10 Reasons: Why the Quality of Data is Important for Hotels?

10 Reasons: Why the Quality of Data is Important for Hotels?

Data is information that is organized for a specific purpose. It is used to make decisions and inform operations, either in the form of raw facts or as statistical quality data analysis. Data can be numeric or non-numeric and can come from a variety of sources like observation, surveys, and experiments. Data must be collected, stored, and analyzed in order to be useful. It can be used to identify trends, support hypotheses, and develop new solutions.

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Today, data is the most valuable asset for marketers, media firms, hotels, and more. But data is only deemed useful if it is of high quality. At its best, bad data can be insignificant. But at its worst, it can have a long-lasting effect on a brand’s reputation and can lead to costly mistakes. These costs result from the time employees must spend fixing inaccurate data and mistakes that lead to errors with customers.

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Did you know?

1. IBM estimates the cost of bad data at about $3.1 trillion each year in the US alone.
2. Kiss Metrics estimates firms losing over 20% of their revenue because of poor quality of data.
3. Chief Marketing states that only 16% of firms define the data they are using as ‘good’.
4. Integrate estimates that 40% of leads consist of inaccurate data.

Clearly, there is a lot of room for growth in the quality of data for hotels as well. Let’s examine data quality in more detail and discover why it is so crucial.

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What is the Quality of Data and the Factors Affecting it?

data quality process

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Data quality is the degree to which data meets the specified needs of accuracy, completeness, consistency, and integrity. The data quality process means validating, transforming, and maintaining data to ensure that it meets the needs of the hotels. It helps to boost revenue and ROI.

Poor data quality can lead to grave mistakes as below.
1. Poor decision-making
2. Inaccurate customer segments
3. Inadequate customer service
4. Potential legal issues
5. Wasted resources

Are you ready for data quality assessment? To ensure data quality, hotels must invest in data governance, security, and data enrichment measures. What are the data quality parameters? The factors that contribute to the quality of data are as follows.

1. Accuracy

How accurately the data captures the conditions it seeks to represent in the real world is referred to as accuracy. Incorrect data causes issues because it may lead you to draw the wrong conclusions. Because those conclusions are based on faulty data, the actions you take may not have the outcomes you anticipate.

The data might convince hotel owners that the majority of their clients are females in their 20s. If that data is incorrect and their customers are mostly men in their 40s, they will end up focusing their ads on the wrong audience.

2. Completeness

What is analyzed data? No gaps exist in the data that is complete. A customer’s data would not be complete if they skipped a few questions on a survey. You may have trouble drawing accurate conclusions from your data if it is incomplete. The rest of the data provided may be less helpful if someone skips some of the survey questions. As it will be more difficult to target content to people based on their age if a respondent omits to include their age.

3. Relevancy

The campaigns and projects you plan to use the data for should also benefit from the collection of that data. Even if the data you gather possesses all the other qualities of high-quality data, it is of no use to you if it is not crucial to your goals. Setting goals for your data collection will help you decide what types of data to gather.

4. Validity

Validity describes the methods used to gather the data rather than the data itself. If data is in the right format, is the right kind, and falls within the right range, it is known as valid data. If the data does not fit this criterion, organizing and analyzing it may pose problems. You can convert data to the right format with the aid of software.

5. Timeliness

The recentness of the event the data represents is referred to as timeliness. In general, data should be gathered as soon as possible after the actual event. As time passes, data becomes less accurate and useful. Data from more recent events are more likely to accurately reflect the current reality. Using old data can result in inaccurate results and actions that don’t reflect the current reality.

6. Consistency

A data item should be the same when compared to its counterpart in different data sets. Consistency is the absence of variations between different versions of a single data item. A data item should be uniform in both content and format. Different groups may be operating under different facts about what is true if your data is flawed. As a result, your firm’s divisions may not work well together and might even compete with one another.

Why is the Quality of Data Important for Hotels?

data analysis benefits

All hotel revenue management companies know the importance of data quality.

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What are data analysis benefits? Hotel data continues to become more crucial as tech advances. Data is now being used by a number of firms to make decisions for marketing, products, finance, and more. Using data today is a matter of staying ahead of your rivals as more firms benefit from it. Firms that ignore data and technology in the hospitality industry run the risk of falling behind.

However, high-quality data is required for it to be beneficial. The more value you can extract from your data, the higher its quality must be. Your data might even be harmful if it is of poor quality. You’re more likely to choose incorrectly if you make decisions based on flawed data. As per Gartner’s research, the financial impact of poor data quality on firms is about $9.7 million each year.

why analyze data

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Bad data can slow down employees to the extent that they might stop performing. For example, during cold calling, each time a person makes a call, they rely on data for phone numbers. So if they have contacted a person that doesn’t exist because of the false data – it wastes 27% of the employee’s time. As per a report by Forrester, almost one-third of analysts invest over 40% of their time vetting data analytics before it is used for strategic decisions.

The value of data quality is also growing as a result of new tech. Revenue Management tools, AI, and automation have immense potential but the efficiency depends on the quality of data. Machine learning requires a large amount of accurate data. A machine learning algorithm can produce results faster and more accurately if it has high-quality data.

Why analyze data? Data is vital for any hotel, as it can provide insights into customer behavior, preferences, and trends. With quality data, hotels can know their customers better and develop more effective marketing strategies.

Quality of data can also help hotels to better assess their performance and identify potential areas of improvement. By analyzing guest reviews, hotels can gain insights into what guests are looking for. It allows them to tailor their services to meet customer needs. Quality of data can also help hotels to identify areas where they may not be performing well, such as customer service and more.

Data can also be used to predict customer behavior. By analyzing past customer data, hotels can develop predictive models to anticipate customer needs. It helps hotels to create more tailored experiences. Quality data is crucial for creating accurate forecasts and ensuring that hotels are providing the best service to their customers.

Finally, the quality of data can help hotels to save time and money. By knowing customer needs and preferences, hotels can ensure that they are only investing in services and amenities that their customers will find useful. Quality data can also help hotels to identify areas where they can reduce operating costs and increase their efficiency. It ultimately leads to an increase in revenue.

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What are the Benefits of Good Quality of Data?

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The benefits of data quality are manifold. Some of these are mentioned below. Are you looking for data quality examples?

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1. Reduced Costs

What is the purpose of data analytics and the high quality of data? Hotels will be able to plan their resources as per the demand forecast and occupancy levels using data analytics and data science. This will allow them to plan better and reduce operational costs in terms of human resources, utilities, food, and beverage, housekeeping, etc.

2. Demand Forecasts

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Combining real-time and historic data, revenue managers can predict demand for rooms all year round and work on pricing and revenue management to fill occupancy.

Business intelligence services by Revnomix use a data-driven approach.

3. Business Intelligence

Data analytics and business intelligence go hand-in-hand. Hotels can access historic pricing patterns, competitor occupancy and pricing patterns, market intelligence, and demand forecasts. It ensures accurate rate optimization strategies and dynamic pricing for hotels.

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4. Tailored Services

Accurately storing guest preferences and feedback will allow hotels to offer tailored services. It will result in a more positive guest experience.

5. Marketing Strategies

How to increase hotel revenue? The marketing team can study market segments, seasonality, guest preferences, etc. It helps to design customized marketing campaigns that will result in higher sales and room occupancy.

6. Identifying Patterns

Breaking down the quality of data to the lowest level will allow decision-makers to identify purchase and reservation patterns. Hotels can design strategies to benefit from these patterns.

7. Increased Profits & Revenues

High-quality data will result in increased profits and revenues. You can use it to create marketing campaigns that are more successful and boost sales. It also reduces ad waste, increasing the efficiency of your marketing campaigns. Similarly, data can show publishers which content groups are most popular on their websites.

8. Stay Ahead of your Rivals

Your hotel will gain an edge if your data is of high quality than that of your rivals’ or if you use it more skilfully. As long as it is of high quality, data is one of the most valuable resources available to firms today. Better data quality allows you to identify opportunities before your rivals. You can more accurately predict your guests’ needs and outsell rivals by doing so.

9. Improved Customer Relations

Your relations with customers can be enhanced with the aid of high-quality data. You can get to know your customers better by collecting data about them and creating content that appeals to your customers. You can use data about their preferences, interests, and needs as well. With the help of data analytics and data analysis steps, you can forge long-term relations.

10. Implement Correct Data

Using the highest quality of data is easier than using low-quality data. The efficiency of your hotel also increases when you have reliable data at your fingertips. You will need to invest a lot of time in cleaning up incomplete data before you can use it. This means you have less time for other tasks and have to wait longer to put the insights your data revealed into practice.

data quality issues

Areas where the most common errors occur in guest hospitality.

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Some of the most common errors that front-desk and booking personnel make in terms of feeding and collecting data are as follows.

• Wrong tagging of Market Segments
• Wrong tagging of Rate Codes
• Wrong tagging of Currency Code
• Wrong tagging of Reservation Source
• Showing Upgrade as Upsell and vice versa

Failing to address these errors and data quality issues results in inaccurate data being used for analysis which will ultimately result in flawed decision-making. But how to improve quality of data? Keep reading.

The Revenue Management Concept & Quality of Data in 2023

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Along with the pandemic’s obvious effects on the hotel industry (such as closures), you must have noticed a lot of vital changes that have occurred behind the scenes. For instance, the procedure for gathering, organizing, and analyzing hotel, compset, and market data has undergone a major shift in the field of revenue management for the hospitality industry.

What are the data analytics requirements? You and your team most likely collected the highest quality of data manually and in large Excel sheets in the recent past. These files are not only difficult to analyze due to their size, but they are also out of date as soon as your rival changes their prices or the demand. This has caused problems with daily decision-making.

To decide on an apt price, you could still rely on your prior experience and market expertise. This is different today because the post-Covid recovery will not resemble previous comebacks in any way. Therefore, a new approach is required because just historic data no longer provides the same level of direction that it once did.

You will require large, dynamic data sets in the future to implement successful revenue management strategies. This entails focusing on current and future data. It will enable you to know price elasticity, make precise forecasts, and wise pricing and distribution choices.

optimize your rates

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Examine real-time changes in the volume of searches for flights and hotels to spot early signs of demand changes in 2022 and beyond. That shows the way in which demand for your tourist spot grows over time. Also, you can see the future dates that will enjoy extreme demand. If you are aware of this prior to bookings being made, you can optimize your rates in advance to secure more bookings at a higher cost.

Examine search trends more closely to decide which source markets are most interesting in your nation or city. This enables you to geo-target your marketing campaigns and boost the efficiency of your ad budget. Unable to find a top-rated revenue management consultant? Make sure that you read till the end.

Look at how long visitors want to stay after analyzing your source markets and potential travel dates (LOS – length of stay). With this knowledge, it will be simpler to combine services into value-packed promotions that you can promote through geo-targeted campaigns. Due to the fact that you are providing packages that are precisely catered to the desires of your target audience, this strategy can increase your conversion rates.

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This shows how real-time, potential data provides the most in-depth future demand and travel intention. You should always base your pricing decisions on this kind of data. The collection of this data requires a lot of time and is very time-sensitive. The only way to access this data right now, if you’re working with a smaller team, is by using cutting-edge hotel industry technology and automation.

What is hotel revenue management? In the past few years, a lot has changed in the hotel tech industry. Nowadays, hotel owners can completely automate their business operations and hospitality revenue management. Before COVID struck, advanced revenue management systems (RMS) and cutting-edge business and market intelligence tools were gaining popularity among revenue managers. These tools are even more crucial today because timing and demand data that can be predicted in the future are more crucial than ever.

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Revseed is the best revenue management platform and strategy management system.

You’ll have a strong benefit during and after the recovery phase if your revenue team can gather, analyze, and act on real-time live data. Utilizing tools that automate manual processes, such as data collection, is the most practical and effective way to achieve this. A skilled team can then easily optimize its pricing and revenue strategy.

A fully automated hotel revenue management system rounds out your setup because it greatly cuts down on the time you need to spend forecasting and pricing. It includes demand and real-time market changes in its rate tips so your hotels can seize every opportunity. Are you searching for the best hotel revenue management software? Click below.

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How Can Revnomix Help Your Hotel with Quality of Data?

To summarise, the quality of data is vital to the overall growth and success of a hotel. Are you looking for revenue management solutions and data analytics services? Unable to find the best revenue management company? At Revnomix, we have devised data cleansing processes to ensure that our clients can make the most of the data collected by them on a daily basis.

Get in touch with Revnomix, one of the award-winning hotel revenue management companies in India for the best revenue management services and data analytics overview to boost profits.

10 Reasons: Why the Quality of Data is Important for Hotels?
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10 Reasons: Why the Quality of Data is Important for Hotels?
Revenue Management Systems, AI, & automation have immense potential to boost revenue for hotels but the efficiency heavily depends on the quality of data
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Revnomix Solutions
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