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Chapter 1 Data Analytics

The document discusses the significance of data analytics in the tourism and hospitality industry, highlighting its role in converting raw data into actionable insights to improve decision-making and business growth. Key concepts include various types of analytics (descriptive, diagnostic, predictive, prescriptive) and the importance of hotel data management systems for optimizing operations and enhancing customer experiences. It emphasizes the growing demand for property management software and the types of data that can be collected to drive business intelligence.

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36 views30 pages

Chapter 1 Data Analytics

The document discusses the significance of data analytics in the tourism and hospitality industry, highlighting its role in converting raw data into actionable insights to improve decision-making and business growth. Key concepts include various types of analytics (descriptive, diagnostic, predictive, prescriptive) and the importance of hotel data management systems for optimizing operations and enhancing customer experiences. It emphasizes the growing demand for property management software and the types of data that can be collected to drive business intelligence.

Uploaded by

jaowiedafairy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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DATA ANALYTICS IN TOURISM AND

HOSPITALITY INDUSTRY
CHAPTER 1
• Define the Data Analytics
• Know the purpose of the data analysis?
• Identify the Data analytics Key concepts
• Know the Hotel Data Management?
• Know the Property management systems
What is data analytics?
Data analytics converts raw data into actionable insights. It
includes a range of tools, technologies, and processes used to find
trends and solve problems by using data. Data analytics can shape
business processes, improve decision-making, and foster business
growth.

Examples of data analytics include:


Business Intelligence (BI): Analyzing sales data to identify
customer preferences and market trends.
Predictive Analytics: Forecasting future trends based on historical
data, such as predicting customer churn or stock prices.
How is data analytics used? Data analytics examples
Data is everywhere, and people use data every day, whether
they realize it or not. Daily tasks such as measuring coffee
beans to make your morning cup, checking the weather
report before deciding what to wear, or tracking your steps
throughout the day with a fitness tracker can all be forms of
analyzing and using data.

Data is also crucial in a professional sense. Organizations that


use data to drive business strategies often find that they are
more confident, proactive, and financially savvy. As a result,
data analytics is important across many industries
What is the purpose of the data analysis?

Data analysis is the process of inspecting,


cleansing, transforming, and modeling data
with the goal of discovering useful information,
informing conclusions, and supporting
decision-making.
Data analytics: Key concepts
There are four key types of data analytics: descriptive, diagnostic,
predictive, and prescriptive. Together, these four types of data analytics can
help an organization make data-driven decisions. At a glance, each of them
tells us the following:

• Descriptive analytics tell us what happened.

• Diagnostic analytics tell us why something happened.

• Predictive analytics tell us what will likely happen in the future.

• Prescriptive analytics tell us how to act.

People who work with data analytics will typically explore each of these four
areas using the data analysis process, which includes identifying the
question, collecting raw data, cleaning data, analyzing data, and interpreting
the results.
What is Hotel
Data
Management?
Data management is an administrative process that
regulates how a company collects, stores, and uses
information for strategic planning. Now, hotel data
management means using industry-specific information to
identify optimal distribution channels, predict and meet
customer needs, improve revenue, and more.

Without analytics tools and a framework for data


management, you can get bogged down in terabytes of
unstructured and low-quality data. That’s why businesses
embrace hospitality tech trends like hotel management
databases and property management software to transform
information into actionable business intelligence.
Valued at $7.15B in 2023, the global hotel property management software market is
forecasted to reach $14.71B by 2030 with a CAGR of 10.8%. These figures show the
growing demand for managing hospitality data intelligently, with guest and traveler
information being the most valuable asset of hotel data management systems.
Hotel Data Types You Should Collect
A tourist who books accommodation, a customer who orders
at the restaurant, or a housekeeper who marks the room as
clean — all these people create data with their actions. In fact,
there’s so much information generated every moment that you
won’t be able to process it without a data management
system.
Property management systems (PMS) are the central hotel
database management systems that consist of several
functional components (modules) and can integrate with third-
party software. Plus, depending on your needs, PMS can
extract data from websites, social media platforms, financial
institutions, and other businesses. Here’s what kind of data
points property management software can collect for analysis.
Booking data
PMS software can communicate with your websites, third-party
booking systems, metasearch engines, and social media to collect
information about:

• Distribution channels used for room reservations


• Percentage of occupied, booked, and available rooms
• Duration of stay
• Top visited pages on your website
• Booking abandonment rate

With this information, hotels can determine the most effective


distribution channels for marketing with the most popular room
types. What’s more, they can soon send personalized
recommendations to guests through hotel chatbots.
Room rate data

Rate shopping software gathers


information about your
competitors and their prices from
websites and booking platforms.
We’re talking average daily room
pricing, fluctuations in rates, and
costs for different room types.
Hotels can compare millions of
rates by integrating real-time hotel
data collection modules into their
PMS. With powerful software, you
can use this data to optimize
pricing based on the average
demand and future events.
Guest data
Your guests are your primary source of information, and customer relationship
management (CRM) software can help you process data about every customer.
This includes:

• Demographics (age, family status, number of children)


• Preferences (favorite food and beverage items, housekeeping services,
preferred room sanitization level)
• Favorite on-site services (restaurant, food delivery, gym, or spa)
• Booking history
• Contact information
• Payment methods

According to the 2023 Customer Relationship Management Report, CRM


solutions allow improving engagement with clients and overall customer
experience. With this software, you’ll get new ways to personalize your services,
allowing you to build customer loyalty and increase your income.
Housekeeping data
The housekeeping module, usually part of an IoT hotel ecosystem, is one of your
best advisers for optimizing costs. The data it collects includes:

Internet of Things (IoT) in hospitality refers to the implementation of


interconnected devices and systems within the industry. At its core, the
collective technology enables process automation, data exchange, and seamless
communication between various devices and services.

• Number of managers and housekeeping staff


• Performance indicators (rooms per housekeeper, speed and quality of
cleaning, and other metrics)
• Linen, amenities, cleaning supplies, and chemicals used per room
• Costs of repair and maintenance
• Laundry expenses
• Scores guests rate for cleanliness

Advanced PMS systems and hotel management systems will allow your staff to
access the dashboard with their tasks and update it on the go. On top of that,
managers identify gaps in the staff’s workflow and use relevant data to adjust
cleaning patterns and reduce costs.
Public reputation data

Reputation management software can scan feedback about


your hotel on multiple online platforms, such as:

Natural language processing and sentimental analysis can


automatically identify comments with negative emotional
backgrounds, so you can understand what people dislike about
your services.

Now that you understand what data you can gather, let’s see
how hotels can transform this data into business intelligence.
How Big Data and
Analytics are Revitalizing
the Tourism and
Hospitality Industries

https://www.youtube.com/watch?v=lSSg7q1O4v8
What is Data Analyst?
Data analysis is the process of gleaning insights from
data to inform better business decisions. The process
of analyzing data typically moves through five
iterative phases:
• Identify the data you want to analyze
• Collect the data
• Clean the data in preparation for analysis
• Analyze the data
• Interpret the results of the analysis
Data analysis can take different forms, depending on
the question you’re trying to answer. You can read
more about the types of data analysis here. Briefly,
descriptive analysis tells us what happened,
diagnostic analysis tells us why it happened,
predictive analytics forms projections about the
future, and prescriptive analysis creates actionable
advice on what actions to take.
What I *actually* do as a data
analyst | salary, job, harsh reality

https://www.youtube.com/watch?v=t2VuELCQBHA
DATA ANALYTICS IN TOURISM AND
HOSPITALITY INDUSTRY
CHAPTER 1

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