Wednesday, November 22, 2017

Mark Ross-Smith

Mark Ross-Smith

Mark is chief data editor and travel industry big data expert focusing on airlines, hotels and loyalty programs.

How to create a 360-degree customer view using data

How valuable would it be to know everything about your customer’s interactions with your competition? Creating a 360-degree customer view is considered the holy grail of customer intelligence, and you can create it, today. Would you like to know how much they’re spending, when they’re spending, why they’re buying with the competition and not you, what drives their purchase behaviour …

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The future of OTA loyalty programs

Online travel agents (OTAs) are known as an efficient distribution channel for hotel rooms, but with more major hotel brands pushing direct bookings to reduce commissions paid out to agents- this leaves OTAs searching for the next goldmine product to fuel their continued growth. With this in mind – for years – hotels have enjoyed a non-competitive landscape with their …

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5 simple ways hotels can use data to increase revenue

In 2017, it’s clear that the hospitality industry needs to prepare for even more disruptions that will unfold over the coming year. Airbnb, OTAs, start-ups, big data companies and loyalty program changes will remain the focal points to stay across this year. As a hotel digital or revenue manager, you could get caught up in the hype, continue the passive …

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Interview: Hilton’s Vice President CRM talks guest data

Mark Ross-Smith spoke with Jonathon Wardman, Vice President CRM at Hilton about hotel guest data, how Hilton is leveraging the use of data, and the success of the much publicised Stop Clicking Around campaign. Hilton isn’t known as being on the forefront of big data, so Mark asked Jonathon what was happening under the hood. Jonathon has been with Hilton …

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