MicroStrategy World 2018 | Jan 15-17 in Las Vegas

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Solutions for Hospitality

Organizations in the hospitality industry are faced with several unique challenges and difficulties in today’s market. Providing exceptional customer service, optimizing revenue management, and staying ahead of competition strengthened through mergers and acquisitions are some of the industry’s challenges. In order to make the best possible business decisions, whether pertaining to occupancy rates, loyalty strategy, or channel bookings, hospitality organizations must link and analyze disparate data to improve operations, management, security, and service.

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Enterprise Analytics
Hospitality Headquarters

Channel Bookings

Obtain an overview of hotel management KPIs to improve business decisions and better compete in the market

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Enterprise Analytics
Hospitality Headquarters

Occupancy, ADR, and RevPAR Analysis

View real-time market pricing and occupancy data to determine more-competitive price points

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Enterprise Analytics
Hospitality Headquarters

Customer Segmentation

Perform needs-based segmentation and determine the current and lifetime value to improve business strategies

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Enterprise Analytics
Hospitality Headquarters

Recency, Frequency, and Monetary (RFM) Optimization

Identify high-response customers and the most effective marketing to improve ROI

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Enterprise Mobility
Hospitality Headquarters

Security and Safety

Obtain a real-time view of workplace safety and security through report case tracking and reconciliation

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Enterprise Analytics
Hospitality Headquarters

Asset Utilization

Deploy enterprise analytics to improve management of assets, maintenance, and inventory levels

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Enterprise Mobility
Hospitality Headquarters

Executive KPI Dashboard

Deliver real-time insights to arm executives with critical information when making business decisions

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Enterprise Mobility
Guest and Customers

Loyalty Program Analysis

Track, analyze, and report on membership patterns and trends in order to improve service

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Enterprise Analytics
Guest and Customers

Partnership Activity Reporting

Share insights with partner organizations on cooperative marketing campaigns

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Enterprise IoT
Guest and Customers

Call Center Analytics

Get insight into call center activity to closely track individual and team performance

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Enterprise Mobility
Guest and Customers

Reservations Analysis and Reporting

Analyze reservations and cancellations across all channels to better understand business operations

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Enterprise Analytics
Hotel

Maintenance and Repair Analysis

Monitor and report on room conditions, hotel equipment, and assets in order to effectively plan for maintenance, repairs, and capital improvements

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Enterprise IoT
Hotel

Digital Room Keys

Smartphone apps create a seamless guest experience covering reservations, check-in, room access, and payments

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Enterprise Analytics Solution

Channel Bookings

The Challenge

Without well-defined insight on channel mix, hospitality organizations have struggled to optimize conversion, retention, and ancillary revenue for each individual channel.

The Solution

With MicroStrategy, users can combine data across multiple channels and customers, discover hidden insights, and pursue strategies to improve each touchpoint across the business. This insight can be used to determine a hotel’s optimal channel mix, specifically designed to increase key metrics on customer acquisition, retention, and inventory. Armed with the advantage of knowing how channels perform with various customer segments, MicroStrategy delivers the tools necessary to achieve an advantage over the competition.

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Enterprise Analytics Solution

Occupancy, ADR, and RevPAR Analysis

The Challenge

Hospitality organizations use benchmarking to constantly measure and analyze performance against industry peers and the market. This analysis plays a vital role in an organization’s revenue management strategy. But finding the precise benchmarks against which to measure can be a challenge, especially given that information often resides in disparate systems and may not be easily combined and analyzed.

The Solution

MicroStrategy can be used to help hotels determine key benchmarks to measure when comparing their performance against past results and direct competitors. This helps to determine the overall health of the organization. By sifting through and analyzing high volumes of data, MicroStrategy can deliver meaningful, actionable information to hotel management, in real time.

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Enterprise Analytics Solution

Customer Segmentation

The Challenge

It’s critical for hotels to better target smaller customer segments – such as business travelers or tour groups – and understand why, when, and where they are traveling. It is now critical to conduct more-effective and personalized marketing campaigns and better serve patrons onsite given their unique needs.

The Solution

MicroStrategy makes it easy for hospitality organizations to analyze customer data by seamlessly connecting all touchpoints including website browsing, call centers, mobile app usage, and social media interactions. With MicroStrategy, users can easily analyze customer data related to revenue, complaints, marketing offer responsiveness, demographics, and more. The valuable insight extracted can be used by hotels to segment customers for marketing programs, predict customer defection, determine which areas to invest resources in, and personalize every interaction. By enabling hospitality organizations to be proactive with customer relationships, MicroStrategy can help these organizations to acquire new customers, retain existing ones, and maximize customer lifetime value.

