Understanding the New Hotel Performance Dashboard

By Ashish Gambhir Co-founder , newBrandAnalytics | July 01, 2012

Understanding what guests are saying about their stay at your hotel and what is influencing their perspective enables your marketing and operational executives to determine what steps need to be taken to ensure the best experience possible. Mining and analyzing online feedback and summarizing massive amounts of raw text via an intuitive dashboard alerts your executives to operational and marketing strengths, weaknesses, and opportunities per every hotel, region and brand. At a glance, these real-time summary views provide a strategic look at where you are now, where you need to be going, and what needs to be done to get there.

Jo Causon, chief executive of the Institute of Customer Service, has said: "Firms that differentiate on the quality of their customer experience will be best placed to achieve their growth ambitions." She points to a recent study by the Institute as evidence. It found that 65% think customer experience is going to be vital in their fight against competitors, and 64% are planning to invest substantial amounts of money into this function.

By its very definition, the focus of hospitality is centered on delivering a quality experience to its guests. Mining and analyzing online customer feedback provides hotels with an authentic view into how guests view their hotel experiences and what factors are driving their opinions. By presenting this real-time data from multiple sources in a snapshot view, dashboards allow marketing and operational executives to digest large volumes of unstructured guest feedback and glean actionable insights in an intuitive format. Having this intelligence enables them to readily pinpoint and respond to critical, time-sensitive events and helps them uncover and explore issues and trends without getting lost in reams of data or reports.

Navigating the Big Data Speedway

According to The Intelligent Approach To Customer Intelligence, a Forrester Research report, the majority of firms still struggle to fully understand their customers and leverage their customer data as a strategic asset. With Mashable, International Data Corporation (IDC) and EMC Worldwide predicting that the world's data will double every two years, companies need to learn how to extract value from the overload. Created and used effectively, dashboards enable you to do just that.

Author of 'Information Dashboard Design', Stephen Few defines a dashboard as "a visual display of the most important information needed to achieve one or more objectives; consolidated and arranged on a single screen so the information can be monitored at a glance."

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.