Powering your Hotel Data Analytics with Tableau

Are you a hotel professional looking for a powerful tool to analyze your big data? Are you willing to make better informed-decision based on gaining critical insights about your business trends? Then, consider mastering Tableau which is one of the most popular data analytics software nowadays used by many hotel leaders around the world. Indeed, Tableau can allow you to have a better understanding of your hotel operational data. As a result, you will be able to improve your guest’s experience and maximize your revenues.

What is Tableau?

Tableau is a platform offering a robust and intuitive data-driven solution to organization. This software can enable you to unify all your data into one single location. It is a modern business intelligence tool making it easier for you as a hotel leader to explore and interpret your property’s data.

Why is Tableau an Important Data Analytics Tool for the Hotel Industry?

According to the Vice President of Revenue Management of Accor Hotels, Agnes Roquefort, (Links to an external site.) “It is not big data we are after but fast data and that’s is exactly where hotels need to be looking. We have technology that does incredible things for us. Let’s use it to get access to the right data right when we need it”. This experienced leader of one of the most famous hotel chains in the world suggest how important is the use of tools like Tableau enabling fast analysis and interpretation of business data. Thanks to Tableau, you will avoid overspending time on managing the huge amount of data you may have within your organization and thus enhance your productivity.

Besides, Tableau is particularly known for the creation of sophisticated data visuals with attractive aesthetics making it simple to understand the relationships between particular data. Once getting used to this software, you will see how you will be more responsive to your data analysis. According to the email marketing organization, Email Audience, (Links to an external site.) the brain of a human processes visuals 60,000 times faster than numbers or texts. The organization Tableau (Links to an external site.) also points out this idea by suggesting that it is easier for people to understand information through visuals than reading data through columns and rows.

How can Tableau helps you for your Hotel Marketing Analytics?

You can use Tableau to analyze different types of data as suggested by the following examples. As a hotel professional looking to improve your marketing strategies, you can consider exporting data to this platform regarding your website performance and customer’s journey. You can also visualize your social media presence and spending. Other examples of data you can picture through tableau could be the channels that generate the most bookings to your hotels. As the KPIs (Average Daily Rate, Occupancy, Revenue per Available Rooms) are important to understand the performance of your property, you can also create reports showing those metrics and compare them with the ones of the competitors. Another example of data you can analyze through this platform could be the budget allocation of your operational departments (front desk, housekeeping and food and beverage departments). This can help you identify where you could cut costs to maximize your hotel profit. Furthermore, you can gain valuable customer insights as far as concern preference trends during their stays which can allow you to rethink strategies to offer more unique experience to new and returning guests. Moreover, you can also create data visuals of historical data as shown below to understand past trends and predict future demands:

Image taken from: https://public.tableau.com/en-us/search/all/%23hotel  (Links to an external site.)

Once getting accustomed to Tableau, you will be surprised how fast you will discover insights that will enable you to make a real difference in your hotel operations. Marketing Analytics through Tableau will with no doubt make your property more successful. In fact, making better use of your business data through this tool will allow you to identify the right strategies to attract more guests and increase your customer’s retention. As a consequence, you will be able to sustain a long-term high profitability for your hotel. Start getting insights on sight through the use of Tableau (Links to an external site.) to gain a competitive advantage.

Use Data Visualization As Time is Money !

Have you ever had a hard time making a business decision ? Have you ever been exposed to a wide quantity of internal information with your team and you felt you did not know how to use and interpret those data ? If it is the case, it is probably because you have not really considered using visuals to make your data look easier to read. If you have not used visuals in the past, consider having data visualization as it will help you have a clear overview of the situation of your organization. You will see how it will make your life simple as it can help you picture your company’s performance. Start having visuals with your team as it will help you have a better understanding of your internal data. As a result, you will be able to implement efficient marketing strategies and increase your company’s profitability.

Data Visualization Defined

Data visualization can be explained by data and information being represented by visuals such as graphs, charts, maps, etc. Using visuals to illustrate those data facilitate its understanding and make people have a better insight of those information.

Advantages of Data Visualization in Marketing

According to an investigation made by the Visual Teaching Alliance, 90% of the data processed by the brain is visual. Indeed, the human brain processes visuals 60,000 faster visuals than texts. These statistics show that people are more likely to pay attention to information in visuals and the reasons are that data visualization are making data more accessible and engaging. Indeed, visuals can help you identify business goals. Those graphics make it easier to understand series of data showing trends, correlations, patterns or outliers. Also, those visuals can also help you do a better analysis and interpretation of those data. Thanks to an efficient data visualization, you will be able to make faster and smarter decisions for your business that will contribute in improving the operation’s productivity and sales. In fact, a clear data visualization will allow you to save time as it makes the information quicker to understand. You will also be able to have a better view of the company’s trends and patterns. Using visuals can help to make better analysis as far as concern sales, customers, market research, costs, flaws, etc. It also boost you and your team creativity as you are working on design of your graphics by using the right graphs, colors, fonts, etc. It can also help you develop better reports for your leaders as the information are communicated more clearly. In sum, thanks to a good data visualization, you will be able to better identify the right strategies for your company and contribute to the company’s growth.

Tips to Create Efficient Data Visualization

Here are some steps to follow in order to have an efficient data visualization according to the company Supermetrics :

• Before creating your data visualization, try to identify the objectives of these visuals, your audience, and which data are relevant and important for your audience. Indeed, your visuals should not be overcrowded and instead have a clear objective in order to not confuse the reader.

• Then, it is crucial to select the right format for your data visualization according to the information being transmitted. Indeed, there are several types of visuals that you can use. You have to make sure to choose the appropriate graphic that will allow you to communicate your information the best way possible. Be careful of not choosing the wrong type of visual as people might be confused and misinterpret its information.

You should also contextualize your graphics in order to make it appear meaningful. Contextualizing your visuals will help the readers understand them better. Some examples on how you can contextualize your graphics include having a clear legend with a wise use of colors, labeling the axes, having a clear title, adding the percentages and numbers to add clarity to your message, etc.

• It is also important to select the right fonts and colors for your graphics as it can highlight the important information and make it easier to read. Indeed, having well chosen font and colors can help you make a focus on certain points, organize the information, have a better overview of the evolution, and distinguish the different data. For example, you can use contrasting colors when making comparisons. You can also use bold font when you want to highlight a specific information and make the data simple to assimilate.

• Avoid using unnecessary decoration in the intention of making it look better but making it more confusing. When working on the design of your visuals, you should think if the element you want to add to make your visual looks pretty add value to your graphics. For example, using too many fonts and colors can make the visual look good. However, it might distract the reader who is likely be more attracted by the design rather than the content and who then can misinterpret the data. You can use decoration but not too much so you can keep your data visualization simple and easy to read.

• Finally, it is crucial to clearly present your data to avoid its distortion. In order to make sure people will clearly understand the point of your graphics, use the right size, type, shape, and colors for your visuals. In this way, you are unlikely falsely presenting the information on your graphic. You could for instance make sure to have labels and respect the color conventions (e.g : use dark colors when representing a high customer’s engagement and light color when representing a low customer’s engagement).

Now that you have a clear understanding of data visualization, do not ignore its importance for your company’s productivity and start making the most of it when making your business decision. You will be surprised how data visualization will really improve your content marketing, internal communication and facilitate the decision-making process. You might not think about it, but remember how faster you could take action for your organization when having a clear understanding of your data. Well, do not waste anymore time struggling interpreting your data and use visuals to make it easier and faster to take the right decision. Do not forget that time is money !