This document discusses how data collaboration through a "fusion center" concept can drive success in the hospitality industry. It provides an example of a hotel chain that established a cross-functional team to share customer data from marketing, operations, and revenue management. By integrating this customer data, the team was able to more effectively target communications, forecast occupancy and pricing, and increase revenue by $20 million. The document suggests this fusion center approach can also help hospitality companies improve loyalty, assess reasons for declining satisfaction, and propose corrective actions.

1. DRIVING SUCCESS THROUGH DATA
COLLABORATION IN HOSPITALITY
INDUSTRY
SHARED
DATA
March 12, 2015
San Francisco | Chicago | New York | London | Dubai | New Delhi | Bangalore | Singapore

2. ABOUT THE SPEAKERS
Associate Vice President,
Royal Caribbean International
Cecilia Sanguinetti
CEO, Homestay
Alan Clarke
CEO, Absolutdata
Anil Kaul

3. THE DAY - SEPTEMBER 11, 2001
 Largest man made disaster in US history
 3000+ people died
 $10 billion loss of property

4. Could have been avoided by
appropriate sharing of intelligence
with various agencies
Major intelligence failure
WAS IT POSSIBLE TO AVOID 9/11?

5. AGENCIES COMMISSIONED TOGETHER TO FORM
FUSION CENTERS
 State & Local Agencies Collaboration
 Intelligence Information Sharing Center
 Drives for American City safety

6. HOW DO FUSION CENTERS WORK?
Fusion
Center
1. Proactive Measures
2. Raise Alarms and
avoid threats
COLLABORATE INTEGRATE ACT
C I A

7. CASE STUDY

8. Business Problem
To develop an effective multi channel contact strategy
at a customer level
Emails
Contact
Center
Front
Service Desk
Direct Mail Brand.com

9. THREE DEPARTMENTS
WITH THREE DIFFERENT OBJECTIVES
Marketing
Operations
Revenue
Management
Department
Maximize guest
engagement
Maximize guest
satisfaction
Maximize revenue
• Optimize guest contact
for maximizing ROI on
marketing spend
• Improve service quality
• Drive Up Sell, Cross Sell
• Accurate forecasting of
occupancy and revenue
• Optimal pricing
Business Objectives

10. HOW DID THEY USE FUSION CENTER CONCEPT?
ActCollaborate Integrate
C I A

11. Cross Functional
Team
Cross Functional
Team
Shares customers likely
to respond to a
promotion
Forecasts occupancy for
properties
Identify customers likely to be
delighted with property
services
HOW DID THEY USE FUSION CENTER CONCEPT? ActCollaborate Integrate

12. Data across departments was brought together
HOW DID THEY USE FUSION CENTER CONCEPT?
1.Brand Engagement
2.Geography Preference
3.Offer Response
1.Service Preferences
2.Satisfaction Scores
1.Regional Occupancy Forecast
2.Regional Pricing
ActCollaborate Integrate

13. Right targeting led to an incremental revenue of $20MM
Marketing
Operations
Revenue
Management • Location – Boston
• Target Property – Hotel ABC
• Incentive – 100 Air Miles
Offer Optimizer Best Offer
• Right Customer
• Right Offer
• Right Channel
HOW DID THEY USE FUSION CENTER CONCEPT? ActCollaborate Integrate

14. ALL THREE DEPARTMENTS
MET THEIR BUSINESS OBJECTIVES
Marketing
Operations
Revenue
Management
Department
Maximize guest
engagement
Maximize guest
satisfaction
Maximize revenue
Business Objectives

15. DID THE FUSION CENTER CONCEPT WORK FOR
ANY OTHER HOSPITALITY COMPANY?
• Bringing 360 degree view of the customer with front line agents
• Collaborating across departments to focus on loyalty satisfaction
• Collaboration across departments to assess reasons for falling satisfaction scores
• Impact of various factors into falling guest satisfaction scores & suitable
corrective actions proposed

16. DISCUSSION
Associate Vice President,
Royal Caribbean International
Cecilia Sanguinetti
CEO, Homestay
Alan Clarke
CEO, Absolutdata
Anil Kaul

17. Q&A

18. www.absolutdata.com