Published on : Monday, April 18, 2016
There is plenty of talk about the value of ‘big data.’ The truth is that big data is like a home improvement store. They both offer a huge amount of material, but it is worthless until you know how to put it to work. Maestro Analytics, fully integrated with the Maestro Property Management System (PMS), makes a wealth of guest and property performance data actionable for independent hotel operators.
“We implemented Maestro Analytics Business Intelligence at our six properties seven years ago. With one button click I can mine our data in Maestro Analytics to instantly measure the booking pace by market, date, guest segment, room type, rate against last year and other important business metrics. This information enables us to target promotion campaigns to the most profitable markets, guest segments and during specific dates to maximize revenue,” said Helen Staton, Director of Reservations & Revenue Management for Seaside Inn Rentals in Myrtle Beach, SC. “I use Maestro Analytics to create an ‘on the books’ report to evaluate if our occupancy and rates are trending to forecast,” Staton said. “If we see a dip in occupancy ahead, we may reduce our staffing projections or launch a special promotion to fill rooms. Maestro Analytics is like ‘headlights’ that let us look into the future and make adjustments to maximize performance at all our properties.”
The Maestro Property Management System records a vast amount of guest information on reservation dates, favorite activities, dining history, purchases and guest feedback. Maestro Analytics makes your data the foundation of actionable, personalized marketing that increases loyalty and revenue.
“Maestro Analytics gives operators a deep dive into the valuable guest data stored in their Maestro Front Office System,” said Maestro PMS President Warren Dehan. “Operators can easily identify patterns among guests with common interests. One Maestro user noticed that couples who drove to the hotel and played golf frequently visited the property’s spa. This helped them create a very successful Golf + Spa Package they promoted to guests that lived within a two-hour drive based on local zip codes.”
Dehan noted that many Maestro PMS properties mine Analytics for guest survey scores: “Many operators use Analytics to identify guests that may have given a low service rank. This information is the intelligence they need to develop a special incentive package to invite them back. When operators use their data to see their operation clearly, they can put it to work to understand their guests, revenue triggers, and operation to run a more profitable and efficient business.”
The Maestro Enterprise Property Management hotel software suite of 20+ solutions is the industry’s most robust and well supported system for independent hotels, resorts, and multi-property groups. Click here for more information on how to reserve, engage and socialize with Maestro PMS.