AI Integrates Accommodation, Restaurant, and Event Data to Visualize a 360-Degree View of Customers

tripla Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo, Representative Director and CEO Kazuhisa Takahashi, Representative Director and CPO Itaru Torio, hereinafter "tripla"), which provides IT solutions for accommodation facilities, announces that it has equipped its CRM and marketing automation tool "tripla Connect" with a new feature that automatically integrates scattered customer data such as accommodation, restaurants, and events within hotels using AI.

By simply linking systems, this automatically generates a 360-degree view where customer preferences and contribution levels can be seen at a glance, making it possible to conduct marketing aimed at promoting repeat customers and maximizing customer lifetime value (LTV).

◼︎ Development Background and Challenges

In many accommodation facilities, a serious challenge is the fragmentation of information where customer data from various departments, such as accommodation reservations, restaurant use, and weddings/events, are managed in different systems.

Under such environments, even if the same customer uses both the accommodation and the restaurant, they are treated as separate individuals in the system, making it unclear how much a single customer contributes to the entire hotel. As a result, calculating LTV accurately becomes difficult, missing opportunities to provide appropriate services and investments to loyal customers. The name identification task to integrate scattered data requires immense effort, and manual management using Excel is virtually impossible.

Therefore, tripla has added a new feature to the CRM and marketing automation tool "tripla Connect" that enables data linking with external systems and achieves automatic name identification.

■ Features of the New Function

With the implementation of this new feature, accommodation facilities can enable advanced data utilization simply by linking data from PMS (Property Management Systems) and POS (Point of Sales systems) according to the specifications.

1. Realization of "Automatic Name Identification" and "360-Degree View of Customers" by AI

The AI engine built into "tripla Connect" determines identical persons from names, email addresses, phone numbers, etc., and centralizes usage history spanning accommodations, restaurants, and events. The integrated data is reflected on the completely revamped "Customer Profile Page," allowing facilities to check individual usage histories with an intuitive UI. Facilities can immediately grasp the number of unique users and exact LTV without performing complex data cleansing tasks.

2. Eliminating Development Costs by Making Data Infrastructure Construction Unnecessary

The development of data infrastructures previously built independently by hotels, such as DWH (Data Warehouses), name identification systems, and data marts, is no longer necessary. Partner companies can utilize the advanced analysis infrastructure provided by "tripla Connect" simply by developing integrations according to standard specifications.

3. Immediate Effectiveness Achieved by "Specialization in Accommodations"

With generic marketing tools, there are cases where they cannot be fully utilized due to the immense time and cost required for requirements definition and scenario design, such as "what segments to create" and "who to send emails to and when" after data integration. Because "tripla Connect" enables the utilization of measures based on successful patterns in the accommodation industry, it executes everything from data integration to email and LINE distribution as a one-stop service. Marketing aimed at improving revenue can be started from the day of introduction.

■ Examples of Marketing Utilization through Data Integration

1. Discovering "Hidden VIPs" and Improving Unit Prices

By integrating accommodation data and restaurant usage data, it is possible to identify high-spending customers that could not be seen solely from accommodation unit prices. Facilities can extract customers who use reasonably priced accommodation plans but spend large amounts at the hotel's restaurants, enabling measures such as proposing suite room upgrades for their next stay.

2. Direct Sales from OTA Users

By integrating OTA reservation data and proprietary member data, cases where existing members are making reservations via OTAs can be visualized. By automatically distributing official site-limited coupons at the optimal timing after check-out, direct sales for next reservations can be promoted.

3. Converting Non-Accommodation Users to Accommodation Users

By proposing anniversary accommodation plans and staycation plans to neighboring customers who frequently participate in events such as restaurant use but have no accommodation experience, new accommodation demand can be created.

◼︎ Expansion of Partnerships

tripla is widely recruiting PMS and POS vendors and development partner companies who can integrate based on this standard specification. We will work together to build an environment where "connecting immediately turns data into value" and strongly support the DX of Japan's tourism and accommodation industry.

◼︎ What is "tripla Connect"

A CRM and marketing automation tool specialized for accommodation facilities. It links with data from accommodation reservation systems and PMS, providing a one-stop service from customer segmentation utilizing AI to email and LINE distribution, and effectiveness measurement.