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Predictive Analytics Bringing Science to the Art of Hospitality
Sanjay Nadkarni
1
2
Catering Banquets
F&B elements of hotels
Independent restaurant
Airline Industry
Maritime
Ground transport
Bars, pubs
Institutions
Tour Operators
Travel Agents
Hotels Motels
Institutions Clubs
Resorts Convention Centres
Merchandise Component
Hospitality Industry
Lodging Industry
Travel Promotion and Transport
Transport industry
Clubs
Foodservice industry
Recreation Sports
Recreation
The ‘Industry’…more than just hotels
The hospitality business is unlike any other because we have to factor in…. • Intangibility • Simultaneity • Perishability • Heterogeneity
3
Service industry, yes…but with a difference
We have to consider….. • Diversity of Options
• Boutique, Landmark, Luxury, Budget, Mid Range, Resort, City etc. etc.
• Brand Perceptions • Lifestyle, Quality, Facilities, Culture
• Star Ratings • 1 – 5 stars for hotels • Michelin stars for restaurants
4
Nature of this ‘Service Industry’
5
Classical Hotel IT
…enhanced Data opportunity
THE MAIN DIGITAL CHANNELS
ENTERYOURNAME.COM
SEARCH ENGINES
BANNER ADVERTISING
ONLINE PR
SOCIAL MEDIA
3RD PARTY WEBSITES
DIGITAL as a growth driver…
The Changing Media Landscape
9
Hospitality Analytics…operational & tactical v/s strategic
57 %
15%
16%
11%
40%
48%
10.7%
Natural Direct
Paid
Referring Natural
Direct
Paid
10.5% 40%
Channel Performance Metrics
Tactical Metrics
Social Media Branding Metrics
Social Media Metrics
Growth
Engage
Target
Branding Tactical Number of: • Followers • Fans • Subscribers
• Likes/Shares • Re/Tweets • Views • Pins
• Visitors to Website
• Bookings • Revenue
15
Sentiment Analysis
Source: ReviewPro
The yet uncrackable challenge of ‘optimizing Channel Distribution’!
Source: Delta Squared
Disruptive Business Models leveraging Data
THAT’S ALL, FOLKS!
WE HAVE THE DATA, YOU HAVE THE TOOLS!