Managing Big Data in the Palm of Your Hand

By Scott Watson Executive Vice President of Sales & Marketing, M3 Accounting + Analytics | December 31, 2017

Much continues to change since I authored my last article on mobile technology back in 2015 Going Mobile - Cultivating Your Hotel's Digital Ecosystem. As hotel brands seek to satisfy guests' desires to experience hotel interactions from their mobile device, the companies that serve the back-office needs of hoteliers are also ramping up in their capabilities to offer hotel financial and operations data to help properties increase efficiency and communication.

Mobile technology has rapidly grown into the perfect solution for the busy hotelier. No longer confined to their desk to review and manage financial and operations data, the general manager can now more readily get out from behind the computer screen to interact with their team, while still feeling connected to the continuous flow of data that helps in daily decision making to efficiently run the hotel. The integration of mobile as a workplace tool gives the hotelier the capability to interact with data on their terms, when and where they want.

What hasn't changed from 2015 is that we are increasingly tied to our mobile devices, even more so today. In fact, these pocket computers have all but become an extension of ourselves, traveling with us everywhere. The positive aspect of this is that we have continuous access to information and each other in ways that are making us more effective at making business decisions and serving our guests. The mobile lifestyle also gives us the ability to remain connected to our business when traveling or on the go, allowing us to communicate more effectively with our teams and keep pace with the hotel, even in our absence for extended periods.

While there can still be a sense of overwhelm with the sheer amount of data and the always connected world, smart back-office service providers are beginning to better wrap their arms around it and develop the tools for their clients to organize big data into digestible information, and it's proving to be a game changer in accountability and performance in many areas of hotel operations.

Let's take a look at the three C's of making mobile a game changer for your hotel when it comes to maximizing back-office performance:

1. Centralizing Your Information to See the Big Picture

Choose a Social Network!

The social network you are looking for is not available.

Close
Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.