By infusing analytics through every phase of the guest journey, hotel managers can help shore up the complicated balance between the guest experience and revenue and profit responsibilities – delivering memorable and personalized guest experiences, while maximizing revenue and profits.
To accomplish this, hotels need to be able to collect, store and analyze the volumes of data generated by their guest interactions, their operations and the broader market. As the volume and complexity of data increases, wrapping your head around what is available and how it can be useful is becoming challenging.
“Big Data” is a challenge for organizations not just because the volume of data has increased, but also because the variety has increased – it’s gone beyond traditional transactional data into unstructured formats like text, video, email, call logs, images, click-stream. It is coming at us fast. Data like tweets or location is stale nearly the minute it is created.
The reason why big data is a “big deal” is because the volume and complexity of the data puts pressure on traditional technology infrastructures, which are set up to handle primarily structured data (and not that much of it).