In today’s travel and hospitality landscape, excellence with every interaction is what wins loyalty. McKinsey & Company reports that loyalty is declining—but guests will stay when they’re greeted with truly personal, relevant experiences at every moment. The foundation of this transformation? A complete, accurate, real-time view of every traveler or guest.
Enter Amazon Connect Customer Profiles for Travel & Hospitality—a purpose-designed capability within Amazon Connect that empowers organizations to unify fragmented customer data, activate insights across digital and voice channels, and orchestrate AI-driven interactions—all in real time.
The Challenge: Disconnected Systems That Undermine Personalization
Travel and hospitality organizations collect large volumes of guest data—from online bookings, loyalty platforms, and brand websites to property management systems (PMS), contact centers, email campaigns, and guest apps. Unfortunately, silos abound:
- Booking systems hold reservation data, room preferences, and itinerary details.
- Property Management Systems (PMS) track check‑in history, stay patterns, and incidental charges.
- Loyalty Programs store tier status, accrued points, and redemption behavior.
- Contact Center logs contain voice, chat, and email transcripts.
- CRM or marketing systems manage personal email preferences and campaign engagement history.
Much of this data exists in different formats (structured/JSON/XML, relational tables, CSV), in both cloud and on-premises repositories. Without a unified profile that spans systems, organizations lack the context needed to automate personalization—like offering lounge upgrades, personal greetings, or predictive rebookings.
Building a single customer view traditionally requires custom ETL pipelines, multiple deduplication rules, expensive CDP subscriptions, and months of engineering effort—leaving many projects unfinished or outdated by the time they’re launched.
Introducing the AWS-Native Solution: Amazon Connect Customer Profiles
Amazon Connect Customer Profiles tackles these challenges head-on with a seamless, AWS-native approach:
- Predefined Travel & Hospitality Data Schemas
- Out-of-the-box support for common entities: Guest, Booking, LoyaltyAccount, Stay, ContactInteraction.
- Mappings can customize source-to-destination fields using intuitive data-format connectors (JSON, CSV, SQL)
- Automated Data Ingestion and Schema Mapping
- Configurable pipelines ingest from 75+ sources: PMS, global distribution systems (GDS), CDPs (like Salesforce, Adobe), email platforms, data lakes, and more.
- Supports both synchronous event ingestion (via Kinesis/SQS) and batch processes (via AWS Glue/Athena).
- Rules-Based Identity Resolution
- Sophisticated deduplication that merges duplicates using matching logic on name, phone, email, booking reference, loyalty ID, and other identifiers.
- Custom thresholds help resolve close duplicates and avoid false merges.
- Real-Time Identity Graph
- As soon as new data arrives — like a booking or messaging interaction — Amazon Connect enriches the customer profile (MERGE, ENRICH, APPEND).
- Built on AWS Aurora and DynamoDB, enabling sub-50 ms read-time performance, even at enterprise scale.
- Regulatory Compliance Built-In
- Encrypted at-rest (KMS) and in-flight (TLS).
- Available in 10 AWS Regions with GDPR, CCPA, HIPAA, and PCI compliance.
Enterprise-Grade Scale & Performance
Designed to power modern global travel brands, this solution tackles high-scale, low-latency use cases:
| Capability | Description |
| Data Volume | Easily ingests and merges terabytes of historical and ongoing data. |
| Query Latency | Consistent sub-50ms profile queries—even under concurrent customer interactions. |
| Regional Availability | Deployed globally, offering low-latency access for multi-region operations (e.g., EMEA, APAC). |
This ensures that live customer engagements—such as flight inquiries, loyalty upsell moments, or VIP service requests—have access to complete, accurate context in real-time.
Activate Intelligence Across Channels
With elastic APIs and connector frameworks, Customer Profiles open new dimensions for personalization:
A. Contact Center & Chatbots
- Cloud-based routing rules allow smarter agent transfers—e.g., high-tier loyalty members routed to seasoned agents.
- Chatbots and IVRs offer fast, data-informed support (e.g., “Your upcoming stay in Phuket starts tomorrow—can we help with a late check-out?”) by offloading tasks from agents and reducing handle times.
B. Marketing Campaigns & CDP Integration
- Seamless routing to marketing tools via REST APIs, allowing audiences segmented by recent activity, loyalty status, or travel intent.
- No-code segmentation within AWS console or via Generative AI assistants simplifies targeting (“Last 7 days Lodging in Bali; lifetime spend > $5K”).
