CUSTOMER DATA PLATFORMS: NEW HORIZONS FOR HOTELS


Çankaya G. Z., Aktaş E., Kurgun H., Kurgun O. A.

I. Uluslararası Balıkesir Kongresi, Balıkesir, Turkey, 18 - 20 April 2024

  • Publication Type: Conference Paper / Unpublished
  • City: Balıkesir
  • Country: Turkey
  • Dokuz Eylül University Affiliated: Yes

Abstract

Digital transformation offers numerous opportunities for business models to succeed through innovative technologies, especially in customer data management, which is critical for hotels. Personalized services based on tourist data rely on metadata activation through digital transformation. A well-designed customer data platform is essential for this purpose, capable of transforming metadata into valuable customer identification information. Customer data platforms enable hotels to understand customer behaviors, anticipate their needs, improve the tourist experience, develop marketing strategies, and increase efficiency. Within the scope of this study, a framework for Customer Data Platform for hotels is presented based on an integrative literature review. In structuring the framework, a new perspective is attempted to be presented by considering the interrelationships of key concepts and the conditions of interoperability. The use of innovative digital transformation tools, identified as immature in the literature on Customer Data Platform for hotels, contributes to the creation of a continuously updated and dynamic customer journey map with real-time data. The Customer Data Platform for hotels aims to manage real-time and multi-channel data collected through artificial intelligence, machine learning, natural language processing, and predictive analytics to analyze tourist profiles from a holistic perspective. In this context, ten recommendations are presented for managers and practitioners. It is believed that following these recommendations will provide advantages such as enhancing operational agility and reducing operational costs for hotels, improving data quality to enhance marketing activities, and increasing the quality of the customer experience by offering personalized services.