EN 
ES Direct selling gives us many more advantages than any other sale in your distribution mix. That's true and they won't get me out of it. But how do you use your hotel data to increase direct sales?
For improve our direct sales conversion rates, data is essential. And when I talk about data, I am referring to the mix of own data of the hotel, with market data y trend forecasts.
Why are they the driving force behind direct selling?
The own data The hotel's main features are those that we can extract from its own operations (PMS, Channel Manager, Booking Engine, etc.), Analytics, social networks, ...). Depending on the technological evolution of the hotel we will have more or less data available. In any case, even if the hotel is behind in technology, we can always get some data that does not give valuable information.
The market data are those that we can extract from the different public bodies in charge of promoting tourism in our territory.
And finally, the trend forecasts are those that we can obtain through forecasts made by public agencies, consultancies, our friend Google or simply by analyzing the news that appear in the media.
Today we are going to focus on the first ones, the hotel's own, those that the hotelier has at his fingertips.
What types of data can a hotel analyze
All hotels, regardless of their size, are equipped with valuable data locked in their management software: PMS, Channel Manager or booking engine. The more advanced their technology, the more information they will be able to consult. But even with basic tools, the data can reveal real opportunities for improvement.
Leveraging this data will help you improve performance by giving you a better understanding of customer behaviors and preferences.. For example, if you analyze customer reviews, you will be able to see what people are saying about the hotel, both good and bad. This will give you an idea of what aspects of your hotel's services need improvement and what areas are succeeding.
In addition, analyzing booking patterns within a specific time period or across different seasons will allow you to optimize pricing strategies as well as staff scheduling. You can also use web analytics to track visitors to your website; this will help you improve marketing campaigns and identify potential customers that you may not have been tracking.
In the following image you can see the results obtained through a survey campaign conducted with hotel guests.
And within this data, we can analyze both the score and the comments made by customers in stay and post-stay. Data that often vary and give us valuable information.
How to transform data into strategic decisions
The key is to use data in a meaningful way; taking the time to understand exactly what it tells you and how it applies to your business can make all the difference in improving performance. It is important to remember that data does not only come from within the four walls of a hotel; external sources such as social media, review sites, industry reports and competitor analysis must also be taken into account to get a complete picture of guest behavior. All these sources combined provide invaluable information to inform strategic decisions on marketing campaigns, pricing strategies or product upgrades.
In addition, being able to Having all this data centralized in a single control panel facilitates analysis and decision making.
Centralize in a hotel control panel
Accessing your control panel and finding your data all at once that you and your marketing team are interested in for decision making is priceless. The aim is to increase the efficiency and effectiveness of decision making in order to magnify your results.
Here I show you how in one of our hotel data control panels we have:
1. The breakdown by Booking Channel
2. The devices for which our customers book
3. Countries that produce more income
4. The average anticipation of reservations
5. Basic indicators for reserves, NR, conversion and average price
The real value of data for your hotel
Data-driven decision making has become essential to the success of businesses in today's digital world, and hotels are no exception! To remain competitive in an increasingly saturated marketplace, hotels must leverage their own internal data and external sources, such as social media and review sites, to gain valuable customer insights that will enable them to make informed decisions about their business strategies going forward.
Unlocking and leveraging this information effectively can make all the difference to the success of your hotel. At weglobeyou we help hotels to centralize and analyze their data to transform information into real results: more direct sales, more profitability and less dependence on intermediaries.