It’s a phenomenon that’s gaining momentum in the hospitality industry. The Data Divide refers to the gap between hotels that have access to predictive data, and those that don’t. In today’s dynamic always-connected consumer landscape, historic data alone just doesn’t cut it anymore.
Heads of ecommerce and revenue management at hotel brands, management companies and independents are looking for more. And they have found it with predictive data because it gives insight to the future. It’s something they can act on, and use to influence consumers and grow their business.
The Data Divide and Competitive Edge
So how does the Data Divide affect hotels? Predictive analytics give hoteliers what they need to make decisions today that will impact business tomorrow. It shines a bright light on the future of travel marketing and revenue management by doing for hotels what traditional data providers have not been able to do:
- Explain the travel consumer and their shopping behavior
- Identify new unbooked consumer opportunity
- Personalize marketing and revenue management decisions based on active consumer geography and profiles
This type of data, like nSight provides, gives hoteliers a competitive advantage over the competition. By aggregating 85 million looks and books daily across more than 5,000 travel website, we help hoteliers see the active travel consumer — before they make a hotel purchase decision. Hoteliers have access to intelligence that enables better targeting and rate decisions than by competitors.
Bridging the Gap: The “Future” Value of Predictive Data
Hotels are bombarded by data from industry reports, benchmarking metrics and internal systems like their PMS and RMS. Many vendors offer hotels a view of what they call “future data.” In reality, that data is for business on the hotel’s books for future dates. It’s already been booked, so it is essentially historic data for future dates.