Hotel Data Analytics

Highgate Hotels Lead in Driving Growth Through Analytics - By Mariah Assuncao

Kurien Jacobs, CRO, Highgate Hotels has revealed their leading hotel’s secrets in accurately interpreting data. So how can you as a travel brand drive growth through? And what does it mean to accurately interpret data?

EyeForTravel Kurien Jacobs, CRO, Highgate Hotels has revealed their leading hotel’s secrets in accurately interpreting data. So how can you as a travel brand drive growth through? And what does it mean to accurately interpret data?

In association with EyeforTravel’s upcoming TDS North America 2014, Jacobs curates a journey and shows how Highgate see the future of hotel data and analytics.

1. Gain Perspective: utilize your whole data landscape

Huge amounts of data information are currently available but the difficulty can be capturing this data across all different sources. If your consumer does not book directly, regulating and controlling the data through other channels – and its accuracy – presents a huge challenge.

Jacobs recommends that hoteliers stop looking for more data until they are able to use the data they currently have to a good effect.

2. Interpret the Data Holistically

Interpreting this data can be a second added issue. Effective forecasting can be achieved when the data is transcribed and presented in a simple, understandable manner which will, in turn, push occupancy levels and increase revenue.

Jacobs believes that forecasting should be an intelligent mix of drawing past, internal data with the market’s future demand. What Revenue Managers need to be aware of is the necessity to analyse and cross-compare this data against the market, along with information collected from other sources such as flight traffic, in order to make well-educated decisions.

Although this ‘mix’ could be quite risky, it presents much higher returns in the future.

3. Get Geo-Graphical Savvy

Google analytics can be a great tool to understanding geographical data. For example, if you can track that most of your Brazilian mobile consumers are booking more and at a higher value than any other region, you can make a fact based decision and shift your budget to suit that region and serve those consumers on mobile more effectively.

It almost makes it sound simple…!

Image from Highgate Hotels presentation

Get the full video presentation sent straight to your inbox here: http://events.eyefortravel.com/travel-distribution-summit-north-america/content-rm-kj.php



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