How to use great data in hotel management?

With the advent of cloud computing, the industry ushered in the era of large data. The "Big Data", the mainstream of the Internet, has also begun to touch the nerves of hotel managers, stirring up the thinking of hoteliers; many hoteliers are also starting to focus on big data, an area that can unleash great value, It is also a challenge for hotel managers to explore and learn how to use the technology of this field to serve hotel management.

The core of large data is that it can help customers to mining the value of data, rather than simple data calculation, it can use cloud computing technology for different areas of business model to form large data application model, through the computer and Internet technology to participate in the field of the elite team for different areas of customer service, This means that the future development of the big data industry is very promising. Then, as the tertiary industry of the hotel services to the use of large data technology for the hotel management services? What can the big data provide to the hotel management? The author based on years of experience and the mining of hotel data that can be from the hotel the following several management links to start and apply, to help the hotel in the early stage of market positioning, marketing management, revenue management and quality control to promote the work, and ultimately build the right products, win more loyal customers, improve market competitiveness, Maximize revenue.

The support of large data is more useful for accurate prophase market positioning

To build a hotel, the first thing to do is Project evaluation and feasibility analysis, only through the project evaluation and feasibility analysis can we finally decide whether it is suitable to build a hotel. If it is appropriate to build a hotel, what is the cultural theme of this hotel? What scale and grade do you build? What kind of products are you designing? What is the customer base of the hotel? What kind of price can be sold? The supply and demand of the future market and so on, these elements need to be determined before the hotel construction, that is, we often say that the early market positioning.

Building a hotel not only requires a lot of money to invest, and the construction period generally takes 3-5 years or longer, the construction cost is very high; Once the hotel is built into operation, and then want to change its market positioning is very difficult, it can be said that the prophase market positioning is a must not have any deviation work. Otherwise, it will bring immeasurable losses to investors. Thus, early market positioning for the construction of the hotel is very important, only accurate and accurate positioning, to make the hotel and the future market environment to adapt to the construction of the market to meet the needs of the hotel products, so that the hotel in an invincible position in the competition. However, in order to do this, there must be sufficient data and market information for hotel researchers to analyze and judge, only by working experience is not enough. Usually, in the hotel's early market positioning, related data collection mainly from the Statistical Yearbook, Industry management department data, related industry reports, industry expert opinion and the territory market survey and so on, these data have the sample quantity is insufficient, the time lag and the accuracy low flaw, the hotel researcher can obtain the information very limited, The data bottleneck exists in the accurate market positioning. With the advent of the large data age, the use of cloud computing and data mining technology can not only provide researchers with sufficient sample size and data information, but also through the establishment of mathematical models to use historical data to predict the future market, for researchers data collection, statistics and analysis to provide a broader space. Of course, the hotel itself to complete a large number of data collection and statistical analysis work is difficult, but also need the help of relevant data companies, for the hotel to develop a more accurate early market positioning.

Second, large data will become the future of hotel marketing work of the sharp weapon

In the hotel marketing work, whether it is products, channels, prices or customers, it can be said that each job is closely related to the market data, and the following two aspects of the hotel marketing work is the most important. One is to fully understand market information by obtaining data and statistical analysis master Competitor's business and dynamic, know the hotel in the competitive group in the market position, to achieve the "TSE, win" purpose; second, the hotel through the accumulation and excavation of customer file data, to help analyze customer consumption behavior and value interest, Convenient for customers to serve and develop loyal customers, the formation of the stability of the hotel's member customers.

In the traditional market competition mode, because the hotel access to data resources is limited, can only rely on limited survey data to compare and analyze individual competitors, can not fully grasp the market dynamics and supply and demand situation, especially the competitive situation, more difficult to determine the hotel in the competitive market position, It is difficult to set up the right competition strategy for the hotel. Along with the hotel marketing management idea unceasing renewal, the original traditional marketing pattern already faced the formidable challenge, to the manager accurate grasps the market information, the accurate understanding competitor dynamics, the formulation suitable price proposed the higher request. Market competition analysis also by the original simple room occupancy rate, the average house price and RevPAR analysis are transformed into the data analysis of the competition group, such as: Market penetration index (MPI), average house price index (ARI), income Index (RGI) and so on, from the dimension of time dimension, market share and year-on-year change rate. Through the analysis of these market benchmarking data, the hotel managers can fully grasp the information of the change of market supply and demand, understand the potential market demand of the hotel, obtain the competitor's business situation accurately, and finally determine the position of the hotel in the competitive market, so as to make an accurate marketing strategy for the hotel, and Setting the right price plays a key role. The application concept of large data is precisely the need for hotels to access these market data, and through statistical and analytical techniques to provide assistance to the hotel. In terms of consumer behavior and interest analysis, if the hotel is usually good at accumulating, collecting and collating the customer in the hotel consumer behavior information data, such as: Customer in the hotel cost, the choice of booking channels, preference room type, the average number of days to stay, the purpose of the hotel dependencies, like background music and dishes. If the hotel accumulates and grasps these data, it can through statistics and analysis to grasp the customer consumption behavior and interest preferences. When the customer comes to the store again and finds that you have prepared a favorite room for him, plays the music he likes to listen to and recommends his favorite dishes, then he is a loyal customer. Therefore, it can be said that the data contains the power of surprise, if the hotel managers are good at marketing to use, will become a hotel in the market competition in an invincible position.

