What experiences can you build with a centralized, real-time guest profile?
7 experts shared their view
From the Thematics interview with Shiji Group's Ryan King during HITEC, one key message about envisioning hotel technology improvements was this:
Start with what experiences and service improvements you want to provide for guests, then make the tech work to fit that goal.
As hospitality IT systems architecture moves towards a hub-and-spoke model, two powerful embedded features are unified guest profiles as enabled by internal microservices to make those profiles actionable in real time.
With this as a prompt, what experiences or services do you aspire to roll out for hotels over the next two years, and what are the underlying technology features, modules or workflows that will make them a scalable reality?
HN Thematics
Single Provider for Seamless Data
This World Panel Viewpoint is sponsored by Shiji Group
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The Real Power of a Centralized, Real-Time Guest Profile
If you are fortunate enough as I have been throughout my working life to spend nearly as many years in hospitality operations as I have with hospitality technology providers, this interview with Shiji's Ryan King has got all the key elements of how technology and operations can successfully come together.
It's long overdue for hoteliers to think of their PMS also as their profiler, or CRM really, but now with the added expectations, and capabilities, to perform securely and at scale, in-real-time and be the source of truth for which other integrated systems can rely on. It’s also long overdue to think of each step of the guest journey (and more) as its own event, both in terms of important guest touch point but an event in IT terms that can trigger something else. It's about the ability of your front-line team across any one property being able to simply and accurately record any learnings about a guest for instant sharing across your portfolio but also turning these learnings into actionable service delivery, executable moments of magic and real-time targeted upselling opportunities. It's what you don't know about your guest today that can now be saved and shared to turn into action tomorrow!
This type of technology, with these capabilities, puts you in the best position as an operator to maximise return on investment in the short term (new upselling capabilities, driving more loyalty, return visits and improved ratings, reviews and reputation) whilst also future-proofing your technology for tomorrow and further into the future.
What's always amazed me is the lack of real-time coordination between the hotel and dining teams in terms of already knowing guest preferences the moment they identify themselves at the restaurant host station.
Precisely because there isn't typically quick coordination between these two silos, that leaves a ton of room for wow moments that technology can execute in an automated, scalable and real-time manner.
Just think about every time you've been asked about allergies or dietary preferences at the table. Wouldn't it be great if the server team already knew this and could offer recommendations? With proper structuring into a centralized guest profile that brings together POS, PMS and CRM data, then a server could immediately have this at their disposal to act upon and deliver a tablespoon of personalized service that much faster.
Personally, I'm a wine guy, identified by my purchase history. Now think about the data flows for my case as to how a restaurant team could enhance my dining experience. Immediate identification of an oenophile for wine list recommendations. Maybe the sommelier stops by my table. Or perhaps this character trait is taken beyond a single restaurant into a customized welcome amenity or promotional offer.
Seamless Data: The Truth About Why Your Organization Isn't There Yet
In the dynamic landscape of hospitality, the growing momentum towards unified hotel technology and seamless data flow across departments and guest touchpoints is undeniable. This conversation, however, must move beyond the label of a "single provider" and squarely focus on what it means to achieve consolidated business capability. It's not merely about integrating systems, but about fundamentally re-architecting how a business operates. This profound shift represents an immense opportunity, allowing hoteliers to truly elevate their operational design for the future.
The real transformative power of this approach lies in its direct impact on two critical outcomes: staff experience and customer experience. From a business perspective, the ability to eliminate fragmented data and manual processes means staff are empowered, their roles restructured away from a 100-year-old model to be more engaging and productive. This also translates into a cohesive customer journey, allowing hoteliers to move beyond a "high street" of disconnected services to operate like a "department store," where every interaction benefits from a complete, 360-degree view of the guest, leading to deeper insights and increased revenue.
Ultimately, while the technological capability for this level of integration is proven and exists today – many other industries already operate in this manner – the true bottleneck often resides within organizational fortitude, not technology itself. The question for hoteliers isn't whether a unified approach can deliver operational efficiency, improved service, and strategic advantage; it's whether they possess the genuine effort and organizational commitment to pursue this fundamental re-architecture. The opportunity to proactively improve the very execution structure of our industry is paramount, lest we remain complacent in a rapidly evolving digital world.
The idea of crafting experiences around a centralized, real-time guest profile represents more than a technical upgrade; it signals a paradigm shift. We are moving from an analog conception of hospitality to a computational one, where data no longer serves the experience but is the experience. It is the substrate, the interface, and the medium through which meaning is generated.
When IT infrastructure reorganizes itself into a hub-and-spoke model, we're reconfiguring the ontology of the guest-space relationship. The hotel is no longer a static container into which the guest is inserted, but becomes a dynamic, interpretive system. On the other hand, the guest is continuously composed and recomposed through data, behavior, and micro-intention.
