### How Hotels Can Develop an AI-Driven Data Strategy### How Hotels Can Develop an AI-Driven Data Strategy While artificial intelligence (AI) has been a hot topic in recent years, Rik van Leeuwen, Head of Data at Ireckonu, believes that hospitality leaders should prioritize their data strategy over developing an AI strategy. “You can’t have an AI strategy without a data strategy,” van Leeuwen said during an interview at Phocuswright Europe in Barcelona. One of the most important data points for hotels is the customer profile, according to van Leeuwen. If systems are full of duplicate or outdated data in the profile, the AI cannot deliver effective results. Ireckonu began in 2014 as a solution for Dutch hotel brand CitizenM to help the company take a more data-driven approach to customer engagement. Today, Ireckonu delivers its customer data platform and middleware expertise to brands around the world, including Mandarin Oriental Hotel Group, Loews Hotels, EVT, and more. Speaking to PhocusWire Editor-in-Chief Mitra Sorrells, van Leeuwen explained how hotels can use AI and machine learning with centralized guest profiles to boost repeat visits and reduce churn. “Applying machine learning and AI makes sense because it’s becoming increasingly complex for humans to process all these numbers,” he said. “And if you can estimate this risk of attrition, you can take action on it.” Watch the full discussion below: [YouTube video] Key Takeaways: * Hotels should prioritize their data strategy over developing an AI strategy. * One of the most important data points for hotels is the customer profile. * AI and machine learning can be used to boost repeat visits and reduce churn. About Ireckonu: Ireckonu is a customer data platform that helps hotels take a more data-driven approach to customer engagement. The company’s platform provides a centralized view of guest data, which can be used to create personalized marketing campaigns, improve customer service, and increase revenue. About Phocuswright Europe: Phocuswright Europe is a leading conference and research firm for the travel industry. The company’s events and research provide insights into the latest trends and innovations in the travel industry.
While artificial intelligence has been the hottest topic of the past 18 months, Rik van Leeuwen, Head of Data at Ireckonu, urges hospitality leaders to change their mindset: instead of investing time and resources in developing an AI strategy, hoteliers should prioritize their data strategy.
“You can’t have an AI strategy without a data strategy,” he said during an interview last month in the PhocusWire studio at Phocuswright Europe in Barcelona.
In the case of hotels, one of the most important data points is the customer profile, according to van Leeuwen. If systems are full of duplicate or outdated data in the profile, the AI cannot deliver effective results.
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Ireckonu began in 2014 as a solution for Dutch hotel brand CitizenM to help the company take a more data-driven approach to customer engagement. Today, Ireckonu delivers its customer data platform and middleware expertise to brands around the world, including Mandarin Oriental Hotel Group, Loews Hotels, EVT, and more.
Speaking to PhocusWire Editor-in-Chief Mitra Sorrells, van Leeuwen explains how hotels can use AI and machine learning with centralized guest profiles to boost repeat visits and reduce churn.
“Applying machine learning and AI makes sense because it’s becoming increasingly complex for humans to process all these numbers,” he said.
“And if you can estimate this risk of attrition, you can take action on it.”
Watch the full discussion below.
From our partners at Phocuswright Europe 2024: IReckonu
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