promotion, such as a weekend package or a massage, or e-mail campaigns individualized to particular guest preferences.”

Warren Dehan, president, Northwind

“Companies that are going to win in this world are the ones that can combine that information on the consumer end and establish that dialogue with the most practical device available to them, which is that mobile device,” Hall said.

“The expectation of guests is to continue being engaged in ways where they don’t need to be sitting at a desk, reading emails to do,” said Warren Dehan, president of Northwind.

Storing guest preferences allows hotel marketers to offer personalized promotions, and it is most convenient to deliver them through a mobile device.

“We can target a marketing promotion, such as a weekend package or a massage, or e-mail campaigns individualized to particular guest preferences,” Dehan said. “Big data is accumulating data not only collectively for all guests of the hotel but breaking it down into little data catering to a guest’s specific needs.”


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