Customer Segmentation
Enterprise Analytics Solution

Recency, Frequency, and Monetary (RFM) Optimization

The Challenge

All customers subgroups such as business travelers, tour groups, or weekend travelers, have diverse and specific needs. It’s incumbent on hospitality organizations to market to each groups in unique and effective ways, making campaigns more relevant and effective. Hospitality organizations are challenged to perform a detailed RFM analysis to gain a better understanding of their customer pool.

The Solution

MicroStrategy makes it easy for hotels to quickly comb through large amounts of customer data and seamlessly connect activities from all customer touchpoints. MicroStrategy enables hotels to easily perform an RFM analysis based on past purchase behavior to divide customers into key groups for customized campaigns. Key benefits of an RFM analysis include increased customer retention, increased response rates, increased conversion rates, and ultimately, increased revenue. The valuable insight extracted from various data sources can be used by hotels to segment customers for marketing programs, predict customer defection, determine which areas to invest resources in, and personalize every interaction they have with business or mass market residential consumers. By enabling these organizations to be proactive with customer relationships, MicroStrategy helps hotels acquire new customers, retain existing ones, and maximize customer lifetime value.

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Enterprise Mobility Solution

Security and Safety

The Challenge

Hospitality organizations are faced with the reality of dealing with safety and security issues. A crisis that is not attended to in a professional and detailed manner can have financial repercussions and negatively impact an organization’s brand. It is key that hospitality organizations comply with mandated security measures and trainings to mitigate risk and ensure a healthy and safe work environment.

The Solution

With MicroStrategy, organizations can streamline hotel tracking and compliance management processes to improve safety, stay up to date with industry regulations, and strive to protect guests from harm. By deploying MicroStrategy to gain a 360-degree view of security, users can monitor hotel security systems, incidence reports, regulation discrepancies, and employee attendance of safety training classes – all viewed from a single dashboard, and in real time.   In the event of an incident, maintenance issue, or compliance issue, hotel employees can directly log information related to safety violations, submit a related photo, and provide related comments and annotations.

Security and Safety
Enterprise Analytics Solution

Asset Utilization

The Challenge

In order to optimize asset utilization, it is critical for hospitality organizations to effectively capture, combine, and analyze equipment data from across the enterprise. This includes data relating to operations processes, equipment and asset usage, available assets, demand forecasting, and maintenance/repair requirements.

The Solution

With MicroStrategy’s powerful analytics and reporting capabilities, organizations can better understand data related to hotel equipment and asset utilization by customer usage and more. Organizations can easily leverage both structured and unstructured big data to provide a comprehensive view of operations performance, allowing them to optimize processes and keep assets up and running. MicroStrategy can help quickly identify factors impacting operations so that organizations can act to ensure asset supply reliability. For example, repair and maintenance records from hotel assets can be combined and analyzed with equipment, operations, and asset utilization data so organizations can better understand what actions can be taken to improve overall performance. MicroStrategy’s advanced analytics capabilities can also be used to predict future demand, usage, and maintenance issues – helping proactive organizations avoid downtimes and adverse customer experiences.

Asset Utilization
Enterprise Mobility Solution

Executive KPI Dashboard

The Challenge

Too often hospitality executives are forced to rely on a variety of line-of-business reporting tools for operational and financial analysis and KPI metrics. Always pressed for time, executives need a single, integrated reporting tool that securely delivers KPI metrics in real time, and is built to handle large, complex datasets.

The Solution

MicroStrategy operational and financial reporting applications integrate data from a wide range of sources to allow users to seamlessly access critical information related to profit and loss, risk, markets, and operations. MicroStrategy gives users a secure, personalized view of the enterprise’s information that is most relevant to their role in the organization. Hospitality organizations can also deploy MicroStrategy mobile apps to their executives and board members, giving them real-time insight at their fingertips. By being able to access this information from any location, on any device, executives and board members are equipped to make critical decisions without having to rely on support teams to procure specific information first. As an additional benefit, these secure apps replace the time- and resource-consuming process of developing and manually printing out volumes of information packets and reports for meetings – freeing up overhead and staff time to focus on running the business.

Executive KPI Dashboard
Enterprise Mobility Solution

Loyalty Program Analysis

The Challenge

The more devoted customers are to a particular brand, the more they come to expect a higher level of personalized service. This is especially true for millennial travelers, who expect experiential rewards. Hotel service providers are challenged to capitalize on this opportunity and reward/engage their most loyal customers before they are lost to the competition. In an industry prone to increased competition, fostering a sense of company brand loyalty can have a real impact on the bottom line.

