Creating a great guest experience is fundamental to building successful long-term guest relationships and brand loyalty. Hoteliers in the current environment are requiring a holistic view of their guests to understand who they are and what their needs are likely to be. This requires integrating business intelligence (BI) into virtually every facet of their properties’ guest touch-point activities.
Current hospitality industry market intelligence supports the trend that Hoteliers require more than just the traditional static, backward-looking reports: They require insight to support collaborative analysis, forecasting, and decision-making so that their analysis and planning can help drive more ineffective business decisions – and ultimately enterprise financial performance. This requires an integrated and feature rich solution that provides complete and accurate information that is easily accessible to management and workers throughout the company.
Key challenges facing hospitality industry executives include:
Hospitality organizations typically run different BI applications for different business and support activities throughout the company.
Dissimilar systems may be used at headquarters versus property level, due to franchise-owner models as well as to the industry’s high level of merger and acquisition activity.
A high proportion of legacy and proprietary applications are still being used, typically without appropriate application interfaces and advanced business intelligence functionality.
The benefits of successful business intelligence are as follows:
A solution that stores all guest interactions, which provides timely business intelligence to the property on demand. For example, hotels receive accurate and targeted guest usage patterns, spending behaviors, and service preferences data. Hoteliers and brand managers can utilize this intelligence to support the success of future marketing events and campaigns etc.
Business intelligence can be used to benefit the property in a great many ways. For example, a property or brand of hotels can strategically partner with service providers that draw the most attention. Providing the hotel and service provider the opportunity to create joint marketing relationship to enhance both brands and increase revenue.
The information can also be used in one-to-one marketing. The hotel can create marketing campaigns based on usage and spending habits.
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