The Rise of Predictive Analytics in Hospitality

IGT Solutions, highlighted the Top 12 trends for 2016 to impact the Travel Technology industry. The trends report titled IGT ‘The journey becomes the destination’ marked out the rapid integration of smart machines, connectivity and human behavior in driving millions of experiences across one seamless journey.

Let’s look at how connected travel is impacting guest experiences for the hospitality industry. Data and digital are peas in a pod as revenue-driving analytics redefines experiences. From local experiences to keyless entry, hotels are pressed to deliver better, faster and further. Trends like Predictive analytics, mobilization, personalization and socialization are re-establishing the ‘wonder and magic’ associated with travel. As a global provider of travel technology solutions, IGT is at the forefront of many changes meeting these advances headfirst for the travel and hospitality industry.

For hotels, to achieve a seamless and connected experience means to power and unify data-on-demand, entertainment-on-demand and experiences-on-demand for the guest. While hotels concentrate on engaging with the guest, they often miss engaging with their data and deriving insights that make the difference. Data from PMS, reservation systems, POS systems and many more need to be intelligently analysed for actionable insights. But as data grows, so does cost of maintaining and analysing it…leave alone the planning of personalized experiences which is a whole new ball game. To use data smartly, one first needs to analyse the key issues that guests and hotel staff face.

What key challenges that hotel guest face most?

  1. Long wait lines for check-in and check-out or delayed Information
  2. Slow responses to Inquiries
  3. Navigation difficulties in Huge Airports
  4. Lack of available information on Recommendations
  5. Language Barriers
  6. No Personalized hotel rooms

What hotels need is a single unified solution that will:

  1. Create unique customer experiences,
  2. Increase revenues,
  3. Drive operational efficiency & reduce costs

Many partner with 3rd party providers to mine the data and implement decisions, while others bring digital to replace the traditional hotel experiences. In hospitality, the guest often reaches out for several needs such as the ‘Reception’ for check-in-check-out, ‘Room service’ for services, ‘Information desk’ for local experiences and so forth. Many broken interactions and personalization opportunities that get missed. A single platform can allow guest to simply log-in to the network and have an experience without delays, without holds and without the ringtone. And help improve the operational efficiencies and impact services.

As the innovative experience partner, IGT is working with leading hospitality chain in Asia on the design, functionality and evolution of a personalized and intuitive management platform. It’ll be a real-time booking engine for hotels, residential listings, nightlife and entertainment. Some key features include:

  • Immersive maps that share neighbourhood content and local insights
  • Dynamic packaging capabilities empowering guests to design their stay with upgradeable options such as bedding, toiletries, etc.
  • Mobile integration: seamless check in and check out, room service, in-room control for TV, entertainment, temperature and much more
  • Personalized recommendations from concierges
  • Stored preferences for instant service adjustments with subsequent bookings

Additionally,  the evolving  role of technology further  allows hotels to deliver personalized and location-driven messages. Let’s take a look at the rise of indoor technologies that are front-ending information personalization. Based on the analytics and guest profiling, hotels can tailor-make push messages.

Evolution of Indoor Navigation Technologies

While global positioning systems (GPS) remain the most important tool for outdoor navigation, it requires the receiver to have an unobstructed line of sight to satellites. With beacons, hoteliers can auto-detect the user’s presence inside the hotel using geo-fencing technology and will know exactly on which floor the user is located. Knowing where a guest is before sending information enables more effective communication-via push notifications across multiple mobile platforms. From fancy rooms to free wifi, hospitality has gone across the length of opportunities to differentiate and stand out, but few actually do stand out in the melee of small, big, budget and airbnb hotels. There is only s one open way left to create differentiated experiences and operations – The ‘Smart’ way.

About the Author:
Renee Kishore is digital marketing specialist, and a published author. A researcher and writer of change tactics and technologies in travel and other verticals, she frequently posts across the digital ecosystem. With 8-yrs of experience in communications and marketing, Renee has a passion for discussions and can be reached at: renee.kishore@www.igtsolutions.com