Big Data for Hoteliers
By Frank Vertolli Co-Founder, Net Conversion | August 18, 2013
Co-authored by Ryan Fitzgerald, Co-Founder, Net Conversion
"Companies have access to vastly more information than they used to, it comes from many more different sources than before, and they can get it almost as soon as it's generated." - The Wall Street Journal
There is an ever-increasing amount of guest intelligence available to hoteliers, and it can be overwhelming. Big data is a hot topic across business sectors, but in many ways the travel industry has been a data-rich channel for years. Make it more manageable, and effective, by getting back to the basics and evaluating current data as it relates to your goals.
Big Data is a Journey, Not a Destination
It's true, and it doesn't matter where you are on the journey. Start simple. We find when working with our clients that most hotels and resorts already have a substantial amount of data. It's just not organized and accessible. Using the tips and tools below, you can gather a surprising amount of data on your consumers and begin to put together the puzzle of who is coming to your website, who is staying with you and how they are getting there.
Website Metrics - The website is the most important consumer touch point, outside of the travel experience itself, as it offers the most comprehensive source of what your business has to offer, branded your way. Also, travelers are often in the early stages of the planning process when they visit your website. This is a gold mine for data, from click throughs to bounce rates, and other behavior.