Picture this: You enter a hotel, and everything, right down to the room temperature and your choice of snacks, feels like it's handpicked for you. On another day, you find that the room prices have tweaked themselves because there's a big concert in town. Magic? Nope. It’s all about hotel data analytics.
Read our expert guide on RevPAR: Find out what it is, and learn how to calculate and optimise it at your hotel.
As first-party data becomes critical to the hotelier’s toolkit, Sojern and Benchmark Research Partners surveyed hotel marketers around the world to discover how they are prioritizing first-party data strategies.
Data is the architect of astute business decisions and the key to unfurling market strategies. High-quality data provides insights into the new reality faced by many businesses, such as understanding emerging trends, and quickly understanding changes in consumer behaviour. Some hotels have questioned the use of data in this current climate and are faced with a million-dollar question: is historical data obsolete?
Between data infrastructure, visualization tools, reporting cadence, and more, reporting and analytics is an expansive subject with a wide range of variables to consider. For hotel companies looking to explore analytics, it can be tough to know where to start. We call the work required to find the best solution to meet a data request ”designing the need.”
Kurien Jacobs, CRO, Highgate Hotels has revealed their leading hotel’s secrets in accurately interpreting data. So how can you as a travel brand drive growth through? And what does it mean to accurately interpret data?