Taking Targeted Marketing To The Next Level with Big Data In Hospitality

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Taking Targeted Marketing To The Next Level with Big Data In Hospitality

Hello again my hospitality friends, In this week's installment I want to provide a bite-sized explanation of "Big Data" and a simple example of how this can be used within the hospitality industry to better understand and target key customer groups.

We are all part of "Big Data"...

At an individual level without realising we all contribute to “Big Data”, whether it is by filling in an online form, using your credit card or signing up to a loyalty program. With regards to hospitality, as a service industry “knowing your customer” is what sets a business apart from its competitors. So in our modern, highly connected world having an understanding of "Big Data" and harnessing the insights it can provide, is a necessity for this industry.

Key Sources of "Big Data"....

To be considered "Big Data", it needs to be large volume and accessed via analytics tools. The insights gained from the focused analysis of the raw data helps to better understand and predict consumer behaviour and make informed business decisions. The source of Big Data in a hospitality context usually falls into two main categories;  –

· The first being customer profile data points, e.g. demographics ( age , gender , nationality etc )

· The second is customer behaviour e.g.were do they spend time on your web site / type of amenities they are looking for etc)

One example of how "Big Data" can be used ... 

One of the most popular uses for "Big Data" in the hospitality context is creating targeted marketing. This process enables a business to specifically focus and design marketing messages aligned to niche customer groups eg. family packages targeted during mid-term breaks, midweek special offers for the active retired or romantic weekend getaways for couples/newlyweds. 

Utilising "Big Data" ensures that these targeted messages and unique packages defined for these specific groups are focused predominantly at current / future customers who fall within the relevant parameters. This will ensure the maximum impact of marketing initiatives and ideally lead to increased revenue and business success.


The above example highlights just one of the many potential business benefits of  "Big Data" and how it can support business growth for identifying your hotel targeted markets. #Hospitality #BigData #TargetMarketing  

For more information on, the importance of Big Data in the Hospitality Industry read more Premium Digital blogs.

Premium Digital Working for Success in Hospitality, contact us today.

Written by Mark Conmee


References: Hotel Tech Report. 2022. What is Big Data and how is it impacting the hospitality industry . [online] Available at: https://hoteltechreport.com/news/big-data-examples

Comments

  1. DDillonJanuary 31, 2022 at 4:27 AM

    Your correct Mark, utilising "Big Data" ensures that targeted messages reach the right audience. The right audience at the right time is so important to converting sales. Many people are so unaware that trawling through web pages and leaving comments on social media sites gives marketers so much information about their preferences.

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  2. F PinateJanuary 31, 2022 at 10:25 AM

    Hi Mark, I like your blog this week. Finding the right tools to analyse Big Data is so important. It is essential for businesses to understand what the customer wants, what are the trends so we can effectively plan out for the year ahead. We use some tools like TrustYou to see what customers are saying online in the hotel so good to mention in case it can help other hotels.
    - Fernanda Pinate

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  3. Philip Kelly February 6, 2022 at 8:26 AM

    I really like your blog this week Mark, targeting the right customer with the right message is key to success in today’s digital age and we are all looking for more personalisation. Personalisation can be hard, and this is where big data helps in understand your customer better by reading all data flowing through website. It would be good to mention tools to help you understand your customer better in this section like Google Analytics which can be used to understand your buyer persona. You could like the blog back to your last one on Google analytics. Overall though I enjoyed your blog.

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  4. Ailbhe StephensMarch 15, 2022 at 5:57 AM

    I really like that you personalise this blog and addresses everybody as hospitality friends it makes it warm and welcoming. You discuss big data in hospitality but perhaps there is scope to outline more detail what exactly big data is as this would be a term that alot of people would not quite understand. Your example on how big data is used in the industry is very good and is key to digital marketing today in hotels. However, in this section you should give the reader examples of the some analytical platforms used to assist hotels with targeting marketing e.g Google Analytics and then you could reference this back to your blog on Google Analytics.

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