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Glossary overview

Big Data

 Armin Gögele, last updated on June 29, 2023


Big data indicates data sets that are too large, complex and/or weakly structured to be dealt with by manual data-processing methods. It can combine various data sources, like data from smartphone usage, smart homes or connected cars as well as records from different monitoring systems. This data is processed and analyzed with specific software. Nowadays numerous businesses are processing large data sets. Big data is used to improve efficiency and productivity in the fields of technology development, information technology, and marketing. It is typically employed by social networks and search engines.

Benefits of Big Data in Hotel marketing

  • Improved Personalization: By analyzing large amounts of data, individual guest preferences and behavior patterns can be identified, allowing for personalized offers and recommendations to be provided.
  • Guest Experience Analysis: Through the analysis of Big Data, hotels can understand and optimize the entire guest experience, from booking to stay to departure. This enables improvements in service, identification of problem areas, and measures to enhance customer satisfaction.
  • Efficient Marketing: Big Data enables hotels to optimize their marketing strategies, create targeted advertising campaigns, and better measure the success of marketing initiatives.
  • Early Trend Detection: With Big Data, it is possible to identify changes in booking behavior, new customer preferences, or emerging market trends in advance.

The most important questions about Big Data

What types of data are used in hotel marketing for Big Data analysis?

Various types of data are used for Big Data analysis in hotel marketing, including booking data, guest data, website analytics, social media data, guest feedback, and reviews.

How can Big Data in hotel marketing contribute to improving guest satisfaction?

By analyzing data, hotels can better understand the needs and preferences of their guests and provide personalized services and offerings. This can lead to higher guest satisfaction and improved guest loyalty.

What challenges are associated with the use of Big Data?

The use of Big Data in hotel marketing can pose challenges related to data privacy and security. It is important to ensure compliance with relevant data protection regulations and implement appropriate security measures to protect guest privacy and the integrity of the collected data.