How Big Data and Analytics are Changing Hotels and the Hospitality Industry
Customer satisfaction and happiness is at the core of the hotel and hospitality industry. While these are important in any industry, it is paramount in this particular one. Customers in this industry are becoming increasingly discerning and have much higher expectations than ever before. You’re your own personal experience, I’m sure you agree. I know that I read through tons of reviews, look at photos uploaded by previous guests, rather than what the hotel management has uploaded, and then make my choice of hotel.
Customers who are not satisfied are often pretty vocal about their experiences too – there are umpteen sites where they can vent their frustrations, apart from the particular hotel’s website: third party review sites like TripAdvisor, TripExpert, HotelChamp, hotel booking sites like booking.com, hotels.com, Agoda, and many more.
Analytics is used in a huge way for marketing in any industry, and the hospitality industry is no different. Marketers aim to launch targeted and personalized campaigns, be it through emails or social media, says Marr. This means that whatever data is available about visitors has to be considered, along with their feedback, transactions, and more. This will give the management valuable insights as to what incentive – heavy discounts, cashback, a free meal, free tickets to an entertainment event etc. – will be more successful in coaxing a high lifetime value customer to book again.