By: Monica Zurek
Have you been to a hotel recently and thought it was more catered to your needs and your personal experience was better than when you visited a hotel in the past? Well there is a reason for this and it is big data.
Digital analytics is helping hotels have a clear customer-driven vision. They are using data on people's needs, wants, interests, behavior purchases etc. to help them better accommodate their customers and to help personalize each person's experience.
One way they are enhancing the experience is they are using digital analytics to help understand what a customer's lifetime value is to help anticipate their needs. Lifetime value is how long and many times they will come stay at that hotel. For example are they on a one-time vacation and going to be spending a lot on this one special occasion or are they a regular businessman who spends little but is there every weekend so he has a higher lifetime value.
Denihan Hospitality is using big data for their hotels to arrange their rooms to best accommodate the type of customer staying it. So for example, it would be different for those who are reoccurring business travelers, one-time travelers, families, couple, etc. On top of that the front desk staff had dashboards on smartphones to anticipate what each guest expects with their stay, desire or will need extra of. This allows the staff to make recommendations of restaurants, excursions, shopping etc.
Marriott hotels are another company utilizing big data and now have mobile check-ins/outs to have an easier and quicker process. They are currently testing using phones as a room key through their mobile app, you can order food through a phone, have two-way chat with hotel staff through the app to ask for extra accommodations. This digital hospitality is enhancing customer experiences by making everything more effiecent and at the tip of their fingers to get and then Marriot can track their behavior and know how to better enhance their next stay.
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