The incorporation of big data and advanced analytics will enable the hospitality industry to unlock new capabilities and enhance the guest experience.

FREMONT, CA: The hospitality sector relies on its ability to cater to the needs and comforts of the consumers. Of the millions of guests serviced by the hospitality industry, every one of them has unique expectations. The challenge lies in meeting the innumerable expectations and converting them into return customers. The incorporation of big data and advanced analytics will take the hospitality industry a long way in providing robust service to their customers.

The guests will have unique tastes and behaviors. Some customers do not pay much attention to the service offered and only seek shelter, and there are those willing to spend thousands of dollars for personalized services, including dining, entertainment, social activity, and so on.

The hospitality industry is a customer-oriented sector, but at the end of the day, it relies on business. Hence, identifying high-value guests is crucial. Data analytics will enable hospitality organizations to determine the overall lifetime value of the customers. The insights will allow the marketing team to target the customers.

Data analytics will enable hotels to consider every factor when setting a price for the rooms, including demand hikes throughout the year, weather conditions, local events, and occupancy. Consumers often leverage their mobile devices to search for accommodations. Data analytics will enable hotels to design targeted marketing campaigns.

Hospitality organizations can utilize the capabilities of data analytics to evaluate customer feedback and transactional data to personalize the room services according to the unique inclinations of the expected guests. By equipping the frontline hotel staff with robust data analytics, the hotels can cater quickly and seamlessly to the needs of the customers. The data can be used to send and receive real-time updates on which rooms are unoccupied and ready to be serviced.

The marketing division has the most to gain from big data and advanced analytics, as they can be leveraged to launch personalized marketing campaigns and targeted social media ads. The customer information, including feedback, transactions, demographics, and so on, can be gathered and analyzed.

Big data and advanced analytics is a nascent technology in the hospitality industry. However, as digital technology proliferates within the sector, the data increases exponentially. Data analytics will not only enable organizations to gather and store the information but also extract valuable insights. Further innovation in the sector will allow the industry to pave new paths toward increasing customer engagement capabilities.