Great Wolf Lodge (GWL) is using artificial intelligence software to better understand its guests’ experiences at its adventure-themed lodges. The effort is a part of a sweeping digital strategy that incorporates cloud and SaaS technologies, as well as new property management and CRM systems.
“We want to better engage with guests at all points,” CIO Edward Malinowksi, who joined the company from Shangri-La Hotels and Resorts in 2017, tells CIO.com. Technology is also a critical element in assisting GWL employees, also known as “pack members,” to make that happen.