Travel / Hospitality

How big data and analytics are changing hotels and the hospitality industry

29th Jan `16, 03:40 PM in Travel / Hospitality

Analytics has applications in all of these areas and although the hotel and hospitality sector has lagged behind…

BDMS
Guest Contributor
 

Analytics has applications in all of these areas and although the hotel and hospitality sector has lagged behind others such as retail and manufacturing in adopting an analytics-first philosophy, that could be starting to change.

One pioneering example included US economy hotel chain Red Roof Inn who, during the record-setting winter of 2013/2014, realized the huge value of having a number of hotels close to major airports at a time when flight cancellation rate was around 3%. This meant around 90,000 passengers were being left stranded every day. The chain’s marketing and analytics team worked together to identify openly available public datasets on weather conditions and flight cancellations. Knowing that most of their customers would use web search on mobile devices to search for nearby accommodation, a targeted marketing campaign was launched, aimed at mobile device users in the geographical areas most likely to be affected. This led to a 10% increase in business in areas where the strategy was deployed.

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