Information management CHAPTER: 11 Introduction Data mining and analytics Helps to deliver and understand • The customer • Customer’s needs • Customer’s wants • Desires and wishes

Magnini, Honeycutt, & Hodge, 2003 Data mining

CRS (reservation) PMS (property) POS (sales) Central reservation system (CRS)

Stores and distributes information on a hotel, resort, or other lodging facilities

Available exclusively to hotel representation companies CRS

Main modules • Reservations • Profiles • Groups • Rate and inventory control • Administration • Reporting • Global distribution interface • PMS interface CRS

Information commonly stored in a CRS includes: • Room types • Rate plans architecture • Room rates and Room inventories • Generic hotel information • Distribution content are stored in the CRS or in a content management system • Reservation information • Geocode information • Nearby IATA cities and airports CRS

Examples: • HOUDEX • FORTRES • BEST WESTERN CONSORTIUM • MARSHA • OMAHA CRS

Online travel agents • www.makemytrip.com • www.in.hotels.com/ • www.trivago.in • www.cleartrip.com/hotels • www.cleartrip.com/hotels • www.booking.com • www.goibibo.com/hotels/ • www.agoda.com Property management system (PMS)

Functions • Reservation management • Room management • Guest account management • General management PMS

Reservation management software • computer based reservation package • enables a hotel to rapidly process room request • generate timely and accurate rooms, revenue and forecasting reports PMS

Room management software • maintains current information on the status of rooms • provides information on room rates • assists in room assignment during registration • help front office personnel co-ordinate guest services PMS

Guest account management software • increases the hotels control over guest account • modifies the traditional night audit routine • monitors pre-determine guest credit limit • provides flexibility through multiple folio format PMS

General management software • cannot operate independently of other front office software packages • tend to be report generating packages Point of sales

Benifits • Operational efficiency • Reduces revenue losses • Improvement of customer services and hence big on satisfaction • Increases customer loyalty towards the hotels • Accuracy in accountancy • Helps in decision making Seven guidelines influence the effective management of data-mining technology

Hire a well-trained staff and a knowledgeable IT manager

Refine the process

Demand timely output

Select the appropriate tools for analysis and prediction

Collect data to support the models

Build segmentation and predictive models

Match your IT priorities with a skilled provider

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