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Moving Beyond Collection to Activation: A Data Discussion

During Hotel Technology Forum, panelists from Appellation, Frontdesk, Margaritaville Enterprises and TAPS will discuss both the problems and opportunities hoteliers face when collecting guest data.
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Hotel companies have gotten really good at collecting customer data. In fact, ask any hotel technologist to describe the type of data that they have access to and you’ll likely want to know: “Why do you need all of that data? And what are you doing with it?” The obvious answer should be: Monetizing it either to better market or upsell products and experiences to current and future guests. But hoteliers aren’t always the best at activating their own data. In this lively and frank panel discussion at Hotel Technology Forum, attendees will hear from several industry experts on the common problems hoteliers face when it comes to data collection, guest engagement, upselling, privacy laws, security, and so much more.

During this session, you’ll also hear how our panelists are doing some innovative things with the data they’re collecting. For example, one hotel brand is using customer data to drive a truly personalized guest experience by marrying guest data with personalized website interactions. To illustrate, when it learns that a particular guest has a shellfish allergy, any menus the guest accesses via its website will automatically remove menu options that contain shellfish.  Another one of our other panelists will share how his brand wanted to ensure that every interaction between the guest and the brand -- regardless if it came via an email, text message, social media, or phone call to a staff member – is recorded within the reservation so that any staff member can instantly know exactly what the guest has gone through and what they may need.

Make your plans now to attend the Hotel Technology Forum from Nov. 15-17th in Palm Beach Gardens, Fla.  Register here and check out our agenda to see some of our other amazing speakers from companies such as: IHG Hotels & Resorts, Mandarin Oriental Hotel Group, Sonesta International Hotels, Fire & Vine Hospitality,  Pyramid Global Hospitality, and more!  

Meet Our Panelists:

Claudia Infante teaser

Claudia Infante, Chief Data Officer, Margaritaville Enterprises

Claudia is a consummate hospitality professional with a career that spans 25 years. Her field experience ranges from technology, reservations, e-distribution, revenue management, operations, digital marketing, and data management. Her executive management and branding experience comes from a 10-year role with Hard Rock International where she opened and oversaw revenue and data strategy for 26 hotels around the world. In her more than four years as Sr. Vice President of Revenue Strategy for Margaritaville, Claudia and her team have focused on future proofing the brand on all-things revenue, data, technology, and loyalty. Claudia has extensive experience in the creation, deployment and optimization of initiatives that enhance the revenue capture and data processing power of the organization with staggering results. Claudia speaks regularly about data management and innovation in annual conferences. In her free time, she travels, dances, knits, and draws on walls with a sharpie!

Ed Skapinok, Chief Commercial Officer, Appellation Hotels

Ed Skapinok, Chief Commercial Officer, Appellation

A hospitality veteran since 1988, Ed Skapinok is recognized for his accomplishments leading the commercial disciplines at some of the industry’s most notable ownership groups, global hotel brands, and third-party management companies. In his current role, Ed is responsible for all branding, communications, revenue generation, and yield management efforts at Appellation, an innovative new brand of culinary-first luxury hotels in iconic destinations.

With a long track record of building and developing winning commercial teams, he is credited with innovations in deploying new technologies, pricing and revenue management, e-commerce, database marketing, and corporate communications. A recognized thought leader, Ed has been a featured speaker at numerous industry conferences and his comments are regularly featured in various business and consumer journals, articles, and podcasts.

Ed holds an MBA Degree in Strategy and Technology Management and a BS Degree in Marketing.  In 2016 Ed was named one of the Top 25 Extraordinary Minds in Hospitality Sales, Marketing & Revenue Optimization.

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jesse depinto

Jesse DePinto, Co-Founder & CEO, Frontdesk, Inc.

Jesse DePinto is the Co-Founder and CEO of Frontdesk, Inc., an Inc. 5000 fastest-growing travel company operating short-term rental hospitality suites across 30+ U.S. markets. With over 200 team members and 300k guests served, Jesse spearheaded Frontdesk's success by leveraging cutting-edge, in-house property management technology, raising venture financing, and leading the company through it's first company acqusition. Prior to Frontdesk, he held product roles in aerospace, real estate, and hospitality tech, infusing data-driven decision-making and UX design into product development. A proud husband, father, and an AI enthusiast, Jesse is a thought leader who understands the power of data in shaping the customer experience, from both technical and executive perspectives.

Steven Heselius

Steven Heselius, Co-Founder & Principal Consultant, TAPS

Steven is a 30-year hospitality industry veteran: as an operator, as an executive and as a consultant with a focus on technology solutions, operation efficiency, organization strategy and large project management. He has held key positions with global brands focusing on hotels and casinos, with technology service providers leading technology operations and professional services and with a land and hospitality development group as it grew from a startup real estate company to a developer of high-end residential club and resort communities. In these roles he managed, developed and implemented standards for Hospitality Technology, Enterprise Technology, Data Governance Processes, Security and Regulatory Compliance, Telecommunications Operations and related Service Support Services. He has contributed to more than 40 domestic and international startup ventures. He has engaged in the start-up, expansion or reorganization of multiple business ranging from technology service providers, real estate and land development to hotel and resort design, development, and operations.  He has spent several years in the international market supporting companies and entrepreneurs in South America, the Caribbean, Balkans, Middle East and Asia.

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