ITB Rewind: How AI is Unlocking Hidden Guest Data to Transform Hospitality
Angel Ferrufino, co-founder and CEO of CRQLAR, sees AI as a game-changer for guest experience in luxury hotels. One of the most overlooked sources of guest insights is unstructured data—specifically, reservation notes stored in PMS systems. These notes often contain critical details about guest preferences, yet they have remained largely untapped due to the manual effort required to analyze them. AI is changing that by automatically extracting and structuring this data, allowing hotels to create hyper-personalized marketing campaigns and guest experiences.
Beyond just organizing information, AI can uncover hidden patterns across years of guest data. By analyzing past notes, hotels can identify common preferences, group similar guests into targeted segments, and anticipate their needs before they even arrive. This level of data-driven personalization is what will set leading hotels apart, allowing them to craft experiences that feel uniquely tailored to each guest—all while saving time and effort for hotel staff.