In this landscape, the only experiences worth pursuing are those that dissolve friction, not just operationally, but cognitively. No more procedural check-ins, no more redundant queries, no more Babel of disconnected systems. The infrastructure must vanish, as all truly mature technologies do, receding into the background until it becomes indistinguishable from the environment itself.
To reach this, we need tech orchestration. Real-time microservices must be governed by semantic layers capable of contextual negotiation. Data governance must evolve beyond proprietary silos, toward modular, interoperable frameworks. Bye bye vendor lock-in.
And, if done right, the most powerful technologies will be the ones that disappear.
Like a good ghostwriter.
Buuu!
I firmly believe, as Ryan King asserts, that technology must always serve the guest experience—not dictate it. At EIP MGT, I advise clients to reverse-engineer their technology choices from the guest outcomes they want to deliver, whether that’s frictionless arrivals, truly personalised service, or greater operational agility. The conversation must start with what makes the guest journey memorable, then align the tech stack to those ambitions.Looking ahead, the most impactful innovations enabled by a unified, real-time guest profile will be seamless, channel-agnostic personalisation; frictionless, self-service journeys with human backup; and operational agility driven by empowered staff. Imagine a guest’s preferences, loyalty status, and past interactions instantly accessible at every touchpoint—digital, in-person, or via messaging. This is not just about remembering a pillow type; it is about anticipating needs and orchestrating recognition throughout the journey. Meanwhile, a unified profile makes self-service truly seamless, while always offering a warm human fallback. For staff, actionable data at their fingertips enables proactive service, targeted upselling, and faster service recovery—hotels I have advised have seen up to 40% reductions in recovery times.To make this scalable, hotels need true system interoperability (hub-and-spoke architectures with robust APIs), consent-driven data enrichment, real-time contextual triggers, and intuitive staff interfaces. Ultimately, a centralised guest profile is not a silver bullet, but an enabler. Success will belong to those who combine strong data infrastructure with a relentless focus on people—empowering teams, respecting guest preferences, and never losing sight of hospitality’s core purpose.
Related article by Custódio Barreiros
I respectfully disagree with the often-repeated advice:
Start with what experiences and service improvements you want to provide for guests, then make the tech work to fit that goal.No customer-facing effort is sustainable or scalable if it’s not financially justified by its ROI. Yes, hospitality is a customer-centric industry but it’s still a business. Businesses must generate revenue to survive.So the first questions we should be asking are:
- What are my business goals, and how are they reflected in my KPIs? It’s not only acceptable, it’s essential to include financial objectives alongside guest satisfaction goals.
- What actions will help support these goals? This is where we break it down into two equally critical categories: customer-facing and back-office initiatives.
- A centralized, real-time guest profile is foundational for both. In fact, the back-office may offer even more impactful use cases than the guest-facing front.
If we're specifically focusing on optimizing guest experience through real-time data, we must look at the entire customer journey: from inspiration to search, booking, arrival, stay, departure, post-stay, and return. At every stage, there are countless opportunities to capture and act on data. Think about all data points one human can generate throughout this journey: demographics, interests, past booking behavior, search history, social media activity, reservation details, ancillary purchases…
With this data (from both internal systems and third-party sources), we can begin to answer meaningful questions: Are they flying first-class or economy? Are they renting a car? Traveling solo or as a group? Did they book multiple rooms? Through which channel? When did they arrive? What did they pay? Did they use room service? What did they order? Did they post anything about their stay on social media? How many people reacted to the post? Did any of their friends make a booking as a result of this exposure? Etc, etc, etc...
And then from there, we unlock a world increasingly defined by hyper-personalization and adaptive intelligence. We move from reactive hospitality to predictive, ambient experiences — with empathy engineered directly into the environment. Because that’s what true hospitality is all about.
I firmly believe the hub-and-spoke model is the future of the hotel tech stack in the form of a cloud PMS+Open API+ Integration Hub. At the center of the hub-and-spoke platform is the cloud PMS with Open API serving as the HUB of the tech stack that extends SPOKES to a myriad of smart and innovative third-party platforms, applications and services via the cloud PMS’s integration hub/marketplace/store. This hub-and-spoke model ensures quick and painless integrations and allows guest, marketing and operational data to flow throughout the “veins” of this tech stack.
Good examples: The Oracle Hospitality Integration Platform (OHIP) with 3,000 API capabilities, StayNTouch Integration Hub with 1,100 APIs; Mews Marketplace - 1,000 APIs, Protel Air PMS Marketplace - 1,000 APIs, Cloudbeds PMS - 300 APIs, apaleo PMS Store, etc.
In the same time, I do not believe in one-stop-shop tech stack platforms. “Jack of all trades, master of none” isn’t working in this super dynamic world we live in. I believe in best-of-breed plug-in technology that can easily be integrated into the cloud PMS and the rest of the hotel tech stack.
Related article by Max Starkov
This World Panel Viewpoint is sponsored by Shiji Group
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