In a world where technology is constantly evolving, data analytics and big data play an increasingly vital role in the hospitality and accommodation industry. The evolution of guest expectations in the modern era, highlights the importance of these tools. It is crucial for hotels to understand the unique needs, expectations, and preferences of each guest to enhance and improve their accommodation experience.
Hotels have the opportunity to collect big data by interacting with current and potential visitors in various ways. When this data is managed and analyzed effectively, it provides valuable insights into the services guests frequently use and their potential expectations. With this information, it becomes possible to create personalized and improved accommodation experiences tailored to guest needs. This personalized experience makes guests more likely to prioritize the hotels or hotel chains offering such services, helping these establishments attract more potential customers, increase profitability, and boost guest satisfaction.
By monitoring consumer preferences, booking histories, feedback, and online discussions about their brand, hotels can stay informed about guest demands, improve their products and services, and gradually create personalized customer profiles. These profiles enable hotels to anticipate customer needs in advance.
For instance, an article from Forbes says InterContinental Hotels Group has been utilizing big data collected through bookings, its website, and mobile application for over five years to offer guests personalized packages and deals. Marriott, another industry leader, uses an integrated application and customer recognition platform that allows its global staff to access customer requests, profiles, and preferences at any time. This data-driven, continuous interaction between the customer and the brand has fostered loyalty and enhanced service quality.
Data analytics and big data can be utilized by hotels in various areas. Data collected from past or potential customers is analyzed to reveal insights about guest preferences for certain types of services and accommodation choices. For example, many potential customers express their questions, concerns, and expectations on social media. Data from these platforms is a valuable resource for learning about new customers. This information helps hotels offer personalized and customized travel experiences to their guests. During my research, I came across an article explaining the difference between personalization and customization. Hospitality Insights describes the distinction as follows:
“Customization involves offering customers alternative choices to customize based on their preferences, whereas personalization involves serving customers based on their preferences. Customization empowers customers and works better for new customers; while personalization leverages data collected from previous stays, and works better with repeat customers. The distinction between personalization and customization is critical for the hotel industry if it is to implement personalized services.”
Additionally, modern OTAs (Online Travel Agencies) excel in leveraging big data. These agencies create travel plans tailored to each user, significantly increasing conversion rates. With the advancement of artificial intelligence and machine learning, systems that process and learn from big data have become experts in designing personalized travel plans for individual users using AI.
The use of big data in personalization helps hotels create unique experiences for guests by analyzing their preferences, behaviors, and past activities. With advanced data analysis, hotels can customize services such as room settings, dining options, and activity suggestions based on individual guest profiles. For example, big data allows hotels to predict a guest’s preferred room temperature, dietary requirements, or favorite amenities, ensuring a smoother and more enjoyable stay. It also enables real-time personalization, like offering special discounts on spa services to frequent travelers or exclusive deals to loyal customers. This level of personalization not only improves guest satisfaction but also builds brand loyalty and increases revenue for the hotel.
In the conclusion, the use of big data has become inevitable for hotels and the entire hospitality industry today. At the same time, guest expectations have evolved and shifted, with an increasing interest in more personal and uniquely designed experiences. Creating personalized experiences, understanding potential guests in detail, and carrying out sales and marketing activities targeting new customer groups have made big data an indispensable asset.
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