How mature is hospitality in using guest data?
The industry is currently in a transition phase, moving from collecting guest data to activating it.
Guest data today is often stored across multiple systems and silos. The opportunity lies in bringing this data together, connecting it, and creating a unified view of the guest.
This shift from collection to activation allows hotels to use guest data more effectively across the customer journey.
Why is owning the guest relationship now critical?
Many operational systems in hospitality focus on the reservation lifecycle, from booking through to check-out. However, guest data extends beyond this and should be viewed across the full customer lifetime.
If hotels do not activate and use their guest data, they risk relying on third parties such as OTAs to manage those relationships. These platforms are already highly effective at using data to build valuable guest connections.
Hotels have the same opportunity to use their data to strengthen relationships, improve personalization and increase long-term value.
What will define a data-driven hospitality brand in five years?
The future will be defined by greater connectivity around the guest profile rather than just the reservation.
Data from multiple touchpoints, including rooms, restaurants, spas and other guest interactions, will be connected to create a more complete view of the customer.
AI and automation will play a role in using this data, with systems providing the right context to both staff and automated processes. This will allow teams to focus more on the human connection with guests.
What are you most excited about for Bookboost in the next year?
Bookboost is focused on expanding its platform to collect and activate more customer data across different touchpoints.
The platform is evolving from a system of record, where data is stored, to a system of action, where that data is used to drive engagement and decision-making.
This includes developing new capabilities such as an agentic platform, an insights platform and enhanced CRM functionality, all designed to improve loyalty, personalization and guest relationships.
🎧 Listen to more interviews from the ITB 2026 series, where we speak with hospitality and travel tech leaders about the future of the industry.
If you want to understand how your brand stays visible and relevant as AI continues to shape hospitality technology, get in touch with Abode Worldwide.
