Business Intelligence is starting to catch on in the hospitality sector, and with good reason – using technology to transform data into actionable information yields big dividends when properly focused on a business need. How about the realm of hotel marketing and closing the gap between campaign design and performance? Arming our hotel marketing departments with current, accurate and detailed information on booking patterns in our hotels and on the performance of promotions goes a long way towards ensuring that they can do their jobs more effectively. Here we look at a few of many possible suggestions on how to best apply hotel business intelligence to the marketing function.
So how did last summer’s promotion fare in our hotel(s)? Beyond the usual simple tally of room nights and revenue, what we can learn by deeply analysing the production of a campaign can guide us in the planning of our next one, or even help us tweak a currently running campaign for maximum effectiveness. Business intelligence provides for the granular analysis that is required to analyse production by: selling channel, room type, geographic origin, length of stay, ancillary spend, lead time, membership program status or any combination of such factors. For instance, which bookings produced the highest net contribution, bringing us the most revenue (highest ancillary spend, premium room categories, longest length of stay) at the lowest acquisition cost (booking through direct channels)? Do these bookings share commonalities such as where the guest resides (geographic origin), how far in advance they book (lead time) or if they are part of our loyalty program (membership status)? Surely a hotel marketer would revel in such detail and be able to apply these learning’s to future promotional activities.
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