The real prize

The question came near the end of the ownership call. Which campaigns last quarter brought guests who spent money on property, and which ones just filled rooms at a discount?

It took nine days to answer. The PMS had the stays. The POS had the F&B and the spa. The CRM had the campaign that brought the guest through the door. Nothing joined them, so an analyst pulled exports, matched guests by last name and arrival date, dropped records that refused to reconcile, and delivered a number with a caveat attached. By then, next quarter's spend was already committed.

For years, that was nobody's fault. The data was fragmented at the source, and the answer cost more than the decision was worth. That is a limit, not a failure.

Someone asked the same question last week. It was answered before the meeting ended by the same four systems, with the campaign named and the on-property spend attached.

Nine days became a question you ask and get an answer in minutes. The caveat goes away.

Speed isn't really the prize. The answer now arrives while the decision is still in front of you, which means you walk into the ownership call knowing you're right.