lego character looking in panic reflecting how a hotel general manager can feel if they rely too much on gut feeling

When the hotel industry took the first steps in revenue management, data became critical in calibrating rates and making better decisions.

NB: This is an article from Demand Calendar

Revenue managers trusted data instead of experience and gut feeling. However, the traditional general manager was difficult to convince that data made a significant difference in the quality of decision-making.

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Working from the ground up during a long career had given the general manager a solid base of experience, and in combination with a gut feeling, there was no need for data.

Fast forward to today, general managers appreciate that revenue managers collect, compile, analyze, and provide information based on data. It gives the general manager a better understanding of what happened (monthly reporting) and what the future might look like (forecasting). However, many general managers still find it challenging to convince others that even they should use and trust data to improve decision-making. The main reason is that advanced data and analysis are not part of a general manager’s DNA. However, this creates various problems when the general manager does not provide the necessary resources (people, systems, and tools) to maximize data-driven decision-making to grow revenue and maximize profits. Here is an extensive list of benefits a hotel would get if the management team started to take data seriously.

I never needed any data before

As a hotel general manager, you might wonder why it’s essential to have access to and effectively use all this data. While it might seem like much work, leveraging data-driven decision-making can significantly impact your hotel’s revenue and profitability. Here’s how.

  1. Improved Pricing Strategies: With accurate data on customer booking patterns, market trends, and competitor pricing, you can optimize room rates, adjust pricing strategies in response to demand fluctuations, and capitalize on opportunities for higher revenue.
  2. Enhanced Customer Segmentation: By analyzing customer demographics, preferences, and behaviors, you can create targeted marketing campaigns to attract the most valuable segments, increasing bookings and revenue per guest.
  3. Better Inventory Management: Data-driven insights help you manage room inventory more effectively, ensuring optimal occupancy levels and maximizing revenue from each room type.
  4. Informed Decision-Making: Access to comprehensive data enables you to make strategic decisions based on facts rather than intuition, resulting in more efficient resource allocation and improved operational efficiency.
  5. Increased Customer Satisfaction: By understanding guest needs and preferences, you can tailor your services and offerings to create memorable experiences, leading to higher customer loyalty, repeat business, and positive word-of-mouth.
  6. Streamlined Sales and Marketing Efforts: Data-driven insights allow you to identify the most effective sales and marketing channels, focusing your resources on the activities that yield the highest returns.
  7. Reduced Costs: By identifying inefficiencies and areas for improvement, data analysis can help you reduce operational costs and increase overall profitability.
  8. Competitive Advantage: A data-driven approach equips you with valuable insights to stay ahead of your competitors, adapt to changing market conditions, and quickly seize new opportunities.
  9. Forecasting and Budgeting: Accurate data helps you make more accurate forecasts and budgets, ensuring you allocate resources effectively and set realistic targets.
  10. Continuous Improvement: Regularly monitoring and analyzing data allows you to measure the success of your strategies, learn from past performance, and continually refine your approach to maximize revenue and profitability.

Read rest of the article at Demand Calendar