ISS Seminar: Digital Analytics – The Game Changer for the Hospitality Industry

Hospitality managers need to enhance the way they make decisions by using actionable insights through the use of digital analytics.

Online reservations, reviews and ratings in the hospitality industry, have led to the managers owning numerous data.

But what does the manager do with this data? In order to manage the business well, the manager needs to use the data to answer the many questions that management is interested in. And also to help them make better decisions to increase productivity and sales, and to improve their customers' experience.

For example, management may be interested in, “Who is likely to be a guest at the hotel and why?”, or “What is the average daily rate per room?”, or “What is the vacancy rate of the hotel?”

There are many analytical techniques that can answer these business questions. Techniques in “Predictive Analytics”, “Channel Distribution Optimisation”, “Customer Analytics”, “Recommendation Systems”, and others.

We have invited hospitality experts to tell us how digital analytics can help managers:

Determine who are their guests and profile them
Understand why guests choose their hotel/airline/restaurant/services
Determine guest satisfaction with their services
Which guests rate their services highly and how to improve guest satisfaction
To design more effective digital strategy campaigns
Perform comparative analysis among hotels
Better understand the competitive landscape.

The hospitality industry is extremely competitive. Managers need to be more proactive in their decision making or their competitors will soon beat them at their own game and become the new leaders in the industry.

The use of digital analytics is growing in the hospitality industry. Come and learn from hospitality experts, how to make good use of your data when making decisions.

Enquiries

Please email issmarketing@nus.edu.sg

Professionals in the hospitality industry who are interested to find out how their organisations can gain competitive advantage over their competitors by making data-driven decisions.

10 Apr 2015, Friday
9:00am – 12:00pm (Registration & Project Showcase begin at 8:00am)
Institute of Systems Science
25 Heng Mui Keng Terrace
Singapore 119615

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Free Admission Register Now Registrations ends on Wednesday, 8 Apr 2015 Seats are limited and will be reserved on a first-come-first-serve basis.

Seminar Agenda

8:00am	Registration & Light Breakfast Project Showcase by NUS-ISS Master of Technology in Enterprise Business Analytics Graduating Students
9:00am	Welcome Address Dr. Carol Anne Hargreaves Chief, Enterprise Business Analytics Programme, Institute of Systems Science, NUS
9:05am	Digital as an Enabler in Hospitality Analytics Dr. Sanjay Nadkarni Director of Research and Associate Professor, Emirates Academy of Hospitality Management The hospitality industry is data rich but analysis poor. Airlines have fared better in leveraging business intelligence in strategic decision making. In contrast, for the larger part, hospitality analytics tends to be focused on operational value- dashboards, KPIs that work. From a data perspective, digital has been an enabler for disruptive innovation in an otherwise 'legacy' industry. Two key challenges where predictive analytics can contribute to hospitality are - 1) knowing your guest and 2) optimising channel distribution/pricing strategy. Abstract/predictive modelling is yet to find a big fan base in this industry. We have the data, you have the tools. So let's work together towards actionable analytics.
9:40am	Brand Architecture in Hospitality Industry Mr. Rajnish Tuli Marketing Science Director, Millward Brown, South East Asia Nowadays, hospitality industry is mainly driven by consumer emotions, which is a key element in driving preference for hotels. It becomes crucial for any hotel brand to unpack these emotions and understand the underlying functional levers of hospitality behind it. Our study dealt with this key objective of providing a clear positioning roadmap to an international hotel chain for its brands across AMEA region. Consumers’ perceptions towards these brands were tracked using online survey methodology and were then modelled to understand path to preference via the positioning levers using path analysis. The findings not only proved the importance of continually building an emotional connection with guests but also showed that focus on guest bedrooms, consistency of stay and Food and Beverage are consistent drivers of consumer emotions that ladder up to preference which in turn feeds into market share of the hotel brands.
10:15am	Coffee Break
10:45am	Transforming the Hospitality of Analytics into Analytical Hospitality Ms. Serene Ow Manager, EY Data, IT Advisory Services, Ernst & Young Advisory Pte Ltd How can analytics be translated into hospitality, that is the transformation of insight from data into actions that goes beyond traditional customer relationship management. In this presentation we explore on the aspects that are to be considered beyond analytics and reports to successfully result in operational transformation.
11:20am	Panel Discussion Dr. Barry Adrian Shepherd Senior Member, Intelligent Systems, Institute of Systems Science, NUS
12:00pm	End of Seminar Feel free to stay on to view the Project Showcase (ends at 2pm)

Speaker's Bio

Dr. Sanjay Nadkarni Director of Research and Associate Professor, Emirates Academy of Hospitality Management View Biography

Dr. Sanjay Nadkarni Director of Research and Associate Professor, Emirates Academy of Hospitality Management

Dr. Sanjay Nadkarni’s research and pedagogic interests in hospitality and tourism are in the domains of digital strategy, quantitative methods, economic development and sustainability studies. In addition to his academic effort, Sanjay has been engaging in consultancy and advisory assignments for corporate clients and international/multilateral agencies. He is passionate about tourism’s role in economic development and sustainability, and is an open source evangelist. Sanjay is a native of Mumbai, India, and was based in Macao prior to relocating to Dubai in 2009.

He is currently Director of Research and Associate Professor at the Emirates Academy of Hospitality Management. He is also a Visiting Professor at the Ecole hôtelière de Lausanne, Switzerland.

Mr. Rajnish Tuli Marketing Science Director, Millward Brown, South East Asia
View Biography

Mr. Rajnish Tuli Marketing Science Director, Millward Brown, South East Asia

Mr. Rajnish Tuli is Marketing Science Director of Millward Brown (MB), South East Asia. He has played a significant role in establishing marketing science practice for MB India, followed by MB South East Asia. His prior experience includes working with consulting firms like McKinsey and MART (Rural Marketing).

Rajnish has 12 years of experience in Quantitative and Qualitative research, with special focus on consumer, retailing and brand research. His expertise is to integrate qualitative findings with quantitative work.

Rajnish had participated in fellow Programme in Management (Equiv. PhD) in marketing and also co-authored a text book on ‘Retail Management’ published by Oxford University Press. He also has published work in reputed journals in brand, retail and rural space.

Ms. Serene Ow Manager, EY Data, IT Advisory Services, Ernst & Young Advisory Pte Ltd
View Biography

Ms. Serene Ow Manager, EY Data, IT Advisory Services, Ernst & Young Advisory Pte Ltd

Ms. Serene Ow specialises in Advanced Analytics consulting for Ernst & Young Advisory Pte. Ltd. She has a broad range of experience across industry and in both the public and private sectors, in the areas of predictive analytics and optimization. She is responsible for conceptualising and implementing business analytics solutions, helping organisations discover insights and improve their business processes, through the design and deployment of analytical models that are tailored to their specific needs.

Prior to her current engagement, she has held multiple roles in the defence industry - as technical lead, she was responsible for driving applied R&D in specific areas of expertise. Her role involved algorithm development, modelling of complex systems and operations research, with the goal of delivering operational solutions with optimal performance. She also held project management and technical consultancy roles for multi-million dollar defence projects.

Last updated 9 Apr 2015

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