Hospitality Data Analytics


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The power of Data Analytics for Hotels


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Hospitality Data Analytics : FAQ

A huge amount of data flows through every hotel. By collecting and analyzing this data, a range of insights can be generated. Sometimes, data can have a value beyond the original reason for which it was collected. Hospitality data analytics software is used to analyze a variety of different data sources to bring out the most useful insights for hotel managers.

For example, the data of a single guest could perhaps help your business in the future as you may record their preferences: favorite room type, usual early arrival, and services they tend to book. You can create a special personalized offer for the guest and boost their satisfaction while increasing upselling opportunities. 

What is more, this data may also be added to a wider-reaching data pool that presents you with a projection of the hotel’s busiest times. Some of these may be due to situations you are unaware of such as a local event or conference in the area. This will enable you to prepare for busy times by stocking up supplies and ensuring you have extra staff on hand, and also market special offers for those dates you can predict the hotel will have more vacancies. 

It is not simply about the guests and bookings though. Analysis of maintenance issues could highlight repeated problems that need looking into. For instance, if the light bulb in room 27 has been replaced three times in the last week, it is likely there is an underlying electrical fault that needs repairing. In a large hotel, these small issues can often be overlooked, but with good hospitality data analytics, such insights can be automatically brought to your attention.

By analyzing hotel data, managers can benefit in many ways. It will help them to accurately target marketing campaigns and give feedback on the effectiveness of advertising initiatives. Data analysis can also be used to compare your hotel rates with those at other establishments, to ensure you remain competitive, yet not under-priced. Customer data can be gathered to discover how well you are serving your guests, which services are requested and used most often, and what makes your guests happy. For instance, you may find that your gym is never more than 50% full, but reception often gets asked if you have a sauna. With this information you know that a plan to convert some of the gym space into a sauna would likely be beneficial.

There are many reasons why hotel managers fail to engage with data analytics. It can be due to a perceived lack of necessary technical skills or a lack of time. Initial training in the use of the hospitality data analysis software is important to empower staff with confidence to make the most of it and get value for the time invested in this activity.

It is important to choose a good hotel data analytics system from the start. Ensure it integrates with all your other systems. By putting forward some real-world examples to your team, and highlighting the advantages for the future, you can ensure that everyone is on board and will more readily invest the time it takes to become familiar with the system. 

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