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'Heat Maps' Help Hoteliers Make Sense of Big Data
Friday, 8th March 2019
Source : Michael Scaturro - Exclusive at ITB Berlin

Hoteliers are drowning in data, but various cloud-based software providers serving the hotel industry can crunch the numbers for them, one expert at the ITB in Berlin promised.

“Visualizing data from guests at your hotel can allow you to reach people who have stayed with you recently and frequently – and help make them ambassadors for your brand,” said Nicola Graham, Director of International Marketing at Cendyn.

Graham showed how “heat maps” can make sense of seemingly random data silos culled from Google Analytics, Salesforce, browser cookies, and Pardot.

“The goal in displaying this on a heat map is to understand what we can do via campaigns to make frequent hotel guests your brand heroes,” Graham said.

The maps can also be useful when guests aren’t coming back or spending enough.

Graham showed the audience at ITB one theoretical example in which Norwegian families that had visited a given property with their kids were spending 20 percent less than families from Spain traveling with kids.

“The data show us that we’d want to target these Norwegian families and understand why their spend was so low,” Graham said.

This is strictly an exclusive feature, reprints of this article in any shape or form without prior written approval from 4Hoteliers.com is not permitted. Michael Scaturro is reporting exclusively for 4Hoteliers.com at ITB Berlin 2019 - www.4Hoteliers.com/itb.

Contact us for ITB Asia 2019 and ITB Berlin 2020 marketing opportunities.

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