Business Intelligence Begins with Data; Data Management Begins with BI

As business intelligence begins to permeate the hospitality sector, one thing is certain: You can take a “buy” approach, implementing a BI module from a hotel systems provider (for instance, as part of your PMS, CRS or Sales & Catering system) or from a third-party solutions provider.  You can take a “build” approach, securing the

Business Intelligence – What It Is and Why It Matters to Hospitality

I believe that “Business Intelligence” will become a “buzzword” in the hospitality industry within the next few years.  We can already see this starting to happen, as some systems vendors have begun to introduce early business intelligence (or “B.I.”) capabilities into their product offerings.  Yet in my experience, most in the hotel business don’t yet

Timing an Advanced Purchase Campaign

A soft period (January) is approaching and the hotel decides to offer a 20% off BAR 14-day Advance Purchase campaign to boost Transient segment (BAR, Discounts, Packages, etc.) sales in advance through the website as it traditionally does. Lead time analytics from HotelIQ reveal that the prime booking window for stays in January is actually

Analyzing Booking Pace to Find Opportunity

It is December 1st. We need to understand if booking pace (room nights, ADR and revenue) is picking up strong enough for the following January at the most granular levels (days of week, rates, market segments, etc.) so that the most targeted opportunities are identified to increase revenue. It has been identified that the real

Negotiated Account Review

It is mid-year and time to review the Corporate Negotiated Account strategy per account in multidimensional ways to understand their consumption behavior and the hotel’s sales force efficiency in preparation for the following year’s Negotiated segment strategy. The pricing and availability strategies need to be revised to increase Negotiated Rate Efficiency (NRE) for the entire

Calculating True Marketing Campaign ROI

A Sabre PromoSpots GDS marketing campaign (€10,000 spend) was run between April 15th and 30th to boost BAR sales for weekday (Sunday-Thursday) stays in May. Did it work? Did sales through Sabre between the 15th and 30th of April for weekdays in May increase year on year? What was the ROI for the marketing spend? Based on the

Localized Datasets Can Outweigh Big Data

Much is being written these days about “big data” to the point where the term is synonymous for some with “business intelligence.” In fact, big data is really just BI applied to very large datasets, facilitated by recent quantum leaps in data processing power. These advancements have been brought about in response to the data

Hotel Business Intelligence in Action: Interpreting Booking Pace

Business Intelligence (BI) is the process that is at the core of the “big data” articles and discussions that you have likely read about in the hospitality press this year. And while “big data”, as the name implies, refers to  harnessing information from massive amounts of data at the enterprise and industry levels, the core