The hospitality industry has always faced a unique challenge that most other industries don’t have: Repeat customers are hard to come by. Studies show that around 90% of all hotel guests never return for a second stay. Some of the reasoning for this is understandable — many guests are visiting from far away, and people often like seeing new places when they travel. However, times are changing. In the post-pandemic world, many people are opting to return to familiar places that they trust.

In a recent Cendyn webinar, Data Management 101 for Hoteliers, Abdullatif Awadh, senior director of CRM at Jumeirah Group, shared how his company harnesses the power of data to improve the guest experience and drive profitability. Jumeirah Hotels and Resorts is a world-renowned luxury hotel company operating 24 properties in eight countries, including its flagship hotel Burj Al Arab Jumeirah in Dubai. Awadh’s role at Jumeirah Group is to lead the development of data-driven customer marketing programs and overall CRM strategy. He’s also responsible for reducing customer attrition and increasing customer lifetime value.