Ireckonu calls for unification of fragmented data to unlock revenue potential
Ahead of World Tourism Day, Ireckonu research uncovers financial benefit for the hospitality sector of adopting a secure approach to collecting and sharing guest data
Ireckonu research finds hotels miss re-engagement opportunities with up to 20% of guests due to fragmented data, with only 28% of guest activity captured through room bookings.
Photo by Ireckonu
As World Tourism Day approaches this weekend (Sunday, September 27, 2026), Ireckonu, the leading Hospitality Customer Data Platform (CDP) has called on the industry to unify data for the benefit of both guests and hotels.
A recent study by Ireckonu found that hotels are missing out on the opportunity to re-engage up to 20% of guests due to the fragmented nature of accurately capturing their data. The research revealed that many hotels only record room booking details, which often accounts for 28% of guest activity. Meanwhile, up to 22% of transactions occur in operational areas, such as restaurants and spas, offering a significant opportunity to re-engage guests and promote loyalty.
This year’s World Tourism Day theme of ‘Digital Agenda and Artificial Intelligence to Redesign Tourism’ aligns perfectly with our goal of turning fragmented guest data into trusted and reliable data that the hospitality industry can use to create personalized services.
AI represents a substantial opportunity for hoteliers to capitalize on their service and revenue potential. Those who embrace it and use the technology to their advantage by creating a trusted data set will have more opportunity to re-engage guests, improve recognition, and ultimately drive stronger loyalty and revenue growth.
Hanna Schiller, Ireckonu’s VP Sales
Ireckonu’s platform connects and unifies data into one trusted guest profile, so hotel groups can recognize customers, personalize experiences, and build with confidence to provide one reliable view of who the guest is and their preferences across the journey from booking to check-in, dining and ancillary services.
It says properties can improve their guest data by implementing some simple steps, which includes consistency across all touchpoints from the PMS, booking engine, loyalty and on-site POS.
It’s not just about having the technology but knowing how to build consistency when cleaning, matching and merging data as well implementing robust governance to their systems. Having strong data is only valuable if you can use it consistently and reputedly to recognize guests and offer the personalized service many have come to expect. It must be accurate every time otherwise you risk losing that customer and their loyalty, adds Schiller.
World Tourism Day is a United Nations initiative that began in 1980 to promote awareness of tourism’s social, cultural, political, and economic impact.
Media Contact
Hanna Schiller
VP of Sales [email protected]