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Data is a game changer for making informed decisions and increasing return on investments. Surprisingly, many hotels lack proper data analysis to assess the value of their decisions, and instead rely on hit-or-miss tactics. This blind decision-making often leads to disappointing results, especially for financially struggling hotels, which may find themselves in a worse position due to the wastage of valuable resources. It is also problematic for successful hotels which can fail to reach their full potential by not exploiting data. To avoid these situations, there is no need to immediately delve into every aspect of data analysis. For hoteliers, the main purpose of data should be to identify high-value guests and drive them to book. High-value guests are those who are most likely to book, spend more on better rooms, extras and longer stays. These guests are particularly valuable because they yield the most benefits throughout their relationship with the hotel, known as their lifetime va

Marcy farrellHarvard business publishing