SH Hotels & Resorts was recently honored with the prestigious Hotel Visionary Award for Sales & Marketing at the Hotel Technology Forum, recognizing its groundbreaking approach to unifying and standardizing guest profiles across its portfolio.
The award-winning initiative, developed in partnership with Hapi, addressed critical challenges in the hospitality industry, including data silos, profile duplication, and underutilization of guest information. SH Hotels faced issues such as frequent alterations of guest email addresses in its Property Management System, leading to data inaccuracies and duplicate records in its Salesforce CRM.
To tackle these challenges, SH Hotels & Resorts turned to Hapi. Hapi, known for its hospitality data integrations with the Hapi Integration Platform, was able to tear down data silos and seamlessly integrate over eight guest systems for the hotel brand. With that combined data, Hapi Guest generated unified guest profiles. This year, Hapi Guest rolled out a new feature to combine duplicate guest profile records, eliminating confusion across the portfolio.
But SH Hotels & Resorts wanted to take things one step further. This led to the creation of the Hapi Guest Focus App, which presents the consolidated guest profiles in an actionable digest so front-line staff can deliver personalized service based on comprehensive, real-time guest data.
Key features of the Hapi Guest Focus App include:
1. Immediate access to rich guest profiles for hotel staff
2. Ability to select from available email addresses for guest communication
3. On-screen alerts for OTA bookings, prompting staff to collect direct guest emails
4. Real-time updates to guest preferences across multiple systems
5. Automatic detection and merging of duplicate profiles
The Hapi Integration Platform, Hapi Guest, and Hapi Guest Focus implementation at SH Hotels yielded impressive results, including:
- 123x growth in Mobile App Pre-Arrival registration
- 15x increase in mobile check-ins
- 10.5x growth in mobile checkouts
- Significant improvements in data completeness and accuracy
SH Hotels' commitment to innovation sets a new standard for guest experience in the hospitality industry. By leveraging technology to create a unified view of each guest, SH Hotels has improved operational efficiency and enhanced its ability to provide personalized, memorable experiences for every visitor.
This recognition from Hospitality Technology underscores SH Hotels & Resorts' dedication to raising the bar for guest experience and solidifies its position as a leader in hospitality technology innovation.
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