Hotel Marketing: Multi-graph Analysis of Action and Strategy in Big Data Era

Hotel Marketing: Multi-graph Analysis of Action and Strategy in Big Data Era _ Data Analyst Examination

Big data helps to build loyalty and improve the conversion rate of the accommodation industry, but it also brings challenges. Databases are usually scattered in different departments of hotel brands. The key to using customer information is to integrate these data and find value from big data.

Present situation of data utilization in hotel industry

For a long time, there is a large amount of data in hotel infrastructure, but it has not been well shared, compared and visually analyzed, so no action has been taken to adjust its system. The hotel industry has begun to learn consciously in some enterprises and remains at the forefront of the industry. Of course, marketing costs and returns need to be considered, and the advantages of data-driven are also important.

It is good to have a large amount of data, but the key is to solve how to use digital information flow to better discover, track and maintain loyalty and repeat customers. The data shows that if we can make good use of customer information, the customer acquisition cost can be reduced by 2 1%, while the conversion rate of hotels and cars can be increased by 17%.

Tourism and Data: Platform, Database and Journey

According to all kinds of data collected by hotels from different channels, the key to value mining lies in connecting different information to make it visual, analyzable and applicable. The value lies in winning repeat customers. According to the revenue statistics of the global hotel industry this year, the hotel industry fluctuated slightly. In 2008, the global hotel revenue reached US$ 447 billion, decreased to US$ 395 billion in 2009, US$ 41900 million in 2065, US$ 438+00, US$ 457 billion in 2065, US$ 438+06,5438, and it is estimated to be US$ 2065,438+00.

Enhancing Hotel Customer Relationship: Value and Potential of Data Connection

The key area where big data is beneficial to hotels is to identify and obtain target customer types. With the help of guest check-in data, classified data, reservation data, website activity log and marketing history, hotels can study guests from many aspects. In addition, centralized data processing enables hotels to better market to high-end guests.

According to a data from Expedia 2065 438+04, 97% of business travelers have more than one mobile device during their travels. The proportion of leisure tourists traveling with more than one mobile phone is as high as 94%; 28% of adults use smartphones/tablets to book hotel rooms.

Data into Action: Four Steps

1. data: The first step is to connect all the data and integrate them from different brand systems into a single repository. Centralized data turns it into searchable data, which helps to produce previously unrecognized behavior patterns.

2. Analysis: With the new data repository, hotels need tools that can explain, analyze and extract details, that is, software that can use information to promote planning.

3. Training/staff: Understanding and creating results based on big data requires hotel leaders to develop methods outside the black box. When analyzing, the right toolkit and the right thinking are indispensable. Brands need professionals to know how to process data and how to get visual and feasible steps from data models, whether these professionals are already managing brands or being employed by the system to train and expand existing employees.

4. Tracking indicators: An important factor to ensure the success of the trilogy is to consolidate the practice of maintaining the expected results. Business and technology leaders need to track indicators and metrics of data-driven behavior. Continuously track and fine-tune permission policies.

An important foundation is that hotels have been upgraded to a professional level by integrating different data and using tools for analysis, and are gradually changing. This is not a limited project, but requires continuous efforts. Because the hotel agrees with this concept, the future strategy is to further develop the brand guest relationship.

Future hotels: using tools to expand publicity

When hotel brand data can be connected with other data, the possibility of transformation will be further expanded. For example, if a hotel brand can share data with flights, it can understand the behavior and expenses of users on the plane and in the hotel through the interaction between brands.

For example, Internet marketing companies Cendyn/One and Andara Hotels and Resorts jointly launched data-based marketing activities, and based on demographic, behavioral data, location and willingness information, targeted at families over the age of 30 with an annual income of more than $200,000, with obvious results. It increased the proportion of consumers using the booking engine by 275%, resulting in an increase of 65,438+0,265,438+0% in revenue, 365,438+0% in advertising expenses and 34% in conversion rate.

Brand data is connected with other data. This forward-looking attempt makes big data finally work effectively on tourism brands and opens a new world. If customer data can become more general basic information collected by the industry, it will become a turning point in competition. Brands and marketers will pay more attention to personalized development.

Thinking and strategy

Looking for high-end segmentation as a proprietary data set. Understand the behaviors and preferences of the top 25 (or top 250 or top 2500) guests of hotel brands, and carry out personalized service marketing and CRM publicity for these people.

Classify other guests at the operational level. Hotel brands can further classify other guests according to cost, frequency, auxiliary habits, loyalty, preferences and other factors, and then carry out market segmentation promotion accordingly.

? Conduct data analysis and pursue the brand's "best customer". Hotel brands can establish the best customer model, and can dig deep into the third-party data according to any number of standards and goals to find the guest files that match the model. Therefore, marketing is smarter, can reach better potential customers, and the conversion rate continues to increase.

The above is what Bian Xiao shared for you about hotel marketing: a multi-graph analysis of actions and strategies in the era of big data. For more information, you can pay attention to the global ivy and share more dry goods.