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Data analytics can be powerful for hoteliers, providing the insights needed to increase revenue and reduce costs while improving the guest experience - all of which make running an efficient hospitality business that much easier.
Hotels and venues are always looking for ways to improve guest experiences. In order to do this, the first step is to understand exactly what’s happening today, this is where data comes in. According to a survey conducted by Hospitality Technology, 91% of hoteliers say that guest experience data is essential in order to establish and maintain a competitive advantage. Data allows them to clearly determine what guests like and don't like and helps in making decisions that will improve guest satisfaction.
Read on to explore how important data is for venues and some of the different ways it can be used to improve the guest experience.
Data is incredibly important for venues
There's no doubt about it, data is incredibly important for venues. A study by Oracle found that 79% of respondents believed that data had improved the customer experience at their venue. Data allows venues to see what's working and what's not, so they can make changes accordingly. It also allows them to track trends and predict future behaviour. In other words, data gives venues the insights they need to make informed decisions that will improve the guest experience.
Ways to Capture Venue Data |
| Surveys | Social media | Web analytics | Loyalty programs |
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Additionally, surveys can be used to determine which promotions and marketing campaigns are yielding positive results and could be used more frequently or expanded on. Venues can also use surveys to gain input from customers on new products or services they would like to see offered at the venue. All of this information is invaluable in helping venues improve their offerings. |
Venues can also use social media to create contests, advertisements and promotions that can be targeted to appear in the feeds of previous guests, and people with similar interests or demographics. |
Furthermore, web analytics tools can track important metrics like conversion rates which allow venues to measure if their online campaigns are producing desired results. This information can help venues identify problems and maximize opportunities for growth when it comes to their online presence. |
Additionally, loyalty programs allow venues to collect valuable data about their guests which can be used to create personalised offers that target the particular needs of each particular group (families, solo or couple guests, for example). The more information a venue has on guests, the more accurate the custom offer will be. |
Types of guest data that can be collected & used
Collecting data has become an important part of the hospitality industry. Hotels are increasingly turning to technology to track and monitor customer behaviour, preferences, and feedback in order to better understand how to improve their guests’ experience.
One type of data hotels can collect is demographic information. This includes age, gender, nationality, etc. By collecting this data about guests, hotels can better tailor their services and amenities to suit the needs of each individual guest—from special dietary requirements for food options in the restaurant to customized room amenities such as providing hypoallergenic products or temperature-controlled rooms.
Hotels can also collect behavioural data from guests such as their booking patterns, checkout times, and room usage habits. By analysing this data, hotels can make educated decisions on items such as pricing strategies or optimal check-in times. Additionally, it can help inform staff training initiatives or help identify areas where additional resources might be needed.
Finally, many modern-day hotels are utilising IoT (Internet of Things) devices throughout their properties in order to collect real-time analytics about guests’ actions within the hotel itself—whether it be checking out nearby attractions or ordering food directly from their hotel room. This allows hotels to further customise the guest experience by being able to offer relevant promotions at just the right time.
By collecting and analysing different types of data points, venues are able to create tailored experiences that go beyond just offering comfortable rooms and good service — they’re able to create unique personalised experiences that meet even the highest expectations of today’s discerning travellers.
Data is incredibly important for understanding what's working and what's not at your venue. So if you're not already capturing data, now is the time to start. Your guests will thank you for it.
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