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Has anyone in this room ever faced a situation like this? So, what are your thoughts? Just imagine if it were happening to you. But here's the question – how do we ensure we don't end up in situations like these? Let's come together to find the answers. But before we dive into that, allow me to introduce myself. I'm Pathumporn Tangsirisarn. I'm part of the Reservation and Distribution System department, also known as the RDS Team. Today, I'm here to explain why guest data and accurate reservation information are absolutely critical for hotels. But first things first, does anyone here know what the RDS team does? - Opera server downtime call RDS – NO.. or Hi RDS team – Guest is an ONYX reward member who could not to log in; could you please help? No.. please contact khun Pierre’s team CRM & ONYX Rewards. Well, when a new property is about to take off, the RDS team springs into action. We prepare, build, and collaborate with the Reservation, E-Dis., and Revenue teams to ensure a smooth launch. If you need help with system and service standards like the Central Reservation System, Opera, Opera Cloud, or HMS, or you require assistance with distribution, support, implementation, or training, we've got your back. Our team of experts manages, monitors, and audits to guarantee the accuracy of your data. That's a quick overview of what we do. Now let's get back to the "Garbage in, Garbage out" story. I'm sure everyone here understands the value of data, especially guest data. It's your most valuable asset, but not all of the data you collect is reliable or useful. Inaccurate bookings or incorrect guest data can quickly turn your goldmine of information into garbage. Picture this: a front office or reservation staff member collects guest data, but they input it incorrectly into the Property Management System – gender, nationality, market code, or booking source. But why is this such a big deal? Accurate data leads to better decision-making. It helps marketing teams refine their targeting, assists with pricing and offers, and ultimately leads to more bookings. Data also enhances the guest experience by understanding their needs. So, how do we ensure that our data is anything but garbage? It all starts with empowering your team members, make them understand the importance of data, and appreciate their contributions. Solving this is not easy, but if we start with clean and complete data from the get-go and consistently work on data quality, we can build trust in our data. In closing, RDS team is here to support you with your data needs. Let's work together to ensure that our data is clean and reliable, and we can make better decisions for our businesses.