Pacific Alpine Resorts: Data-Enabled Guest Experiences

Brandon Blarke, Guest Services Manager at Pacific Alpine Resorts (PAR) in the Canadian Rockies, confronts a service failure when a returning guest requests to recreate a guided hiking excursion from five years earlier, but no detailed records exist beyond a generic charge. PAR, which is renowned for its historic luxury properties and highly personalized service, meticulously tracks guest preferences for rooms, dining, and amenities, yet applies far less rigour to its outdoor excursions, which include guided hikes, wildlife safaris, and stargazing. Recognizing the missed opportunity to align the Resort Activities department with PAR’s personalization strategy, Blarke begins defining comprehensive data requirements for tracking guests, trips, activity bookings, locations, leaders and their certifications, equipment rentals, food orders, and post-activity reviews. His goal is to design a centralized database that can capture, organize, and leverage this information to enhance service quality, preserve memorable guest experiences, and reinforce PAR’s brand promise.