In association with


The big data ocean is a daunting prospect, but hotels that venture out onto it can win equally big rewards. Rosalind Mullen reports


TREASURE SEEKERS


ith the advent of big data making more information than ever avail- able to help hospitality operators boost business, the prospect of how best to analyse and use it can seem overwhelming. But forget mad professors and crazy stats flickering across countless screens, the key is to remind yourself there is help out there and that you are using big data to achieve the same goals as you ever were. Usually, it boils down to three things: you want better guests (those prepared to pay what you want to charge, and want to come back); you want to pay no more than you can afford to attract those guests in the first place; and you want to fill your rooms as often as possible. What big data represents is a richer way to


W


make those three things happen. The infor- mation out there ranges from trends in flight bookings to guest spending habits, from the ability to track peaks and troughs in demand to guest comments on Twitter, and more. Admit- tedly, though, the sheer volume of data avail- able for you to exploit can appear daunting.


www.thecaterer.com Technology Prospectus 2018 | 5


▲


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52