Anything on a property that can be considered based on historical patterns can be influenced by predictive intelligence: rates, occupancy, staffing requirements, and so forth. When it is used to predict guest behavior, predictive intelligence has the potential to increase direct bookings, through the ability to create hyper-relevant offers and correspondence, as well as increase loyalty. As Deanna Ting notes, it’s time for hotel loyalty programs to evolve, and hotels must reject the airline notion of loyalty, which relies on “canned responses to loyalty members’ requests for more information” (Skift). Hotels will up the bar on loyalty if they can prove their ability to personalize all communication—from the emails to the phone calls to the front desk and beyond. This goes far beyond marketing and straight to the heart of superlative guest service. Get the full story at SnapShot