Third, hotel revenue management is inseparable from data support

As a theoretical discipline to maximize hotel revenue, revenue management in recent years has been the industry's general attention and to promote the use of the meaning of the revenue management of the appropriate products or services, at the right time, at the right price, through the appropriate sales channels, sold to the right customers, the ultimate goal of maximizing hotel revenue. To achieve the effective combination of the above five elements, demand forecasting, market segmentation and sensitivity analysis are the three important aspects of this work.

Demand forecasting is through the statistics and analysis of data, adopt the scientific forecast method, through the establishment mathematics model, enables the hotel superintendent to grasp and to understand the latent market demand, in the future time each market segment quantity and the hotel price movement and so on, thus enables the hotel to adjust the market supply and demand balance through the price lever, And to implement dynamic pricing and differential pricing for different market segments; In the strong market demand by raising prices to gain more profit, in the weak market period through the introduction of promotional prices and discounted prices to attract customers, so as to ensure that the hotel in different market cycles to maximize the benefits. The advantage of demand forecasting is that it can improve the foresight of the hotel manager to the market judgment, and put into the market with the right product and price in different market fluctuation cycle, and get the potential benefit. The market segment provides the conditions for the hotel to accurately forecast the amount of room reservation and to implement differential pricing. Differential pricing is the behavior and method of setting different prices for the same type of hotel products (e.g., the same types of rooms, meals and recreational items) according to different market segments, characterized by high prices for customers who are willing to pay more, Customers who are willing to pay less will be charged a low price, leaving the product to the most valuable customer. Its scientific embodiment is in the market demand forecast to formulate and update the price, maximize the income of each market segment. Sensitivity analysis is to optimize the prices of different market segments through the demand price elasticity analysis technology, and to maximize the potential revenue of the market. The hotel manager can find the best available price-bar for each segment of the hotel in different market cycles through the pricing optimization method, and reserve or retain the guest room for the most valuable customers by means of booking control, which solves the problem that the room is lost due to the premature reservation of discount customers.

The advent of the large data age provides a broader space for the development of hotel revenue management. Demand forecasting, market segmentation and sensitivity analysis of the data demand is very large, the past is to collect the hotel's own historical data to carry out the prediction and analysis, easy to ignore the external market information data, it is inevitable that the results of the prediction of a certain deviation. Hotel in the implementation of revenue management process, if the hotel has its own data based on the use of more market data, to understand more information, and the introduction of competition analysis, will be to formulate accurate revenue strategy, profit higher profits play a role in promoting.

The multidimensional analysis of guest evaluation has become an important factor to excavate the potential of hotel service quality

Network comments, originated from the Internet forum, is for netizens leisure time to communicate with each other network social platform. In the past, customers in the hotel after the evaluation of the Internet, that is, we often say that the guest review has not caused the hotel managers to pay enough attention to the problems reflected by the customer, most hotels did not do a timely response or even do not reply, the day-to-day management of whether the timely resolution of the customer assessment reflected in the problem is more unknown, This not only pulls up the distance with the customer, moreover the information between the customer and the hotel appears more asymmetrical, has lost the hotel and the customer emotion interaction and the exchange opportunity.

With the development of Internet and electronic commerce, today's hotel guest review is no longer a simple comment on the past, has undergone a qualitative change, from the past customers on the hotel services simple praise and evaluation of the evolution of content, multi-channel and multi-dimensional objective real evaluation, customer evaluation content is more tend to specialization and rationalization, The distribution channels are also more extensive. Therefore, today's guest evaluation not only by the hotel managers of the attention, but also by the high attention of consumers. A market survey shows that more than 70% of the guests will visit the hotel's guest rating before booking and become one of the main motivations for whether or not to book the hotel. From a certain point of view, customer assessment in the Internet into people's lives today has become a measure of hotel brand value, service quality and product value of the important elements. Multi-dimensional data collection, statistics and analysis of customer assessment will help the hotel to understand the customer's consumption behavior, the value of interest and the hotel product quality deficiencies, to improve and innovate products, quantify product value, formulate reasonable prices and improve service quality will play a role in promoting. To do this, the hotel is usually good at collecting, accumulating and statistics of a large number of data, multidimensional comparative analysis, found valuable nodes, will be more conducive to the promotion of hotel marketing and quality management work, from which to obtain greater benefits.

To sum up, large data, is not a mysterious word, as long as the hotel usually good at accumulating, collecting, mining, statistics and analysis of these data, for my use, will effectively help the hotel to improve market competitiveness and profitability, surplus good benefits.

(Responsible editor: Mengyishan)