Purpose-built for hotels and property groups of all sizes, Revinate’s Guest Data Platform solves the industry’s most pressing need for a single view of guests. By delivering the most clean and robust set of data and intelligence to hoteliers, the Guest Data Platform significantly elevates direct revenue performance and personalized guest experiences.
In this article, we will cover:
- An introduction to the Guest Data Platform
- How the Guest Data Platform works
- Defining a new industry category
- What’s changing for customers
Introducing the Guest Data Platform
The Guest Data Platform is the most powerful and robust data integration and data processing engine ever built for the hospitality industry. We’re unifying our Marketing and Guest Feedback applications and combining them with this brand new data processing engine. The result is that you will get a never-before-possible, single view of your guests.
With this single view of your guests, you’ll be able to truly understand who your guests are and how they interact with you. This will enable you to personalize their experiences, which will drive and elevate revenue and profit for your hotel and brand.
Sitting at the core of the hotel technology ecosystem, the Guest Data Platform ingests data from the industry’s most critical systems. With Revinate, hotels have access to advanced machine learning technology that includes a multi-step process to synthesize, merge, and clean data into one secure rich guest database.
Revinate’s Rich Guest Profiles get smarter with each new data point received from sources that include property management and point of sale systems, loyalty platforms, and more. The Guest Data Platform capabilities also include lifecycle marketing campaigns (Revinate Marketing) and guest experience management (Revinate Guest Feedback) in one integrated system.
In short, the Guest Data Platform:
- Integrates with the industry’s most critical systems, including property management and point of sale systems, loyalty platforms, and more
- Applies advanced machine learning technology to synthesize, merge, and clean data into one secure rich guest database
- Enables cross-property visibility by giving you the controls, workflows, and intelligence you need to maximize performance across your portfolio
- Ensures customer compliance with all data privacy laws and the highest levels of data security
How the Guest Data Platform works
Step 1: Revinate ingests your guest data by integrating with your PMS and other key systems.
Step 2: Your data is then taken through a proprietary, multi-step advanced profile synthesis process where it is merged, cleaned, and secured into a database of Rich Guest Profiles, giving you the most robust and accurate single view of your guests.
Step 3: Once the Rich Guest Profiles are created, you can activate your data via Revinate Marketing and Guest Feedback:
- Send personalized lifecycle communications to guests, including upsell campaigns
- Track and report on the ROI of all campaigns and initiatives
- Gather guest preferences pre-stay
- Send personalized surveys during a guest’s stay to manage service recovery, as well as post-stay to increase guest satisfaction
- Manage your online reputation at 100+ review sites such as Google, TripAdvisor, and HolidayCheck
- Push all of your data out via APIs to power other solutions (coming in Q2)
Step 4: Rich Guest Profiles get smarter and more robust over time. Every interaction you have with a guest via preference capture, surveys, reviews, and lifecycle communication gets recorded into their Rich Guest Profile, helping you make better marketing and operating decisions.
Defining a new industry category
The Guest Data Platform is not a product. Rather, it is a brand new category of hospitality technology created by Revinate. No other hotel tech company does what we do, which is why we developed our own category.
Revinate is not a CRM. Revinate is not Online Reputation Management. Revinate IS a Guest Data Platform. We combine data integrations, data processing, CRM, email marketing, and guest experience management into one system, allowing us to deliver data intelligence that is unparalleled in our industry and which helps hotels and brands increase revenue and profit.
What’s changing for customers
If you’re a Revinate Marketing customer, you may initially see a change in the number of guest profiles available in your database. This is because, for phase one of the Guest Data Platform rollout, we are using an improved logic to merge and dedupe profiles called “fuzzy logic” – yes, that is a technical term!
With this new logic, a guest’s first name, last name, and email address no longer have to be an exact match in order for the profiles to be merged. Now, when a guest checks in with their first and last name the first time they stay at your hotel but has a typo in their name the second time, our platform will understand that they’re the same person and those two separate points will be synthesized into one Rich Guest Profile.
In addition, we have several very exciting new features that are slated for release throughout 2020. Be sure to contact your account manager to stay up to date on the latest releases!
If you’re a Reputation & Surveys customer, you’re currently only leveraging a fraction of the platform. With Revinate Marketing, you would gain access to this powerful data processing engine that combines your Guest Feedback and Marketing data into Rich Guest Profiles, giving you a complete view of your guests. You can then activate these profiles to create and send personalized lifecycle communications to drive direct bookings and stay top-of-mind with guests. Be sure to contact your account manager to discuss your options.