Most, if not all, brands understand the importance of collecting quality data in the proper manner, especially hotel brands. Data leads to actionable insights on how to make individualized offers to specific customers, how to segment customers into more general profiles, what the customer life cycle for any given brand looks like, etc. The importance of gathering first-party data through loyalty programs, formal and informal surveys, and other voice of the customer outlets cannot be understated.
Mark Shipley, Senior Vice President....