How a Global Hotel Chain Unified Guest Data Across PMS, CRM and Loyalty Platforms

The Problem

Every department had a different view of the same guest. It was hurting our personalization and loyalty strategy.”
— VP, Digital Experience, Global Hotel Chain

A global hotel and resort chain operating across 40-plus countries was facing a hidden problem-inconsistent guest records across core systems.

• The PMS had one version of guest data

This fragmented view resulted in personalization gaps, inefficient targeting, and broken service delivery.

• CRM reflected a different loyalty tier and contact details
• The mobile app lacked key preferences like birthday and language
• Finance flagged multiple duplicate guest profiles with overlapping stay history

The Challenge

To fix this, the business needed to:

• Eliminate duplicate and inconsistent guest profiles
• Standardize guest master data across PMS, CRM, loyalty, booking engines, and reporting tools
• Create a single source of truth for guest data
• Enable AI-based personalization across all guest touchpoints
• Reduce errors in loyalty recognition and campaign performance

What We Did?

Infarsight orchestrated an enterprise-grade Master Data Management initiative using Microsoft ecosystem tools-without introducing a separate platform.

1. Identity Resolution and Cleansing

We used Microsoft Purview and Azure Data Factory to identify, de-duplicate, and standardize guest profiles across PMS, CRM, and loyalty platforms.

2. Central Golden Record

We consolidated master records in Azure Data Lake and Dataverse, using survivorship rules and business logic defined with client teams.

3. Bi-directional Sync

Azure Functions powered real-time sync between systems, so changes in loyalty or CRM reflected across the stack instantly.

4. Integration with Analytics and Campaign Engines

We connected the unified profiles to reporting dashboards and marketing automation tools—enabling personalized offers, room preferences, and better segmentation.

Results Delivered

Voice from the Ground

“Our teams no longer argue over which system has the right guest info. The data speaks the same language everywhere—from front desk to CRM.”
— Director, Global Guest Experience

Why It Matters

Personalization and loyalty depend on trustable guest data.
By bringing together the Microsoft ecosystem and domain expertise, Infarsight enabled a consistent, clean, and connected guest profile—without adding yet another tool to the stack.