While the hottest topic in the past 18 months has been
artificial intelligence, Ireckonu’s head of data Rik van Leeuwen is urging hospitality
leaders to shift their thinking: Rather than investing time and resources to
develop an AI strategy, hoteliers should start make their data strategy the
priority.
“Without a data strategy, you cannot have an AI strategy,”
he said during an interview in the PhocusWire studio at Phocuswright Europe in
Barcelona last month.
In the case of hotels, van Leeuwen said one of the critical
data points is the customer profile – if systems are filled with duplicate or
outdated data in the profile, the AI will not be able to turn out effective
results.
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Ireckonu began in 2014 as a solution for Dutch hotel brand
CitizenM to help the company use a more data-driven approach to customer
engagement. Today Ireckonu provides its customer data platform and middleware
expertise to brands around the world including Mandarin Oriental Hotel Group,
Loews Hotels, EVT and more.
In the discussion with PhocusWire editor
in chief Mitra Sorrells, van Leeuwen explains how using AI and machine learning
with centralized guest profiles can help hotels drive repeat business and
reduce attrition.
“Applying machine learning and AI makes
sense because it’s getting more complex for the human to crunch all these
numbers,” he said.
“And if you can estimate this churn
risk, you can act upon it.”
Watch the full discussion below.