In hospitality, there has been a lot of hype about Big Data and why hoteliers should take full advantage of their customers’ Big Data. According to Gartner, Big Data is high-volume, high-velocity and/or high-variety information assets that demand cost-effective, innovative forms of information processing that enable enhanced insight, decision making, and process automation. Confused? Big Data sounds intimidating, doesn’t it? For years the OTAs have been bragging about their Big Data: gigantic amounts of data on the browsing and purchasing patterns of their website users. At the same time, the OTAs have relatively “small data” about hotel guests’ on-property behavior and activity purchasing habits while on property. Hoteliers have access to what we call “Real-Time” data, meaning the on-property data coupled with user browsing and purchasing data on their own websites. This includes user demographic information, geo location and language preferences, past booking history as well as on-property behavior such as whether or not they booked suites, or even what restaurants they frequented while on-site. This data is all instantaneously available when the user lands on your hotel website, and represents a huge advantage hoteliers have yet to effectively utilize. Hoteliers also have another distinct hidden competitive advantage over the OTAs: they know their property, their hotel product, their customers, and their destination better than any OTA. Hoteliers should develop a digital marketing strategy to “own” their destination and their destiny as a whole. Get the full story at HeBS Digital