Improve guest personalization by resolving tech stack issues

Many hoteliers fail to deliver real-time personalization at scale not because they lack the desire, but because they misunderstand APIs

The hospitality industry has always focused on delivering outstanding guest experiences. In today's landscape, this means delivering real-time personalization at scale. However, many hoteliers struggle to achieve this not for lack of will, but because they misunderstand the role of application programming interfaces (APIs) and how they can enable software platforms to communicate effectively.

Key takeaways

• Fragmented technology ecosystems can prevent hotels from delivering the customized experiences that guests increasingly expect. While APIs are often seen as a potential solution, not all APIs are created equal;
• Hotels typically rely on a variety of independently developed systems that are tailored for specific functions. When they attempt to use APIs to connect these systems, they often discover too late that the depth of integration required to meet their current and future needs is insufficient;
• Poor communication between these systems can lead to data silos that prevent hotels from gaining a consistent and accurate understanding of each guest - an essential component of effective personalization.

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