The Guest Experience: Convergence of Big Data & Personalization in Hospitality
Big Data may be an anomaly for most hoteliers, but one thing is certainly clear: the amount of valuable information obtained from Big Data can be used to deliver an improved and personalized guest experience. Hoteliers are able to use Big Data analytics to uncover what offerings help to influence and maintain guest loyalty to a hotel. By using this information, hoteliers can develop customer-centric strategies that may fortunately draw in more business. Providing a superior guest experience can ultimately lead to an increased amount of repeat business and even additional business through guest referrals. With a large wealth of invaluable guest information, hoteliers must start to use it toward accurately personalized services and more effective guest interaction in order to remain competitive against OTAs and other hotels.
The very first step to utilizing Big Data for personalization is to gather the right data from the right sources. There are various sources such as social media, booking data, mobile and social check-ins, real-time information from apps and more to obtain valuable guest information. Hoteliers can use this information to develop more complete guest profiles, engage in targeted interactions with guests in real-time and positively influence the guest experience to provide higher levels of satisfaction. The most important function of Big Data in regard to personalization is that it helps to develop a deeper understanding of your guests. It will help to determine who your guests are, what they need and want, where they are located, when and how they prefer to be contacted, the type of people that interact with and much more. Keep in mind that Big Data alone, in fact, is not very special or useful. Rather, it’s the potential value of actionable insights gathered from Big Data and the intelligent decisions made from them that will drive the high performance and results that hoteliers are searching for.
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