data analysis


NB: This article is based on extracts from a whitepaper report by ALICE

Whether it’s used for understanding guests habits, analyzing TripAdvisor reviews, or improving service times to shave precious minutes off each task, data is the new key to staying ahead.

Almost every industry is supported by software today and if a business doesn’t have a deep understanding of their operation, their customers, and their competitors, it will be hard to survive, let alone thrive.

In the hospitality industry, competition is as fierce as it has ever been thanks to the constant influx of supply as well as the ever-increasing optionality from the sharing economy.

The ability to collect, analyze, and react to data can have a huge impact on not just a hotel’s bottom line, but on its reputation as well.

Yet hotels are struggling to effectively use it effectively. We often hear complaints that the data is not actionable; that it’s difficult to pull out of a system; that it’s fragmented and only paints a small piece of the total picture; or that there is simply too much of it.

More alarming is that we are only at the beginning of this generation.

The digital universe, which encompasses all we create and copy, doubles in size every two years and by 2020 is expected to reach 44 zettabytes, or 44 trillion gigabytes.

With the realization that there’s so much yet to come, ALICE recently interviewed several hoteliers that we work with to understand how they are currently utilizing data in their hotels and learn what needs improvement when it comes to analysis.

Throughout the report, we’ll be answering some common concerns that hotels have about data, including:

  • What kind of questions should data be answering?
  • How can it benefit employee time management?
  • How to use it to determine which guests are most valuable?
  • How to use guests data to drive corporate bookings?
  • How can social media be used in data gathering?

Download the full report here: ALICE Whitepaper Report

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