When PMS, channel manager, and POS disagree on availability or rates, guests see wrong prices and staff burn time on overrides—direct booking suffers even if marketing spend rises.
A coherent guest profile spanning stays, preferences, and incidents enables segmentation and on-property personalization without stitching five spreadsheets.
Night audit, finance handoffs, and group blocks need clear ownership in the system of record so AI concierges and campaigns reference the same truth.