CitizenM’s ultimate goal is to improve guest satisfaction, and the company is doing so by tracking specific data points to tweak hotel processes to create a seamless stay experience.

During the “Data-driven hotel” session at the 2019 Hotel Data Conference, Thijs Brugman, business intelligence at CitizenM, said when his company decided to start measuring different types of data at its hotels, it was important to map out relevant data and account for potential data gaps.

CitizenM found the best way to track relevant data was by focusing on individuals’ behavior rather than the behavior of large groups.