Most hotel brands realize that they must strive to close the gap between brand personality and guest experiences to maximize their brand equity and compete. Real-time brand measurement based on guest experiences has become the norm in an accelerated asset-light hotel industry where highly diversified portfolio and new brand acquisitions are calling the shots.

Travelsify, an artificial intelligence-powered technology that collects and generates information about hotels (as well as restaurants and vacation rentals), has been on a mission to evaluate true guest experiences and help hotels create the right products and services, as well as the right marketing messages, based on what guests are looking for. Travelsify’s database offers what it calls “Hotel DNA” data for more than 500,000 hotels to get a comprehensive, yet nuanced view of specific properties to help brands better understand why guests book with them. The company expects its worldwide database to be especially powerful when it comes to how hotel groups manage the performance and growth of their brand portfolios.

Travelsify has recently begun to go beyond specific properties to look more deeply into larger hotel groups and the many brands within their often-massive portfolios. Bruno Chauvat, chief executive officer and co-founder of Travelsify, spoke with Greg Oates, editor-at-large, SkiftX, at Skift Global Forum 2018 about the company’s launch of “Hotel Brand DNA,” which allows hotel groups to compare one hotel brand against another hotel brand, or look at hotel brand consistency by pinpointing brand advocates as well as brand detractors amongst hotels.

Travelsify wants to “reverse engineer” the hospitality industry through the hotel DNA descriptors it gathers –– similar to what Netflix is doing for TV and movie content –– to help hotels tell unique brand stories. The goal is to provide consistency of the hotel experience with the defined brand personality, not uniformity of the hotel product –– and perhaps most importantly, give the brand a clear point of view to attract consumers as well as hotel owners and investors.

Toward the end of the discussion, Chauvat announced that Travelsify recently closed a €5 million fundraising round led by AccorHotels. He said, “We see this as a signal that what we’ve been doing for a couple of years now –– building our AI analytics platform –– is of paramount interest in the industry.”