Big Data in Hotels: How to Use Hotel Data Effectively

In reality, no term has been more frequently discussed in the hotel sector—and at the same time so little used—than Big Data. Many hotels and hotel chains claim to use Big Data in their strategies, yet very few truly dig deeper to extract insights from the data we handle every day, and even fewer genuinely make the most of it.

The truth is that whenever I hear industry professionals talking about big data, I end up exhausted. On many occasions, I see hoteliers remain at the surface level of the information they manage, without delving into the data itself and the conclusions that can be drawn from it.