Data is one weapon that is playing an integral part in hotels’ quest to embrace customer-centricity, and combat several challenges, be it for taking on the sharing economy model/ private rentals or even capitalizing on the association with online intermediaries. But this journey isn’t a straightforward one, considering the fact that it takes so many different systems to run a hotel, and collating, integrating disparate sources of data and turning all of this into actionable insight is easier said than done. At a time when one remark on WeChat or a picture on TripAdvisor can spoil a hotel brand’s image, acting on this in real-time data – what was the operational issue, who was the customer etc. – can be of immense utility. Get the full story at ChinaTravelNews