The four pillars of personal data management for hoteliers.
The very first hotel client I talked to about GDPR just looked at me and said,
“We’ll do it when they make us.”
That meeting didn’t last long and I don’t know what became of the fellow. Since then I have learned more about what hotel managers really want from their management and use of personal data. Experience across sectors has tested this and proved it to be true most of the time. It is based on four pillars of what you really want. Is it true for you?
1 - Transformation
Any project to establish how you will process personal data for your business needs to demonstrate transformation. It needs to take you from where you are today to where you want to be.
This transformation needs to be quick, inclusive and measurable. Even better if it is also profitable and reduces risks in a way you can demonstrate to...
Possibly, but only if you do this first!
The Covid-19 pandemic has caused a dramatic change in the adoption of technology as hoteliers seek to give themselves every possible advantage in recovery.
Changes to the “technology stack” which might previously have taken years are now being achieved in months. Yet whilst making changes in the use of technology in your hotel, when that technology involves personal data you need to make sure you’re doing it right.
Do you know what your hotel technology actually does?
Know your data processors
Hotels use lots of data processors. You regularly use specialist services to provide the technology and skills you can’t keep up with yourself. And why not? You’re good at running a hospitality business, you don’t need to know how to manage an email server.
Which means instead you use services provided by vendors of property management systems, websites, commercial...
There is no shortage of articles in hotel industry websites and blog telling you that "personalisation" is the way towards recovery or success.
Yes, they're probably right. Personalisation IS important when you're trying to sell to people. We all like being treated as individuals. We all like it when it appears as though we really matter to someone else. In the absence of eye contact, you can use a name and you can use what you know about behaviour.
(Before you post a comment that you can use eye contact online if you use Zoom/Teams/etc - yes you can but you need to be really, really careful - I promise you I'll address this in another blog post, let's just restrict ourselves to personalisation by name and behaviour today)
I like getting emails from people who use my first name and spell it correctly. It's an important first step for me. When an organisation has taken the time to associate my name with their message and has...
Why would you want to outsource part of your organisation?
You know what you're good at. If you're a hotelier, you're good at running hotels. You might be less good at other things, which is why you make use of the services offered to you by accountants, lawyers, specialist cleaners, plumbers, electricians, Information Technologists, website builders, copywriters, photographers and so on.
Photography, for example, is an interesting one. I am a keen amateur photographer. Keen, but ultimately disappointing.
My wife is a trained professional photographer. We can be standing in the same place and take photographs of the same scene in front of us at the same time but the images she shoots are always better than mine. Her framing is better and she captures the essence of every scene more effectively than I do. It happens every time.
She has forgotten more than I will ever know about photography. It comes naturally to her (through no shortage...