Mindful AI Integration: Cendyn President Discusses AI-Enabled CRM Approaches
The hospitality industry is steadily incorporating artificial intelligence to improve operations and guest experiences. Cendyn, a provider of integrated hospitality solutions, has recently enhanced its business intelligence offerings by introducing AI-enabled analytics. This advancement aims to equip hotel sales and marketing teams with actionable insights.
Cendyn President Michael Bennett emphasized the importance of balancing bold AI adoption with thoughtful application. He highlighted that hospitality remains fundamentally about human connection, so AI tools must support, not replace, that element.
Building a Unified Platform
Cendyn operates as a 30-year-old company that has grown by integrating over a dozen platforms, including two CRMs. This growth presents a challenge of consolidating these systems into a seamless experience. Bennett shared that by next year, Cendyn plans to deliver a fully integrated platform connecting every stage from initial interest to booking and execution.
Key developments include the acquisition of Knowland, a meeting and event intelligence platform, and a partnership with Loyalty Juggernaut. The latter provides an advanced enterprise loyalty system that goes beyond traditional points rewards, enabling midsize luxury brands to better engage with guests and third-party vendors.
Enhancing Group Bookings and Loyalty
The integration of Knowland’s event data with Cendyn’s Sales CRM, Proposals, and Grouprev platforms creates a unified solution to boost group bookings in the meetings, incentives, conferences, and events (MICE) segment. This streamlines processes and improves targeting for group sales teams.
Regarding loyalty programs, Bennett noted the need for functionality that supports evolving customer expectations. Partnering with Loyalty Juggernaut allows Cendyn’s clients to offer more comprehensive loyalty experiences without building the system from scratch.
Approach to AI Implementation
Bennett described a careful approach to AI deployment. While Cendyn is aggressive in its vision for AI-enabled CRM analytics across products, it remains cautious to ensure data is meaningful and truly beneficial to both the company and its clients.
To guide their strategy, Bennett connects with industry peers to learn how AI is affecting daily operations and whether it adds real value. This feedback reveals diverse attitudes toward AI, even among Cendyn’s advisory board members from private equity firms like Haveli Investments and Accel-KKR.
Balancing AI and Human Connection
Hospitality is fundamentally a people-focused business. AI can enhance guest information processing, but it must support the guest experience without diminishing personal interaction. This consideration is especially critical for clients with a strong food and beverage focus.
Data Privacy Considerations
Bennett also addressed the legal complexities of collecting personal data for AI-driven personalization. Compliance with regulations such as the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) is essential to avoid conflicts.
He acknowledged that AI’s presence will only grow—Microsoft projects that by 2030, over 90% of their code will be AI-generated. Still, caution remains necessary to protect guest privacy and maintain trust.
Final Thoughts
- Successful AI use in hospitality requires balancing innovation with thoughtful, guest-focused application.
- Integrating multiple platforms into a unified CRM can streamline sales and marketing efforts, especially in group bookings and loyalty.
- Legal compliance around data privacy is critical as AI systems collect and analyze guest information.
- Industry collaboration helps identify practical AI benefits and potential pitfalls.
For hospitality professionals interested in AI and CRM applications, exploring targeted AI training can provide valuable skills. Consider checking out Complete AI Training’s latest courses tailored to practical business uses.
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