For years, outdated and fragmented technology stacks have held hotels back, slowing growth and stifling innovation. In 2025, the message is clear: the status quo is no longer sustainable.
Hotel operators that fail to embrace Enterprise Platform Solutions risk falling behind. These platforms are no longer a luxury; they are the key to unlocking guest satisfaction, operational efficiency, and competitive advantage. For hotel groups and chains that are still relying on patchwork systems, the time to act is now.
Owners and operators are consistently challenged to confront hard truths about their technology infrastructure. Existing legacy systems cannot deliver the personalised experiences today’s guests demand. Enterprise Platform Solutions offer a unified approach that transcends traditional limitations, providing a powerful foundation for managing guest data and driving operational excellence.
Takeaways
- Enterprise Platform Solutions consolidate guest data into a unified, actionable resource.
- Personalisation depends on first-party data and a robust Single Guest Profile.
- Modern platforms must integrate seamlessly across all hotel operations.
- Embedding a data-driven culture is critical for leveraging technology effectively.
- 2025 is the year to move beyond fragmented systems and embrace transformative solutions.
The data cycle
Hotels are increasingly harnessing extensive data from a variety of functions and departments, going well beyond simple guest names and email addresses. Today’s hotels effectively collect unstructured data from numerous touchpoints, including booking trends, travel preferences, entertainment interests, and purchasing behaviour. Furthermore, social media interactions, online reviews, and direct guest interactions all significantly enrich this expansive data pool.
Despite this wealth of information, many fail to use it meaningfully. Data silos and disparate systems often create fragmented guest profiles, each displaying only part of the picture. This fragmentation prevents operations from delivering the personalised experiences that guests increasingly expect.
Turning this data into a clean, structured business asset requires a mindset shift and a unified technological approach. Enterprise Platform Solutions can consolidate and transform disparate data into actionable insights, enabling hotels to deliver tailored guest experiences at scale.
“What we need to do is always lean into the future; when the world changes around you and when it changes against you—what used to be a tailwind is now a headwind—you have to lean into that and figure out what to do because complaining isn’t a strategy.” Jeff Bezos, Founder of Amazon.
This quote from Jeff Bezos can be interpreted in different ways, and while not directly related to data, it does reflect his perspective on strategic decisions. Hotels have a ridiculously enormous and complex data set; it is easy to see how this can be daunting. Having the right tools and methodologies in place ensures that it shouldn’t be a problem when making those strategic decisions.
Modern foundations start with cloud
Are we still an industry broadly challenged by innovation — do we hold onto tradition too much? Whilst tradition in hospitality is important, we must not hold on to foolish romantic notions of the past. Today’s approach must lean toward innovation; it should be Cloud First.
Cloud computing is today’s necessary resource for hotels seeking innovation, flexibility and scalability. By transitioning to cloud solutions, hotels can begin to implement a consolidated and unified technology portfolio from a single platform. Seamlessly integrate third-party solutions and adjust their operations to meet current demands without incurring substantial hardware costs.
There is no excuse
The accessibility of cloud solutions has significantly increased, allowing independently managed hotels to access powerful management tools previously reserved for major global brands. These cloud-based systems empower hotel operators worldwide to compete effectively across international markets, reducing management costs and enhancing operational efficiencies.
The awareness of big data is currently at an all-time high, and hotels should take advantage of this information to identify trends in a constantly evolving commercial landscape. Enhance the guest experience through personalisation and help build brand loyalty. As hotels continue to generate increasing volumes of data, utilising cloud systems stands out as the most effective and practical solution.
The basis for personalisation
Personalisation is not just about knowing a guest’s name but creating a holistic, tailored experience that resonates with each individual’s expectations and desires, leveraging technology and human interaction. Enterprise Platform Solutions combine fragmented data to create a unified view of each guest – a Single Guest Profile.
This includes:
- Contact details
- Demographic information
- Interests and preferences
- Purchase history
- Experiential feedback
With this information, hotels can build detailed guest profiles. For example, a PMS might identify a business traveller who visits annually for a trade fair. Adding POS and loyalty data reveals preferences for specific amenities and dining choices. These insights enable personalised communication and service.
The value of first-party data
As third-party data becomes harder to access due to privacy regulations, the importance of first-party data increases. Consolidating guest data within an Enterprise Platform allows hotels to act on insights without relying on external sources. This approach complies with regional privacy standards whilst yielding better results by leveraging accurate, proprietary data.
Hotels that master first-party data can:
- Improve marketing ROI by targeting precise guest segments.
- Enhance guest loyalty through personalised offers.
- Deliver seamless, memorable experiences across all touchpoints.
Addressing technology challenges
The potential of Enterprise Platform Solutions does require hotels to consider some new challenges:
- Data Silos: Integrating data from various systems is vital for improving efficiencies across hotel operating departments. Leveraging cloud-based infrastructure makes it possible to streamline this integration process effectively.
- Data Quality: Accurate, deduplicated data ensures reliable insights. Staff must be trained to collect and update guest information meticulously and accurately.
Customer Relationship Management and Customer Data Platforms are important in aggregating data and supporting the Single Guest Profile. The success of these systems is closely tied to the broader ecosystem’s potential to enhance data sharing and processing capabilities.
Future-proofing with Enterprise Platform Solutions
Hotels have the ability, like never before, to tailor guest experiences and improve operations. Innovations in AI, machine learning, and automation only further enhance this opportunity, enabling:
- Predictive analytics to anticipate guest needs.
- Automated communication tailored to individual preferences.
- Insights that drive operational efficiency and guest satisfaction.
Conclusion
Could 2025 be the year that signifies a pivotal moment for our industry? Hotels must move away from disjointed technology systems, take a Cloud-First approach and adopt centralised solutions. Platforms that consolidate data, generate actionable insights and enable personalised experiences on a larger scale.
For hotels still dependent on outdated technologies, make 2025 your year and take immediate action. Investing in a cohesive, open technology stack that integrates smoothly and supports comprehensive Single Guest Profiles is crucial. This investment goes beyond technology; it’s about securing your business’s future and surpassing guest expectations.
—
This post originally appeared on the Shiji blog here and is reproduced with their permission.
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