Data has shifted the foundation of the hotel industry. Managers can now segment guest profiles to infinite degrees, creating a comprehensive picture of who’s staying at their properties. Managers can also track guest habits, interests, preferences and any unrecognized revenue opportunities or paths to stronger brand loyalty –– it’s all in the data.

The question isn’t just how to make that data work – it’s how to make that data work automatically. We can slice and dice it all we want but if hotels aren’t building a lifecycle that continuously augments sales and operations, there’s little point in having all the