So says Eric De Neef, executive vice president, global chief branding and commercial officer of Carlson Rezidor Hotel Group, who believes hotel groups are waking up to the new challenges of the online marketplace and customer needs within it. Data can help hoteliers provide a highly-tailored experience, if used correctly. For the big brands, creating loyalty is key to driving direct sales, De Neef said. Carlson Rezidor’s portfolio includes Radisson, Park Inn and Park Plaza. He said: “A lot of data that exists today is never used because it’s not relevant. The issue with big data is that we need to transform the data dump. Data is the name of the game but we need to structure it.” Get the full story at Travolution