Role of Data and Information in Hospitality Industry

This presentation discusses the role of data and information in the hospitality industry, specifically focusing on the case of Holiday Villa Hotel. It explores the type of data that needs to be collected, the way information is captured and stored within MIS and databases, and how data can be used to deliver insights for business decision making. The presentation also highlights the importance of market research in increasing insight and provides findings and conclusions based on the research.

• Research title and objectives
• Role of data and information within hospitality industry
• Type of data need to be collected by Holiday Villa Hotel
• The way information is captured and stored within MIS and database
Table of content

• Usage of data to deliver insights for business decision making
• The way market research used to increase insight
• Findings
• Conclusion
• References
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Title : “To analyse the role of information and data within hospitality industry”. A case analysis on Holiday
Villa Hotel.
Objectives:
• To analyse what type of data needs to be collected by Holiday Villa Hotel for enhancing customer
experience.
• To determine role of information in decision making process of Holiday Villa Hotel.
• To identify how market research can be used in database system and conjunction with MIS to increase
insight for business decision making.
Research title and objectives

To generate more revenue, increase profitability and deliver the better experience, it is
essential for companies that are dealing in hospitality industry such as hotels, resorts and
more, is to gather appropriate and reliable information. It includes information related to
latest trends in technology, type of services offered by competitors, preference and
changing in demands of customers and more.
Role of data and information within hospitality
industry

These data are considered as extremely varied which can be used within both behavioural
and predictive analytic, for improving business practices. The main role where analytical
data helps in hospitality industry in increasing efficiencies of business are – improve
revenue management, optimize targeted marketing, enhance customer experience, increase
additional service and competition scouting. All these procedures will ultimately lead to
increase productivity and performance of business, in order to run organization effectively
in hospitality industry.
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As competition in hospitality industry continuously rising therefore, to run business
effectively it is essential for Holiday Villa Hotel to conduct a proper market research. This
would help in collecting proper data relevant to make improvement in business practices.
Type of data need to be collected by Holiday Villa
Hotel

To meet the needs of discerning customers, it is essential for this hotel to collect appropriate data
which includes -
Customer profile- This data involves preferences of customer, whether the customers of Holiday
Villa hotel belong to a special age group, if they prefer luxurious service or regular
accommodation services for their stay in hotel. This type of data is required to be collected by
this respective hotel.
Technology - To know about advancements related to technology in this sector, data is needed to
be accumulated by this respective Hotel, in order to stay ahead in competition.
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• Competitive Analysis- In order to achieve the premium position in hospitality industry,
Porter 5 forces model is a suitable way.
• Risk Factor- Collection of information related to risk elements present in hotel industry,
will help managers of present hotel to know about changing demands of customer, the
shortage of experienced staff members and new regulations incorporated by Government.
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In order to implement changes and modify day to day operations, it is essential for Holiday
Villa Hotel to take appropriate decisions. For this purpose, the data collected by market
research needs to be stored within database and management information system in proper
manner. These systems that are Database and MIS is considered as most important in day to
day operations of hotels that works with people, technology and factors that affecting the
company.
The way information is captured and stored within
MIS and database

TPS (Transaction Process System) – The front-line managers of Holiday Villa can use
TPS System to collect, modify as well as retrieval the transaction data for decision-making
process.
MIS (Management Information System) – This system is used by middle managers of
respective hotel for decision making, coordination, analysis, control and visualisation of
business infor.
DSS (Decision Support System) – Here, top management of Holiday Villa Hotel use DSS
which refers to a computer-based information system to collect, organise as well as analyse
business in order to facilitate quality in decision making process.
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Business analytics which includes a vast proliferation of data, that helps managers of
Holiday Villa Hotel in understanding the dynamics of business. Through this process, by
optimising the analytics, they can anticipate market shifts and drive strategic business
decisions as well.
Usage of data to deliver insights for business
decision making

To make effective decisions related to marketing strategy and business practices as per
changes in customer profile and latest trends, management of Holiday Villa Hotel can use
both primary and secondary sources. Here, primary research can be conducted via online
and offline survey, for analysing the perception of customers towards services of given
hotel.
The way market research used to increase insight

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Type of data needs to be collected by Holiday
Villa Hotel
If management of Holiday Villa Hotel seeks to increase the high attention of customers
especially at occasional period like Ester, Christmas Days, then it needs to collect the data
related to preference of travelers. For example -
Research Topic: To analyze the factors that impact on customer retention in hotel industry.
To gather data and information on given company, managers of Holiday Villa Hotel
can use both primary and secondary data in following way –

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It has been analysed that the factors that impact on customer retention within hotel industry are -
Customer Loyalty: It defines as resistivity of customers to take services of other hotels. Therefore, if
a hotel offers best services to its clients as per their satisfaction level, then this may help in earning
loyalty of them, in terms of retaining for longer period.
Service Quality: Customers attracts more on those organisations that offers best quality of services
and concern more on catering their needs.

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1. Which factor attracts you more towards hotel services? Frequency
 Brand image 5
 Service Quality 3
 Accommodation and services 2

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2. Are you satisfied with services offered by Holiday Villa
Hotel?
Frequency
 Yes 7
 No 3

While secondary research is done by exploring data from government census, published
reports and more. These kinds of data that has evaluated from primary and secondary
resources can be used by given hotel for making appropriate decisions for offering better
services to customers.
Findings

While secondary research is done by exploring data from government census, published
reports and more. These kinds of data that has evaluated from primary and secondary
resources can be used by given hotel for making appropriate decisions for offering better
services to customers.
Conclusion

• Gandomi, A. and Haider, M., 2015. Beyond the hype: Big data concepts, methods, and
analytics. International journal of information management. 35(2). pp.137-144.
• Zikopoulos, P. and Eaton, C., 2011. Understanding big data: Analytics for enterprise
class hadoop and streaming data. McGraw-Hill Osborne Media.
• Erevelles, S., Fukawa, N. and Swayne, L., 2016. Big Data consumer analytics and the
transformation of marketing. Journal of Business Research. 69(2). pp.897-904.
• Donier, J. and Bouchaud, J. P., 2015. Why do markets crash? Bitcoin data offers
unprecedented insights. PloS one. 10(10). p.e0139356.
References

Thank you