Elevating guest experiences through advanced profile deduplication

Are you tired of delivering impersonal experiences due to cluttered guest data? In the luxury hospitality industry, exceptional guest experiences hinge on having accurate and complete guest profiles. Fragmented and inconsistent data caused by duplicate records can lead to missed opportunities and wasted resources. Our profile deduplication service helps luxury hotels transform data clutter into a single, 360-degree view of each guest, leading to enhanced experiences and optimised operations. Our Data Team has built a robust solution that helps hotels maintain pristine data quality, enhance guest personalisation, and optimise operational efficiency.

The real cost of duplicate guest profiles

Imagine a guest arriving at your hotel, only to be greeted as a first-time visitor despite being a loyal member of your rewards programme. This is the reality when duplicate guest profiles obscure valuable information, leading to missed opportunities and a disjointed experience. The absence of a unified view of each guest can result in:

• the inability to recognise preferences, past experiences, and loyalty status, leading to generic and impersonal service,
• sending duplicate emails or promotional materials to the same guests, resulting in annoyance and wasted marketing spend,
• wasted time and resources spent managing and reconciling duplicate records across multiple systems,
• and skewed data insights, hindering effective decision-making and strategic planning.

Unlocking personalised luxury: The power of profile deduplication

Our profile deduplication service meticulously cleanses and consolidates guest profiles, providing a single, accurate view of each guest and ensuring data integrity. Having run deduplication for over 50 clients across approximately 500 locations, our Data Team has honed an approach for yielding results. Here's a look at our two-phase process:

• Probabilistic matching: Our intelligent, fuzzy matching algorithm identifies likely duplicates even when data is imperfect. For example, it can recognise "Bob Smith" and "Robert Smith" as the same person, ensuring no valuable information is lost and that every guest is treated as a valued individual. This leverages key profile attributes such as names, email addresses, phone numbers, and dates of birth, allowing it to identify profiles that share similar characteristics with a high degree of confidence, even with slight variations in the data.
• Semi-deterministic matching: Our second phase involves semi-deterministic matching, where our Data Team has carefully crafted rules based on common booking references. This ensures that matches missed during fuzzy matching are captured, particularly in cases where limited information on profiles is available, giving hotels a holistic view of guest information.

A quick illustration

Before

A VIP guest who frequents two of your global properties has five different records across loyalty, reservation, and spa systems, resulting in disjointed preferences, incomplete stay history, and multiple contact details.

After

Our deduplication service consolidates these records into a single master profile, granting your staff a holistic, accurate snapshot of the guest. They can now proactively suggest restaurant reservations based on meal preferences, remember past spa treatments, and extend a personalised welcome message, all from a single source of truth.

Real-world results: transforming data into delightful experiences

The deduplication service runs periodically, producing a detailed match report that can be filtered match type. Brands can automatically merge profiles or reject recommended matches after choosing a match probability threshold, with provisions to capture rejected matches to avoid future misidentifications. On average, clients see ~6% of their total profile count as duplicates, and in some cases, we have seen this number go as high as 16%.

Our deduplication service integrates into your existing infrastructure with these features:

• Batch processing: Profiles are periodically deduplicated, ensuring up-to-date and clean guest data.
• Manual review interface: Hotel staff can review and validate matches through a user-friendly interface, maintaining control over final data integrity.
• Continuous improvement: Rejected matches are logged and analysed by our Data Team to refine matching criteria and enhance future accuracy, ensuring the system becomes more precise over time.

Unlock the power of your guest data

At Alliants, we specialise in data-driven solutions for luxury hospitality. Our deduplication service is built on cutting-edge data science, industry-specific expertise, and real-world insights, ensuring that your hotel stays ahead of the competition.

Stop letting duplicate profiles hold you back.

Let’s build a single source of truth for your hospitality business.

Let’s talk about how we can unify your guest data and elevate your guest experience.

Get in touch with us today.