"Data" is an intimidating word for many people. And "Big Data" continues to be a hot topic for many industries, hospitality included. But what do these terms actually mean? Why should hotels even care about their data in the first place? Because data is really just information– information that is the backbone of good business intelligence.

It seems like a common point of discussion nowadays: big data's growing importance in the hospitality industry. And the opportunities it affords hoteliers willing to try something new are huge. But where to start? And what does a tech and data-enabled hotelier even look like? Easier said than done, right? 

The hospitality industry is ripe for transformation. One driven by the massive quantities of data already being collected by everyone from the mom-and-pops to the Hiltons of the world. Just look at all the companies that were working on solving "the hotel data problem" at ITB this year. Yet there are still huge obstacles to overcome before the revolution can get underway.