The hospitality industry has begun using big data insights to create innovative offers and personalized service. Obtaining consumer data alone will not help a hotel see results; the data must be used strategically to create a personalized, innovative hospitality experience. Personalization is a strategy that’s evolving beyond a short-term trend and into an established marketing approach, according to Gartner.
While many hotels use data, only a handful maximize its potential. According to a 2015 Hospitality Technology Magazine study, 31 percent of operators said their hotel had a moderately mature big data strategy and 9 percent of the hotels said their big data usage was at a high maturity level. In 2014, no hotels surveyed said that they used big data at a high maturity level.
Here are the top three ways that hotels can use data.
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