The Big Data Revolution Within the Hospitality Industry

Uncovering a Traveler's 'Digital Profile'

By Rahul Razdan CEO, Ocoos | March 27, 2016

Big Data will provide a complete "digital profile" of current and prospective guests, enabling hotel executives to create more effective marketing and communications campaigns. This opportunity, available for all and affordable to all, will transform the way hoteliers interact with travelers; it will revolutionize this relationship for the better by making outreach more direct, personal and relevant. Thus, these benefits are too important to ignore - they are too substantial to dismiss - since the result will be a more intimate and gracious expression of loyalty from hotel executives on behalf of their most loyal supporters. Welcome to the big dividends of Big Data.

Attention, hotel executives: Every morsel of information about every guest – past, present and future – already exists; it is available for you to analyze, scrutinize, read, review and examine; it is decipherable, thanks to a revolution in technology and a transformation in pricing, where data – all those ones and zeroes, in perfect correspondence to each person’s digital profile – reveal how, when and why to customize your marketing to each patron . . . without busting your budget.

This series of events is worthy of the word revolution because, when you look at the way hoteliers try to attract new guests and retain current visitors, when you look at the expensive advertising campaigns by global brands and the more modest initiatives from boutique destinations, the type of messaging is, for all intents and purposes, the same.

These efforts, through print, radio, TV and various forms of online media, tell the public what a specific hotel is; whether it is an international chain that chooses to summarize its values with a slogan, or whether it is an independent hotelier that seeks to highlight its emphasis on exceptional service – either company spends the majority of its time talking about itself, never bothering to learn how to speak to each individual guest, who has his or her own respective interests.

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Big Data changes this relationship for the better.

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Coming up in March 2018...

Human Resources: Value Creation

Businesses must evolve to stay competitive and this is also true of employment positions within those organizations. In the hotel industry, for example, the role that HR professionals perform continues to broaden and expand. Today, they are generally responsible for five key areas - government compliance; payroll and benefits; employee acquisition and retention; training and development; and organizational structure and culture. In this enlarged capacity, HR professionals are no longer seen as part of an administrative cost center, but rather as a member of the leadership team that creates strategic value within their organization. HR professionals help to define company policies and plans; enact and enforce systems of accountability; and utilize definable metrics to measure and justify outcomes. Of course, there are always new issues for HR professionals to address. Though seemingly safe for the moment, will the Affordable Care Act ultimately be repealed and replaced and, if so, what will the ramifications be? There are issues pertaining to Millennials in the workforce and women in leadership roles, as well as determining the appropriate use of social media within the organization. There are new onboarding processes and e-learning training platforms to evaluate, in addition to keeping abreast of political issues like the minimum wage hike movement, or the re-evaluation of overtime rules. Finally, there are genuine immigration and deportation issues that affect HR professionals, especially if they are located in Dreamer Cities, or employ a workforce that could be adversely impacted by federal government policies. The March Hotel Business Review will take a look at some of the issues, strategies and techniques that HR professionals are employing to create and sustain value in their organization.