Data Analytics in

Tourism and Hospitality

Industry
 COURSE DESCRIPTON

The course concentrates on the organizational commitment

to fact-based decision making and the allocation of the right
business resources. This course covers the measures of the
benefits of data management, analytics and forecasts by
function in the hospitality organization and describe how
analytics can help these functions meet their goals and move
their businesses forward.
GRADING POLICY
 TOPICS FOR DISCUSSION

WEEK 1 Course Orientation

WEEK 2 Building a Strategic Analytic Culture in Hospitality

1. Strategic Analytic Culture
WEEK 5 From Reactive to Proactive Decision
Making: Advanced Analytics in Action
2. Moving Ahead and Staying Ahead with Prescriptive
Decision Making
1. Reactive to Proactive Decision Making
2. Statistical Analysis
3. Forecasting
4. Predictive Analytics
WEEK 3 Data Management for Hospitality and Gaming
5. Optimization
1. Data Management Challenge and Opportunity
6. Machine Learning
2. Data Storage
7. Text Analytics
3. Data Integration
8. Making It Work— Analytics and Technology
4. Data Quality
9. Innovations in Solution Delivery
5. Measuring the Benefits of Data Management
10. Real Time and Streaming
6. Responsible Use of Data

WEEK 4 Data Visualization

1. Why Are Visualizations So Important?
2. Visualization Technology
3. Data Handling
4. Visualization Types
5. Creating Powerful Visualizations
BUILDING A STRATEGIC Describe a strategic analytic culture.
ANALYTIC CULTURE
IN Enumerate the steps that hospitality
HOSPITALITY
organizations can take to build a strategic
analytic culture.
 STRATEGIC ANALYTIC CULTURE

is a workplace environment in which data-driven decision making is

encouraged and valued.

It is a culture that values the use of analytics, such as statistical analysis,
data mining, and predictive modeling, to drive business decisions and
solve complex problems.

In a strategic analytic culture:

 Employees at all levels are trained and encouraged to use data and analytics
to make an informed decisions.

 Data analysts and scientists, but also managers, executives, and other
decision-makers who may not have a technical background.
 What steps can
hospitality organizations
02 take to build a strategic
analytic culture?
 STEPS THAT HOSPITALITY ORGANIZATIONS CAN TAKE TO BUILD
A STRATEGIC ANALYTIC CULTURE:

1. Define business goals:

2. Hire the right people: 3. Invest in technology:
and identify the areas
=requires hiring skilled data To analyze and interpret data
where analytics can make
professionals who can effectively, hospitality
the most significant impact.
analyze and interpret data organizations must invest in the
to make informed decisions. right technology tools.
 This might include
 This includes data  This includes data
increasing customer
scientists, analysts, and visualization software,
satisfaction, improving
other customer relationship
operational efficiency, or
professionals who have management (CRM)
increasing revenue.
experience with data systems, and business
modeling, intelligence platforms.
machine learning, and
statistical analysis.
 STEPS THAT HOSPITALITY ORGANIZATIONS CAN TAKE TO BUILD
A STRATEGIC ANALYTIC CULTURE:

4. Train employees:
= requires training employees at
all levels on how to use data
and analytics effectively.
 This includes providing
training on data literacy, how
to interpret data insights, and
how to use analytics tools.
5. Foster a data-driven
mindset::
= Creating a culture of data- 6. Start small and iterate:
driven decision-making
 Start small by identifying a
requires fostering a mindset
few key areas where
that values data and analytics.
analytics can make an impact
and gradually expand the use
 This includes encouraging
of analytics over time.
employees to use data to
support their decision-
 Iterate as necessary to refine
making and celebrating
processes and improve
successes that result from
outcomes.
data-driven decision-making.

Hospitality organizations can build a strategic analytic culture that can drive
innovation, improve operational efficiency, and increase revenue.
 Moving and
Staying Ahead
with Prescriptive
Decision-Making
  Explain prescriptive decision making
and its usefulness in the organization.
 Learn the steps involved in the
prescriptive decision-making process,
including problem definition,
WHAT WILL
YOU LEARN? information gathering, analysis, and
decision selection.
 Understand how to apply prescriptive
decision-making methods to real-
world business problems and
situations.

2
 Prescriptive
Decision-Making
 It is a process of making decisions based on a
set of rules or guidelines, rather than relying
on intuition or past experience alone.

 This approach to decision-making involves

using a systematic, logical, and analytical
method to identify the best course of action
from among several possible alternatives.

4
 It involves the use of mathematical models, statistical analyses, and other
quantitative tools to help decision-makers.

Mathematical Models like:

- pie charts, tables, line graphs, chemical formulas, or diagrams.

Statistical analysis means INVESTIGATING trends, patterns, and relationships using

quantitative data.

Quantitative Tools
SPSS - (Statistical Package for the Social Sciences)
Stata.
SAS (Statistical Analysis System)
R.
MATLAB.
JMP.
Python.
Excel.

5
SPSS
(Statistical
Package
for the
Social
Sciences)

6
STATA

7
SAS
(Statistical
Analysis
System)

8
R

9
MATLAB

10
The Prescriptive Decision
Making process typically
involves:
A. Defining the problem or
decision to be made.

B. Gather relevant information.

C. Analyze the information
D. Selecting the best course of
action based on the available
data.

11
12
13
14
15
STEPS TO IMPLEMENT PRESCRIPTIVE DECISION-MAKING IN THE HOSPITALITY
AND TOURISM ORGANIZATIONS.
 NAME AT LEAST 3
WAYS PRESCRIPTIVE
DECISION-MAKING
USEFUL IN THE
TOURISM AND
HOSPITALITY
INDUSTRY?

20
 DATA MANAGEMENT FOR
HOSPITALITY AND GAMING
  LEARNING OBJECTIVES:

Learners will have a comprehensive understanding of

data management in the hospitality and gaming industry
and will be equipped to effectively manage data in their
respective organizations.
 WHAT IS DATA MANAGEMENT?

is the practice of collecting, organizing, protecting, and

storing an organization’s data so it can be analyzed for
business decisions.
PURPOSE OF DATA
MANAGEMENT
WHY DATA MANAGEMENT IS
IMPORTANT?
Benefits Of An Effective Data Management
Solution Include
Benefits Of An Effective Data Management
Solution Include
Benefits Of An Effective Data Management
Solution Include
How can businesses ensure that data
is properly disposed of at the end of
its lifecycle, and what are the risks of
not doing so?
 DATA LIFECYCLE MANAGEMENT

 is mostly used by big companies working

with massive amounts of data that need to
be categorized into tiers, often with complex
automation.
 maximize the useful life of your data
TYPES OF DATA MANAGEMENT
 THE BIG DATA
CHALLENGES FACING THE
HOSPITALITY SECTOR
 DATA SECURITY

Hotels receive and store vital personal details about their

customers — credit card numbers, full names, addresses,
passport numbers

It is their moral duty and legal responsibility to secure this info.

Data breaches can have significant financial and reputational

consequences for organizations.

Ensuring Encryption.
 DATA BACKUP

Invest in server backup.

In Case of:
Tech malfunction
natural disaster
 burst pipe could ruin all your hardware.
 DATA QUALITY

 Poor data quality can lead to inaccurate insights

and decisions, which can be costly for
organizations.

 Dirty data includes duplicate and conflicting

guest profiles.

Ensuring data accuracy, completeness,

consistency, and reliability can be a challenge.
 DATA VOLUME AND
COMPLEXITY

Data being generated, managing and processing

large volumes of data can be challenging.

The complexity of data, including its structure,

format, and location, can make it difficult to
manage and analyze effectively.