The Solution

MicroStrategy’s Usher provides hospitality organizations with a unified, singular view of each customer’s identity – integrating data from sales, service, and marketing channels. With this ability, hotel service providers can prioritize services, putting the most important customers at the front of the line. Usher’s analytics capabilities, equipped with an integrated identity schema, makes it simple for hospitality service providers to build dashboards to gain insight into user preferences at any location, in real time. By leveraging Bluetooth technology, Usher enables sales and service associates to deliver an even more personalized user experience when engaging with high-valued customers to provide a customized VIP experience.

Loyalty Program Analysis
Enterprise Analytics Solution

Partnership Activity Reporting

The Challenge

In an industry prone to mergers and fierce competition, hospitality organizations are becoming increasingly reliant on marketing and operating partnerships to drive growth. Hospitality organizations are challenged to better understand which partnerships work well, which fall short, and why.

The Solution

MicroStrategy provides hospitality companies with real-time analytics to better understand and optimize marketing via partnership channels. Whether it’s websites that track browsing behavior, purchase history, customer reviews, or direct mail marketing, MicroStrategy can access data from multiple sources, bringing it together in a single dashboard. Powerful visualizations, mapping features, and data discovery allow users to explore trends, shifts in competitor activity, or customer activity levels. With this level of insight, hospitality marketers can better define target markets and focus on particular subgroups with refined messaging. With detailed information on metrics including email open rates, video plays, and website-driven leads, companies are empowered to adjust marketing channels on the fly to increase campaign effectiveness.

Partnership Activity Reporting
Enterprise IoT Solution

Call Center Analytics

The Challenge

Call centers are challenged to validate an incoming caller’s identity quickly and accurately to ensure account security. But verifying security with knowledge-based authentication questions over the phone takes time, and this adds to the operations costs of the call center.

The Solution

Call centers use MicroStrategy to track metrics, identify KPIs, analyze operations, and forecast performance. Centers can track and monitor each customer case, starting from the caller identification process all the way through ticket resolution. Managers receive critical data related to each call, including resolution times, escalated customer issues, and call volume. With this data, managers can identify specific areas where call center team members need more training and quickly determine if performance objectives are being met. By providing real-time alerts when KPIs trend in the wrong direction, MicroStrategy helps organizations stay on top of performance. And with mobile applications, call center managers can receive the information they need from any location, on any device – even while they are offline.

Call Center Analytics
Enterprise Mobility Solution

Reservations Analysis and Reporting

The Challenge

Generating vast amounts of data, hospitality companies face the constant challenge of using it to stay current on reservation operations, related trends, and red-flag issues.

The Solution

MicroStrategy can process a tremendous amount of data from disparate systems, turning it into actionable insight, in real time. With powerful, enterprise-grade analytics, organizations are able to focus on key areas of the reservation process, including: focusing on the number of reservations vs. cancellations; gaining insight into the ratio of room cancellations that were charged a penalty; detailing the key metrics for the average reservation; drilling down to uncover factors and trends relating to cancellations; and identifying potential weaknesses or vulnerabilities in the hotel reservation policies.

Reservations Analysis and Reporting
Enterprise Analytics Solution

Maintenance and Repair Analysis

The Challenge

Hospitality organizations with thousands of rooms, equipment, and assets need to maximize the use and longevity of these depreciating assets. Decision-makers need analytical tools that help them optimize hotel facilities, equipment, and asset usage and minimize labor maintenance costs, safety issues, and customer inconvenience.

The Solution

MicroStrategy’s analytical solutions help hospitality companies efficiently manage their vehicle fleets. Managers can analyze usage and maintenance histories to identify assets with increased risk of failure in order to proactively take corrective measures. By taking steps to perform regular maintenance as needed, the likelihood of needing major repairs or overhauls to assets decreases, saving the company time and resources. And with real-time data, organizations are empowered to react as soon as actionable information becomes available – accelerating response times, improving productivity, and enhancing the customer experience.

Maintenance and Repair Analysis
Enterprise IoT Solution

Digital Room Keys

The Challenge

Because hotels fiercely compete for tech-savvy customers, they are constantly challenged to deliver the latest innovations. Meeting expectations via the use of smartphone applications is a growing area for the industry, as these solutions work to unlock doors, control entertainment consoles, and regulate in-room systems such as thermostats.

The Solution

A hotel’s front desk attendant can issue guests a smartphone-based Usher badge. Patrons can then use this digital badge to securely access their room, the gym, the parking lot, in addition to controlling their in-room television and thermostat. Usher provides hospitality organizations with strong, flexible multi-factor authentication including push notifications: biometrics, one-time passwords, face-to-face validation, and Bluetooth proximity. By capturing telemetry data, Usher provides previously unknown visibility into user behavior and actionable intelligence across multiple enterprise systems, enabling hospitality organizations to optimize asset utilization, improve productivity, reduce risk, and transform their business operations.

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