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行业资讯>大数据技术与应用>大数据带动酒店业发展

大数据:带动酒店业发展的完美药丸

作者: 大数据观察来源: 大数据观察时间:2017-08-05 18:22:060

 

 

作者:Shankar Ramesh

 

36大数据专稿,拒绝转载!

在过去的几年里,我们听说了如此多的关于大数据的定义;有人说大数据是“难以用传统的数据处理应用程序来处理的又大又复杂的数据集”,也有人说大数据代表“处理大数据集的技术和实践。”这些定义如何描绘究竟什么是大数据并不重要,因为在本质上,“大数据”只是相同的旧的数据另一个名称。

最近所有的企业面临的最大挑战是,他们拥有的客户数据是以非结构化格式呈现,他们很难从中找到一些有意义的东西出来。了解大型数据集中不同部分信息之间的关系是非常关键的,因为他们可以提供有关客户的喜好的提示并且能够帮助企业提供超个性化的服务,进而满足客户的期望。这种满足客户的内在需求是每一家企业的核心目标。

鉴于大数据有助于提升服务质量到新的层次,它正在迅速被所有部门喜爱,而且酒店业也不例外。事实上,大数据被认定为是当今影响酒店业的主要发展趋势之一。它提供了前所未有的机遇,以改善现有的客户服务,运营效率,设计出创新的营销策略和提升整体的增长和盈利能力。

下面是一些大数据正在改变世界酒店业的具体领域的案例。

通过个性化提升客户体验

为了改善客户体验,企业必须努力衡量客户的喜好。知道这些偏好的最好方法是什么?是通过不同来源特别是因特网来收集客户数据吗?每个人在互联网上的信息很可能是大量的,所以关键是要挖掘这些信息,并从中得到最相关的信息。

例如,有多个餐厅的住宿企业可以分析客户的交易数据,以获悉他或她的饮食模式。此外,它可以从用户生成的网站挖掘信息,并通过社会媒体渠道知道在特定餐厅的客户是如何享受他的食物的。分析来自这些渠道的信息能够让企业深入了解客户的烹饪喜好。当顾客下一次预订酒店时,该公司也就可以根据他们的喜好提供他或她最喜欢的餐馆预订服务了。此外,该公司可以根据客户的烹饪喜好提供菜单选择。这样的策略必定会提高用户的旅行体验,而他或她在未来也更容易预订同一酒店。这样一来,住宿企业不仅获得增量收入,而且客户也会满意这种个性化的旅行体验,这反过来将带来更好的客户忠诚度。

在另一个例子中,一个在Facebook或Instagram的他的新的山地车照片的人对山地自行车之旅将是会感兴趣的。提供打包服务的旅游运营商可以使他们的交易满足山地旅行者的需求,并能够提供最好的给客户。客户是一定会要报价,更重要的是,在未来他将回到同一个运营商进行旅行。

营销策略

大数据可以根据他们的活动和喜好,帮助企业为每个目标细分市场制定最佳营销策略。当企业很好的了解他们的客户,他们就可以设计出接触到他们的合适的战略。例如,如果一家公司知道一个特定的目标群体平均每周在社交媒体上花费时间在30小时左右,他们就可以通过社交媒体渠道制定自己的营销策略。这样的战略将给该公司在他们的目标群体内最大的可见性。

有了合适的大数据工具和技术,通过实时的不同营销渠道来决定优化营销支出时可能的。这意味着,企业可以时刻掌握消费者不断变化的喜好,并用它优化以使他们的产品和服务获得最大的覆盖范围和更高的参与度。

此外,大数据还可以帮助企业了解市场的缺陷,尤其是在它的客户流失到竞争对手的领域。例如,如果一家公司分析发现在一家酒店品牌的网站上进行购买的的路径,网络日志将显示客人正在放弃该网站转移到竞争对手的网站。 对网络日志的这种分析可以帮助企业找出问题,提供解决方案,从而提高消费者收入。

成本和容量优化

酒店业的特色是产能限制。大多数旅游公司和酒店无法预测他们的服务需求时候,他们就会赔钱。为了避免这种情况的经济损失,公司可以利用大数据高频率实时获取更多信息,这样的话他们能够做出更智能,更动态的定价决策,从而优化容量规划。

企业可以从各种来源,如社交媒体,用户生成内容的网站,保留和订票日志,呼叫中心记录,电子邮件,照片,视频等获得更多信息。

一个领先的国际航空公司在使用大数据的定价能力和策略。他们使用不同的大数据工具来添加基于目标市场的需求新的目的地和连接。此外,他们还利用大数据来为每一位客户提供最佳的座椅组合价。这种定价策略已经帮助这个国际品牌在十几年的时间里成为最好的航空公司之一。这个例子展示了大数据的潜力,以及公司是如何从中受益的。

尽管有这些优势,但大数据实现仍有一些挑战。其中一个关键的挑战是从每天不断得到生成的成吨的数据中获得新的、可操作的见解。这种信息的挖掘,需要顶级的技能和知识,并考虑到这一新技术的复杂性,技术过硬的人才是少之又少。此外,传统的业务结构使其难以在不同的部门跨职能工作,如IT,营销和财务。最后,安全问题继续存在,而这作企业从互联网上收集数据的一个主要障碍。世界各地的公司和企业财团正努力消除这些障碍,他们很可能会在不久的将来拿出适当的解决方案。

大数据将在很多方面继续发展和改善酒店业。它为这个行业中的企业积极为客户定制产品和服务,并帮助制定高影响的营销策略开辟了新的机遇。这些机遇使得酒店业的企业得以提高他们的运营效率,竞争力和盈利能力。

总的来说,大数据是带动酒店业发展的完美药丸!

