酒店旅游业的大数据和数字智能

美国的在线旅游市场正在走向成熟。根据eMarketer发布的报告 ,美国的在线旅游销售增长幅度正在放缓,增速从2011年的15.1%下降到2013年的8.0%,预测在2017年的增长幅度为4.5%。对于酒店和旅游业的公司来说这意味着什么呢?新增的在线消费者人数后继增长乏力——仅仅给用户提供一个带预订功能的网站是不够的,在线的访问体验必须要吸引客户多次回访并在线下单。消费者可以选择在线下单或通过手机进行预订。为了避免你的潜在客户跑到你的竞争对手那里预订酒店与旅游产品,你必须要了解你的潜在客户的意图,并提供相关的、及时的和有见地的互动,从而提升的订单转化的几率。

要做到这一点,酒店和旅游机构必须要以数据为基础展开分析,充分利用数据(网络和移动的数据)以识别客户的需求(如他们正在查找哪些内容),并想办法为客户提供他们想要的内容和搜索结果。幸运的是,数据存储和处理能力的进步意味着我们已经可以很好地对网络和移动行为进行预测分析。

在过去的网站分析工作过通过都是把聚合数据作为第一个步骤,然后提供摘要报告。然而,数据存储的成本已经变得相对便宜,而数据的处理能力则呈指数级增长,使企业能够在不牺牲任何速度或精度的情况下存取、处理和分析所有的数据内容。公司可以利用从网站、移动应用和社交媒体数据采集到的原始数据,通过预测分析,把数据转换成真正的有建设性的见解。把这些见解应用到客户身上,就可以获得更多产出。

数字化的行为数据和预测分析可以在以下三方面对营销进行补充:外部推广、内部优化和整合营销。当你在进行外部的市场推广行为时,你可以充分利用好数字化的行为数据、业务规则和预测分析,这可以帮助你识别出哪些工作在电子邮件营销、展示广告或再营销活动中更有效。同样,当用户第n次回访你的网站中,利用好上边提到的数据、规则和分析结果,我们可以为访问者提供个性化的体验。最后,数字化的行为数据、业务规则和实时预测分析可以作为一个整合营销的方法来使用,从而扩展到每一个客户接触点,比如当用户联系呼叫中心或前台团队预订房间或旅程时,我们的员工都可以根据他们的信息向他们推荐最相关的产品或服务从而形成更多的转化。个性化的网络体验和服务运营体验可以让客户不断回访网站并达成订单转化。

为不同的客户群显示不同的产品,这对于在线销售来说至关重要。哪些产品应该展示给哪些客户,使用到算法也越来越复杂。酒店和旅游公司可以把大量不同的产品展示给用户,从而吸引用户客户搜索他们的网站。而使用个性化的技术,酒店和旅游公司可以在对客户的偏好和行为有所了解的基础上,提出、定制或建议一些具体的相关的产品和服务,这将有助于提升订单的转化。

作者:娜塔莉·奥斯本 中文译文:Jeff Chan

英语原文:

Big data and digital intelligence for Hospitality and Travel

The US online travel market is maturing. According to eMarketer, growth in US digital travel sales is slowing, down from 15.1% growth in 2011 to 8.0% in 2013, with 4.5% growth predicted for 2017. What does this mean for travel and hospitality companies? The endless stream of brand new consumers booking online is ebbing – it is no longer enough to have a web site with a booking engine, the online experience must be such that it attracts customers and keeps them coming back. Consumers have multiple options for making online and mobile reservations – to prevent your potential customers from booking with the competition, it is important to understand the intent of your potential customers, and provide relevant, timely and insightful interactions that increase the chance of conversion from browsing to booking.

To do so, hospitality and travel organizations need an analytic-based approach that focuses on using the masses of digital (web and mobile) data that is available to help identify what customers are searching for online and how content and search results can be tailored to deliver what the customer wants. Luckily, improvements in data storage and processing power mean that analyzing web and mobile behavior using predictive analytics has become much more feasible.

Digital data is quite simply a big data challenge. In the past web analytics have focused on aggregating data as a first step, then providing summary reporting. However, data storage has become relatively inexpensive and processing power has increased exponentially, enabling companies to access, process, and analyze their data in its entirety without sacrificing any speed or accuracy. Using predictive analytics, companies can use raw data collected from websites, mobile apps, and social media data and turn that into powerful insights on their customers.

Digital behavioral data and predictive analytics can supplement three areas within marketing: outbound, inbound and integrated marketing efforts. Digital behavioral data, business rules, and predictive analytics can help outbound marketing efforts by identifying which marketing offer to use in your email, display, or re-marketing campaign. Digital behavioral data, business rules, and real-time predictive analytics can deliver a personalized visitor experience when an inbound prospect returns to your website for the nth time this week. And finally, digital behavioral data, business rules, and real-time predictive analytics can be used in an integrated marketing approach that expands to every customer touch-point, including prescribing how a call-center or front desk team member can up-sell a repeat customer with the most relevant offer when that customer calls to make their next reservation. Personalizing the web experience and expanding it to the service operations experience is a comprehensive way to keep customers coming back to your booking site.

Displaying different options to different set of customers is fundamental to online retailing. The methods used to determine what product options to display to which customers and when are becoming increasingly sophisticated. Hospitality and travel companies have a multitude of different products that potentially can be displayed to a customer at the moment that customer performs a search of their website. Using personalization technology, hospitality and travel companies can present, customize or suggest the exact content that is relevant to an individual customer, based on an understanding of that customer’s preferences and behaviors.

Over the next few posts, we will be exploring the area of digital intelligence and personalization for hospitality and travel companies. I hope that you will join us for more on this subject!

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