COIT20253: Business Intelligence

Using Big Data

Assignment 2: Presentation

12092891- Romel Miranda

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Accor Hotel
 French own multinational hospitality company that manage and
franchise hotels

 Operates in 100 countries, including Australia, with more than 4,800 hotels

2
Australia Hotel Industry Trends

Figure 1: No. of hotel rooms in Australia

Source: Invest in Australia n.d.

Figure 2: Occupancy Year to date

Source: Invest in Australia n.d.

3
Business Strategy

Increase brand awareness to improve Hotel occupancy

Figure 3: Brand Awareness

Source: Raven Tools 2011

4
Business Initiatives

1. Improve Marketing Strategy to increase brand recognition and customer reach

Figure 4: The elements of Hotel Marketing

Source: Szallas Marketing n.d.

5
Business Initiatives

2. Enhance Customer Experience to facilitate more customer

engagement and share of voice

Figure 5: Preventing Customer Engagement’s Missed Connections

Source: Magnuson 2019

6
Outcomes

1. Builds brand loyalty

Figure 6: Propensity to try different hotel brands

Source: Erickson 2013

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Outcomes

2. Develop a better understanding of Customer behaviours and

preferences to better managed their expectation

Figure 7: Percentage of guests who will definitely return

Source: Pratt 2016

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Critical Success Factor

1. Leverage social marketing strategy

2. Investing on more optimised booking experience
3. Turning bad feedback into opportunity
4. Transforming new customer into loyal customer

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Task

1. Exploit social media data to create more business opportunities

2. Build hotel mobile apps for more personalized and efficient booking
3 Develop effective customer referral program
4 Provide add on service e.g. free wifi, discount for regular customer, etc
5 Respond to guest feedback immediately and offer solution
6 Train staff in providing excellent customer service

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Data Sources

Figure 8: Hotel Data Sources

Source: Arya 2016

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Turning Strategies into Action

Collecting, transforming, storing and analysing data

Figure 9: Prescriptive Analytics

Source: Hayes 2018

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Technology Requirements

Big Data Analytics

Facebook PrestoDB
 Open source distributed SQL query engine

 Run interactive analytic queries of big data sources for all sizes (Mashiach

2018)
Hadoop Integration (Hive Connector)
 Enable querying of stored data in HDFS

 Mapped with Hive Metastore (Mashiach 2018)

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Technology Requirements

Big Data Analytics

Mixpanel
 User behaviour analytics for marketing

 Tracked mobile apps and analysed mobile products

 Provide answer about how customer engage with the products

 Gave more suitable information to guest

 Deeper understanding of customer journeys

 Provide additional insights about customer (Appsee 217)

Tableau
 Simplify raw data into easily understandable format

 Data analysis is fast

 Includes features such as Data Blending, Real time analysis, Collaboration

of data
 Data can be understood by any level in an organization (Guru 99 n.d.)

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Technology Requirements

Big Data Analytics

Microsoft Power BI
 Make informed decisions fast.

 Explore data with visual reports that can collaborate, publish and share

 Integrates with other tools such as Microsoft Excel

 Connect to multiple data sources on premises as well as cloud

 Use Power Query to ease data ingestion, transformation and integration

 Develop or personalized reports using built-in visuals (Microsoft Power BI

n.d.)

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References

Gourmet Marketing n.d., Hotel branding trends, viewed 27 September 2019,

https://www.gourmetmarketing.net/hotel-essentials/hotel-branding-trends/

Mukherjee, M n.d., Importance of customer experience in the hotels industry, viewed 27 September 2019,
https://blog.survaider.com/importance-of-customer-experience-in-hotels-industry

Guru 99, n.d., What is tableau? Uses and applications, viewed 27 September 2019,
https://www.guru99.com/what-is-tableau.html

Microsoft Power BI n.d., What is power BI, viewed 27 September 2019,

https://powerbi.microsoft.com/en-us/what-is-power-bi/

Hayes, B 2018, Using predictive analytics and artificial intelligence to improve customer loyalty, viewed 27
September 2019,
https://businessoverbroadway.com/2018/03/19/using-predictive-analytics-and-artificial-intelligence-to-improv
e-customer-loyalty/

Raven Tools 2011, The 8 types of social media goals and how to measure them, viewed 27 September 2019,
https://www.slideshare.net/raventools/the-8-types-of-social-media-goals-and-how-to-measure-them

Magnuson, B 2019, Preventing customer engagement’s missed connections, viewed 27 September 2019,
https://www.braze.com/perspectives/author/bill-magnuson
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References

Szallas Marketing n.d., The elements of hotel marketing, viewed 28 September 2019,
https://www.pinterest.com/pin/468867011177341743/

Arya, N 2016, How hotel data can revolutionize your property’s performance, viewed 28 September 2019,
https://www.hotelogix.com/blog/2016/10/04/hotel-data-can-revolutionize-propertys-performance/

Erickson, D 2013, Hotel brand loyalty, January 2013, viewed 28 September 2019,
http://trends.e-strategyblog.com/2013/01/29/hotel-brand-loyalty/7725

Mashiach, A 2018, Facebook prestodb — full review, viewed 28 September 2019,

https://medium.com/@adirmashiach/facebook-prestodb-full-review-4ba59720a92

Appsee 2017, Best tools for tracking user behaviour on mobile apps, viewed 28 September 2019,
https://medium.com/@Appseecom/best-tools-for-tracking-user-behavior-on-mobile-apps-b980cfa2165d

Pratt, M 2016, The linkage between your hotel’s brand promise, loyalty and profitability, viewed 28
September 2019, https://www.htrends.com/trends-detail-sid-88278.html

Invest in Australia n.d., Hotel industry trends, viewed 28 September 2019,

http://www.tourisminvestment.com.au/en/research-insights/hotel-performance.html

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Thank you