CASE STUDY
Minor Hotels needed to standardize its guest data across its newly acquired network of hotel groups , including in China . It needed a solution that would save time , money and reduce the risk of human error .
Using Tealium iQ Tag Management , Minor Hotels eliminated the complexity of manually implementing tags and increased its digital marketing agility .
Minor Hotels has significantly cut the time it takes to implement new tags by removing third parties , allowing business critical tasks to be carried out quickly and securely in-house . Using Tealium has saved IT staff 20 % of their time , effectively handing them back one working day every week .
Managing data across multiple regions and suppliers causes strain to the business
Minor Hotels is an international hotel owner , operator and investor , currently with a portfolio of over 530 properties . With operations in 56 countries in nearly every time zone , Minor Hotels provides a diverse portfolio of properties to travelers ; nevertheless , it wanted unified data across each brand .
While expanding its existing hotel and spa portfolio and exploring strategic acquisitions in new markets , Minor Hotels ’ vision of a more interconnected world was derailed by increasingly siloed data .
The collection of guest data became disrupted by the diverse range of technology stacks being used by the numerous hotel groups within its ecosystem . As a result of its expanding portfolio , Minor Hotels ’ Digital Applications and Platforms team was not only tasked with standardising guest data from multiple software providers but also achieving a centralized view of its data across multiple regions .
TEALIUM ’ S
SUPPORT TEAM WENT ABOVE AND BEYOND
TO ENSURE WE WERE FULLY
OPTIMIZING THE CAPABILITIES
TEALIUM IQ OFFERS .
Even though individual hotel groups like Avani Hotels & Resorts functioned on their own , using differing technology platforms left Minor Hotels group with data sets that were difficult to manage across all of its brands . Further to this , across APAC , Minor Hotels receives around 30 % of its business from China and therefore needed a system capable of working through the country ’ s firewalls .
Minor Hotels also sought to reduce the number of third parties with access to critical source codes in order to limit the risk of human error as much as possible . Using multiple third parties to manage its guest data , and the co-ordination associated with managing these relationships was proving costly to both business revenue and staff hours . www . intelligentcio . com INTELLIGENTCIO
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