‘The world’s most valuable resource is no longer oil, but data’ (The Economist, 2017). But data on its own cannot create the personalized communications and one-to-one marketing approach that are so important to modern hotel guests, and so critical for promoting loyalty.

This White Paper explains:

• Why individuality is king and
• Why target groups and audience segments have had their day
• How to leverage the power of guest data and guest insights

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