WHITE PAPER

Unlocking Hospitality Growth Through Unified Guest Data

5-MINUTE READ | APRIL 2025

WRITTEN BY

Diana Ghabuzyan

Business Analyst
(Hospitality)

Tigran Manvelyan

CTO MiceDesk
(Advisory)

In brief

Data is highly fragmented Hotel brand companies often operate with highly fragmented guest data, limiting their ability to deliver personalized guest experiences across properties.

Centralization is necessary A centralized data hub can unify guest profiles, allowing for cross-property personalization, data-driven marketing, and better operational efficiency.

Our solution is data-centric We outline a modular approach, leveraging data lakes, smart connectors, marketing automation, and identity resolution to power personalized hospitality at scale.

Read the full report

By the numbers

Across the hospitality sector, operators are moving from patchwork automation to fully integrated AI-driven systems. Voice remains a powerful sales channel—when enhanced with intelligence.

Our research highlights:

80%

of guest interactions are not tracked across properties

15%

potential uplift in direct bookings with personalized marketing campaigns

60%

of hotels lack the tools or staff to run targeted upselling campaigns

The challenge

The absence of a centralized data strategy leads to critical challenges:

Barriers to revenue growth:

Even frequent guests must start from scratch at each property.

Booking behavior and upsell potential are not shared across the brand

Generic campaigns underperform without segmentation or personalization.

Why now is the time to act

Fragmented data is a revenue blocker

Hotel brand companies today lose significant revenue opportunities because guest profiles are scattered across disconnected PMS systems. Without unifying this data, personalized marketing and guest engagement remain impossible.

Growing importance of first-party data

With increasing privacy regulations and rising OTA commissions, owning customer data is no longer optional — it is a competitive necessity. Direct guest relationships are the foundation for long-term profitability.

Technology is ready — but most brands are not

Modern tools enable data unification — but hotel brands must act now to stay competitive and meet guest expectations.

How to accelerate your hotel’s sales transformation

In the next 3 months

Assess the existing PMS/IBE landscape and data readiness

Prioritize guest journey touchpoints where personalization will have the most impact

In the next 12 months

Launch the unified data lake and begin real-time marketing automation

Start cross-property guest recognition with pilot properties

By year two

Continuously optimize data processes to support future growth and new service offerings

Enable upselling and cross-property recommendations based on unified guest profile

Where more work is needed

Hotel brand companies need to rethink their data and technology foundations. Traditional tools and isolated systems are no longer enough. To unlock the full value of guest data, brands must build:

Centralized data infrastructure to connect PMS, IBE, CRM, and guest engagement tools

Hospitality-specific identity resolution to unify guest profiles across properties

Scalable marketing automation workflows to deliver personalized communication at every touchpoint