Tag: Head of Sales & Marketing Europe

Briefing: Demand for data services

Posted on by Guy Lean

A report from KPMG has found that 58% of organizations have difficulties evaluating data quality and reliability. Only 19% say they are currently ‘very satisfied’ with the insights their Data and Analytics tools provide. And only 14% think they have all the talent and capabilities they need to fully leverage data and analytics.

Relevant information and statistics can be provided by data collection or research services, or can be a result of good data systems within a hotel.

In these videos experts discuss services they offer to the hospitality industry and its customers:

KPMG’s report Going beyond the data: turning data from insights into value found that 97% of organizations say they are using Data and Analytics in some area of the business and 81% of respondents have improved their understanding of customers. There are a multitude more ways data can help organisations to make accurate and fast business decisions and sell their product effectively if they are able to leverage data properly.

In 2016 Snapshot will launch a new Hotel Analytics platform. The products is promised to be “Glanceable. Actionable. Effortless.” The platform has need significant investment to build, some of which came from long standing hotel market data & benchmarking company STR Global, and €25 million of which came from China based IT company Shiji Networks. The overwhelming volumes of data in the industry have long been both an opportunity and a headache to figure out. This product will surely appeal to many.

This is one of many companies responding to the demand for clarity of data. As discussed in the above videos UK based research company BDRC Continental provide research to a variety of industries including hospitality. Maxxton provides IT solutions and services. The online travel agents like Expedia have access to a phenomenal amount of data spanning many brands and therefore can gain a great perspective on the industry. And technology companies such as Seranata Intraware provide solutions for hotels to organise their data.

Video clips produced by ybc.tv for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: Illuminating all accommodation options

Posted on by Guy Lean

A new report from Savills found that only 8% of UK consumers can name a serviced apartment or aparthotel brand.

Although alternative accommodation sectors like serviced apartments, vacation rentals, and hostels have been growing, largely thanks to the opportunities online, there is still a lack of awareness of these products compared to hotels.

To rectify this, companies have been investing in marketing campaigns and launching TV adverts.

In these videos, four experts discuss awareness of hospitality products:

Savills’ European Serviced Apartment report states that 41% of UK consumers don’t know what a serviced apartment is and 57% don’t know what an aparthotel is. Awareness of serviced apartments was better among business travellers, although only 52% knew what an aparthotel was.

HostelWorld put out a new TV advert this year, aimed at young travellers looking for an authentic experience and inviting them to ‘meet the word’. This booking site features campsites, self catering accommodation, B&B’s, and budget hotels as well as independent hostels, and currently lists over 27,000 properties in more than 180 countries.

HomeAway, a vacation rentals model based around people renting out their second homes to holiday makers, has put a significant investment into its marketing budget this year. According to HomeAway’s second quarter reports, the company spent $100,887 on sales and marketing in the first half of 2015. This is up by about 25% on the same period in 2014. They have put out a 2 part TV campaign aimed at families.

If you’ve been sent to this page and you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do so here. It’s free.

Video clips produced by yBC for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: Good data management brings insight and development

Posted on by Guy Lean

Our reliance on digital technology means that data is building at an increasing rate. According to IBM we currently create 2.5 quintillion bytes of data everyday and 90% of the data in the world today has been created in the last two years alone.

Much of this data is irrelevant but where businesses are identifying the correct data sources and taking the time to analyse them they are finding value. Hospitality business should also think about making accurate data available to guests and clients.

In this briefing four hospitality experts discuss data management and analysis:

Many disruptive businesses have digital and data front and center of their strategy.

In hospitality Airbnb employs ‘data scientists’ to analyse things like the likelihood of a host accepting requests from potential guests. This analysis can help them increase the amount of successful matches.

In other industries, companies like Uber have invested in clever data analysis to be able to make predictions about its customers’ behaviours outside of the cab.

Established hospitality brands are also investing in digital and data. In October last year Accor announced plans for its digital transformation, which involves a €225 million investment plan and focus on two ‘pillars,’ IT infrastructure and data management.

Much of the data used and produced today is on mobile devices. According to Accenture ‘50 billion devices will produce actionable data by 2020’.

Research by Ericsson found that mobile data traffic increased by 55% from 2014 to 2015.

If you’ve been sent to this page and you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do so here. It’s free.

Video clips produced by yBC for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

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