Transparent and ethical data governance practices can significantly enhance customers’ trust, encouraging them to share more data which can then be leveraged for personalized services, improving customer satisfaction and loyalty. Sentiment analysis tools can be used to analyze customer reviews, social media comments, and other feedback, providing insights into how customers perceive the business. By analyzing historical data and considering external factors like events, seasonality, and market trends, data analytics can help predict future demand. Overall, data analytics presents a multitude of opportunities for the hospitality industry to improve their service, increase efficiency, and stay competitive analytics and strategy for hospitality business.

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. Different kinds of data can be beneficial in improving revenue management, such as current bookings, past occupancy levels, and other key performance statistics. Revenue management professionals are in search of opportunities for marketing services to the right buyer through an appropriate marketing channel at a fair price. In recent years, we have seen more industries adopt data analytics as they realize how important it is. The purpose of this work is to survey the body of research revolving around big data (BD) and analytics in hospitality and tourism, by detecting macro topical areas, research streams and gaps and to develop an agenda for future research. While the travel, leisure, and hospitality industry continues to make progress toward prepandemic activity, dynamics remain with economic uncertainty, changes in consumer spend, and shifts in business travel.

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. KELLY A. MCGUIRE, PHD is senior vice president, revenue management and direct marketing for MGM Resorts International, where she is responsible for driving profitable room revenue for MGM Resorts International’s Las Vegas resorts. Prior to this role, she was Vice President, Advanced Analytics for Wyndham Devstination Network. She led a team of data scientists and developers who build custom analytic solutions for Wyndham Vacation Rental’s companies and the RCI time-share exchange. Prior to joining Wyndham, she led SAS’s Hospitality and Travel Global Practice, setting the global analytics strategy for these industries, and supporting engagements around the analytics and strategy for hospitality business world.

Revenue management was the first major function to deploy advanced analytics at scale in the travel sector, with practices like dynamic pricing now an industry standard. We expect that advances in machine learning will improve hotels’ ability to optimize pricing through more accurate analyses and predictions based on market demand signals, local room availability, and a deep understanding of the individual customer’s willingness to pay. Data Analytics has a wide range of applications in the hospitality industry and the hospitality and travel companies are leveraging it to enhance business operations, create unique marketing strategies, understand occupancy rates and yield, among others. Some of the most popular hotel groups such as the Marriott and International Hotel Group (IHG) are actively using analytics to gain key insights and help maximize their profits. More research is required for a greater understanding of ways to alleviate the risks posed by the rapid advances in technology in general, and the use of big data and analytics in business decisions in particular.

In an age where data privacy is a growing concern, customers are more likely to do business with companies they trust to handle their data responsibly. The hospitality industry often deals with personal information of customers such as their names, addresses, and payment details. Regulations like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the US have strict guidelines for handling such data. Overcoming resistance to this change, and building a culture that values and understands the importance of data analytics, can be a significant challenge.

Understanding and effectively implementing data analytics can make the difference between standing out or being left behind in this highly competitive industry. The Analytic Hospitality Executive helps decision makers understand big data and how it can drive value in the industry. Written by a leading business analytics expert who specializes in hospitality and travel, this book draws a direct link between big data and hospitality, and shows you how to incorporate analytics into your strategic management initiative. You’ll learn which data types are critical, how to identify productive data sources, and how to integrate analytics into multiple business processes to create an overall analytic culture that turns information into insight. The discussion includes the tools and tips that help make it happen, and points you toward the specific places in your business that could benefit from advanced analytics. The hospitality and gaming industry has unique needs and opportunities, and this book’s targeted guidance provides a roadmap to big data benefits.

This means your team is always prepared, efficient, and ready to deliver top-notch service to your guests. By optimizing product price and inventory our hotel data analytics solutions help maximize revenue of your business. Selling the right product through the right distribution channel for the right price is the way to success. Our team of data scientists helps understand how a hotel uses its data, will include data analytics in order to evaluate its performance and provide an innovative guest experience.

You know those moments when you walk into a hotel, and you feel like they just get you? Hotels are now using data to create a tailored experience for each and every guest. Here are some of the actionable approaches using data analytics and emerging technologies benefiting the hospitality industry. For better and more successful service delivery and promotion, the hotel business must first identify and understand its guests.

Big data analytics can help identify key market segments and understand their behaviors and preferences. This allows for targeted marketing campaigns, increasing the return on marketing spend. In summary, data analytics is a key driver of success in the modern hospitality industry. Businesses that understand and leverage the power of big data analytics will be better positioned to meet customer expectations, improve operations, and outshine the competition.

Which means hotels and restaurants have to look at technology to solve this issue. Data is the new oil and the ones making the best out of it are getting an edge over the competition. Small hotel businesses must be able to measure specific indicators that provide them with an insight into how well the business is performing. This enables advertisers to build more unique segments that may assist in identifying key consumer groups who frequently visit hotels or other relevant locations. We figure how your company can use digital best and what will give the best return on your investment. We address both the services we have on offer and the ones we don’t – all focused on you.

Did you know in the US alone a study shows that travelers spend an average $2.7 billion per day? The Hospitality sector is one of the drivers of not only the US but even other economies. © 2023 KPMG LLP, a Delaware limited liability partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited, a private English company limited by guarantee. Some or all of the services described herein may not be permissible for KPMG audit clients and their affiliates or related entities.