Munich, July 2022 – The central guest profile is the “holy grail” in digitization and the source of comprehensive guest knowledge. It is critical to success because a central profile is not just a “nice to have,” it is the basic building block for just about anything and everything along the customer journey. Whether it’s better service, more efficient processes, or more targeted sales. It’s the critical value driver. Most hotels try to manage guest knowledge in the PMS and, in the event of a change of provider, must transfer it to a new system.
This should not result in data loss. Most of the knowledge today is in the stay history. But it is precisely this that cannot be imported into a new system. The result is significantly worse support for existing guests.
Hoteliers often use a system change to “clean out” their data. This manual data cleansing is intended to help ensure that a new system can work with clean data right from the start. It should be noted that a system change is associated with an immense manual effort, a fact that must be avoided, especially in the current shortage of personnel.
But what does a solution look like? Data transfer and data cleansing must be automated processes, and the transfer of future reservations and all associated guest information must function reliably. In addition, it must be ensured that all guest knowledge is retained and available at the push of a button.
An experienced consultant should therefore support and ensure a smooth transition. dailypoint™ offers an excellent basis for a PMS migration. dailypoint™ offers probably the best two-way interfaces with most leading property management systems and the connection to many other solution partners from the world of hotel technology. References and practical examples can be found in our Case Study.
Before making a fundamental decision for a new PMS, the entire IT structure of the hotel should always be examined. What interfaces are currently in place? Which systems will be introduced in the future to further optimize processes and, above all, which system will manage the central guest profile across systems? The PMS is no longer the core element of a modern IT strategy, but part of an overall solution in which the areas of distribution (CRS), PMS and CDM (manages the central profile) harmonize in the best possible way? Please read the White Paper “CRM – PMS – CDM – three elements for sustainable success”.
About the author
Dr. Michael Toedt is one of the most renowned experts in the field of Big Data and CRM. His professional life to date can be divided into two areas: First, his goal was to take over his parents’ hotel business. After two specialist training courses and experience in the star gastronomy sector, he studied business administration with a focus on the hotel industry. In 2000, he started his second career in the field of CRM at the Schörghuber Group of Companies, and in 2005 founded Toedt, Dr. Selk & Coll. GmbH. Since then TS&C, today known as dailypoint™, has made a name for itself as a software company and think tank for data-driven management. Michael wrote the CRM guide of the Austrian Hotel Association and in 2015 the book “Big Data” was published, which has since become a standard work. He wrote his doctorate in 2016 on the influence of communication on sales figures in the luxury hotel industry.
All his publications can be found here.