This past year, Hospitality Financial and Technology Professionals (HFTP) and Hospitality Sales & Marketing Association International (HSMAI) organized two gatherings of hospitality technology and marketing executives for an open discussion on the roles each group occupies within their organizations and how their responsibilities intersect. Resulting from these meetings is the just-released report: “Bringing Together Hospitality CMOs and CTOs: Takeaways From European and North American ThinkTanks on the Strategic Integration of Marketing and Technology.”
Now available, the document includes commentary on industry challenges, specific challenges for CMOs and CTOs, how participants characterize the relationship between the two departments, and how they can work together. Some key takeaways:
- Hotel CMOs and CTOs in Europe identify personalization as the top challenge facing the hospitality industry, while their North American counterparts say it is data analytics.
- According to European CMOs, consumer behavior is their biggest challenge; North American CMOs say talent acquisition and brand relevance.
- While European CTOs identify integration as their top challenge, North American CTOs say it is prioritization.