Data analytics

chapter I introduction
of data analytics in
hospitality
management
Prepared by: CARL LUIGI B. FABRO
WHAT IS DATA?
DATA ARE INFORMATIONS SUCH AS THE FOLLOWING
 Age
 Gender
 Educational attainment
 Job descriptions
 Source of income
This are data of the costumers in our industry that co-relates in there
expending power….
What is analysis?
Analysis is the act of studying or examining something
in detail, in order to discover or understand more about
it, or your opinion and judgment after doing this

Is the opinion or information can be quantify?

Information can be quantify with scales and evaluated

with statistical TREATMENT
5-SA 4-A 3- N/A
2- D 1- SD
(STRONGLY AGREE) ( AGREE ) (NIETHER AGREE NOR DISAGREE)
(DISAGREE) (STRONGLY DISAGREE)
WHAT is STATISTICAL
TREATMENT ? treatment” is a catch all
The term “statistical
term which means to apply any statistical
method to your data. Treatments are divided
into two groups: descriptive statistics, which
summarize your data as a graph or summary
statistic and inferential statistics, which make
predictions and test hypotheses about your
data.

Statistics are a process to evaluate the data

How Data Analytics in The Hospitality
Industry Can be Helpful?

 Theimportance of data analytics in the hotel

industry is necessary, since it serves millions
of guests every day. Each of them has their
own set of preferences, expectations, and
needs for the journey.
 But,
how does it impact your hotel’s
business? Let take a deeper dig at the use of
data analytics in the hospitality industry.
1. Can assist in improving revenue
management
 Data analytics in the hospitality industry can help
hoteliers to develop a strategy for managing
revenue by using the data gathered from various
sources like the information found on the internet.
 Through analysis of these data, they can make
predictions that will help owners with forecasting.

 Expectation in terms of demand for

accommodation in the hotels
2. Helps in improvisation of services and guest experience
 By using hotel data analytics, you can get information like
customers’ feedback about their services and experience at the
hotel.
 This information is readily available on platforms like social media,
reviews made on magazines and hotel websites, or even notes left
for the hotel.
 However, for reviews, you can also use a traditional survey
method which is more detailed, and provides insight into factors
that influence guests’ booking decisions.
 With this information, hotel owners and managers can know about
their property’s strengths and weaknesses. Hoteliers can also
improve their services and provide guests better experiences.
 By using data analytics for hotels, new perspectives can be
generated in the hospitality industry. Hoteliers can discover new
and better ways to leverage big data for attracting customers and
increasing sales.
3. Data analytics can improve the effectiveness of
your marketing
 With proper data analysis, the hotel industry can
improvise and make its marketing more effective, by
knowing exactly what to market to potential customers.
 This enables advertisers to build more unique segments
that may assist in identifying key consumer groups who
frequently visit hotels or other relevant locations.
 If a guest books the property for the whole family, then
with the help of data analytics, one can market the family
activities available in the hotel.
 If one usually comes for business, they will showcase
activities related to business, which will effectively
influence them to come to the hotel. Also, you can market
to a specific demographic to beat your competition through
target marketing.
4. Helps to scout the business environment and
competition
 To stay ahead in the industry, hotels must
keep an eye out for the competition, and there is no
better way of doing so than with the use of data
analytics.
 Competitor rates can be determined using real-time
data analytics that compares your hotel’s current
pricing strategy to your compete
 The data collected can help you figure out what
others in the hotel industry are doing, and how to
become better than them in terms of services and
experience.
5. Aids in providing additional services
 Hotels communicate with existing and potential guests in a
number of ways, allowing them to collect large amounts of
data. When data is properly gathered and analyzed, it will
show a great deal about not just the programs that guests use,
but also the services that they avail.
 In addition to this, hotel owners are able to decide on new
products and services to introduce. If guests often request
hotel equipment/ furniture's that the hotel is lacking, this can
assist them to refurbish their hotel.
 Data analytics can also help in making decisions about forming
partnerships with other companies, such as taxi companies,
pubs, restaurants, and travel agencies.
 The use of data analytics in the hotel industry is essential for
increasing productivity, efficiency, and profitability. The
outcomes of data analysis informs a business where they can
optimize, whether operations need improvement, which
activities can gain higher efficiency, and more.
Types of data analysis reports your hotel
needs

 Effective analytics can aid in the development

of intelligent marketing and logistics
strategies, as well as the identification of
target audience. This approach has shown to
be quite significant in the hotel business.
 Guests’ sentiments must be carefully
monitored by hospitality services at all times.
Here are some of the most important hotel
reports to keep an eye on.
1. Identification of guests
 For better and more successful service delivery and
promotion, the hotel business must first identify and
understand its guests. They are more likely to share
a positive feedback for a hotel that tends to their
needs and preferences.
 This technique of identifying target audience
considers certain criteria, such as age, family
background, income, hobbies, and previous
purchases. (mode)
 The hotel industry can use this technology to serve
current guests by personalizing services to their
specific requirements, as well as target new
customers.
2. Report on transactions
 By analyzing your daily transactions, you could
learn more about what works best for your hotel.
You could observe a pattern and figure out which
days are more productive and which are not.
 You can include payment methods that are more
preferred for your hotel. Here are some factors to
be considered while creating the transaction report:
 The total number of check-ins
 The total number of check-outs
 The number of unpaid check-outs
 Occupied and unoccupied rooms on average
 Method of payment
3. Forecasting
 Every corporation develops a sales forecast for
strategic planning, by using customer data, and
conducting regular reporting. Such predictive
analytics have proven to be useful tools in the data
arsenal.
 Forecasting is used to estimate future demand for
products and services, and further sales. It also
assists businesses in operating more efficiently by
managing money.
 The use of analytics to forecast consumer behavior,
improve inventory, and product availability is known
as revenue management. The objective is to provide
good products to the consumers at the right time.
4. Report on statistics
 Small hotel businesses must be able to measure specific
indicators that provide them with an insight into how well the
business is performing.
 Here are the important factors that you need to consider for
analysis:
 The total number of nights spent (Closed, occupied, and
vacant rooms)
 Canceled reservations
 The average occupancy
 Length of stay
 Lead time
 Revenue per booking
 Daily pricing
The End