big data and smart data in the hospitality industry: quotes from industry leaders

“Our strategy is to collect all the data on our system, to filter it for information as well as to be able to transform in data for communications.

The goal is to send the right client, the right information, at the right time. It is also the opportunity to create systems for customer relations between

the different hotels of a chain. It thus becomes possible to manage customer experience… If we collect data and know the customer better,

then we can serve him better and he should be more satisfied.”

Olivier Cohn, Chief Executive Officer, Best Western

Source: Hospitality-on.com ; Quotes from the 19th Global Lodging Forum

“When it comes to hotels, the digital era requires us to react daily. It is thus necessary to transform Big Data into Smart Data so that hoteliers can use it

in order to optimize the hotel's potential and customer satisfaction.”

Vanguélis Panayotis, Director of Development, MKG Group


“The ultimate goal is to create value. The key to Smart Data lies in the hotel. It must be possible to identify clients in order to enrich the

experience….the data does not only concerns the client. It may also come from B2B relations.”

Benoit Lemezec, Chief Marketing Officer, B&B Hotels


“The hotelier needs data to understand what happens at his property and in order to be more efficient in terms of personalizing the offer and offering

customers recognition. The quantity of information sent to clients is an important subject. OTAs were the forerunners in this game.”

Jean-Luc Chrétien, Executive VP Distribution Sales & Loyalty at Accor


I believe that hotel customers would not be against giving more data to hoteliers if received some added value in return: faster check-in, lighting and heating set according to usual preferences. But before they realize

there is some added value, it will only become increasingly harder to collect data.

Paul Mulcahy, Vice President Distribution & Revenue Management, Moevenpick Hotels


“Hotel groups already do a lot to treat data, but they can do even more. Innovating is a good thing since the customer puts more pressure on us to

be sure we are using the data correctly.”

Chinmai Sharma, Vice President Revenue Management and Distribution, Louvre Hotels Group


“Customers are showing increasing discernment. They have access to price comparison websites. When less significant promotions are sent, they don't even bother opening the email. OTAs such as Booking.com are more efficient and do better work in marketing. It is far more attractive to receive

an email from Expedia or Booking.com.”

Chinmai Sharma, Vice President Revenue Management and Distribution, Louvre Hotels Group


big data and smart data in the hospitality industry: quotes from industry leaders

Business