Design a Unified Guest Experience Strategy
Maximize the guest experience and topline business value through an omnichannel strategy.
Hospitality systems were built around individual transactions, not persistent guest identity. As a result, core systems are optimized to process isolated interactions rather than continuous ones.
The guest relationship is distributed across OTAs, brand systems, and franchise operators, meaning no single entity owns the full guest lifecycle, making it hard to establish a unified, end-to-end view of the guest.
A single guest exists across multiple contexts, creating fragmented and inconsistent representations of the same individual, resulting in duplicated guest profiles.
Our Advice
Critical Insight
To achieve true omnichannel, leaders must move beyond viewing it as a threat to operations and channel-level revenue, which leads to incremental improvements, and instead adopt a total market value approach to enable enterprise-wide transformation.
Impact and Result
Omnichannel transformation requires a clear strategic roadmap that meets the organization at their current omnichannel maturity:
- Assess your omnichannel maturity to understand what omnichannel stage your organization is currently at.
- Map target state guest journeys to understand your ideal omnichannel state and the key blockers in achieving it.
- Establish initiatives and prioritize them to establish a clear omnichannel strategy roadmap.
About Info-Tech
Info-Tech Research Group is the world’s fastest-growing information technology research and advisory company, proudly serving over 30,000 IT professionals.
We produce unbiased and highly relevant research to help CIOs and IT leaders make strategic, timely, and well-informed decisions. We partner closely with IT teams to provide everything they need, from actionable tools to analyst guidance, ensuring they deliver measurable results for their organizations.
What Is a Blueprint?
A blueprint is designed to be a roadmap, containing a methodology and the tools and templates you need to solve your IT problems.
Each blueprint can be accompanied by a Guided Implementation that provides you access to our world-class analysts to help you get through the project.
Need Extra Help?
Speak With An Analyst
Get the help you need in this 2-phase advisory process. You'll receive multiple touchpoints with our researchers, all included in your membership.
Guided Implementation 1: Assess maturity and establish target state
- Call 1: Discuss what’s driving omnichannel transformation and establish understanding of maturity levels.
- Call 2: Assess current omnichannel maturity.
- Call 3: Determine omnichannel experience principles and target state.
Guided Implementation 2: Establish omnichannel strategy and roadmap
- Call 1: Identify critical touchpoints and map future-state guest journeys.
- Call 2: Establish pain points and opportunities, and define success metrics.
- Call 3: Translate guest journeys into requirements.
- Call 4: Translate requirements into initiatives.
- Call 5: Sequence the omnichannel roadmap.
- Call 6: Summarize results and plan next steps.
Contributors
- Larry Fretz, Senior Managing Partner II, Info-Tech
- Edison Bareto, Executive Counselor, Info-Tech
- David Farlin, Executive Counselor, Info-Tech
- Mark Rosa, CIO, Mohegan Gaming