Stax ( www.stax.com) is a global strategy consulting firm that helps companies accelerate profitable growth using data driven, actionable strategies. This presentation focused on how to use data analytics and BI in Tourism was done at the ICT for Sri Lanka Tourism event on 3rd Dec 2014. https://sites.google.com/site/ictforsrilankatourism2014/home

1. CONFIDENTIAL
Data-Driven Strategy and
Business Intelligence
Triumph in Tourism
Dec 2014
Ruwindhu Peiris
+94 0777270286
ruwindhup@stax.com

2. Who is our client ?
Milleninials currently account
for around one-third of all
business travel expenses
In the next four years, the
millennials are projected to
account for 50% of all
employees worldwide
In the next 5 to 10 years,
as Millennials enter their
peak earning years, this
generation will provide
the majority of spending
for travel and leisure
Source : http://www.ey.com/Publication/vwLUAssets/EY_-_Global_hospitality_insights_2014/$FILE/EY-Global-hospitality-insights-2014.pdf

3. Needs, Behaviors and
Influences ?
http://www.studentuniverse.com/blog/2014/11/wyse-launches-infographic-on-millennial-traveler/

4. Our clients are:
more demanding…
…with greater access to
information…
... who are harder to reach via
traditional and mass media.

5. Thankfully,
Web Technologies and Data Analytics
enable:
To reach the
right
audience at
the right time
Better data driven decisions
Going
bigger,
faster,
cheaper

6. Data Analytics & Big Data ?

7. There is value to be derived at each stage
of data evolution
Basic/Exploratory Advanced/Targeted
Understanding and
Understand
Forecast
Optimize
Business Value
Level of Sophistication
Mining
Predictive Analytics and
Modeling
• Organizations with rich data,
but not having the time or
resources to effectively mine
large data volumes
• Organizations with some
data/analytical maturity,
needing expertise to
conduct/validate data-driven
Mine strategic initiatives

8. Data provides insights that directly
enhance Growth & Profitability
• Predicted occupancy
profile of guests to
better customize and
position for
maximizing yield
• Early indicators of
employee churn and
business risk
calculations
• Guest transaction
history:
• booking lead time
• Spend by
demography and
country origin
• Profitability by booking
sources
• Historical customer
satisfaction and referral
correlation
• Needs and what guests
want to get out the travel
experience
• Attitudes, perceptions
and habits
• Drivers of higher spend
during stay
• Guest demographic and
geographic profile
• Competitive positioning
and pricing
• Industry and market
assessment/best practices
“Eye-Sight”
Insight
“Hindsight” “Foresight”
• Customer satisfaction and yield based
incentive schemes for employees to enhance
service quality
• Strategies to acquire higher value customers
• Strategies to enhance capture of vacation
budget
• Optimize marketing spend to acquire new
customers

9. Actionable guest segmentation and
optimized reach strategies
Where can I find them?
Develop Marketing Strategies
Targeting Each segment
High
Yield
Segment
Average Stay
Average Spend

10. Stax: a global strategy consulting firm
LARGEST
LBOFIRMS 14
©2014 Stax Inc. www.stax.com – 10 –
Locations
OFFICES
• Boston
• Chicago
• Colombo
• New York
Clients
Small companies to
$30B global corporations
OF
20
27
OF
FORTUNE
500
4
Experience
20 Year track record
• “Other firms take a week to
read back to me what I told
them in the first meeting.
Stax teaches me something
new right away.”
—Principal, Top 10 LBO Firm
• “Actionable, don’t lose that.
The big firms don’t have it.”
—CEO, Multi-Billion Dollar Corp.
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