Here are some expert tips on what to consider as you build your marketing technology budget for next year. 1. Guest Data Every hotel is sitting on a goldmine of guest data. The PMS stores everything from stay history and booking preferences to languages spoken and dollars spent. However, too many hoteliers are not leveraging this awesomely powerful data that should be the cornerstone of any marketing strategy. It’s important to have easy, real-time access to your guest data so you can make informed marketing decisions based on who your guests are and what they value. Get the full story at Revinate