Big data analytics can lead to more innovation in the hospitality industry, while deepening relationships with the customers and is yet to be thoroughly utilized in this sector to establish a strong connection.
FREMONT, CA: As the long-term success of a restaurant relies on how deep their relationship with the customers is, hotels need to focus on the customer experience they deliver, and it is quite challenging. It is not a surprise that customers prefer hotels that treat them as their valuable assets. Technology helps a lot to develop a better understanding of the customers, respond to them more quickly, and deliver offerings to fit their needs better. Although different technologies are meant for different needs, it depends on how best one uses the technology to enhance the customer experience.
The customers’ preferences vary based on their needs. While one is willing to spend on a vacation and books accommodation in a hotel, the other, mostly business customers book economy rooms and spend little time. If the hotel meets the needs of the travelling businessman, there is a chance for him/her to potentially visit the hotel frequently, and therefore, have a higher lifetime value. Big data analytics plays a vital role in making this distinction. For this reason, the CIOs of the hospitality industry embrace big data analytics.
• As many customers use web search on mobile devices to search for nearby accommodation, a targeted marketing campaign can be launched that can lead to an increase in business where the strategy is deployed.
• The combination of transactional and customer data along with unstructured data such as reviews on rating sites and customer feedback gives meaningful insights enabling data-driven decisions to rearrange rooms and more.
• The hotel staff armed with dashboards on their smartphones can analyze what a customer might expect, like housekeeping staff receiving real-time updates on whether the guest in a particular room requires snacks or coffee at midnight.
• The overall aim of analytics is to launch a personalized marketing campaign in the form of email or targeted social media advertising. It involves analyzing information, including the customers that have visited the hotel, using their feedbacks, loyalty programs, transactional activities, and third-party demographic data.
• Despite the marketing, big data is used in hotel chains’ operations where unstructured and semi-structured datasets, such as weather reports and local events schedule, can be used to forecast demand.
Each customer leaves a massive amount of data from the moment they book to the moment they check out, and each of the data can be turned into actionable insights when appropriately utilized.