Big Data seems to have been the buzzword in most industries for the last five years, but unlike many other industries that have integrated Big Data as a key component of their operations, the hotel industry is lagging very far behind.
In my opinion, this is a big â€" and costly â€" mistake to make! You might be asking yourself: â€śHow can my hotel leverage the power of Big Data?â€ť Â
But before I explain how your property can use Big Data to generate significant increases in occupancy, ADR and RevPAR, letâ€™s go back to the basicsâ€¦
What is Big Data?Â
Google defines Big Data as â€śextremely large data sets that may be analyzed computationally to reveal patterns, trends and associations, especially relating to human behavior and interactionsâ€ť.
Wikipedia defines Big Data as: â€śa broad term forÂ data setsÂ so large or complex that they are difficult to process using traditionalÂ data processingÂ applications. Challenges include [the] analysis, capture, curation, search, sharing, storage, transfer, visualization, andÂ information privacy[i].â€ť
What does all of that mean?Â
Basically, Big Data is a large amount of data (it is not specific to a certain type of data) that is unable to be analyzed by traditional methods â€" either manual or technological.
Because the data is so complex and has so many elements, it needs highly advanced technology to effectively capture and analyze the data, in order to provide a valid conclusion or usable information.
The hotel industry is the perfect one for the implementation of Big Data analytics.
Due to the huge number of competing hotels in most destinations, the never-ending list of online travel agencies (OTAs), historical rate data and the fact that most properties change rates at least once daily (in fact, ratesÂ shouldÂ be updated in real-time, but unfortunately for most hoteliers, time constraints and limited access to advanced technology donâ€™t allow for it), there is a plethora of data available to hoteliers that can be leveraged to more effectively price their rooms.
By taking all of those factors into consideration â€" as well as observing and analyzing regions and each hotelâ€™s patterns, a propertyâ€™s rates can change as the market conditions do, ensuring that the rate offered (via the online channels) is always the best rate, at the right time, to ensure the highest number of bookings and the highest revenue from each.
Only a very, very complex technology can execute this type of analysis and continue to update the rates in real-time. By updating rates in real time, hotels will experience a significant increase in occupancy, ADR and RevPAR.
At the end of the day, information is powerâ€¦ butÂ onlyÂ if you can access it or use it properly.Â Is your property leveraging Big Data to ensure that you are always offering the best rate, at the best time, updated in real time â€" and experiencing the huge financial benefits of doing so?
If your answer was no, contact REVPAR GURU atÂ email@example.comÂ to find out how our solutions leverage Big Data to help hoteliers increase their occupancy, ADR and RevPAR.
About REVPAR GURU
REVPAR GURU provides hotels around the world with an alternative revenue management software solution, designed to deliver maximum bookings and profits. As REVPAR GURU's custom-designed Yield Dynamic Price EngineÂ is theÂ only real-time revenue management software available on the market, it meets the rapidly changing needs of hotels in a very demanding business environment. REVPAR GURUâ€™s solution offers dynamic rate optimization, real-time pricing, integrated internet and extranet yield channel management and GDS sales distribution, to increase a hotel's RevPAR intelligently and effectively, while maintaining rate integrity and automated rate parity. Since 2004, REVPAR GURUâ€™s software solution has been used by hotels worldwide to increase occupancy and RevPAR.Â
Headquartered in Miami, Florida, additional information can be found at www.revparguru.comÂ or by calling +1.786.478.3500.