Hotel databases and the information they contain need to be better, even if that call to action has been sounded numerous times before, according to panelists at Deloitte’s recent 30th European Hotel Investment Conference. These databases contain more information than ever, but the hotel industry has done a lousy job understanding what that data is, what it means, how it can translate into favorable profit-and-loss numbers and how to share it between in-house disciplines, sources said. Speaking at a panel titled “Operating through change,” Michael Levie, COO of CitizenM, said the simplest way of engagement is to know that a guest is a repeat guest, something that is far from being a given. Get the full story at HNN