To Engage Guests, Hotels Turn to Data
Hospitality companies are under intense new pressure. Facing competition from the likes of Airbnb, they must adapt to new business and distribution models, embrace changing technologies and maximize both occupancy rates and revenue per room.
Just in time, they are discovering the key to improving guest services and driving success: data.
Fortunately, most hotel companies have access to vast stores of information. But few maximize the value of that data with analytics. Challenges include siloed data, poorly integrated cross-property systems and the rise of new security issues.
But these barriers can – and must – be overcome. By managing guest data and translating it into insights for faster, better informed decisions, organizations can survive in today’s competitive hospitality business.
Data-driven improvements include:
- Personalized guest engagement: Hotels can adapt to serve millennials who expect seamless digital connectivity, budget-conscious “staycationers” and other new types of guests.
- Improved revenue management: By creating precise benchmarks and measurements, hotel companies can improve the performance of their loyalty programs.
- Uncovering new opportunities: Astute hotel operators can deploy data-oriented systems to improve the on-property guest experience and also drive both pre- and post-visit opportunities.
- Identifying guest-transaction patterns: Understanding the current and historical buying behaviors of guests is the key to offering profitable rewards programs.
To better serve your customers, you must first understand them. To get started, read our white paper, “Engage Your Guests: Leverage Data and Analytics.” You’ll explore:
- The new rules of guest engagement
- How leading hotel companies use analytics to gain a 360-degree view of their customers — and how you can too
- The importance of taking a big-picture approach
- Crucial questions to ask when creating hospitality-oriented data analytics
- Why working with a partner can help engage your guests
Start engaging your hotel guests for improved business performance.