Every year hotelmarketing.com publishes a review of the most read articles in the past year. Going through the list is somewhat of a treasure trove for hotel marketers and revenue managers. It may not predict future trends but it certainly helps us understand what the industry is focusing on and how we might strategically react.
It’s a trendy catch phrase that marketing people throw around to show they’re onto something. The beauty of this term is that it’s so broad, so elusive and so hard to fathom that most people don’t even try.
I should know, I’m a Chief Marketing Officer for a hotel data and analytics company.
In working on data problems, listening to excellent speakers from great data companies, and talking to potential users (hotels in my case), I’ve found there is a huge divide between the vague fantasy of “Big Data” and the practical application of it, costs included.