Hotel Analytics Working Group: Charter

 

WORKING GROUP NAME 

 Hotel Analytics Working Group

WORKING GROUP CO-CHAIRS

David Turnbull, CCO and Co-founder, Snapshot
Matthew Goulden, MD, Triometric

HEDNA BOARD LIAISONS

Jodie Gibson, Manager Strategic Accounts, DerbySoft
Clive Wood, Vice President, Business Development, Snapshot

VISION STATEMENT

Empower hoteliers to collect, store, analyse and action their data to make intelligent decisions about their distribution strategies. 

MISSION STATEMENT

To increase awareness and adoption of data analytic practices and tools, to demonstrate how data analytics can be applied to hotel distribution, and to create global and regional recommendations for hotel best practice.

IDENTIFIED BUSINESS PROBLEMS

The perishable nature of the hotel product means hotel distribution is a race against time. The need to manage occupancy to maximize revenue starts by mastering distribution as well as marketing and revenue management practices. There is the urgency to keep IT operations optimized with its complex web of APIs and networks with powerful intermediaries, switches and GDSs at the center. Data is the crucial ingredient to retaining control of pricing, inventory and customer relationships, and being able to compete effectively. But what data is needed to answer key questions, how can it be obtained and how it can be best applied in daily operational and commercial decision making is a key challenge.

GROUP OBJECTIVES

Increase awareness and adoption of data analytic practices and tools to demonstrate how they can be applied to hotel distribution incorporating recommendations for hotel best practices.

MEETING PLANS

Meetings will be scheduled according to HEDNA's normal working group meeting process and format.

WORKING GROUP COMPOSITION

The Hotel Analytics Working Group would be best served with a cross section of hotel companies, distribution switches and any vendor with interest in analytics for the hotel industry.

DELIVERABLES

The following are proposed deliverables to be agreed and refined with the HEDNA Board and Working Group partners:

  • Prepare online survey to collect input from the hotel industry regarding data challenges
  • Prepare interim report based on survey feedback
  • White paper: Market Analysis/Findings
  • White paper: Best Practices/Guidelines

FUTURE PLANS

A potential future phase if desired by the Working Group membership is a deeper investigation of one of the data analytics areas identified, such as how certain data analytics can be developed to assist Hotels to better understand their distribution effectiveness.

 

Download the full Hotel Analytics Working Group Charter here. If you would like to join the Hotel Analytics Working Group, please fill out the form below:

 

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