The guest experience is, and always has
been, a critical element for every hotelier. But with digital, there is
so much more that hotels now can do across the entire travel lifecycle
that wasn’t possible in the past.
The guest experience is no longer
confined to the properties themselves, but starts before guests book a
room and continues after they have checked out. Oracle’s CX for
Hospitality provides hoteliers the ability to engage guests on their
mobile devices. For example, they can target guests with highly
personalized messages when they are searching for travel destinations.
They can also recognize guests when they arrive and tailor services to
delight them through digital and face-to-face interactions.
With Oracle’s CX for Hospitality,
hoteliers are also able to leverage all of the guest data that they
gather, including guests’ preferences and stay, spend, and activities
history to provide a more pleasant, individualized stay.
US-based Montage, UK-based Principal Hotel Company, and UK-based Belmond selected Oracle’s CX for Hospitality.
These three leading hospitality
companies are all looking to transform their digital guest engagement
processes. Like the majority of hotel companies, their businesses were
run from numerous disparate systems, many of them property-based, which
returned limited guest insight, even though they were collecting a lot
of guest data.
Oracle’s CX for Hospitality allows them
to shift their existing legacy technologies to the cloud for lower costs
and improved agility. This shift to the cloud is also an opportunity to
improve processes. The goal is to gain more insight into their guests
so they can increase trust and build stronger relationships.
Hotels are looking for ways to aggressively take back their customers.
One of the biggest challenges that
today’s hotels face is the growing presence of online travel agents
(OTA) like Booking.com and Expedia. Most hotels now pay 15-30 percent
commission fees to OTAs. This is taking money directly out of hoteliers’
pockets and eroding loyalty.
Oracle’s CX for Hospitality helped all
three hospitality companies unify their customer and guest data from
their property management systems, point of sale, loyalty system,
website, and other hotel systems via Customer Data Management
Cloud. They can engage with their guests using Oracle Marketing
Cloud. They now have the ability to increase their direct bookings
through improved targeting of existing customers, increase the lifetime
value of guests with personalized up-sell and cross-sell, and lower
acquisition costs with improved targeting and digital engagement.
Oracle CX is in a perfect position to take advantage of the shift to digital in the Hospitality industry.
With the acquisition of Micros Systems
(now Oracle Hospitality Global Business Unit), Oracle has the software,
Oracle Hospitality’s OPERA, that runs leading hospitality companies. It
is the market share-leading property management system in the industry
and Oracle CX is a perfect complement for hospitality companies that are
looking to engage, know, and serve their guests better.
Vinson Lee - Oracle Product Strategy