A fascinating and at the same time scary topic is entering our working world: Artificial Intelligence (AI). Many industries are already looking for ways to apply AI. So far, not much activity can be seen in the hospitality industry.
Intelligent Hotels are the Future Continue reading
Direct distribution is vital for the profitability of a company. Hotel managers are fully aware of this, as shown by the many direct distribution activities and the direct booking campaigns launched by hospitality associations.
The success formula in marketing is quite simple: The further the reach, the better the results. For direct marketing this translates to: The larger the target group, the more bookings can be generated through a hotel’s proprietary website.
Time for a Change
After the latest hacker attack, access data of around 1 billion Yahoo users became available on the web. It is quite alarming to see that most people utilize the same user name and password for a variety of sites. What seems so practical is, however, extremely dangerous and should be avoided in any case.
Do not give hackers a chance!
Most hoteliers associate the term Social Media with Twitter, Facebook or Instagram. But there is much more to Social Media. Facebook & Co. are one aspect, the other important part is rating portals. Communities are nice and valuable, but money is made through TripAdvisor, HolidayCheck, and Google+.
Social Media has a long-lasting effect on the sales and marketing strategy
Never before has change been so omnipresent like today. And never before has it been more important to stay up-to-date and to expand ones knowledge. Such statements can be seen a lot. And they are true! Big Data, the hot topic of the past months, confirms this.
In 1965, Gordon Moore, one of the founders of Intel, postulated that processor speed would double every 18 months and network capacities every 9 months. Back then, only a few people understood what this meant. More than 50 years ago, Gordon Moore already predicted how fast our world would change. This means that, if the development continued at the same speed, computers will be 64 times faster than today by the year 2026! It is hard to imagine the possibilities this would bring.
Big Data: See light at the end of the tunnel and go with the flow!
Data has become the new gold in the Big Data era. When you look at the business value of companies such as Booking.com, AirBnB or Uber you can see the immense value of data. All these companies would have no basis for existence without the data they are generating.
Hotels also create huge amounts of data. One massive data source is the WLAN, a system hardly anyone pays attention to or makes use of. This, however, is a big mistake! There are calculations according to which a 200-room hotel gives up around 280,000 Euros per year by not tapping into this potential.
Not only guests but also the hotel can benefit from free wifi
The fight for guests and their loyalty manifests in the booking behavior. In other words, guest loyalty stands or falls with the guest data. Only if you know your guests, their needs and expectations and how much they are willing to pay, will you be able to go up against the OTAs. Success does not depend on the size of a company, but on the management’s ability to adapt to the changing environment. In the end, it is all about Central Data Management (CDM).
Central Data Management requires a rethinking of the hotel management
Each year, many hotel managers ask themselves what and how much they should invest in to meet the expectations of their guests. Without doubt guest satisfaction alongside communications is the most important variable influencing guest loyalty and repurchase behavior.
Thomas Reisenzahn, former secretary general of the Austrian Hotel Association and today managing director of GFB Prodinger Tourism Consulting, recently stated that one of the main reasons for the increasingly difficult situation of hotels in the Alpine region was false and costly investments. I completely agree. However, I believe that this statement is not only applicable to hotels in the Alpine region, but to hotels everywhere!
Was um Himmelswillen ist Big Data?! Fast täglich werde ich gefragt, was es mit dem Thema auf sich hat. Und tatsächlich ist es gar nicht so einfach, Big Data jedermann einfach zu veranschaulichen. Obwohl das Thema rund um die intelligente Datennutzung nicht aktueller sein könnte – wie man den Medien tagtäglich entnehmen kann – gibt es nur wenige Experten, die schlüssige Antworten liefern.