How is Big Data Helping the Travel and Tourism Industry?

By CIOReview | Wednesday, November 6, 2019

Being a combination of structured, unstructured, and semi-structured data that is collected by various organizations, big data mines the information and uses it in machine learning projects, predictive modeling, and other advanced analytics applications. Big data has done wonders in various industries across the globe, and the travel industry is not an exception to it.

FREMONT, CA: Big data has transformed the travel industry and is also employed in the daily operations. The travel industry is one of the sectors that is massively dependent on data collected, and in recent years, has become more efficient, thanks to big data and analytics. Big Data handles everything that a traveler expects from the travel operator, giving personalized offers and suggestions about the places to visit. Hence, it can be deemed as the perfect companion that a traveler needs. It will be wrong to say that big data makes the traveling experience stress-free, which is what every traveler desires.

Here are ways in which big data can benefit the travel industry.

Revenue Management

The travel and tourism industry requires internal data like occupancy rates, customer expectation, room revenue, and current booking and external data like information about weather, flights, local events, and school holidays to be able to provide better services. It enables the hotels to predict future demands and anticipate in advance, which results in better management of prices and room rates, increasing them during high demand to maximize the revenue generated.

More data is better only when the revenue management system helps improve the price-demand estimates. This allows managing a particular business mix and pricing strategy, and helps boost the optimization process giving an edge over the competitors.  

Reputation management

Big data has supported the hotels to function smoothly, starting from payment and billing to the use of the mode of payment, which has become very flexible. In the age of the internet, customers leave a review about their experiences and opinions on various platforms like social media sites, dedicated review websites, and search engines. These reviews are checked regularly, and customers use this to compare different hotels before booking one. The information once collected from the customers can be of use to upgrade the hotel's training efforts, making improvements, and focusing on making the future reviews positive. 

Strategic Marketing

By using big data combined with integrated marketing management strategy, organizations can make a considerable impact on critical areas such as, who the customers are, where they are, how they want to be contacted, and what they expect. In the travel industry, getting the right marketing done can be difficult due to varied customers, but it is helpful for tourism companies. Big data helps adopt a strategic approach in the marketing efforts by targeting the right people in the right way. 

Market Research

Big data is used by the travel and tourism industry to analyze and gather information about its contemporaries to gain a clear understanding of what other businesses are offering customers. The data allows pinpointing the weaknesses, strengths, and overall reputation of different companies and helps business leaders identify the potential gaps in the market. This benefits people in the travel industry in numerous ways, allowing them to make evidence-driven decisions.

Targeted Marketing

The customers, being diverse, can be segmented into various categories according to their spending habits, expectations, and purchasing power. For instance, if we take two extremes like a family on holiday and business travelers, the purpose of staying, budget, and focus will be different. This is where big data comes into the picture. Understanding the demands of the customers experience through complete market research, the guest experience can be augmented. This also helps in establishing a good relationship and gaining loyal customers.

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