The disconnect between data and insights
Hotels collect vast amounts of transactional data from guests, leaving traces while interacting with hotels. For example, the interaction between a potential guest and the hotel starts with a like or comment on a social media post from the hotel or when a guest visits the hotel website. A small percentage leads to a reservation and a guest staying at the hotel. During the stay, the guest leaves traces that the hotel happily collects and stores in all the transactional systems used in various parts of the hotel business.