Using Analytics and data to drive success in the hospitality business

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Denihan Hospitality Group uses predictive analytics to build a personalized and profitable guest experience, resulting in a 40% increase in productivity for revenue management, a 300% ROI on a customer loyalty program, and room rates 2x higher than competitors during peak periods without reducing bookings. Denihan has developed an analytics landscape using IBM tools that includes daily reporting dashboards, ad-hoc reports, and data integration from external sources to maintain accurate and up-to-date information. Successful implementation requires overcoming cultural challenges, starting small with high-ROI initiatives, and focusing on key metrics and data accuracy.

Business

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3 http://youtu.be/TnIwGhAXCnc

Denihan is a recognized, independent owner and operator of boutique
hotels in top U.S. urban markets.

Denihan Hospitality Group builds a personalized and profitable guest
experience using predictive analytics
5
40% increase in productivity
for the revenue management team, with crucial reports at the start of
each day
300% ROI on a winback program
that builds loyalty with high-value customers
2x higher room rates
compared to competitors during a high-demand period—without hurting
overall bookings

Denihan started the ‘Database Analytics’ 10 years back
BI is an independent department reporting into the COO / President
Midtown East Luxury Benjamin Hotel Entrance Luxury Manhattan Hotel Lobby at The Benjamin 7

Current Denihan Analytics Landscape
With the IBM Analytics tooling Denihan built the following analytics landscape:
24/7 reporting portal with dashboards and much detailed reporting
Ad-hoc reports and analytic projects
Daily ‘pushed’ reports in email 7am on last night’s performance
Integration of external data
Data updated daily
Data Management – maintaining accuracy credibility
Adding new hotels / different source systems, and bringing onto platform

Denihan Hospitality Group: Some learnings
10
• Cultural challenges to be overcome
• Buy in – Top Level ideally
• Start small, learn and ideally choose low hanging
fruit in a ‘sponsor’ department for best ROI
• Based on the business’s pain points need
• Key to select the right metrics
• Identify key data to be used and drive accuracy
completion of those initially

One More Thing ...
11
https://www.youtube.com/watch?v=6X6W6Tc6E9A

12
Thank You
Jerry.Stam@nl.ibm.com
+31 - 651285639
https://www.linkedin.com/in/jerrystam
www.ibm.com/industries/nl/nl/retail/

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