 

 

英语原文:

Big Data: The perfect pill to boost the hospitality industry

Over the past several years, we have heard so many definitions of Big Data; some say it’s a “collection of data sets so large and complex that it becomes difficult to process using traditional data processing applications”, while others say it represents “the technologies and practice of handling large data sets.” It doesn’t matter how these definitions vary in depicting what exactly Big Data is, because in essence, “Big Data” is just another name for same old data.

The biggest challenge every business faces these days is that they have piles of customer data in unstructured format and they struggle to find some meaningful insights out of it. Understanding the relationships between different pieces of information available in large data sets is critical as they can give vital hints about the customer preferences and help businesses improve and deliver ultra-personalized services in turn meet customer expectations. This innate need to satisfy customers is the core goal for every business.

Given big data helps elevate the quality of service to newer levels, it is swiftly being embraced by all sectors, and the hospitality industry is no exception. In fact, big data is identified as one of the major trends that is impacting the hospitality industry today. It offers unprecedented opportunities to improve the existing customer services, efficiency of operations, to design innovative marketing strategies and to enhance the overall growth and profitability.

The following are some of the specific areas where big data is transforming the world of hospitality.

Improving Customer experience through Personalization

To improve customer experience, businesses must work towards gauging preferences. What is the best way to know these preferences? Is that by collecting data about a customer from different sources especially Internet? There is likely to be an enormous amount of information about every person on the Internet, so the key is to mine this information, and get the most relevant details out of it.

For example, a lodging business with multiple restaurants can analyze the transactional data of a customer to get an idea of his or her eating patterns. Also, it can mine for information on user-generated websites and through social media channels to know how the customer enjoyed his food at a particular restaurant. Analyzing information from these sources will give the business an insight into the culinary likes of the customer. When the customer books a hotel reservation the next time, the company can offer a reservation at his or her favorite restaurant too. Also, the company can offer menu choices based on their culinary likes. Such a strategy is sure to improve the travel experience of the user, and he or she is more likely to book into the same hotel in the future too. As a result, the lodging business not only gets incremental revenue, but the customer is also satisfied with this personalized travel experience which in turn, will lead to better customer loyalty.

In another example, a person who posts photos of his new mountain bike on Facebook or Instagram would be interested in a mountain biking trip. Travel operators who offer packages can customize their deals to meet the needs of this mountain biker, and offer the best one to him. The customer is sure to take the offer, and more importantly, he will go back to the same operator for future trips too.

Marketing Strategies

Big data can help companies devise the best marketing strategies for each target segment, based on their activities and preferences. When businesses understand their customers well, they can devise the right strategies to reach out to them. For example, if a company knows that a particular target group is spending an average of thirty hours a week on social media, they can devise their marketing strategies through social media channels. Such a strategy will give the greatest visibility for the company within their target group.

With the right big data tools and techniques, it is possible to determine the optimal marketing spend across different marketing channels in real-time. What this means is that businesses can stay on top of the changing preferences of consumers, and use it optimally to get the maximum coverage and higher engagement for their products and services.

Further, big data can also help a business to understand marketing pitfalls, especially the areas where it is losing its customers to competitors. For example, if a company analyzes the path to purchase on a hotel brand’s website, the web log will show the point where guests are abandoning the site to move on to competitors. This analysis of web log can help businesses to identify the problem, provide a solution , thus increase customer revenue.

Cost and Capacity Optimization

The unique feature about the hospitality industry is capacity constraints. Most travel companies and hotels lose money when they are unable to predict the demand for their services. To avoid this financial loss, companies can use big data to get more information with higher frequency in real-time, so that they can make smarter and more dynamic pricing decisions, and optimized capacity planning.

Businesses can get this information from a variety of sources such as social media, user-generated content sites, reservation and booking logs, call center logs, emails, photos, videos and so much more.

One of the leading international airline companies uses big data for its pricing and capacity strategy. They use different big data tools to add new destinations and connections based on the needs of its target markets. In addition they use big data to deliver the optimal seat-price combination for every customer. These pricing strategies have helped this international brand become one of the best airline companies within a span of ten years. This example showcases the potential of big data, and how companies can benefit from it.

Despite these advantages, there continues to be some challenges in big data implementation. One of the key challenges is to constantly get new and actionable insights from the tons of data being generated every day. This mining of information requires top skills and knowledge, and given the complexity of this new technology, skillful talent is few and far between. Also, the traditional business structures make it difficult to work across functions in different departments like IT, marketing and finance. Lastly, security concerns continue to exist, and this acts as a major roadblock for companies to collect data from the Internet. Companies and business consortiums around the world are working towards removing these obstacles, and they are likely to come up with the appropriate solutions in the near future.

Big data will continue to evolve and transform the hospitality industry in many ways. It has opened up new opportunities for businesses in this industry to actively engage with customers, customize products and services, and help devise high impact marketing strategies. These opportunities empower the players in the hospitality industry to improve their operational efficiency, competitiveness and profitability.

To conclude, big data is the perfect pill to boost the hospitality industry!

36大数据专稿,拒绝转载!

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