Did you know that “complexify” is a word? It means, not surprisingly, to make something more complicated. As a big believer in the value of big data, it’s hard to say this, but thus far it seems that data has mostly served to complexify hospitality. CRM data, PMS data, review data, guest acquisition data, marketing analytics… these moving pieces are a bit like a solar system without a sun to anchor them. They float around serving little purpose rather than working in unison toward a common goal. To give data some gravitational pull, we must de-complexify it (this one may not really be a word, but you get the drift). As we move through 2017, almost every trend that surrounds hospitality and technology will revolve around making data more accessible, integrated, and useful. Here are five ways we believe big data will evolve in 2017 to better serve the hospitality industry so that the industry can better serve guests.