Data-driven decentralization in the hospitality industry is empowering consumers, putting them in control of what they are offered and how they are served. At the heart of this revolution in personalized marketing are robust customer data platforms (CDPs) driven by powerful data analytics.
Once passive systems, typically collecting and storing customer data well after the average 72 hour stay, CDPs have evolved dramatically. By collecting data across multiple internal and third-party platforms, hospitality brands' CDPs are building comprehensive data profiles of customer activity. Robust personal identifiers allow hotels and restaurants to deliver targeted marketing campaigns and individually assess the results, even as they track real time behaviors on site.
The Flow of Capital
Based on numbers compiled by White & Case, global PE investment activity in the hospitality sector registered a deal volume of $24.81B across 217 deals. This is a 35 percent decline in disclosed deal values relative to $38.06B recorded in 2016. While deal volumes held roughly steady in North America, there was steep decline in investment activity in the EU.