We’ve witnessed success from hoteliers and hospitality professionals alike who prioritize a data-driven culture. From numerous conversations we bring you four tips from industry leaders who have grown their business by prioritizing the data they collect.
NB: This is an article from Revinate
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Because every hotelier wants to build a “dream team.” A highly functioning, unstoppable staff, unmatched in driving revenue and facilitating memorable guest experiences.
The answer to this hotelier’s dream is all in your data.
Data isn’t simply numbers on a spreadsheet. It represents your guests — their preferences, interests, motivations, and more. The key is being able to decipher your data to find the human stories behind it. And yes, you need the right tools — but you also need to get your hotel team comfortable with using data to learn about your guests and make informed decisions.
By fostering a data-driven culture, you not only improve your hotel functions and connect more effectively with guests, but you can significantly improve your direct revenue streams as well.
How to tell if you have a data-driven culture
As a portfolio manager, you may be wondering, “Don’t we already have a data-driven culture?” Let’s break it down. It’s not just about amassing numbers and information. A true data-driven culture weaves together data collection, reporting, management, and most importantly, your team. Your team is integral as they act on and grow from your guest data – transforming it into purposeful insights that drive your portfolio forward.
Here are a few signs that signal the need to prioritize your data:
Data Silos
If your data is fragmented and perpetually unorganized, this only creates a headache for your team. For many organizations, data silos are deterrents when it comes to developing a data-driven culture. With a daily deluge of data at your fingertips, operations can fracture – leaving departments more and more disconnected amid a sea of tech tools and disjointed processes.
Not only that, but data silos are a drain on employee engagement and productivity. Especially considering the fact that staff members lose a staggering 12 hours a week simply chasing data. Because of this 80% of organizations are now making data silo reduction a top priority.
Lack of personalization
Ever had a campaign or a series of campaigns fall flat? Ever had an outbound booking call fail to convert because the “spark” with the guest just wasn’t there? The common element missing from both of those interactions is personalization. And that too, can be traced back to the absence of a data-driven culture.
Because in reality, teams can’t personalize if they can’t make sense of the data.
So what’s your source of truth for clear data? If you’re operating with a hospitality-centric CDP, your teams don’t have to make sense of scattered or search for what’s accurate. Because without a source of truth, how can you personalize campaigns, outbound booking calls, or on-property text messages?
Breaking down those frustrating silos empowers every team member to make informed decisions that help to grow your entire business.
To start reaping the benefits a data-driven culture brings and consider these four tips to help you establish one at your organization.
Tip 1: Prioritize property-level data collection
No two properties are identical, and neither are their guests. Fostering a data-driven culture across your portfolio starts with empowering each property to tailor their data collection methods. With this individualized approach, you’re not just collecting data, you’re gathering insights that can transform your guest communication.
Consider these examples:
