The Big Impact of Big Data on Hotels and Their Guests
Travel and hospitality companies are only as good as the memories they can help guests create. For hotels of any kind, creating a positive experience is essential to success. With the competition often just across the street (or on the next webpage), hotels must provide superior service leading to an overall great experience.
Customers expect companies to do more than just cater to their needs: they expect their needs to be anticipated.
Hyper personalization is one way to unlock the way toward better, more tailored experiences. Lodging chains use data analytics to optimally price and manage their hotels. But what about the customer experience? Data analytics can open the ability to tune in to customer wants, and of course, deliver on them.
Big Data analytics and the travel industry are natural partners. Travelers generate enormous amounts of data during their stays and at other times (booking, researching, reviewing social media). Hotel companies can use this data to personalize every possible experience and touchpoint. They can even make use of this flood of data to create operational changes that will impact their ideal customer.
Why Big Data is Great for Customers
Big data isn’t just about what’s best for the business. There are tons of ways that life has improved for guests as a direct impact of analytics.
Mobile apps are a huge convenience. They make finding and booking a hotel room very easy. They can also be used to compare prices and weigh incentives.
Mobile web is very important too. Many customers don’t want to download apps and expect a perfect mobile experience right from their browser. Smart hotels capture new customers with a smooth experience that doesn’t require an initial time investment like a download.
Even better, customers are getting a hotel stay that’s designed for them. Customized rooms, special details, and more targeted upgrade offerings have all led to a better experience for any customer whose favorite hotel is making use of personalization data. Even something as simple as knowing where to place guests who have booked similar rooms can make a huge difference.
Personalization of the dining experience is a win for everyone. Analyzing the customer’s data trail can enable front desk personnel to recommend the right restaurant or help the customer get a reservation at an offsite restaurant.
