Investing in technology and research that explains when/where/why a particular consumer is likely to purchase is where the hospitality industry should go next, feels Rachel Ryerson, director - field marketing, - Hawaii/French Polynesia, Starwood Hotels and Resorts Worldwide.

“In the past several years the travel industry has worked hard to collect data on each guest that can be acted upon. For example, targeting messages to a specific guest type based on a set of factors. I rarely see these segments reach beyond fairly common demographics and behavior data (annual income, number of people in the house, past stays), but we have made progress,” Rachel told EyeforTravel.com’s Ritesh Gupta in an interview.

“We as an industry have a long way to go in talking to guests about our product, its attributes, locale, etc. in a way that each individual guest wishes to receive that information. I think investing in technology and research that explains to us when/where/why a particular consumer is likely to purchase is where the hospitality industry should go next.”

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