In Brief: Duane Overgaard asserts that fragmented hotel technology infrastructures are hindering the industry’s ability to deliver true guest personalization, as siloed systems prevent seamless data sharing and coordinated service delivery across departments.
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The Technology Bottleneck Standing in the Way of Guest Personalization – Image Credit DerbySoft
Around 70% of travelers expect a personalized stay. Only 23% say they get one, and the reason sits between siloed systems.
A guest books a room and mentions they would like a quiet floor. Somewhere in that hotel’s systems, that detail exists. Whether anyone can reach it in time to act on it is a different question, and increasingly it is the question that separates properties that feel personal from properties that feel processed.
The scale of the problem by the numbers
A survey covering North America, Europe and Asia, found that 49% of hoteliers struggle to access the data they need for revenue and operational decisions. Forty percent pointed to disconnected systems as the main obstacle. Read that again, because it is not a personalization statistic. It is a decision-making statistic.
Half the industry cannot get clean access to information it already owns. Personalization is simply the place where guests notice.
The same research found that 19.4% of respondents named personalization among the areas most affected by data accuracy, 16.6% had trouble identifying personalization opportunities, and 18.8% reported lag between knowing something and delivering on it. Nearly half, 46%, named CRM and loyalty systems as the top priority for data quality work.
What I find useful about those numbers is that none of them describe a shortage of data. They describe data that cannot move.
This is a business performance issue before it is a guest experience one.
Personalization tends to get discussed as a hospitality gesture. The welcome note, the right pillow, the recognized returning guest. Those matter, but framing it that way undersells what is at stake. The same disconnected systems that stop a preference from reaching the front desk also stop a revenue team from seeing pace clearly, stop a loyalty program from knowing what a guest is actually worth, and stop a property from spotting demand shifts while they are still actionable.
Incomplete guest profiles have a way of surfacing at the worst moment. Offering a discount to someone who already booked at full rate. Sending a confirmation in the wrong language. Each one is small on its own, and each one is a system that has the answer and no way to pass it along.
Where I would place the emphasis is further upstream than most of this discussion goes.
Guest data does not originate at the front desk. It originates at the point of booking, and much of what makes a stay feel considered is already determined before arrival. The room type she saw. The attributes that appeared in the listing. The rate and package that matched what she was actually shopping for. If that layer is rich and accurate, everything downstream has something real to work with. If it is thin, no on-property system can invent detail that was never captured.
Distribution is where the guest record either starts complete or starts compromised. I have spent my career in that layer, and I would argue it deserves more attention in the personalization conversation than it currently gets.
AI is going to make this problem harder to ignore.
Almost every hotel technology roadmap I see right now has AI on it. The interest is well placed. But AI is only as good as the data underneath it, and a model trained on fragmented, duplicated, half-complete guest records will produce fragmented, duplicated, half-complete conclusions with a great deal more confidence.
The hotels that clean up and connect their data now are not just fixing today’s personalization gap, they are building the foundation that determines whether AI delivers anything for them in two years. That work is unglamorous but it is the highest-leverage thing most properties could do this year.
This is the layer DerbySoft works in. We connect hotels to hundreds of demand channels and keep content, rates, availability and payment data moving cleanly between systems that were built independently. Our Property Connector work exists to make sure detailed property and room information travels intact to wherever a guest is shopping, and our AI tools for extracting, reviewing and completing property content exist because at scale, no team can maintain that accuracy by hand.
Payment follows the same logic. When card data, confirmations and reconciliation move together, checkout gets simpler for the guest and month-end gets simpler for the finance team. Both are personalization in the practical sense. Guests notice the absence of friction more than they notice their name in an email.
A useful exercise for the year ahead.
Before the next platform decision, trace one guest preference end to end. Where it is captured, how many systems it crosses, who could act on it and when. I would guess most teams find the capability is already in the building. What it needs is a clearer path.
Guests have made their side of this easy. They are telling hotels more about themselves, more willingly, than at any point I can remember. The opportunity is making sure that information arrives somewhere it can be used, by a person or by a system, while it still matters.
The question worth asking: which disconnected system in your stack is costing you the most, and what would it take to connect it rather than replace it?
About the Author
Duane Overgaard is the Divisional CEO, Hospitality, of DerbySoft. With over 30 years of experience in the hospitality industry, he has a diverse skill set that includes account management, business development, and contract negotiation. Duane has held various leadership positions at renowned companies such as Sabre Corporation, Wyndham International, and Hilton Hotels & Resorts, where he has demonstrated expertise in hotel management and marketing strategy. He is known for his strong team-building and competitive analysis skills. Duane is currently based in the Dallas area of the United States.
