Hospitality technology specialist Shiji has unveiled Single Guest Profile enabling hotels to consolidate guest information across properties and geographies.
The functionality, which is built into Shiji’s property management system, allows guests to opt in to share their data on a local or global level, which in turn enables hotels to remove duplicate profiles and get a truer picture of a guest and their preferences. Data can be updated by the hotel or the guest.
Kevin King, CEO of Shiji International, said the technology removes "the pain" of multiple profiles and boosts personalization and loyalty by enabling the hotel to truly know the guest.
"That’s the first fundamental," he said adding that with multiple profiles hotels don’t know the value of the guest or their preferences. Once a hotel has a complete single profile, they can start to improve the stay for guests and offer relevant experiences.
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King said the technology uses artificial intelligence supported by humans to bring guest data from various legacy and cloud systems and siloes to create one profile.
"Every guest interaction, whether at the hotel or through one of our integrated solutions, is instantly reflected in the profile, making it available across the entire system network," he said.
"By reducing data silos and unifying guest profiles, we enable hotels to provide tailored service to guests across multiple touch points. This not only enhances service delivery but also opens up opportunities for targeted marketing, upselling, and loyalty programs."
If a guest opts in to share their profile at a property in Hong Kong and then travels to London, the information is available for the London property to see including any reviews, comments or incidents from the stay in Hong Kong.
Guest data is stored within the “hotel’s infrastructure,” according to Shiji, to allow for privacy regulations around the world. It can also be opened up to third-party provides such as airlines to enrich the data if access is allowed. King also said a token key exists between the customer data and what the company calls its data lake, where transactional information from the PMS or point-of-sale system is stored.