At HITEC 2024, Simone Puorto interviewed Brian Batts, Vice President of Global Partnerships at Revinate. They discussed Revinate's approach to improving guest experiences and driving direct bookings through effective data integration and partnerships.

Introduction and Company Overview

Brian Batts introduces himself as the Vice President of Global Partnerships at Revinate. He explains that Revinate focuses on various products aimed at enhancing the guest experience and driving direct bookings. His role primarily involves managing data connections and relationships, which are critical to their operations.

Changes in the Industry

Brian notes a significant shift in the industry towards enhancing guest experiences. He observes that many companies are now identifying as guest experience platforms, each with slightly different interpretations of what that means. Brian emphasizes the importance of understanding guest experiences from pre-arrival to post-checkout, highlighting opportunities for automating processes and enabling seamless guest interactions on property.

Challenges with CRM and Data Silos

Brian shares insights from Revinate’s CMO, emphasizing that traditional Customer Relationship Management (CRM) systems cannot provide a complete picture of the guest. He points out that many properties, especially those with additional amenities like restaurants, spas, or golf courses, have fragmented data across different systems. This fragmentation creates data silos, limiting the ability to understand guest behavior comprehensively.

Integrating Data for a Holistic View

Revinate has been working to address these data silos by integrating data from various sources, such as Property Management Systems (PMS) and other activity-specific systems. Brian highlights the importance of knowing not just the stay data but also where guests spend their money on property. By consolidating data from multiple sources, Revinate aims to provide hoteliers with a complete view of their guests’ preferences and behaviors, allowing for more personalized and effective communication.

Making Data Actionable

Brian explains that Revinate’s goal is to make data more actionable. By normalizing data and collapsing multiple stays or transactions into a single guest profile, Revinate simplifies the data landscape for hoteliers. This approach enables hoteliers to understand their guests better and tailor their messages more effectively. For example, knowing a guest’s dining reservations can help craft personalized offers, enhancing the overall guest experience.

Future of AI and Data Integration

Looking ahead, Brian acknowledges the growing role of AI in automating guest interactions and optimizing processes. He envisions a future where data integration and AI-driven insights will become even more critical in delivering exceptional guest experiences. However, he emphasizes the current focus on building a robust data foundation to support these advancements.

Conclusion

Brian Batts' insights highlight the evolving focus on guest experience and the importance of data integration in the hospitality industry. Revinate's efforts to break down data silos and make data actionable are paving the way for more personalized and effective guest interactions. This interview is part of Hospitality Net's HITEC 2024 series, showcasing thought leaders driving innovation in hospitality technology.

 

Vestaboard - The medium for your most inspired messages

Display what matters most, on a schedule that works for you. Share thoughtful messages, inspiring quotes and beautiful designs with your favorite people, from anywhere in the world. www.vestaboard.com

Related