The shift to digital marketing has created immense opportunities for effective data mining.
From check-ins to post-stay surveys, travellers leave digital trails wherever they go during their guest journey. These digital trails aid in better understanding the hotel’s target market and how to enhance the guest experience.
The hotel industry is rich in data! You have millions of guests cruising through your hotel, each with their preferences, expectations and needs.
A thoroughly cleansed data analysis can give hoteliers crucial business information to aid in better marketing decisions.
Key Performance Indicators (KPIs) should be every hotelier’s emphasis. These refer to metrics that gauge how far along the hotel is in achieving its main objectives. These data help to compare against competitors with similar properties, predict customer behaviour and identify new revenue streams.
Why It’s Crucial to Focus on Your Data Analytics
There are many uses for data analytics in the hospitality industry. It amplifies areas you need to focus on to achieve the best results.
These areas include:
Guest Experiences
Hotels offer different experiences to guests. Therefore, keeping track of guests’ sentiments is top tier.
You can measure their overall satisfaction through social media comments, online reviews left on your website and post-stay surveys. In addition to learning about their contentment, this feedback can be used to spot trends, patterns, and factors that influence their booking choices, allowing for the necessary adjustments that will draw in more customers and boost sales.
Marketing Efficiency
This is also another department that is data rich since it involves multiple channels such as Social Media, Search Engine Marketing, the brand’s website and email marketing.
Each channel produces useful data that can be used to calculate ROI and allocate resources to achieve the best results.
Social Media is a powerful tool for engaging and connecting with your audience. It introduces a new route for your potential customers and audience to connect with your brand.
They use it to express concerns, requests, opinions, and needs and directly book a room. While the hoteliers could use the same platforms to inform guests about their services and activities.
With the aid of such information, you will be able to create in-depth audience segmentation, identify the foremost customer groups that commonly stay at your hotel, and advertise additional events that will draw in more of them.
For instance, if a family stayed for the holiday, you can promote other family-related activities to a similar audience set.
Thus, target marketing enables you to market to a specific demographic and outcompete your competitors – putting to good use the marketing resources.
Revenue Management
Data such as competitor activity, market demand, and previous performance come in handy when it’s time to decide on inventory controls, promotions, pricing and forecasting. Its most basic indicators include average daily rate occupancy, revenue per available room, the average length of stay and many more.
Develop Fresh Ideas
Data collected and analyzed would show a trail of services and programs that your visitors preferred. This makes it easier to decide which new services to enhance or provide.
Case in point: if visitors request healthy food options that the hotel does not already offer. This becomes an opportunity to redesign your menu and provide them with dietary options that satisfy specific medical needs and personal preferences.
It also assists in deciding on strategic alliances with businesses like taxi services, restaurants and travel agencies to improve the guest experience.
With the appropriate tools at your disposal, you stand a chance to enhance your hotel’s operations and services to boost productivity and profitability.
Highlighted above are some of the unique ways data and data analysis can be instrumental in today’s marketing landscape. Where departments are dealing with changes in market forces which affects consumer behaviour thus affecting the bottom line.
This calls for strategic marketing operations informed by data. Enter, digital marketing. By observing your data, from the digital marketing efforts you are well-placed to pinpoint specific areas that need improvement and or make decisions based on sound data.
Happy analysis!
