With the variety of sources comes the variety of marketing channels and data. But while it seems to open up the world of opportunities to the hospitality marketing, it also poses one huge challenge: How to make sense of that overwhelming stream of information.
The one that makes sense the data wins...
But it's easier said than done. Understanding the technology in the hotel distribution space is challenging, so many players and so much technologyIA chart provided by a new and promising player in the field called SnapShot shows you what hotelmaketing looks like.
The chart is divided in three main distribution segments: Online, Travel Agents and Events. These groups represent the majority of the business hotels receive. Within these three segments there are several layers, which go from the hotel (center of the chart) towards the guest (outer rim of the chart).
The diverse data all those marketing channels is what SnapShot is going to make sense of.
The new CEO of German-based hotel analytics firm SnapShot GmbH, Ex-Googler Dr. Stefan Tweraser is eagerly anticipating bringing the Big Data revolution to the hospitality industry.
“Hotels have never had so much data, but they're failing to use it effectively and completely,” Tweraser said.
Big Data analysis is all the rage in big business today, and there's an ever growing choice of platforms that companies can feed their data into to churn out business insights they might otherwise have missed.
But while some of these tools might be flexible enough for a hotelier to use, it certainly wouldn't be easy, and the vast majority of these platforms are tailored for specific industries anyway. No one, it seems, has yet come up with a platform designed to specifically analyze hotel data, or at least not until now.
Slated for general availability later this year, SnapShot is likely to be the first to do so. The solution is designed to integrate seamlessly with hotel's existing customer relationship management (CRM) systems so hoteliers can easily keep track of things such as rates comparison and trends: