Being more focused and strategic with data and analytics can deliver significant benefits to the bottom line, writes Pamela Whitby, editor, EyeforTravel. Everybody is talking about how data, if used correctly, can deliver greater efficiency and a better customer experience. But achieving this in a rapidly-changing environment is anything but easy.
From keeping on top of big trends (think the rise of metasearch, holiday rentals and homestays) to skilling up and spending in the right place, analytics teams must be statistically minded and strategically focused. Ahead of EyeforTravel’s upcoming Smart Travel Analytics North America 2014 show which will take place in New York next year, we hear some tips, as well as some of the trends and challenges that are shaping this important travel niche.
1. Metasearch: threat or opportunity?
Priceline’s acquisition of Kayak, Expedia’s of Trivago and then its later investment into Room 77, all point to a growing trend towards metasearch, says Bill Beckler, former head of innovation at Travelocity and lastminute.com and now the founder of a new website alltherooms.com. For the “super-optimizer” group of customers - those that spend multiple days looking at dozens of different options, this presents a huge opportunity, says Beckler.
Read full story at:http://hotelmarketing.com/index.php/content/article/trends_and_challenges_in_travel_analytics