C. Loyalty Upsell & Cross-Sell
- Push calculated attributes—like “Churn Risk” using ML models—or predicted top upsell opportunities (suite upgrade, add-on transport).
- Activate promotions only for those who fit the attr-scope: high-value customer in real-time.
D. Custom Applications & Ecosystem Extensions
- Adapters (via Lambda or AWS EventBridge) integrate Customer Profiles with mobile apps, concierge dashboards, airport kiosks, and other engagement tools.
- Solutions can independently evolve while relying on the same identity graph and unified schema.
Embedded Generative AI for Context & Insight
Integrating cutting-edge AI transforms profiles into predictive conversation engines:
- AI Assistants help analysts define segments and predictive behavioral attributes using natural language prompts.
- Example: “Tag guests with frequent last-minute bookings for VIP parking upsells.”
- LLM-Powered Customer Summaries synthesize key profile data in real time (“Jane Doe is flying in from LAX, Gold-tier loyalty, last interaction was in-flight assistance query…”).
- Next-Best-Action Predictions surface possible opportunities, such as targeted room upgrades, F&B discount offerings, and pre-arrival check-ins.
These AI capabilities aren’t pre-bundled; they’re native to Amazon Connect Customer Profiles and easily linked via UI-tools or Connect APIs—no extra vendor lock-in, no uncoordinated overlay tech.
New UI: Customer Profiles Explorer
A full-service interface within your Amazon Connect console:
- Unified Search across email, phone, booking, loyalty ID or guest reference, delivering instant results.
- Customizable Dashboarding for team needs—front desk, support, or revenue managers—highlighting what matters.
- Timeline Logs provide a unified view of interactions—booking, stay updates, loyalty points exchange, chat transcripts.
- AI-Powered Insights automatically surface patterns:
- +30% repeat visits in past 6 months → suggest loyalty incentives.
- Fragile loyalty signals (e.g., account churn risk or negative sentiment).
With multimedia timeline support (PDF receipts, conversation transcripts), agents and supervisors gain transparency without application-jumping.
How to Get Started
Getting live with Customer Profiles is fast and cost-effective:
- Define your profile schema using AWS console templates—choose fields for loyalty, bookings, contact events.
- Connect your sources: deploy ingestion pipelines via built-in connectors (e.g., PMS, CDP, stream, API).
- Configure identity resolution rules to align with organizational data policies.
- Enable activation channels: Connect chatbot/IVR, API access for marketing tools, or export connectors.
- Turn on AI-enabled features: enable customer summary insights and predictive attributes.
Pricing is purely usage-based—billed per profile read/write operations—empowering both boutique operations and global brands with predictable, economic costs.
The Payoff: Transformative ROI
Organizations deploying Amazon Connect Customer Profiles are already seeing results:
- Personalized experiences, like surprise room upgrades and proactive itinerary alerts, improving Net Promoter Scores by 10–15 points.
- Agent efficiency gains with 20–30% faster handle times and higher first-call resolution—thanks to unified context.
- Smarter marketing campaigns—CTR and conversion rates up by 25–35%, driven by real-time segmentation.
- Upsell revenue boosts via loyalty-targeted offers, yielding 5–10% increases in ancillary revenue.
Multilingual Support + Smart AI: The Data Sleek Advantage
When you purchase Amazon Connect through Data Sleek, you unlock more than just a powerful contact center solution — you gain custom enhancements that take your customer experience to the next level.
Seamless Multilingual Support: We can integrate live translation capabilities into the Amazon Connect setup, allowing your agents to communicate effortlessly with customers in multiple languages — all while using English on their side. This means no need for region-specific agent teams, saving costs while ensuring top-notch service across the globe.
Generative AI for Agent Efficiency: Our integration includes AI-driven reply suggestions, automated chat summaries, and smart follow-up recommendations — helping your agents respond faster, stay consistent, and reduce after-contact workload.
Why Data Sleek? When you choose Amazon Connect with us, you don’t just get technology — you get a tailored solution designed for global, efficient, and high-quality customer engagement.
Final Thoughts: Turn Data into Delight
In an era where travelers expect more than just accommodation, the travel and hospitality industry enters a new frontier—one where real-time, context-rich personalization drives brand loyalty. With Amazon Connect Customer Profiles, organizations can:
- Break down data silos
- Unify identity at scale
- Mobilize intelligent conversations
- Power engagement with AWS-native tools
All built on AWS’s scale, security, and extensibility.
