5 Ways Data Analytics Enhance Guest Experiences At Hotels
In a world where technology is constantly evolving, it is no surprise that we are seeing more sectors employ data analytics as they recognise its importance – with it, no segments are immune, not even the hotel industry. This is primarily due to the hospitality industry’s wealth of data and sustaining a competitive edge has ultimately descended on how hotels handle and evaluate this data set.
As the modern guest and their expectations evolve, it has necessitated the importance of data analytics. It is critical for hotels to recognise that each guest has their own set of needs, expectations, and preferences for their entire journey. That coupled with the constant changes in the hospitality sector; data analysis can surely assist hoteliers in gaining significant insights that can transform the way hotel companies conduct business.
So how does it affect your hotel’s bottom line? The following are some of the ways in which hotel analytics may deem useful for their business strategies which eventually enhances the overall guest experience.
1. Aids in scouting competitors and the overall business environment
In order to stay competitive in the market, hotels should ideally keep a close eye on the competition – there is no better way to do so than via the use of data analytics. Real-time data analytics can be used to identify competitor prices by comparing your hotel’s existing pricing strategy to your competitive set. This aids in calculating the optimum price for each room utilising competitive pricing that works 24 hours a day, seven days a week, resulting in higher hotel reservations. The data gathered can assist you in determining what your neighbouring hotels are doing and how to outperform them in regards to pricing and marketing strategy.
2. Facilitates the improvement of services
Hotels may obtain information such as guests’ feedback on services and their overall hotel experience through venues such as hotel website reviews, social media, and even notes that they left for the hotel.
To get a better perspective, hotels should work towards obtaining as many feedback as they can and reaching out to guests with a digital post-stay survey, as it could be an effective way to get more input. With the information collected, hotel managers and owners are able to learn about the hotel’s strengths and weaknesses objectively. Additionally, hoteliers can then seek to deliver better guest experiences by improving their services based on data results.
Essentially, new perspectives in the hotel industry may be developed by applying hotel analytics. Hoteliers could further find new and improved methods to use big data to attract guests and increase revenue.
3. Helps in the provision of extra services and personalisation
Hotels engage with current and prospective visitors in a variety of ways that would essentially allow them to collect vast volumes of data. When data is correctly managed and analysed, it reveals a lot about the services which the guests frequently utilise.
Moreover, hotel owners can determine what additional services or products to provide. Suppose the facilities booking data captured that most guests frequent the gym but often request certain gym equipment that the place lacks. In that case, this data can help hotels determine how to improve their gym – in this situation, replacing under-utilised equipment with a popular request. That said, data analytics may also aid in decision-making when it comes to developing partnerships with other businesses such as travel agencies, tour organisers, and transportation companies. For instance, the hotel can use data to create different guest profile segmentations and curate personalised recommendations with Vouch’s RevBooster for each of them. Hotels can work with tour organisers on attractions that are popular with their guests and provide discounts or exclusive promotions as an added guest benefit.
In essence, data analytics in the hospitality sector is vital for increasing profitability and guest satisfaction through deeper personalisation. The results of data analysis educate a business on the type of services appreciated by their guests, and it gives insights on the way their guests prefer to stay. This way, your hotel will be able to harness the power of data analytics to improve the overall guest experience by knowing guests better and giving them what they want.
4. Data analytics help make your marketing more effective
A common use of data analytics is for more effective marketing. By understanding exactly what to advertise to prospective guests paired with displaying them at the right time, your hotel is able to keep improving the chances of conversion of your marketing. Data analytics provides information of each distinctive guest segments, and this allows hotels to better target customer groups that would find the hotel and its services a good fit. For example, when a guest is identified as a frequent business traveller, the hotel could zoom in on hotel amenities that would be relevant for him. Some examples could be a complimentary use of meeting room for the first 2 hours, promotions on business set lunches with associates, and happy hours at the bar during after work hours.
Doing so would achieve two aims at once: strengthening the hotel’s marketing while simultaneously improving the guest experience with on-point personalised recommendations.
5. Data analytics provide guests convenience through the guest experience platform
A well-designed guest experience platform is critical for hotels seeking this win-win situation. Hotels should invest in trustworthy guest platforms with high usage rates and use this as a channel to digitally interact with their guests. The more the interaction, the more quality data your hotel can obtain to eventually use for analysis.
For instance, a holistic guest experience platform would have touchpoints across the entire guest journey – contactless check-in for hotels could be done prior to arrival on digital devices, while room and housekeeping requests could be made contactlessly using the guests’ mobile phones instead of through the call centre. With digital services that offer great conveniences to guests as well as provide an endless stream of data for the hotel, hotels can utilise this win-win situation to improve their operational processes as well.
Hoteliers have recently discovered that employing data analytics could strengthen their services, boost marketing efforts, increase revenue, and enhance guest experiences concurrently. Furthermore, it can be utilised to obtain new perspectives that aid in strategic business decisions since data provide crucial answers that may help with cost reduction, optimised product offerings, improved decision-making, and growth. And the best part: there are many ways in which hotel owners could gain data, be it through generic research statistics online or customised hotel solutions such as a guest experience platform.
As a leader in the hotel sector, keeping up with the latest trends is key to business growth as your competitors are doing so as well. Our Vouch Guest Experience Platform aims to promote client loyalty by offering the technology and resources needed to obtain necessary data to begin optimising the guests’ journey at every digital touchpoint. An established hotel technology platform in the form of a digital concierge that provides a comprehensive solution for all hotels worldwide, contact us today to get started on leveraging data analytics for your property.